Diageo, the world's leading premium drinks company, has retained its leadership position in the second edition of the ‘IWSR Top 50 International Spirits Brands’ by volume ranking with four brands in the top 10, more than any other company.
For the second consecutive year, Smirnoff and Johnnie Walker have topped the rankings, as the number one and number three brands by volume respectively. According to IWSR database, Johnnie Walker and Smirnoff also ranked first and second within the Top 50 brands by value.
Diageo brands also lead the spirit categories rankings in the Top 50 brands by volume. Due to their positions, Smirnoff and Johnnie Walker are the leading brands in the vodka and scotch categories. Baileys, Cuervo and Gordon’s also claim first places in the liqueurs, tequila and gin categories.
The criteria for being considered for the IWSR’s Top 50 International Spirits Brands List, out this week, requires at least 20,000 cases to be sold in at least three different regions (due to its international nature, duty free counts as a region). Brands are then ranked on their global sales volumes in nine-litre cases.
IWSR also issued their ‘Fastest Growth Spirits Brands ranking’, which calculates the change in volume for spirit brands between calendar year 2010 and 2011. Within the scotch category, Johnnie Walker ranked first, recording the fastest volume growth in 2011.
Notes to Editors:
See below for the full list of Diageo brands featured in the ranking and their respective volume figures (in million of 9-litre cases) for calendar year ended 31 December 2011:
Smirnoff – 1st (25,197) Johnnie Walker – 2nd (16,660.6), Captain Morgan – 6th (9,290.7), Baileys – 10th (6,538.2), Cuervo – 14th (5,502), J&B – 19th (4,368.1), Gordon’s – 20th (4,308.8), Bell’s – 38th (2,371.3) and Tanqueray – 44th (2,055.8)
For further information please contact:
Diageo plc press office – 0044 208 978 2749
Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan’s, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.
Diageo is a global company, with its products sold in more than 180 markets around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people and its brands, visit www.diageo.com. For Diageo’s global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit www.DRINKiQ.com.
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