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Strategic Brands

Our strategic brands are our primary growth drivers across our markets and so are the main focus for our business. They have broad consumer appeal across geographies, and although each of them has a rich heritage they all continue to innovate and expand to meet new and emerging consumer trends. We manage and invest in these brands on a global basis so you will see consistent marketing from country to country. Our fourteen strategic brands are:

Crown Royal

No.1 Canadian whisky
in the world**.
5.1 million 9 litre cases*
Top markets: US, Canada
Global Travel & Middle East

For more information visit www.crownroyal.com
Johnnie Walker

No.1 scotch whisky in the
world**.
17.8 million 9 litre cases*
Top markets: Global Travel & Middle East, US, Brazil,
Thailand, Mexico

For more information visit www.johnniewalker.com
JεB

No.4 in the global scotch
whisky category**
4.6 million 9 litre cases*
Top markets: Spain, France
South Africa, US, Portugal

For more information visit www.jbscotch.com
Windsor Premier

Scotch whisky
1 million 9 litre cases*
Top markets: Korea and China
Buchanan's

Scotch whisky
1.5 million 9 litre cases*
Top markets: Venezuela, Mexico, Caribbean, US, Colombia, Global Travel & Middle East
Bushmills

Irish whiskey
0.6 million 9 litre cases*
Top markets: US, Ireland, GB,
Global Travel & Middle East,
France

For more information visit www.bushmills.com
Smirnoff

No.1 premium spirit brand
in the world**
24.5 million 9 litre cases*
Top markets: US, GB,
Canada, Brazil, South Africa

For more information visit www.smirnoff.com
Ketel One vodka

Super premium vodka
2.1 million 9 litre cases*
Top markets: US, Canada

For more information visit www.ketelone.com
Cîroc

Ultra premium vodka
1.3 million 9 litre cases*
Top markets: US, Brazil,
Global Travel & Middle East

For more information visit www.ciroc.com
Baileys

No.1 in the global liqueur
category**
6.8 million 9 litre cases*
Top markets: US, GB,
Germany, Global Travel &
Middle East, Canada

For more information visit www.baileys.com
Captain Morgan

No.2 brand in the rum
category in the world**
9.1 million 9 litre cases*
Top markets: US, Canada,
GB, Germany, South Africa

For more information visit www.captainmorgan.com
Jose Cuervo

No.1 in the global tequila
category**
4.6 million 9 litre cases*
Top markets: US, Canada,
Greece, Spain, Australia

For more information visit www.josecuervo.com
Tanqueray

No.1 in the US imported gin
segment**
2 million 9 litre cases*
Top markets: US, Spain, Canada, Global Travel & Middle East, Greece

For more information visit www.tanqueray.com
Guinness

No.1 in the global stout
segment***
11 million 9 litre case
equivalent units*
Top markets: Ireland,
Nigeria, GB, US, Cameroon

For more information visit www.guinness.com