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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 strategic brands are:

  • Johnnie Walker

    Johnnie Walker

    No.1 scotch whisky in the
    world*.
    20.1 million 9 litre cases
    Top markets: United States, Global Travel Asia & Middle East, Brazil, China, Thailand, Mexico, Australia

    For more information visit www.johnniewalker.com

  • Crown Royal

    Crown Royal

    No.1 Canadian whisky
    in the world**. 
    5.5 million 9 litre cases
    Top markets: United States,
    Canada, France

    For more information visit www.crownroyal.com

  • JεB

    No.5 Scotch whisky in the world*
    4.0 million 9 litre cases
    Top markets: Spain, France
    South Africa, United States,
    Belgium, Turkey

    For more information visit www.jbscotch.com

  • Buchanan's

    Buchanan's

    No.2 premium Scotch whisky in Latin America and Caribbean*
    1.9 million 9 litre cases
    Top markets: Venezuela, Mexico, United States, Colombia, Brazil

  • Windsor Premier

    Windsor

    No.1 super premium Scotch whisky in Asia Pacific*
    0.7 million 9 litre cases
    Top markets: Korea, China

  • Bushmills

    Bushmills

    Distilled at Ireland's oldest working distillery
    0.8 million 9 litre cases
    Top markets: United States, Ireland, Russia, France, Great Britain

    For more information visit www.bushmills.com

  • Smirnoff

    Smirnoff

    No.1 premium vodka in the world**
    26.1 million 9 litre cases
    Top markets: United States, Great Britain, Canada, Brazil, South Africa, Australia

    For more information visit www.smirnoff.com

  • Ketel One

    Ketel One vodka

    No.2 super premium vodka in the United States***
    2.4 million 9 litre cases
    Top markets: United States, Canada, Brazil, Australia, Great Britain

    For more information visit www.ketelone.com

  • Ciroc

    Cîroc

    No.2 ultra premium vodka in the United States***
    2.2 million 9 litre cases
    Top markets: United States, Brazil,

    For more information visit www.ciroc.com

  • Captain Morgan

    Captain Morgan

    No.2 brand in the rum
    category in the world**
    10.3 million 9 litre cases
    Top markets: United States, Canada,
    Great Britain, Germany, South Africa

    For more information visit www.captainmorgan.com

  • Baileys

    Baileys

    No.1 liqueur in the world**
    6.5 million 9 litre cases
    Top markets: United States, Great Britain, Germany, Canada, Italy

    For more information visit www.baileys.com

  • Tanqueray

    Tanqueray

    No.1 imported gin in the United States*****
    2.2 million 9 litre cases
    Top markets: United States, Spain, Canada, Great Britain, Australia

    For more information visit www.tanqueray.com

  • Guinness

    Guinness

    No.1 stout in the world****
    10.9 million 9 litre case
    equivalent units
    Top markets: Nigeria, Ireland, 
    Great Britain, United States, Cameroon, Indonesia

    For more information visit www.guinness.com

* IWSR
** Impact Databank, February 2013
*** IRI
**** Plato Logic
***** Beverage Information Group

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