WHAT ARE THE
10 fastest growing spirits?
10 fastest growing spirits?
The top 10 fastest growing spirits brands (Excerpt)
1.Indian whiskey and Vodka has made a remarkable recovery
2. Bangalore Malt Whisky topping the tree with at 87.36% growth
1.Indian whiskey and Vodka has made a remarkable recovery
2. Bangalore Malt Whisky topping the tree with at 87.36% growth
The top 10 fastest growing spirits brands (Excerpt)
Source: The Spirits Business by Nicola Carruthers 24th July, 2017
Source: The Spirits Business by Nicola Carruthers 24th July, 2017
Indian whiskey and vodka were among the speediest spirits to achieve impressive growth in 2016, but which brands experienced the most rapid success?
After being well and truly buffeted by geopolitical and economic headwinds in 2015, vodka has made a remarkable recovery, with the category representing four out of the top 10 fastest growing brands that have sold more than one million cases in the world today.
And while it's not unusual for new names to grow quickly from a small base, both Ladoga's Imperial Collection and Heaven Hill's Deep Eddy possess the striking brand power to triumph in Russia and the US respectively - two markets both crowded and challenging in very different ways.
Credit must be given too to the Indian whiskey contingent. With Bangalore Malt Whisky topping the tree with emphatic 87.36% growth and Radico Khaitan's 8PM not far behind, to see a sector that has faced both demonetization and prohibition flourishing should provide a boost to all.
Click through the following pages to discover the world's top 10 fastest growing spirits brands, listed in order of rising percentage.
The top 10 fastest growing spirits brands 24th July, 2017 by Nicola Carruthers -
Black & White
The only Scotch whisky to appear on the list is the Diageo-owned Black & White, which leapt 28.57% to 1.80m cases last year. In the six months to 31 December 2016, the UK-based drinks group reported that Black & White performed particularly well in Latin America and the Carribean. Net sales of the blended Scotch grew 65% in Mexico supported by expanded distribution and activation across the on- and off-trade driving strong recruitment into the category. .
Royal Challenge 2016: 4.70m 2015: 3.60m % change: 30.56%
Owned by Diageo’s Indian drinks arm United Spirits, Royal Challenge added 30.56% to its 2015 figures in the face of the company’s internal conflicts with former chairman Vijay Mallya. In the group’s H1 2016 results, Royal Challenge’s net sales grew 28% despite lapping a strong growth following the re-launch in 2014. The brand was launched in the early 1980s, and is a grain-based whisky blended with Scotch malts and Indian malts.
The top 10 fastest growing spirits brands
Gosudarev Zakaz
2016: 2.38m 2015: 1.81m % change: 31.42%
Described as one of the more “accessible” vodkas in the Beluga Group portfolio, Gosudarev Zakaz has moved into the two million case sales mark with a 31.42% increase in 2016 to 2.38m. Beluga Group, formerly known as Synergy, changed its name earlier this year as the company sets out to strengthen its position as an international business. The largest spirits company in Russia posted 16% growth in the first half of 2016, while its vodka brands – entry-level Gosudarev Zakaz, mid-range Belenkaya and Beluga with its reported 70% share of the super-premium category – have done well.
Cîroc
2016: 2.40m 2015: 1.80m % change: 33.33%
Diageo-owned vodka brand Cîroc saw its million case sales increase by 33.33% to 2.40m in 2016. In the six months to 31 December 2016, the drinks giant reported that Cîroc’s performance improved from the first half driven by the success of Cîroc Apple in the US. The brand also performed well in the UK and Africa. Diageo continues its marketing activities with Victoria Secret model Alesandra Ambrósio.
Ron Medellin
2016: 1.39m 2015: 1.04m % change: 34.20%
For the first time, Fabrica de Alcoholes y Licores de Antioquia has provided The Spirits Business with its sales data, showing that its Ron Medellin rum brand is the ninth best-selling rum in the world. The brand experienced an astonishing 34.20% growth in 2016 – the fastest growth rate among any million-case-selling rum brand. Made in Colombia, Ron Medellin is predominantly consumed in Latin America. Its core range consists of a 12- and eight-year-old expression
8PM
8PM
2016: 5.65m 2015: 4.10m % change: 37.80%
Our 2017 Indian Whisky Brand Champion, Radico Khaitan’s 8pm performed excellently in the last calendar year to reverse four years of declines and post remarkable 37.8% gains. Offsetting 4.56% losses with resounding 37.8% gains, the product shone, with a considered repackaging key to harnessing growth.
Deep Eddy Vodka 41.8% uplift nudging
2016: 1.00m 2015: 0.71m % change: 41.84%
This year’s Vodka Brand Champion, Deep Eddy witnessed a 41.8% uplift nudging the brand over 1m case sales. John Scarborough, president of Deep Eddy – which was acquired by US spirits firm Heaven Hill Brands in 2015 – told The Spirits Business that the success of its core expression and thoughtful growth of its flavoured offering contributed to the brand’s landmark achievement in 2016.
Tsarskaya/Imperial Collection Gold 2016: 1.01m 2015: 0.67m % change: 50.75%
Ladoga’s Russian vodka Tsarskaya/Imperial Collection Gold has showed the second fastest rate of growth in 2016, when sales increased 50.75% to pass the million case threshold for the first time. “This explosive growth is the result of a variety of efforts,” Veniamin Grabar, president of Ladoga Group told The Spirits Business. “In particular, volume exports of the brand increased by 37%, although, of course, Russia remains the largest market for Tsarskaya.” Earlier this year, the group unveiled a thinner and taller 1 litre bottle with a “modernised” design.
Bangalore Malt Whisky owned Bangalore Malt Whisky witnessed an impressive 87.36% sales growth in 2016
consumed alcoholic beverage in India
2016: 2.06m 2015: 1.10m % change: 87.36% Surpassing the two million case sales mark, John Distilleries-owned Bangalore Malt Whisky witnessed an impressive 87.36% sales growth in 2016, taking it to 2.06m nine-litre cases. The brand hit the 1m case sales mark for the first time in 2015 – prompting The Spirits Business to name it Indian Whisky Brand Champion in 2016. .
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