The world’s 10 biggest spirits brands


Volume 2011: 24.7 million 9l cases
Volume 2010: 24.8 million 9l cases
Change 10-11: – 0.4%
2011 ranking: 1

Smirnoff’s successful extension of the “I Choose” campaign and the “Nightlife Exchange Project” both contributed to growth, with increases in every region, re-establishing itself as an iconic brand.

The fastest growth for the brand was in the emerging markets; Latin America net sales were up 32%, supported by the positive impact of the Nightlife Exchange Project and favourable economic conditions that drove trading up in spirits. The UK and Germany were also key drivers of net sales growth.

As for awareness, the brand is known worldwide due to advertising and celebrity associations; for example, it was 007’s vodka of choice in Casino Royale. It also remains relevant as a mixable white spirit with an ever-expanding number of flavours and ready-to-drink variants. In terms of growth, Smirnoff has stemmed a recession induced decline and held sales steady during the course of 2011 to remain above the 24 million-9l case mark.

Brand owner: Diageo
Head office: Lakeside Drive, London NW10 7HQ, UK
Tel: +44 (0)20 8978 6000
Brand director: Simon Burch
PR: Diageo Press Office
+44 (0)20 8978 2749
Product range: Smirnoff Red, Black,
Blue, Norsk, Apple, Lime, Cocktails,
Smirnoff Ice, Smirnoff Black Ice

2 Responses to “The world’s 10 biggest spirits brands”

  1. Daniel Cajigas says:

    Thank you for the info.

  2. This list might be right in the US but it is absolutely wrong insofar as top sales in the world. The world’s top selling brand is actually a Korean soju called Jinro. Soju is like the Korean version of vodka. Seven of the Top Ten are from India or Brazil and are not likely known to you.

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