The world’s 10 biggest spirits brands


Volume 2011: 18 million 9l cases
Volume 2010: 16.4 million 9l cases
Change 10-11: +6.5%
2011 ranking: 3

Johnnie Walker Double Black was up 169% in the travel retail market. The successful mentorship and “Step Inside the Circuit” programmes and strong execution of the proven growth-driver “Walk with Giants” continued to deliver growth, particularly in emerging markets, where it was used to create strong brand loyalty, notably in Brazil.

Marketing spend increased 10% with over two-thirds directed towards emerging markets.

As well as occupying the third spot by volume, Johnnie Walker is tops the global list in in value terms.

Increased marketing investment led to organic net sales growth and share gains in many key markets such as global travel, Mexico and China.

The fastest growth element for the brand this year was in the super- deluxe variants, where net sales were up 29%.

Brand owner: Diageo
Head office: Lakeside Drive, London NW10 7HQ, UK
Tel: +44 (0)20 8978 6000
Brand director: Gavin Pike
PR (UK): Diageo press office
+44 (0)20 8978 2749
Product range: Red, Black, Green,
Gold and Blue Labels, Johnnie Walker
Double Black

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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