The world’s 10 biggest spirits brands

6. Captain Morgan

Volume 2011: 9.2 million 9l cases
Volume 2010: 9 million 9l cases
Change 10-11: +2%
2011 ranking: 5

Captain Morgan is Diageo’s leading rum and accounts for over two-thirds of category net sales. The “Life, Love and Loot” campaign has re-energised the brand in North America, while strong growth in Western Europe, Russia and Eastern Europe on the back of proven global growth drivers have all contributed to the 7% volume and 6% net sales growth for the brand. In 2012

Captain Morgan has sponsored a team of marine archaeologists to start its first thorough excavation of a shipwreck located close to the Lajas Reef off the coast of Panama. They believe that the wrecked hull and its cargo belong to a fleet commanded in 1671 by the ruthless British buccaneer Admiral Henry Morgan – the rum’s captain. The company released Captain’s Conquest, a mobile social game that rewards players for real-life exploration, adventure and social influence by transforming cities into the open seas and encouraging players to navigate Captain Henry Morgan’s world.

The app is available for both the Android and Apple market.

Brand owner: Diageo
Address: Lakeside Drive, London NW10 7HQ, UK
Tel: +44 (0)20 8978 6000
PR: Diageo press office,
+44 (0) 20 8978 2749
Product range: Original Spiced, Long
Island Iced Tea, Jamaican, 100 Proof
Spiced Rum, Private Stock

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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