12th June, 2013 by Lucy Shaw
Volume 2011: 24.7 million 9l cases
Volume 2012: 26.3 million 9l cases
Change 12-11: +6.5%
2012 ranking: 1
Leader of the pack Smirnoff – the world’s biggest international spirits brand – grew its sales considerably in 2012.
Much of the brand’s success last year came from the recovery of the US market, with vodka sales accounting for as many as 65 million of the 202 million cases of alcohol sold in the country last year, up 4% on 2011. The UK was also a key driver of net sales growth, with global net sales up 4%.
This March, the brand released an Espresso variant (extracted from coffee beans and designed to be enjoyed with cola) in the UK in a bid to grow the £116m flavoured vodka market in Britain.
At the same time it spotted a niche in the growing low calorie drinks market, launching a trio of “skinny” vodkas under the Smirnoff Sorbet Light banner: Raspberry & Pomegranate, Mango & Passion Fruit, and Lemon, with each boasting 78 calories per 1.5oz serving.
Despite the recession, Smirnoff put in a strong performance in 2012, increasing sales over the year to power through the 26 million case mark.
Brand owner: Diageo
Head office: Lakeside Drive, London NW10 7HQ, UK
Tel: +44 (0)20 8978 6000
Global brand director: Simon Burch
PR: Diageo Press Office +44 (0)20 8978 2749
Product range: Smirnoff Red, Black, Blue, Norsk, Apple, Lime, Vanilla, Blueberry, Espresso, Smirnoff Ice, Smirnoff Black Ice, Smirnoff Kissed Caramel, Smirnoff Sorbet Light