Top 10 spirits brands

1. Smirnoff

Smirnoff-WhiteBrand owner: Diageo

Head office: Lakeside Drive, London NW10 7HQ, UK

Tel: +44 (0)20 8978 6000 Website:

Global brand director: Matt Bruhn PR: (in-house) +44 (0)20 8978 2749 Product range: Smirnoff Red, Black, Blue, White, Gold, Gold Apple, Lime, Vanilla, Blueberry, Espresso, Smirnoff Ice, Smirnoff Black Ice, Smirnoff Kissed Caramel, Smirnoff Sorbet Light

Volume 2012: 26.3 million 9l cases

Volume 2013: 26.1 million 9l cases

Change 13-12: -0.7%

2013 ranking: 1

Leader of the pack Smirnoff – the world’s largest international spirits brand – experienced a small dip in sales last year, down to 26.1m nine-litre cases from 26.3m in 2012. However, the brand remains six million cases clear of its nearest competitor, Johnnie Walker. Having attributed a lot of its success to the US market last year, 2013 was a different story with Smirnoff losing its share of the American vodka market due to a 7% decline in volume sales in the six months to 31 December. Brand owner Diageo blamed the slump on the company’s overall 1% US wine and spirits decline despite a good performance from Smirnoff’s Sorbet and Confections lines, which include flavours like Whipped Cream, Fluffed Marshmallow and Caramel.

The fall was also put down to the swell of vodka brands now on the market, giving Smirnoff increased competition for sales. Despite the slight decline, Smirnoff hasn’t been short of innovations in the last year, releasing a cinnamon-flavoured vodka flecked with edible 23-carat gold onto the market last August. Last October, the brand released two new flavoured variants: Wild Honey and Cinna-Sugar Twist, specifically targeted at the US market. This year the brand launched what it claimed to be a “pioneering new vodka variant” in the form of Smirnoff White in travel retail. Most recently, the brand launched Smirnoff Gold Apple, an apple-flavoured vodka flecked with edible gold.

One Response to “Top 10 spirits brands”

  1. guy says:

    I was under the impression that Jinro is the biggest selling spirit brand in the world selling more than twice the volume of what Smirnoff sells

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