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World’s most popular alcohol brands

Kantar Worldpanel has released its global Brand Footprint Report, compiling a list of the “most chosen” alcohol brands on the planet in 2014, and its findings might surprise you.

An annual study of the most chosen fast moving consumer goods (FCMG) brands globally, Kantar’s analysis looks at real consumer behaviour rather than attitude to compile its findings. .

Using its own unique metric, Consumer Reach Points (CRPs), it looks at penetration (how many households buy a brand), frequency (how many times they buy it) and population. The measurement is weighted by the country’s population to calculate the brand’s reach. Because of this metric Kantar’s Brand Footprint is a measure of actual consumer behaviour, rather than surveying consumers about their attitudes to a particular brand.

Revealing an overwhelming dominance by one category, not a single wine brand made it into the top 10.

Click through to see which alcohol brands were deemed the most popular…

10. Guinness

The pride of Ireland, Guinness is the 10th most popular alcoholic beverage in the world, according to Kantar.

The Diageo-owned brands is famous for its Irish dry stout that was first brewed in 1759 in Dublin by Arthur Guinness.

Late last year it added a limited edition “ultra-premium” ale to its portfolio in the hope of bringing a “new level of elegance and artistry” to the beer category, while capitalising on a trend for corked beer bottles.

Consumer Reach Points: 11.8

9. Emperador

Philippines-based drinks manufacturer is best-known for its Emperador brandy, which is the 9th most popular brand in the world, according to Kantar.

Controlled by billionaire Andrew Tan, Emperador Inc is the largest spirits firm in the Phillipines. Part of Alliance Global Group, its Emperador Brandy has tripled its growth since 2010 and is now one of the largest spirit brands by volume worldwide.

Last year Emperador purchased Glasgow-based Scotch whisky Whyte & Mackay from United Spirits for £430 million.

Consumer Reach Points: 25.3

8. Carlsberg

Carlsberg is brewed by Danish brewing company The Carlsberg Group, founded in 1847 by by J. C. Jacobsen. Its flagship brew was named after Jacobsen’s son Carl.

This year the group announced the appointment of new CEO Cees ‘t Hart of Dutch dairy company Royal Friesland Campina amid a sales slump. The group reported organic net revenue growth of 2% to DKK 64.5bn and a 1% organic operating profit growth, driven by strong performance in Western Europe and Asia. However group’s beer volumes declined organically by 3% due to challenges faced in the Eastern European market.

In January Carlsberg confirmed it would be closing two of its 10 breweries in Russia – a market that has declined more than 30% since 2008.

Consumer Reach Points: 29.9

7. Budweiser

Introduced in 1876 by Carl Conrad & Co. of St. Louis, Missouri, Budweiser is sold in more than 85 countries making it one of the world’s most internationally recognised brands, and most valuable and is particularly popular in the US. 

More recently Budweiser has been losing its market share to the booming craft beer industry, with shipments of craft beer outnumbering those of Bud for the first time in 2013. 

However the big brewer has come out fighting releasing a controversial Super Bowl advert this year bashing craft beer and proclaiming itself to be a “real beer”. However it hasn’t held back on trying to get a grasp on the growing craft beer market, having purchased several craft breweries recently including Elysian in Washington and the 10 Barrel Brewing Co. in Oregon.

Consumer Reach Points: 35.4

6. Stella Artois

Stella Artois is a pilsner beer which has been brewed in Leuven, Belgium, since 1926 and is currently owned by Anheuser-Busch InBev, the world’s largest brewer.

The brand has battled against negative stereotypes in the past, but has made efforts to rebuild its reputation in recent years, becoming the 1st official beer of Wimbledon in 2014 and diversifying by entering the cider market in 2011.

Consumer Reach Points: 38.7

5. Skol

Skol was created in 1960 when a number of breweries were licensed to brew Skol international to a standard formula. Today the brand is marketed and brewed by three different companies; AB InBev in South America, by Unibra in Africa and by Carlsberg in all other countries.

Despite Carlsberg holding the rights to the brand in the largest number of territories, Brazil overwhelmingly leads global sales of Skol where AB InBev controls its distribution. The brand was originally produced by Caracu in Brazil, which was later bought by Brahma in 1980, which later went on to become part of AB InBev. The 4.7% abv pale brew remains one of the country’s biggest beer brands.

Consumer Reach Points: 100.1

4. Corona

Corona Extra is produced by Cervecería Modelo in Mexico for domestic distribution and export to all other countries besides the United States where it is controlled by Constellation Brands.

Constellation completed its acquisition of Gruppo Modelo’s US beer business from AB InBev for $4.75 billion in June 2013, giving it control of US imports of Corona and Modelo Especial, and the company now appears to be reaping the rewards.

In April of this year, Constellation credited a 24% increase to net sales in its 2015 end of year results, as having been largely propelled by its Mexican beer business, driven by Corona.

“Our beer business delivered strong marketplace results and enhanced market share throughout the year driven by Modelo Especial, Corona Extra and Modelo Especial Chelada,” said Rob Sands, president and CEO of Constellation Brands.

Consumer Reach Points: 103.4

3. Brahma

The third most chosen beer in the world, according to Kantar Worldpanel, Brahma’s homeland is in Latin America, but has a strong global presence.

Brahma was first founded in 1988 by the Companhia Cervejaria Brahma, and was taken global by AB InBev in 2005. Since then it has grown to become one of the country’s top beer brands.

Keen to capitalise on the World Cup to showcase the Brazilian beer to even wider markets, the brewer last year launched a limited edition beer made from barley grown on a football pitch used as a training ground by Brazil’s national team. Brahma Selecao Especial went on sale in March to coincide with the build up to the World Cup, priced at around twice the price of regular Brahma beer.

Consumer Reach Points: 104.0

2. Heineken

Heineken has been brewed in the Netherland since 1975 and is owned by Charlene de Carvalho-Heineken. It is sold in more than 170 countries.

Earlier this year it rejected a takeover bid from brewer SABMiller, saying that it is “non-actionable”, after months of speculation within the industry.

Looking ahead, it also cemented its stake in the growing Mexican beer market by announcing plans to invest US$470 million in building a new brewery in Mexico – its seventh in the country – earlier this year.

The brewery in Meoqui, in Chihuahua state, will have an initial production capacity of five million hectolitres, with the potential to expand to 10 million. Heineken entered Mexico in 2010, buying the Cuauhtémoc Moctezuma beer business of beverage and retail company Femsa. Its Mexican beer brands include Tecate, Sol and Dos Equis.

Consumer Reach Points: 104.6

1. Coors

Of all the alcohol brands in the world, Coors was named the number one most chosen by Kantar World Panel.

Despite a year that has included two lawsuits, one of which saw a Miller Coors executive charged over a $7m fraud, a new CEO and a slump in sales, Coors remains one of the world’s biggest brands. Gavin Hattersley, formerly chief financial officer at parent company Molson Coors, was drafted in as interim CEO of the company in May as the company announced a 50% slide in profits this quarter. It blamed a higher tax rate and unfavourable currency movements as contributing to the drop in profits, down from $163.4 million to $81.1 million.

Molson and Coors were founded as separate companies in 1786 and 1873 respectively, and became Molson Coors Brewing Company in 2005, although Coors had been incorporated into the Molson brand since 1913. While its main markets are Canada, the US and Europe, the brand is pushing further into Asian markets, particularly in Japan and China, as well as Mexico, Latin America, the Caribbean and Australia.

Consumer Reach Points: 113.1

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