By Andrew Starke
Diageo’s Smirnoff vodka remains the biggest-selling international brand in 2010, with a lead of over 5 million nine-litre cases on its nearest rival, Bacardi.
This conclusion from the International Wine & Spirit Research survey follows the release last month of The Real 100 list, which ranks the world’s top hundred spirits brands by volume.
However, the picture is somewhat different with international brands although the top three remain unchanged from last year.
Smirnoff was followed by Bacardi and Johnnie Walker, with the latter growing over 1.2 million cases in 2010 – the largest growth of any brand in the top 50.
Diageo owns four of the top 10 international brands.
The IWSR’s Top 50 International Spirits Brands considers an international brand to be one that can demonstrate sales of over 20,000 nine-litre cases in at least three geographical regions – including travel retail as one region.
Pernod Ricard’s Havana Club is the fastest-growing brand in the top 25, growing 12.4 percent in 2010.
A further five brands in the top 50 grew by more than 10 percent in 2010: Jameson, Fernet-Branca, Blenders Pride, Russian Standard and Eristoff.
There are three new entrants to this year’s list as they broaden their international availability.
CEDC’s Green Mark vodka, which sells primarily in Russia, and Ukrainian vodka Khlibniy Dar, owned by Bayadera Group, have both entered high up on the list, in positions four and nine respectively.
Each have predominantly old volumes in former Soviet states, but now sell more than 20,000 cases in the Middle East and Africa, primarily through increased sales in Israel.
Edrington’s Brugal joined the list through increased presence in travel retail.
Top 50 international spirits brands Rank 2010/2011/Brand Category Volume 2010
1 Smirnoff Vodka
2 Bacardi Rum
3 Johnnie Walker
4 Green Mark Vodka
5 Absolut Vodka
6 Jack Daniels
7 Nemiroff Vodka
8 Captain Morgan Rum
9 Khlibniy Dar Vodka
10 Baileys Flavoured spirits