Luodayou Spirits and Bartender Pictorial Original published in 2022-07-04
The Internationally renowned spirits media "The Spirits Business" (The Spirits Business), has announced the global spirits brand sales list for the previous year around June every year. Recently, the magazine website released the 2021 spirit brand sales list , data provided by the British consulting company Euromonitor International.
Click to review our report last year
2020 global brandy / cognac /gin/ rum / vodka sales?
Judging from the overall sales data of the spirits industry in 2021, 's global spirits sales increased by 2.2% compared with 2020 . Instant drinking (RTDs), rum and tequila had the largest sales growth in 2021, all reaching more than double digits.
Although the overall sales of the spirits market have recovered, Spiros Malandrakis, chief liquor researcher at Euromonitor International, judged the current situation The global spirits market has recovered to the level before the COVID-19 "still take 4-5 years." He believes that the long-term recovery is due to the new round of epidemic hit by China this year, but because consumers still have strong offline social willingness, the spirits market is expected to see a "fast market with strong rebound" in the future.
Malandrakis also pointed out that all spirits categories will also face the situation of consumption downgrade and high-end coexistence. However, although the new crown epidemic has had a negative impact on the spirits market, it has also spawned a new consumption trend - the market for home mixing, ready-to-drink and tequila spirits continues to grow.
Unit: million 9 liters per box
Comprehensively with all spirits categories, the top three brands among the top 150 brands are still: Korean soju brand Zhenlu (Jinro), instant drinking brand White Claw, and Indian whisky brand McDowell’s No.1 Whisky, which is consistent with the ranking in 2020. The
150 spirit brands include 52 whiskey brands , accounting for 35.2% of the total number, followed by brands of vodka, rum, and tequila, with 29, 10 and 9 respectively, accounting for 32.2% of the total number.
*This list does not include Russian brands; in addition, the following companies have not disclosed sales data for 2021: Pitú cachaça, John Distilleries: Rémy Cointreau, Illva Saronno, Fratelli Branca. Click on the " original link " in the lower left corner at the end of the article to view the full version of the 2021 TOP 150 spirit brand list.
whiskey
Diageo 's Johnnie Walker (Johnnie Walker) firmly sits first in the sales of Scotch whiskey in 2021, and ranks 11th on the top 150 brands. In 2020, the Scotch whiskey market suffered a serious setback.
Although Johnnie Hujia's sales evaporated by nearly 25%. However, it still ranked first in the sales list of this category for the rest of the time. Fortunately, sales in 2021 increased by 35.4% year-on-year to 19.1 million boxes, which stopped falling in time, but it has increased compared with sales in the past five years.
Diageo established a local partnership in more than 20 countries last year. With the release of new products such as Johnnie Walker High Rye, Blue Lable Ghost, and the opening of Johnnie Walker experience stores, it deepens its resonance with consumers at home and abroad and promotes brand product sales.
Compared with Scotch whiskey, the Indian whiskey market rebounded significantly in 2021, and its overall sales exceeded other whiskey categories.Among the fourteen Indian whiskey brands on the list, four are in the top ten on the top 150 list. According to sales volumes from high to low, they are McDowell One, Imperial Blue, Officer’s Choice, and Royal Stag.
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Unit: million 9 liters per box
The "Select of the Chief" belongs to Bikram Basu, vice president of strategic marketing and business development of India Allied Blenders & Distillers, said that the trend of high-end whiskey is a major factor in promoting brand sales, and the entry of young people into this segment is the main driving force for high-end whiskey. Among other whiskeys in the list, the sales of Japanese whiskey brands on the list did not show negative growth, but according to Euromonitor data, Japanese whiskey was the only whiskey category that saw a decline in sales in 2021, with a decrease of 2.9%. On the other hand, the world's largest Irish whiskey brand, Jameson, has sales growth of nearly one-quarter of the previous year's sales in 2021, with an increase of 25.40%.
Cognac and brandy
All cognac brands on this list have achieved good results. The sales volume of the brandy category in 2021 rebounded to 141.5 million boxes, an increase of 4.5%; the sales volume of cognac sales has improved significantly, with a year-on-year increase of 16.2% in 2021, and sales volume is equivalent to about 25.5 billion yuan.
Unit: million 9 liters per box
brandy category, Shustoff, which ranked fourth in the brandy category, continued the strong sales increase last year and once again became the brandy brand with the largest sales increase in 2021, and performed well for five consecutive years.
In recent years, the brandy industry has attracted attention. Earlier this year, Baccarat was involved in launching its first Indian brandy Good Man. At the same time, Bardinet, a well-known Lijiao Liquor brand under the French La Martiniquaise, also launched coffee-style brandy in the UK.
Calvados (Calvados), which is commonly known as French apple brandy, is very popular in the overseas market, accounting for 50% of brandy export sales in 2021.
Following the global epidemic setback in 2020, Hennessy Cognac started strongly in 2021, with sales increasing by 28% year-on-year in the first three months alone, and overall sales increased by 9.2% for the whole year. The performance of
Pernod Liga (Martell) also showed a turning point in 2021, with sales rising 37.4% year-on-year, reversing the dilemma of a 26.6% decline in sales in 2020.
Vodka
As the shadow of the new crown epidemic gradually faded, the global vodka market rose slowly in 2021, with sales volume rising slightly year-on-year to 327 million boxes. In addition to the factors of the new crown epidemic, the innovations in flavor and the active development of RTD products have contributed to maintaining the increase in the vodka market.
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Unit: million 9 liters per box
Smirnoff, Absolut, and Khortytsa are firmly ranked in the top three in the sales of vodka categories. In addition to Smino, Diageo's other core brand, Ketel One, also achieved double-digit growth. Perno Riga's absolute vodka sales increased by 22.3% to 11.7 million boxes, a record high in five years. This also means that the brand has won the title of the world's second largest vodka brand.
The three vodka brands with the strongest sales growth are: Triple Ace of Diageo, Grey Goose of Bacardi and Eristoff, which increased by 55.30%, 34.10% and 29.40% year-on-year.
also comes from Diageo's vodka brand, Cîroc. After three consecutive years of sales decline, sales increased to 2.2 million boxes in 2021, ranking 17th on the vodka brand sales list, with an increase of 27.6%, thus winning the Vodka Brand Championship 2022 title awarded by The Spirits Business.
Tequila/Mezcal wine
In recent years, the tequila and mezcal wine markets have become popular in the United States. Sales volume in this category rose by 11.7% in 2021. Among the nine brands on the list, Jose Cuervo confirmed the "world's best-selling tequila brand" with sales of 7.9 million boxes, while Patrón, which followed closely behind, saw a slightly weak sales growth in the past five years, with an increase of only 3.2% in 2021.
Unit: million 9 liters per box
Among all the tequila brands on the list, only the old tequila Sauza, a subsidiary of Bin Suntory, saw a sales decline, with a cumulative decline of 54.54% for five consecutive years since 2017. The rest of the brands have achieved double-digit growth in 2021.
Mexican tequila brand Don Julio (Don Julio) acquired by Diageo in 2005 has achieved considerable performance in 2021. The two brands achieved sales growth of 50.3% and 95.6% respectively, ranking third and fourth in the tequila category. Casamigos, the fourth-ranked agave brand, was co-founded by Hollywood superstar George Clooney and other investors in 2013 and was since acquired by Diageo. After several years of improvement in operation, the brand has achieved nearly 2,000% sales growth in the past five years.
Diageo Executive Officer Ivan Menezes pointed out in the 2021 fiscal year conference call held this year that California is currently the world's largest tequila market, and the company's tequila business accounts for about 20% of the overall business in the United States. Malandrakis of Euromonitor also said that tequila has moved from hot sales to high-end in the United States and has gradually won the recognition and support of celebrities and
rum
Euromonitor data shows that compared with the same period last year, the total sales of the rum industry in 2021 increased by 10% to 150.6 million boxes, making it one of the fastest recovery categories among spirits.
Unit: million 9 liters per box
The global best-selling rum brand Tanduay's sales in 2021 fell slightly by 0.8%, but it still ranks 6th on the top 150 sales list, which is two more places higher than in 2020.
Bacardí rum second only to Aged Wild Rum, with sales reaching 22 million boxes in 2021, an increase of 14.3%. Last year, Bacardi achieved outstanding results in Mexico, Spain, Germany and the United Kingdom. As Bacardi's key market, India, recovers strongly from the epidemic, it will also accelerate local business development in the near future.
Contessa of the Radico Khaitan Group in India and Barceló of the Dominican Ron Barceló Group in 2021 both saw sales significantly, with an increase of 18.3% and 15.9% respectively.
Local spirits
South Korea's soju brand "Chuyin Chule" fell from 9th to 12th, with sales falling by 4.4% in 2021. The sales rankings of the other brands in the top ten lists have increased.
liquor brand " Shuijingfang " ranked 136th in sales, with global sales increasing by 40.2% in 2021, while " Fenjiu ", which ranked 13th in sales in 2020, did not appear on this list.
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