Diageo brands dominate the rankings accounting for more than 13% of the top 100 by volume and almost 25% of the total retail value generated by all brands in the top 100.
For the sixth consecutive year, Smirnoff and Johnnie Walker have topped the rankings, as the number one brands by volume and value respectively. Johnnie Walker’s retail value accounts for more 7% of the top 100’s aggregate value, growing by almost 11% and nearing an estimated value of $6bn. Smirnoff grew volume to an estimated 26.3 million, nine litre cases and also ranked the number two brand by value for the sixth consecutive year.
As per last year, Diageo brands also lead the individual spirit categories in the rankings. Johnnie Walker and Smirnoff lead the Scotch whisky and vodka categories – the industry’s two biggest categories by retail value – whilst Baileys and Crown Royal also top the liqueur and Canadian whiskey categories by volume and by value. Gordon’s Gin and Jose Cuervo claim first place in the gin and tequila categories by volume.
Source: Diageo
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