Johnnie Walker’s decline is almost entirely attributable to massive declines in important Asia-Pacific markets, whereas Absolut’s biggest loss came from the Americas.
The strongest growth of the top 10 travel-retail brands came from Jack Daniel’s, which overtook Chivas to take third place. Brown-Forman posted strong growth in its travel-retail sales for fiscal 2014. According to its annual report, ‘Global travel retail collectively delivered 13% underlying net sales growth (+18% reported), driven by price increases, successful innovation and new product launches’.
The second fastest-growing brand in the top 10 is Finlandia, which grew 14% in 2013 to tip the 400,000-case mark. Finlandia entered the top 10 this year, pushing out Courvoisier, which declined -7.3%.
Total volumes of spirits in the travel-retail market increased 1.4% globally in 2013, to reach 21.6 million 9-litre cases. The top 100 brands accounted for 85% of these.
Source: The IWSR Database 2014
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