THE RANKING OF THE WORLD’S MILLION-CASE SPIRITS BRANDS 2019

The
millionaires’ JUNE 2019 DRINKSINT.COM 3

COMMENT

The volume game

Regardless of Trump’s tariff wars, Brexit and other
socio-economic issues, the spirits industry is
thriving. And once again The Millionaires’ Club bears
witness to the movements of million-case spirits
brands all over the globe.
Ninety-two of the 153 millionaire brands listed in the
2019 supplement demonstrate an increase in volumes,
so the industry shows no signs of slowing down.
The biggest volume players are always from
Asia due to the huge populations and brand loyalty
in major markets, with soju’s Jinro now boasting
87m cases. But it’s also been fascinating to see
Diageo’s Indian brandy Men’s Club virtually double
in growth despite it showing decline over the
previous four years.
Looking at Europe, Martell has had a great year. A
huge 18% growth shows how cognac is returning to
its former glory in terms of international sales and
the same can almost be said for vodka in the US as
it appears the market is no longer in free-fall, with
many of the big players returning to growth.
It’s possible that volume sales will dwindle in
importance as future generations of consumers
continue to drink less
but better – quality over
quantity. The assets may
shrink and the players
ISTOCK.COM/ GM STOCK FILMS

may change, but this

game of volumes isn’t
going to end any time
soon.

Shay Waterworth
SUPPLEMENT EDITOR

contents
THE SPIRITS MARKET
4 VODKA
19 LIQUEURS
40
THE SPIRITS RANKING
6 WHISKIES
25 TEQUILA
42
FASTEST GROWING
12 RUM & CACHAÇA
33 ASIAN SPIRITS
43
THE MAJOR PLAYERS
15 BRANDY
35 OTHER CATEGORIES
44
THE BIG INTERVIEW
17 GIN
38 ONES TO WATCH
46
Supplement Editor Production Editor Art Editor Senior Account Manager
Shay Waterworth Jaq Bayles Amber Stoddart Carmen Poel Francesch
+44 (0)1293 590046 +44 (0)1293 590048 +44 (0)7876 350166 +44 (0)1293 590042 Drinks International
shay.waterworth@drinksint.com jaq.bayles@drinksint.com amber@stodd-art.co.uk carmen.poel@drinksint.com Longley House,
International Drive,
Researcher Contributor Publisher Commercial Manager Southgate Ave, Crawley,
Angel Brown Hamish Smith Justin Smith Rob Cullen West Sussex, RH10 6AQ, UK
+44 (0)1293 590047 +44 (0)1293 590045 +44 (0)1293 590041 +44 (0)1293 590043 Tel: +44 (0) 1293 590040
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 The
4 millionaires’

THE SPIRITS
MARKET
The runners and riders in the global
industry overall

T
he Millionaires’ Club
is strictly a members
club reserved for those
brands which record
volumes of a million
9-litre cases or above for the previous
year, which this time is 2018.
There are 153 club members in this
year’s supplement, but before we look
into specific categories, let’s widen our
gaze to the global consumption trend.
It’s good news. Euromonitor
at Euromonitor International, Irish
whiskey has also retained its strong
growth with a 9% total volume
increase in 2018, even though
Jameson’s seemingly unassailable grip
on the category appears to finally be
contested by new brands.
American whiskey, or more
specifically bourbon, also continued its
growth curve with a 5% total volume
increase for the year, even through the
problematic US trade disputes which
state of perma-limbo with volume
sales essentially flat or in slight decline,
meaning the category is in negative
territory for the sixth consecutive year.
Although Tito’s – undisclosed in The
Millionaires’ Club – continues to motor
on, it remains one of the few brands
thriving within the vodka category.
Tequila and English gin witnessed
their best global top line performance
in more than a decade with 7% and VOLUME: MILLIONS OF
9% total volume growth respectively, 9-LITRE CASES

International’s latest annual research

has revealed that nearly every major
effected international sales.
In terms of percentage increase,
which, according to Euromonitor, has
come through brands capitalising on
Category
2018 +/-
spirits category gained volumes in tequila is the biggest grower in 2018, their artisanal credentials, the embrace
Spirits 2.4bn 1.1%
2018. In total, the spirits industry saw a albeit off the smallest base. This is of premiumisation and innovation.
Other Spirits 1.2bn 0.4%
1.1% rise last year, with whisky leading growing through the rise of premium Premiumisation means there are craft-
White Spirits 399m 1%
the charge to add 10m cases. brands, but there is a particular issue it marketed brands such as Tito’s which
Whiskies 375m 2.8%
Whisky benefited largely from a needs to address as the category grows shy away from volume declaration, but Brandy & Cognac 169m 1.4%
successful 12 months in India and, – more on p.42. for those which pride themselves on Rum 151m 2%
according to Spiros Malandrakis, Turning to white spirits, vodka sales it’s time to celebrate being members Liqueurs 112m 1%
head of research – alcoholic drinks appears to be still languishing in a of The Millionaires’ Club. n Tequila & Mezcal 37m 6.6%

Key trends for 2019
MIXING IT UP
Mixers are becoming more and
more significant to the spirits
industry, acting as a liquid
signpost for the direction in which
different categories are moving.
Earlier this year Fever-Tree
launched three ginger expressions
into its mixers range, which have
been specifically developed
for the dark spirits categories.
Fever-Tree US marketing director
Amanda Stackman said: “Fever-
Tree revolutionised the tonic
category by largely focusing on
gin, which accounts for only 6% of
spirits sales.
“With dark spirits now
accounting for 60% of premium
sales, we see unlimited potential
for our gingers to really have an
outsized impact.”
With this level of investment,
Fever-Tree clearly sees a lot of
potential for premium mixers in
the dark spirits category and,
now that other brands such as
Coco-Cola have followed in the
same direction, this could spark
a greater interest in the whiskey,
rum and cognac categories –
particularly with attracting new
consumers.
READY-TO-DRIVE
Another trend into which Fever-
Tree has just made a major
investment is the growth of
premium RDTs. The company
has launched canned G&Ts using
a variety of gins with its tonic
range. The RTD category has
predominantly grown through
FAIR PLAY
How we did it
❝ The
demand Collecting accurate data on 153
million-case brands is a serious
for non- business. For the past three months
alcoholic our editorial team has pored over
data from public company reports
spirits is and requested results directly.
definitely You might think that some of
the growth percentages
don’t
there
❞
spirits brands finding a suitable
tonic to pair successfully, such as
Gordon’s Schweppes & Tonic, but
this role reversal of tonic brands
matching a gin is an interesting
movement – almost like
consumers are beginning to gain
more trust in mixer brands than
an overcrowded gin category in
western markets.
RIDING NO/LOW
It’s potentially a touchy subject
for a lot of these millionaire
brands, but the rise of no and
low-alcoholic spirits cannot be
ignored. The demand for healthier
alternatives to alcohol is on the
up, therefore relying on Seedlip to
cover the issue alone isn’t realistic.
Many brands came to market last
year and this is likely to accelerate
through 2019. However the quality
needs to match the volumes. We
saw a similar movement with
alcohol-free beer, which at first
was rejected by the majority, but
last year sold 43m pints in the
UK alone as consumers began to
relate with high-quality products.
The demand for non-alcoholic
spirits is definitely there, and as
the quality of products improves
it could begin to take further
market share away from the
regular spirits market. Which part
of the spirits market specifically
will suffer the most is unclear,
but one thought is that gin and
vodka is easier to replace than
aged dark spirits in terms of
complex flavours, certainly until
the production methods become
correspond to the year-on-year
volume sales comparative. This is
because we calculate growth from
the actual volume data supplied,
which could be to two or three
decimal places, but we round
published volume data to one
decimal place for easy reading.
JUNE 2019 DRINKSINT.COM 5
ISTOCK.COM/C8501089
more advanced.
Whyte & Mackay recently made
a big statement in the low-abv
category with the launch of a
21.5% Scottish spirit drink which
uses its original scotch blend
but at half the strength. Whyte
& Mackay Light will appeal to
consumers looking to reduce their
alcohol intake and also comes in
at a more accessible price point.
This style of drink could be the
start of a big change within the
scotch whisky category.
MORE GIN
Beverage research authority Ed
Mundy announced at the Distillers’
City Debate that he believes the
‘gin bubble’ is about to burst,
based on the rise of flavoured gin
products. He likened the trend
to that of flavoured vodka in the
US, which in recent years had a
mini-boom just before the entire
category began to flatline. It’s
undeniable that the European gin
market is fast becoming saturated
with ‘craft’ brands looking for a
niche in the growing gin category,
but major millionaire brands have
also had their part to play, such as
Gordon’s Pink and, more recently,
Beefeater Blood Orange proving
popular.
But ultimately gin still only
accounts for less than 10% of the
total spirits market, so regardless
of what’s going on in Europe
there are many markets still
waiting to discover gin, let alone
flavoured varieties. Don’t expect
pink gin to disappear just yet.
Where brands appear equal on
volume sales, ranking is determined
by the highest decimal point which
isn’t displayed.
Dashes indicate that data was not
available or the brand didn’t exist.

▲ ▼ indicates rank movement
■ indicates a static list position
 The
6 millionaires’

THE
SPIRITS
RANKING
Your at-a-glance guide to this
year’s Millionaire risers
and fallers
 JUNE 2019 DRINKSINT.COM 7

Full Listing VOLUME: MILLIONS OF 9-LITRE CASES

BRAND OWNER CATEGORY 2014 2015 2016 2017 2018 % +/-

1 ■ Jinro HiteJinro Soju 71.0 73.8 73.9 76.8 78.0 2%
2 ■ Officer’s Choice Allied Blenders & Distillers Indian whisky 30.2 34.7 32.9 32.0 34.0 6%
3 ▲ McDowell’s No.1 Diageo/United Spirits Indian whisky 13.4 25.7 26.6 26.4 29.0 10%
4 ▲ Ginebra San Miguel San Miguel Gin 18.8 19.9 21.5 24.1 27.3 13%
5 ■ Smirnoff Diageo Vodka 25.6 25.7 25.5 26.0 26.0 0%
6 ▼ Emperador Emperador Distillers Brandy 33.0 30.5 28.0 27.1 25.3 -7%
7 ▲ Imperial Blue Pernod Ricard Indian whisky 14.0 17.5 18.0 19.0 22.7 19%
8 ▲ Royal Stag Pernod Ricard Indian whisky 15.7 17.3 18.0 18.7 21.6 16%
9 ▼ Tanduay Tanduay Distillers Rum 17.0 16.5 16.6 19.5 20.1 3%
10 ▲ Johnnie Walker Diageo Scotch whisky 17.9 17.6 17.4 18.3 18.9 3%
11 ▲ Bacardi Bacardi Rum 18.2 17.4 17.2 16.8 17.1 2%
12 ▲ Cachaça 51 Companhia Müller de Bebidas Cachaça 17.0 17.0 16.7 14.7 13.3 -9%
13 ▲ Jack Daniel’s Brown-Forman American whiskey 11.7 12.2 12.4 12.9 13.3 3%
14 ▲ Captain Morgan Diageo Rum 10.4 10.6 10.7 11.7 11.7 0%
15 ▲ Original Choice John Distilleries Indian whisky 10.5 10.7 10.8 11.0 11.5 5%
16 ▲ Absolut Pernod Ricard Vodka 11.1 11.0 11.0 11.3 11.3 0%
17 ▼ McDowell’s No.1 Celebration Diageo/United Spirits Rum 8.9 17.2 15.7 12.3 11.2 -9%
18 ▲ Pitú Engarrafamento Pitú Cachaça 10.6 10.6 10.9 10.7 10.7 0%
19 ▲ Velho Barreiro Tatuzinho Cachaça 9.8 9.9 9.9 10.0 9.8 -2%
20 ▲ Jim Beam Beam Suntory American whiskey 7.4 7.4 8.0 8.9 9.7 10%
21 ▲ Haywards Fine Diageo/United Spirits Indian whisky 4.8 7.1 7.9 8.5 9.4 10%
22 ▲ Khortytsa Global Spirits Vodka 7.1 7.3 7.5 8.1 8.9 10%
23 ▲ Zubrówka Roust Vodka 5.2 6.2 7.1 7.9 8.6 9%
24 ▲ Jägermeister Mast-Jägermeister Bitters 6.8 6.9 7.1 7.2 7.5 4%
25 ▲ Jameson Pernod Ricard Irish whiskey 4.7 5.3 6.2 6.9 7.5 9%
26 ▲ Hlibny Dar Bayadera Group Vodka 6.6 6.3 6.9 7.1 7.5 5%
27 ▲ Ballantine’s Pernod Ricard Scotch whisky 5.9 6.2 6.7 6.9 7.4 7%
28 ▲ Hennessy LVMH Cognac 5.5 5.9 6.5 7.1 7.3 3%
29 ▲ Crown Royal Diageo Canadian whisky 5.3 6.2 6.8 7.0 7.3 4%
30 ▲ Blender’s Pride Pernod Ricard Indian whisky 4.8 5.6 6.2 6.4 7.3 14%
31 ▼ Iichiko Sanwa Shurui Shochu 8.0 7.8 7.8 7.5 7.2 -5%
32 ▲ Baileys Diageo Liqueurs 6.2 6.2 6.4 6.9 7.0 1%
33 ▲ Gordon’s Diageo Gin 4.3 4.4 4.6 5.1 6.5 27%
34 ▲ Director’s Special Black Diageo/United Spirits Indian whisky 5.9 6.1 6.6 6.1 6.2 3%
35 ▼ Old Tavern Diageo/United Spirits Indian whisky 5.5 11.0 9.9 7.1 6.2 -13%
36 ■ Bagpiper Diageo/United Spirits Indian whisky 3.7 7.3 7.2 5.8 5.6 -4%
37 ▲ Royal Challenge Diageo/United Spirits Indian whisky 1.4 3.6 4.7 4.5 5.6 23%
38 ▲ Bangalore Malt John Distilleries Indian whisky 0.8 1.1 2.1 3.6 5.1 44%
39 ▲ Suntory Kakubin Beam Suntory Japanese whisky 3.8 4.4 4.4 4.7 5.0 7%
40 ▲ Aperol Gruppo Campari Bitters 2.7 3.0 3.4 4.0 4.9 23%
41 ▼ Fernet Branca Fratelli Branca Distillerie Bitters 5.2 5.3 5.1 5.3 4.8 -9%
42 ▼ Ypióca Diageo Cachaça 7.0 5.1 4.8 5.1 4.7 -8%
43 ▲ Ricard Pernod Ricard Anise 4.8 4.8 4.6 4.6 4.7 2%
44 ▲ Havana Club Pernod Ricard Rum 4.0 4.0 4.2 4.4 4.6 5%
45 ■ Grant’s William Grant & Sons Scotch whisky 4.4 4.4 4.5 4.5 4.6 1%
46 ▲ Chivas Regal Pernod Ricard Scotch whisky 4.6 4.4 4.3 4.2 4.5 7%
47 ▲ Five Lakes (Pyat Ozer) Alcohol Siberian Group Vodka 5.5 4.2 4.2 4.3 4.3 1%
48 ▲ Bombay Bacardi Gin 3.0 3.3 3.8 4.0 4.3 8%
49 ▲ Honey Bee Diageo/United Spirits Brandy 3.8 4.0 4.1 4.1 4.3 5%
50 ▼ Director’s Special Diageo/United Spirits Indian whisky 2.9 5.0 5.0 4.1 4.2 1%
51 ▲ Tanqueray Diageo Gin 2.4 2.4 3.0 3.5 4.0 14%
52 ▲ Soplica Roust Vodka 2.0 2.5 3.1 3.5 3.9 11%
53 Russian Value JSC Tatspirtprom Vodka 0.1 0.9 4.1 3.7 3.8 2%
54 ▲ Malibu Pernod Ricard Liqueurs 3.5 3.4 3.6 3.7 3.7 0%
55 ▲ Stolichnaya SPI Group Vodka 3.4 3.4 3.5 3.6 3.7 3%
56 ▼ Skyy Gruppo Campari Vodka 3.9 4.0 4.0 3.8 3.7 -4%
57 ▼ Morosha Global Spirits Vodka 3.3 3.4 3.5 3.8 3.6 -5%
58 ▲ Grey Goose Bacardi Vodka 4.0 4.0 4.0 3.5 3.6 4%
59 ▲ De Kuyper De Kuyper/Beam Suntory Liqueurs 3.7 3.7 3.6 3.5 3.5 0%
60 ▲ Russian Standard Roust Vodka 3.1 3.2 3.3 3.4 3.5 3%
61 ▲ Kanoka Asahi Breweries Shochu 3.4 3.4 3.4 3.3 3.4 3%
62 ▲ Campari Gruppo Campari Bitters 3.1 3.2 3.3 3.4 3.3 -4%
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Full Listing VOLUME: MILLIONS OF 9-LITRE CASES

BRAND OWNER CATEGORY 2014 2015 2016 2017 2018 % +/-

63 ▲ William Lawson’s Bacardi Scotch whisky 3.1 3.1 3.0 3.1 3.3 5%
64 ▲ Black Nikka Clear Asahi Breweries Japanese whisky 2.0 2.4 2.7 3.0 3.2 7%
65 ▲ Vino Kulafu San Miguel Chinese wine 2.1 2.4 2.9 3.0 3.2 7%
66 ■ J&B Diageo Scotch whisky 3.7 3.6 3.5 3.4 3.1 -9%
67 ▲ Dreher Gruppo Campari Brandy 3.4 3.4 3.3 3.4 3.1 -7%
68 ▲ Beefeater Pernod Ricard Gin 2.6 2.7 2.8 2.8 3.1 11%
69 ■ Belenkaya Beluga Group Vodka 4.7 3.5 3.7 3.4 3.0 -10%
70 ▼ Yeni Raki Diageo Raki 3.5 3.6 3.4 3.4 3.0 -12%
71 ▲ William Peel Belvédère Scotch whisky 2.8 2.9 3.0 3.1 3.0 -3%
72 ▲ Finlandia Brown-Forman Vodka 3.2 3.1 3.0 3.0 3.0 -2%
73 ▲ Dewar’s Bacardi Scotch whisky 2.7 2.7 2.8 2.6 2.8 6%
74 ▼ Krupnik Belvédère Vodka 3.5 4.0 4.4 3.7 2.7 -27%
75 ▲ Seagram’s 7 Crown Diageo American whiskey 3.2 2.9 2.9 2.9 2.7 -7%
76 ▲ Black & White Diageo Scotch whisky 1.4 1.4 1.8 2.4 2.7 13%
77 ▲ Ketel One Diageo/Nolet Spirits Vodka 2.4 2.4 2.4 2.4 2.7 13%
78 ▲ Sauza Beam Suntory Tequila 2.9 2.9 2.9 2.9 2.7 -7%
79 ▲ Seagram’s Gin Pernod Ricard Gin 2.7 2.5 2.6 2.6 2.6 0%
80 ▲ Martell Pernod Ricard Cognac 1.9 2.2 2.1 2.2 2.6 18%
81 ▲ Label 5 La Martiniquaise Scotch whisky 2.6 2.6 2.6 2.6 2.6 0%
82 ▲ Zoladkowa Gorzka De Luxe Stock Spirits Group Vodka 4.2 3.5 2.6 2.6 2.5 -2%
83 ▲ Green Mark Roust Vodka 4.2 2.5 2.2 2.2 2.5 14%
84 ■ Patrón Bacardi Tequila 2.2 2.2 2.5 2.6 2.5 -4%
85 ▲ Pinnacle Beam Suntory Vodka 2.6 2.5 2.6 2.5 2.5 1%
86 ▲ Talka Roust Vodka 2.8 1.8 1.6 1.8 2.3 28%
87 ▲ Rémy Martin Rémy Cointreau Cognac 1.7 1.9 2.0 2.1 2.3 8%
88 ▲ Signature Diageo/United Spirits Indian whisky 0.9 1.5 1.8 2.0 2.3 13%
89 ▲ Barceló Ron Barceló Rum 2.2 2.0 2.0 2.2 2.2 0%
90 ▲ Bell’s Diageo Scotch whisky 2.2 2.2 2.1 2.2 2.2 0%
91 ▲ Maker’s Mark Beam Suntory American whiskey 1.5 1.6 1.7 1.9 2.2 12%
92 ▲ Cîroc Diageo Vodka 2.6 2.6 2.4 2.0 2.1 5%
93 ▲ Żytniówka Roust Vodka 1.3 1.6 1.8 1.9 2.1 11%
94 ▲ White & Blue Alcobrew Distilleries Indian whisky 0.4 1.2 1.4 1.6 2.1 32%
95 ▲ Men’s Club Diageo/United Spirits Brandy 3.3 2.0 1.3 1.1 2.0 91%
96 ▲ Royal Green Whisky ADS Spirits Indian whisky 0.1 0.2 0.6 1.1 2.0 82%
97 ▲ Canadian Club Beam Suntory Canadian whisky 1.9 1.9 2.0 2.0 2.0 -1%
98 Tsar Beluga Group Vodka 1.7 1.8 2.4 2.2 1.9 -10%
99 ▲ Jack Daniel’s Tennessee Honey Brown-Forman Liqueurs 1.3 1.5 1.5 1.6 1.8 7%
100 ▲ Bulbash Bulbash Zavod Vodka 1.7 1.2 1.5 1.7 1.7 2%
101 ▲ Passport Pernod Ricard Scotch Whisky 1.6 1.9 1.7 1.7 1.7 0%
102 ▲ Buchanan's Diageo Scotch whisky 1.6 1.7 1.7 1.7 1.7 0%
103 ▲ Wyborowa Pernod Ricard Vodka 1.4 1.6 1.7 1.6 1.7 6%
104 ▲ Bozkov Rum Stock Spirits Group Rum 0.9 1.0 1.1 1.1 1.7 49%
105 ▲ Sir Edward's La Martiniquaise Scotch whisky 1.4 1.5 1.5 1.6 1.6 1%
106 ▲ Kahlúa Pernod Ricard Liqueurs 1.6 1.5 1.5 1.6 1.6 0%
107 ▲ White Horse Diageo Scotch whisky 1.7 1.7 1.3 1.5 1.6 7%
108 ▲ Gorbatschow Henkell & Söhnlein Vodka 1.4 1.3 1.4 1.4 1.6 12%
109 ▲ Eristoff Bacardi Vodka 1.9 1.8 1.7 1.6 1.6 0%
110 ▲ Wild Turkey (incl American Honey) Gruppo Campari American whiskey 1.4 1.4 1.5 1.5 1.6 4%
111 ▲ Lubelska Range Stock Spirits Group Liqueurs 1.8 1.3 1.3 1.5 1.5 5%
112 ▼ Graf Ledoff JSC Tatspirtprom Vodka 1.1 1.0 1.4 1.6 1.5 -8%
113 ▼ Clan Campbell Pernod Ricard Scotch whisky 1.7 1.6 1.6 1.6 1.5 -6%
114 ▲ 100 Pipers Pernod Ricard Scotch whisky 1.6 1.5 1.4 1.4 1.5 7%
115 ▲ Don Julio Diageo Tequila 0.4 0.9 0.9 1.3 1.5 15%
116 ▲ Kozatska Rada Bayadera Group Vodka 1.0 1.1 1.2 1.2 1.5 25%
117 ▲ Poliakov La Martiniquaise Vodka 1.3 1.4 1.5 1.5 1.5 0%
118 ▲ Larios Beam Suntory Gin 1.0 1.1 1.2 1.4 1.5 7%
119 ▼ McDowell’s No.1 Diageo/United Spirits Brandy 3.5 3.3 3.6 1.7 1.4 -16%
120 ▼ Sobieski Belvédère Vodka 2.0 2.0 1.9 1.8 1.4 -22%
121 ▲ Glenfiddich William Grant & Sons Scotch whisky 1.1 1.1 1.2 1.3 1.4 11%
122 ▲ Stock Prestige Stock Spirits Group Vodka 1.1 0.9 0.9 1.4 1.4 0%
123 ▲ Courvoisier Beam Suntory Cognac 1.4 1.3 1.3 1.3 1.4 5%
124 ▲ Mistral Compañía Pisquera de Chile Pisco 1.1 1.2 1.3 1.4 1.4 -3%
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Full Listing VOLUME: MILLIONS OF 9-LITRE CASES

BRAND OWNER CATEGORY 2014 2015 2016 2017 2018 % +/-

125 ▲ Tullamore Dew William Grant & Sons Irish whiskey 0.9 0.9 1.0 1.2 1.3 15%
126 ▲ El Jimador Brown-Forman Tequila 1.1 1.1 1.1 1.2 1.3 17%
127 ▲ Torres Master Distillers Miguel Torres Brandy 1.4 1.4 1.3 1.4 1.3 -1%
128 ▲ Tsarskaya/Imperial Ladoga Group Vodka 0.6 0.7 1.0 1.2 1.3 14%
129 ▼ Teacher's Highland Cream Beam Suntory Scotch whisky 2.0 1.6 1.6 1.5 1.3 -11%
130 ▲ Old Kenigsberg Alliance 1892 Brandy Company Brandy 1.5 1.4 1.3 1.3 1.3 0%
131 ▼ Vat 69 Diageo Scotch whisky 1.1 1.2 1.2 1.5 1.3 -13%
132 ▲ Old Port Rum Amrut Distilleries Rum 1.8 1.9 1.7 1.3 1.3 -1%
133 Zoladkowa Gorzka Stock Spirits Group Liqueurs 1.3 1.4 1.3 1.4 1.3 -5%
134 ▲ Svayak JSC Minsk Grape Wines Factory Vodka 0.8 1.0 1.1 1.2 1.3 8%
135 ▲ Hornitos Beam Suntory Tequila 0.7 0.8 1.0 1.1 1.3 19%
136 ▲ Hendrick’s William Grant & Sons Gin 0.6 0.8 0.9 1.1 1.3 16%
137 ▲ Choya Choya Umeshu Co Liqueurs 1.2 1.1 1.2 1.2 1.3 5%
138 Sterling Reserve Premium Allied Blenders & Distillers Indian whisky - - - - 1.2 0%
139 ▲ Amarula Distell Group Liqueurs 1.4 1.3 1.1 1.2 1.2 0%
140 ▲ The Glenlivet Pernod Ricard Scotch whisky 1.0 1.1 1.0 1.1 1.2 9%
141 ▲ Pervak Global Spirits Vodka 1.0 1.1 1.2 1.0 1.2 19%
142 ▲ Cointreau Rémy Cointreau Liqueurs 1.1 1.1 1.1 1.2 1.2 1%
143 ▲ Officer's Choice Allied Blenders & Distillers Brandy 0.8 1.0 1.2 1.0 1.1 14%
144 ▲ Stareyshina Alvisa Brandy 0.5 0.4 0.4 0.8 1.1 42%
145 ▼ Canadian Mist Brown-Forman Canadian whisky 1.5 1.4 1.2 1.2 1.1 -8%
146 ▼ Appleton Jamaica Rum Gruppo Campari Rum 1.2 1.3 1.2 1.2 1.1 -10%
147 Olmeca Altos Pernod Ricard Tequila - - - - 1.1 0%
148 ▼ Muginoka Beam Suntory Shochu 2.1 1.5 2.0 1.6 1.0 -37%
149 ▲ Negrita La Martiniquaise Rum 1.0 1.0 1.0 1.0 1.0 1%
150 ▼ Ramazzotti Pernod Ricard Bitters 1.2 1.3 1.2 1.2 1.0 -17%
151 ▼ Viceroy Distell Group Brandy 0.4 0.5 0.8 1.2 1.0 -17%
152 Montilla Pernod Ricard Rum - - - 1.0 1.0 0%
153 Daigoro Asahi Breweries Shochu 1.7 1.5 1.3 0.9 1.0 11%

Nondisclosure Listing VOLUME: MILLIONS OF 9-LITRE CASES

BRAND OWNER CATEGORY 2014 2015 2016 2017 2018

8PM Radico Khaitan Indian whisky 4.3 4.1 5.7 7.0
Black Velvet Constellation Brands Canadian whisky 2.3 2.2 2.0 2.0
Bols Range Lucas Bols Liqueurs 1.5 - - -
Burnett's Heaven Hill Vodka 2.6 2.9 2.9 2.9
Christian Brothers Heaven Hill Brandy 1.1 1.1 1.1 1.1
Chum Churum Lotte Liquor Soju 28.4 33.0 30.0 31.2
Contessa Radico Khaitan Rum 2.7 2.7 2.0 1.8
Deep Eddy Heaven Hill Vodka 0.5 0.8 1.0 1.2
Evan Williams Heaven Hill American whiskey 1.9 2.1 2.3 2.4
Famous Grouse Edrington Whisky - - - -
Fireball Sazerac Liqueurs - - - -
Jose Cuervo JB y Compania and Laceros SA de CV Tequila - - - -
Khaoma Asia Waters Vodka 1.8 1.3 1.4 1.6
Laojiao Luzhou Laojiao Baijiu 20.9 20.8 - -
Magic Moments Vodka Radico Khaitan Vodka 3.2 3.5 3.6 3.7
Medoff Eastern Beverage Company Vodka 3.6 3.7 3.6 3.8
Old Admiral Radico Khaitan Brandy 3.5 3.3 3.5 3.1
Paul Masson Grande Amber Constellation Brands Brandy 1.6 1.9 2.0 2.0
Red Star Er Guo Tou Beijing Red Star Baijiu - - - -
Southern Comfort Sazerac Liqueurs 1.8 1.7 - -
Svedka Constellation Brands Vodka 4.2 4.1 4.4 4.4
Tito's Tito Beveridge Vodka - - - -
 The
12 millionaires’

Fastest Growing Overall VOLUME: MILLIONS OF 9-LITRE CASES

BRAND OWNER CATEGORY 2014 2015 2016 2017 2018 % +/-

Men’s Club Diageo/United Spirits Brandy 3.3 2.0 1.3 1.1 2.0 91%
Royal Green ADS Spirits Indian whisky 0.1 0.2 0.6 1.1 2.0 82%
Bozkov Stock Spirits Group Rum 0.9 1.0 1.1 1.1 1.7 49%
Bangalore Malt John Distilleries Indian Whisky 0.8 1.1 2.1 3.6 5.1 44%
Stareyshina Alvisa Brandy 0.5 0.4 0.4 0.8 1.1 42%
White & Blue Alcobrew Distilleries Indian whisky 0.4 1.2 1.4 1.6 2.1 32%
Talka Roust Vodka 2.8 1.8 1.6 1.8 2.3 28%
Gordon’s Diageo Gin 4.3 4.4 4.6 5.1 6.5 27%
Kozatska Rada Bayadera Group Vodka 1.0 1.1 1.2 1.2 1.5 25%
Royal Challenge Diageo/United Spirits Indian whisky 1.4 3.6 4.7 4.5 5.6 23%
Aperol Gruppo Campari Bitters 2.7 3.0 3.4 4.0 4.9 23%
Imperial Blue Pernod Ricard Indian whisky 14.0 17.5 18.0 19.0 22.7 19%
Hornitos Beam Suntory Tequila 0.7 0.8 1.0 1.1 1.3 19%
Pervak Global Spirits Vodka 1.0 1.1 1.2 1.0 1.2 19%
Martell Pernod Ricard Cognac 1.9 2.2 2.1 2.2 2.6 18%
El Jimador Brown-Forman Tequila 1.1 1.1 1.1 1.2 1.3 17%
Hendrick’s William Grant & Sons Gin 0.6 0.8 0.9 1.1 1.3 16%
Royal Stag Pernod Ricard Indian whisky 15.7 17.3 18.0 18.7 21.6 16%
Don Julio Diageo Tequila 0.4 0.9 0.9 1.3 1.5 15%
Tullamore Dew William Grant & Sons Irish whiskey 0.9 0.9 1.0 1.2 1.3 15%

Fastest Declining Overall VOLUME: MILLIONS OF 9-LITRE CASES

BRAND OWNER CATEGORY 2014 2015 2016 2017 2018 % +/-

Muginoka Beam Suntory Shochu 2.1 1.5 2.0 1.6 1.0 -37%
Krupnik Belvédère Vodka 3.5 4.0 4.4 3.7 2.7 -27%
Sobieski Belvédère Vodka 2.0 2.0 1.9 1.8 1.4 -22%
Ramazzotti Pernod Ricard Bitters 1.2 1.3 1.2 1.2 1.0 -17%
Viceroy Distell Group Brandy 0.4 0.5 0.8 1.2 1.0 -17%
McDowell’s No.1 Diageo/United Spirits Brandy 3.5 3.3 3.6 1.7 1.4 -16%
Vat 69 Diageo Scotch whisky 1.1 1.2 1.2 1.5 1.3 -13%
Old Tavern Diageo/United Spirits Indian whisky 5.5 11.0 9.9 7.1 6.2 -13%
Yeni Raki Diageo Raki 3.5 3.6 3.4 3.4 3.0 -12%
Teacher’s Highland Beam Suntory Scotch whisky 2.0 1.6 1.6 1.5 1.3 -11%

FASTEST
GROWING
Indian whisky remains dominant
but there’s a surprise category
creeping up
N
early one third of
the fastest-growing
brands are Indian
whiskies, which
shows just how
the country is growing economically.
And, with 12m people reaching
legal drinking age each year, it’s
hardly surprising to see whisky
selling in bulk. However, there is a
ISTOCK.COM/SPORTLIBRARY
potential catch with the relationship
between increasing taxes and the
Indian countries’ authority to dictate
price changes to alcohol for human
consumption, which can take up to a
year to be implemented and therefore
could put Indian distillers in an
uncomfortable position. Indian brandy
Men’s Club is the fastest grower after
nearly doubling in size in 12 months.
But, looking at the list, tequila
is probably the biggest surprise.
Three premium brands feature in the
fastest-growing category and it will
be interesting to see over the next five
years how it copes with such a rise
given the historic issues tequila has
faced with the supply and demand of
its farmed agave and the sometimes
strained relationship between brands
JUNE 2019 DRINKSINT.COM 13
and their contracted farmers.
At the other end of the spectrum
there’s a variety of entry-level brands
across a range of categories which are
❝ Looking
at the list,
struggling to prevent the erosion of
their volumes.
tequila is
McDowell’s No.1 brandy has seen probably
the worst consistent drop – losing
more than half its volumes in four
the biggest
surprise
years. It seems to be either great or
❞
terrible news for Indian spirits brands
and it’s mainly because a small error
or gain is inflated due to the sheer
population and economic bulk of the
country. n
 The
millionaires’
ISTOCK.COM/MEDIAPHOTOS
The top brand owners and
their rankings revealed
MAJOR PLAYERS
O
nce again Diageo
has dominated the
list of major players
in The Millionaires’
Club, with nearly
one-fifth of the world’s million-case
brands falling under the same name.
This figure was boosted a while back
by the acquisition of a majority share
in United Spirits and although this
number is almost hard to believe,
Diageo has lost two brands from the
Club on last year.
Men’s Club whisky and Cacique
rum have both dropped off this year’s
list, making them anomalies for the
company which has shown volume
increase in around two-thirds of its
brands.
Although it was a disappointing
year for Men’s Club whisky, the
biggest rise for Diageo came from the
JUNE 2019 DRINKSINT.COM 15
runner-up spot having added Olmeca
Altos to its ranks, which enters the
Top 10 Producers Millionaires’ Club on just over the
million-case threshold. This makes
PRODUCERS BRANDS
Diageo/United Spirits 31 it just the sixth tequila brand to
Pernod Ricard 22 gain membership to the Club and
Beam Suntory 12 it’s a category which seems equally
Bacardi 7 distributed between the major
Gruppo Campari 6 players.
Roust 6 Beam Suntory sits once again
Brown-Forman 5 in third place with 12 millionaire
Stock Spirits 5 brands and with eight of these either
La Martiniquaise 4 breaking even or showing growth, the
company looks in good shape.
brandy variety of the same However, its shochu brand,
label – a whopping 91% boom
to reach 2m 9-litre cases. In 2015
the brandy crumbled on a similar
scale to last year’s success meaning
❝ Beam
Suntory sits
Muginoka, recorded a terrible 37%
drop in volumes, which dragged the
overall growth down to just 5%.
Without this anomaly, the company
it’s been a turbulent five years for again in third would have recorded an impressive
place
❞
the brand. 42% growth in the volumes of its
Pernod Ricard has retained its millionaire brands. n
 JUNE 2019 DRINKSINT.COM 17

FOCUS ON
MARTELL
Q&A with Pierre
Bérard, Martell global
marketing director

H
ow has Martell
produced such
strong results for
2018?
We are very proud
of the good performance Maison
Martell showed over the past years.
Last year Martell achieved the
strongest growth of Pernod Ricard.
These results confirm the strength of
our strategy and renew the confidence
we have in the future.
Maison Martell also confirmed
its position as a global brand with a
solid portfolio based on the diversity
of expressions, drinking serves and
occasions across markets, from neat,
cocktails and mixed drinks as well as
gastronomy or home consumption.
Maison Martell’s global success is
also due to our own strong efforts,
such as the implementation of a new

road-to-market in key markets such
as the US and overall more focus on
premiumisation and innovation.
Is this trend set to continue?
We firmly believe the consumer is
getting more and more knowledgeable
about spirits and is looking for
premium, luxury products as well
as meaningful innovation, product
benefit and excitement beyond age
statement. Martell Blue Swift, Martell
VS Single Distillery, Martell Cordon
Bleu Extra are not only VS, VSOP, XO
but expressions with strong product
benefit added to unique savoir-faire.
We believe that innovation comes
with the respect of more than 300
years of savoir faire, heritage and
excellence. If a brand provides
true product benefit, along with
innovation and authenticity, it can
certainly succeed all over the world.
How much of this success do you put
down to China?
The Chinese market is one of the
most important markets for Maison
Martell. In China and travel retail
Asia, Martell benefits from an
excellent growth in double-digit
volumes, across all its references.
In recent years, Chinese consumers’
interest in imported wine and spirits
has been on the rise. The development
of the Chinese market has strong
potential – we are very optimistic
about the future.
With the continuing urbanisation
of China, the ongoing rise of its
middle-class, and Chinese consumers’
increasing sophistication, we will
pursue our value and premiumisation
strategy aimed at these new
middle-class to affluent consumers.
Expanding the market to embrace
both middle-class and affluent
❝
consumers is an important variable in
the strategic plan for Martell. The
Is there a particular campaign you Chinese
believe helped grow your volumes? market is one
The rise of digital is a key trend
impacting growth in all markets. of the most
Maison Martell is committed to
working with worldwide experts
important
to integrate digital into our markets
communications strategies in
order to be in the best position
for Maison
Martell
to capture the attention of tech-
savvy consumers. For instance, the
development of ecommerce is a key
factor in the Chinese market, which
❞
is performing very well and gives
us the possibility to invigorate
this mature market through new
consumption occasions. Our
collaboration with TMALL for the
opening of its flagship store is a very
good illustration of this trend. ■
The
millionaires’ JUNE 2019 DRINKSINT.COM 19

VODKA
Flavours are helping some brands
but there are well-known names
among those struggling

A
ccording to
Euromonitor
International’s
data, vodka sales
remained stagnant
in 2018 at around 330m 9-litre cases.
But this doesn’t tell the whole story.
In last year’s Millionaires’ Club there
were some major international vodka
brands which lost significant volumes,
including Skyy, Cîroc and Grey Goose.
This was thought to be partly due to
the loss of market share to gin and
other dark spirits, but interestingly
Skyy is the only one still in decline in
2018.
Bacardí’s Grey Goose recently
launched a global brand platform
called Live Victoriously to revive the
relationship it has with consumers –
moving away from the flashy nightclub
image to “live like your phone doesn’t
exist”.
Absolut and Smirnoff still occupy
the top two spots despite stationary
results in 2018. Tito’s, which didn’t
declare its results, is thought to be one
of the fastest-growing vodka brands in
the US, suggesting the thirst for craft-
branded vodka is high.
The perceived lack of calories in
vodka is something which is beginning
to play into the category’s hands.
The increasing popularity of the
Skinny Bitch cocktail, consisting
of vodka and soda water, is a new
favourite among health-conscious
consumers due to the lower calorific
value, and brands are beginning to
play on this.
Smirnoff, for example, launched its
Smirnoff Soda Smash campaign to
encourage vodka sodas page 20

❝ The lack of
vodka is beginning
ISTOCK.COM/STUDIOCASPER

to play into the

category’s hands

❞
 The
20 JUNE 2019 DRINKSINT.COM millionaires’

ISTOCK.COM/SANDRALISE
Top 30 Vodkas VOLUME: MILLIONS OF 9-LITRE CASES

BRAND OWNER 2014 2015 2016 2017 2018 % +/-

Smirnoff Diageo 25.6 25.7 25.5 26.0 26.0 0%
Absolut Pernod Ricard 11.1 11.0 11.0 11.3 11.3 0%
Khortytsa Global Spirits 7.1 7.3 7.5 8.1 8.9 10%
with added citrus fruits and Absolut Zubrówka Roust 5.2 6.2 7.1 7.9 8.6 9%
released its Juice Edition in the same Hlibny Dar Bayadera Group 6.6 6.3 6.9 7.1 7.5 5%
year. Five Lakes (Pyat Ozer) Alcohol Siberian Group 5.5 4.2 4.2 4.3 4.3 1%
Chris Shead, channel director Soplica Roust 2.0 2.5 3.1 3.5 3.9 11%
ISTOCK.COM/PHILLIPS007

for grocery at Pernod Ricard, said: Russian Value JSC Tatspirtprom 0.1 0.9 4.1 3.7 3.8 2%
“Consumers have developed a strong Stolichnaya SPI Group 3.4 3.4 3.5 3.6 3.7 3%
desire for products with a high level Skyy Gruppo Campari 3.9 4.0 4.0 3.8 3.7 -4%
of realness, as they believe it brings a Grey Goose Bacardi 4.0 4.0 4.0 3.5 3.6 4%
Morosha Global Spirits 3.3 3.4 3.5 3.8 3.6 -5%
better taste and Absolut Juice Edition
Russian Standard Roust 3.1 3.2 3.3 3.4 3.5 3%
responds to this, while also appealing
Belenkaya Beluga Group 4.7 3.5 3.7 3.4 3.0 -10%
to the increasingly health conscious
Finlandia Brown-Forman 3.2 3.1 3.0 3.0 3.0 -2%
who favour brands with natural
Ketel One Diageo/ Nolet Spirits 2.4 2.4 2.4 2.4 2.7 13%
ingredients.” Krupnik Belvédère 3.5 4.0 4.4 3.7 2.7 -27%
Aside from the US, the biggest markets Zoladkowa Gorzka De Luxe Stock Spirits Group 4.2 3.5 2.6 2.6 2.5 -2%
for vodka are Russia and Poland. Green Mark Roust 4.2 2.5 2.2 2.2 2.5 14%
Zoladkowa Gorzka De page 22 Pinnacle Beam Suntory 2.6 2.5 2.6 2.5 2.5 1%
Talka Roust 2.8 1.8 1.6 1.8 2.3 28%

❝
Zytniówka Roust 1.3 1.6 1.8 1.9 2.1 11%
Consumers Cîroc
Tsar
Diageo
Beluga Group
2.6
1.7
2.6
1.8
2.4
2.4
2.0
2.2
2.1
1.9
5%
-10%
have a desire for Bulbash Bulbash Zavod 1.7 1.2 1.5 1.7 1.7 2%

products with Wyborowa

Gorbatschow
Pernod Ricard
Henkell & Söhnlein
1.4
1.4
1.6
1.3
1.7
1.4
1.6
1.4
1.7
1.6
6%
12%
a high level of Eristoff
Graf Ledoff
Bacardi
JSC Tatspirtprom
1.9
1.1
1.8
1.0
1.7
1.4
1.6
1.6
1.6
1.5
0%
-8%
realness
❞ Kozatska Rada Bayadera Group 1.0 1.1 1.2 1.2 1.5 25%
 The
22 JUNE 2019 DRINKSINT.COM millionaires’

ISTOCK.COM/BHOFACK2
Luxe of Polish company Stock Spirits
Group told Drinks International that
price reductions have been a driving
force behind the recent demise of the
vodka category.
“Decline has been driven by gradual
contraction of the overall clear vodka
market in Poland and aggressive
competitor price discounting activity,”
said a representative of Zoladkowa.
“The brand has now been stabilised
via a packaging relaunch and price
repositioning to match mainstream
competitors.
“While in gradual decline as
consumers move to other spirits
categories, clear vodka remains by far
the biggest spirits category in Poland
and volumes have now stabilised post
a period of decline. The flavoured
category, however, is in growth as it
appeals to females and males drinking
in mixed gender groups and looking for
relatively lower-strength, easy-to-drink
options – a growing trend in Poland.”
Although the global vodka category
has seen a slow demise over the
past five or so years, the category is
now finding new ways to regain the
consumers it lost to artisanal spirits
with craft branding.
The focus on more naturally
flavoured vodkas is a promising move
for the category, which is probably the
best-suited spirit to the modern health
kick of younger consumers given its
lack of calories and ability to lend
itself to soda water. n

❝ Clear vodka
remains by far
the biggest spirits
category in
Poland
❞
Fastest Growing Vodkas VOLUME: MILLIONS OF 9-LITRE CASES

BRAND OWNER 2014 2015 2016 2017 2018 % +/-

Talka Roust 2.8 1.8 1.6 1.8 2.3 28%
Kozatska Rada Bayadera Group 1.0 1.1 1.2 1.2 1.5 25%
Pervak Global Spirits 1.0 1.1 1.2 1.0 1.2 19%
Tsarskaya/Imperial Ladoga Group 0.6 0.7 1.0 1.2 1.3 14%
Green Mark Roust 4.2 2.5 2.2 2.2 2.5 14%
Ketel One Diageo/ Nolet Spirits 2.4 2.4 2.4 2.4 2.7 13%
Gorbatschow Henkell & Söhnlein 1.4 1.3 1.4 1.4 1.6 12%
Soplica Roust 2.0 2.5 3.1 3.5 3.9 11%
Zytniówka Roust 1.3 1.6 1.8 1.9 2.1 11%
Khortytsa Global Spirits 7.1 7.3 7.5 8.1 8.9 10%
Zubrówka Roust 5.2 6.2 7.1 7.9 8.6 9%
Svayak JSC Minsk Grape Wines Factory 0.8 1.0 1.1 1.2 1.3 8%
Wyborowa Pernod Ricard 1.4 1.6 1.7 1.6 1.7 6%
 The
millionaires’ JUNE 2019 DRINKSINT.COM 25
ISTOCK.COM/GM STOCK FILMS

T
It’s been another boom
he global whisky
year for the spirit that category gained 10m
accounts for 15% of 9-litre cases in 2018
on the previous year
global spirits consumption – more than any other

WHISKIES
spirits category. Whisky is booming in
every sub-category from American to
Indian, so it’s unsurprising to see that
it now accounts for around 15% of
global spirits consumption. page 27

Top 30 Whiskies VOLUME: MILLIONS OF 9-LITRE CASES

BRAND OWNER CATEGORY 2014 2015 2016 2017 2018 % +/-

Officer’s Choice Allied Blenders & Distillers Indian whisky 30.2 34.7 32.9 32.0 34.0 6%
McDowell’s No.1 Diageo/United Spirits Indian whisky 13.4 25.7 26.6 26.4 29.0 10%
Imperial Blue Pernod Ricard Indian whisky 14.0 17.5 18.0 19.0 22.7 19%
Royal Stag Pernod Ricard Indian whisky 15.7 17.3 18.0 18.7 21.6 16%
Johnnie Walker Diageo Scotch whisky 17.9 17.6 17.4 18.3 18.9 3%
Jack Daniel’s Brown-Forman American whiskey 11.7 12.2 12.4 12.9 13.3 3%
Original Choice John Distilleries Indian whisky 10.5 10.7 10.8 11.0 11.5 5%
Jim Beam Beam Suntory American whiskey 7.4 7.4 8.0 8.9 9.7 10%
Haywards Fine Diageo/United Spirits Indian whisky 4.8 7.1 7.9 8.5 9.4 10%
Jameson Pernod Ricard Irish whiskey 4.7 5.3 6.2 6.9 7.5 9%
Ballantine’s Pernod Ricard Scotch whisky 5.9 6.2 6.7 6.9 7.4 7%
Crown Royal Diageo Canadian whisky 5.3 6.2 6.8 7.0 7.3 4%
Blender’s Pride Pernod Ricard Indian whisky 4.8 5.6 6.2 6.4 7.3 14%
Director’s Special Black Diageo/United Spirits Indian whisky 5.9 6.1 6.6 6.1 6.2 3%
Old Tavern Diageo/United Spirits Indian whisky 5.5 11.0 9.9 7.1 6.2 -13%
Bagpiper Diageo/United Spirits Indian whisky 3.7 7.3 7.2 5.8 5.6 -4%
Royal Challenge Diageo/United Spirits Indian whisky 1.4 3.6 4.7 4.5 5.6 23%
Bangalore Malt John Distilleries Indian Whisky 0.8 1.1 2.1 3.6 5.1 44%
Suntory Kakubin Beam Suntory Japanese whisky 3.8 4.4 4.4 4.7 5.0 7%
Grant's William Grant & Sons Scotch whisky 4.4 4.4 4.5 4.5 4.6 1%
Chivas Regal Pernod Ricard Scotch whisky 4.6 4.4 4.3 4.2 4.5 7%
Director’s Special Diageo/United Spirits Indian whisky 2.9 5.0 5.0 4.1 4.2 1%
William Lawson’s Bacardi Scotch whisky 3.1 3.1 3.0 3.1 3.3 5%
Black Nikka Clear Asahi Breweries Japanese whisky 2.0 2.4 2.7 3.0 3.2 7%
J&B Diageo Scotch whisky 3.7 3.6 3.5 3.4 3.1 -9%
William Peel Belvédère Scotch whisky 2.8 2.9 3.0 3.1 3.0 -3%
Dewar’s Bacardi Scotch whisky 2.7 2.7 2.8 2.6 2.8 6%
Black & White Diageo Scotch whisky 1.4 1.4 1.8 2.4 2.7 13%
Seagram’s 7 Crown Diageo American whiskey 3.2 2.9 2.9 2.9 2.7 -7%
Label 5 La Martiniquaise Scotch whisky 2.6 2.6 2.6 2.6 2.6 0%
 The
millionaires’ JUNE 2019 DRINKSINT.COM 27
ISTOCK.COM/SHYLENDRAHOODE

INDIA
Indian whisky is the most influential
in terms of volumes with 13 brands
Indian Whiskies VOLUME: MILLIONS OF 9-LITRE CASES

BRAND OWNER 2014 2015 2016 2017 2018 % +/-

filling the top 30, and all but two
Officer’s Choice Allied Blenders & Distillers 30.2 34.7 32.9 32.0 34.0 6%
experiencing growth in 2018.
McDowell’s No.1 Diageo/United Spirits 13.4 25.7 26.6 26.4 29.0 10%
This time last year several Indian
Imperial Blue Pernod Ricard 14.0 17.5 18.0 19.0 22.7 19%
whisky brands observed a small
Royal Stag Pernod Ricard 15.7 17.3 18.0 18.7 21.6 16%
dip following the introduction of a Original Choice John Distilleries 10.5 10.7 10.8 11.0 11.5 5%
law in India that banned all liquor Haywards Fine Diageo/United Spirits 4.8 7.1 7.9 8.5 9.4 10%
outlets within 500m of national Blender’s Pride Pernod Ricard 4.8 5.6 6.2 6.4 7.3 14%
highways, but the category has Director’s Special Black Diageo/United Spirits 5.9 6.1 6.6 6.1 6.2 3%
responded with force. Old Tavern Diageo/United Spirits 5.5 11.0 9.9 7.1 6.2 -13%
Officer’s Choice is once again the Bagpiper Diageo/United Spirits 3.7 7.3 7.2 5.8 5.6 -4%
number one whisky brand in the world, Royal Challenge Diageo/United Spirits 1.4 3.6 4.7 4.5 5.6 23%
having grown 6% in 2018 to reach a Bangalore Malt John Distilleries 0.8 1.1 2.1 3.6 5.1 44%
whopping 34m cases. In fact, such is Director’s Special Diageo/United Spirits 2.9 5.0 5.0 4.1 4.2 1%
the category’s dominance that all top Signature Diageo/United Spirits 0.9 1.5 1.8 2.0 2.3 13%
four brands on the list fall under the White & Blue Alcobrew Distilleries 0.4 1.2 1.4 1.6 2.1 32%
Royal Green ADS Spirits 0.1 0.2 0.6 1.1 2.0 82%
Indian whisky bracket and they’re all in
Sterling Reserve Premium Allied Blenders & Distillers - - - - 1.2 0%
positive growth for 2018. page 28
 The
28 JUNE 2019 DRINKSINT.COM millionaires’
SCOTCH WHISKY
The second-biggest sub-category of
whisky is scotch, which has 10 of
the top 30 brands. Number one is,
of course, Johnnie Walker, which has
shown modest growth compared to
its Indian counterparts, but overall
it’s been an impressive year for the
home of whisky, with seven of the top
30 showing growth. Diageo’s J&B
is one of two scotch brands which
declined in volumes in 2018, possibly
because of the global obsession with
premiumisation. In fact, all five of the
brands in the top 30 which showed
a drop in volumes are considered
entry-level whiskies, which gives a
clear indication that consumers are
continuously less interested in lower-
quality spirits.
Blends still dominate the list of top
scotches, but the growing interest
in single malts within the bartender
community and among connoisseurs
is beginning to leave a mark on
the category. Glenfiddich and The
Glenlivet remain the only single malts
on our list, but one source close to
Drinks International confirmed that
The Macallan has now reached 1m
cases. Due to the timing of this news
it wasn’t possible to track down an
exact figure, but it’s a significant
statement for the single malt category
that a brand as exclusive as The
Macallan has been able to reach such
a landmark.
“Thankfully, blended scotch and
single malt scotch are intrinsically
linked,” says scotch whisky expert
Greg Dillon of Great Drams, “so

ISTOCK.COM/SIMONBRADFIELD
I don’t think one or the other will
be ‘the future’. But I do think, with
the expansion of The Macallan,
Scotch Whiskies VOLUME: MILLIONS OF 9-LITRE CASES

Glenfiddich’s incredible uplift in BRAND OWNER 2014 2015 2016 2017 2018 % +/-
future production capacity, The Johnnie Walker Diageo 17.9 17.6 17.4 18.3 18.9 3%
Glenlivet’s expansion and various Ballantine’s Pernod Ricard 5.9 6.2 6.7 6.9 7.4 7%
Grant’s William Grant & Sons 4.4 4.4 4.5 4.5 4.6 1%
other distilleries, we might see a
Chivas Regal Pernod Ricard 4.6 4.4 4.3 4.2 4.5 7%
rebalance in the volume sales of
William Lawson’s Bacardi 3.1 3.1 3.0 3.1 3.3 5%
blended scotch and single malt
J&B Diageo 3.7 3.6 3.5 3.4 3.1 -9%
scotch.” page 30
William Peel Belvédère 2.8 2.9 3.0 3.1 3.0 -3%
Dewar’s Bacardi 2.7 2.7 2.8 2.6 2.8 6%

❝ It’s significant
for single malt
Black & White
Label 5
Bell’s
Passport
Diageo
La Martiniquaise
Diageo
Pernod Ricard
1.4
2.6
2.2
1.6
1.4
2.6
2.2
1.9
1.8
2.6
2.1
1.7
2.4
2.6
2.2
1.7
2.7
2.6
2.2
1.7
13%
0%
0%
0%
that a brand as Buchanan’s Diageo 1.6 1.7 1.7 1.7 1.7 0%

exclusive as The Sir Edward’s

White Horse
La Martiniquaise
Diageo
1.4
1.7
1.5
1.7
1.5
1.3
1.6
1.5
1.6
1.6
1%
7%
Macallan has 100 Pipers
Clan Campbell
Pernod Ricard
Pernod Ricard
1.6
1.7
1.5
1.6
1.4
1.6
1.4
1.6
1.5
1.5
7%
-6%
been able to Glenfiddich William Grant & Sons 1.1 1.1 1.2 1.3 1.4 11%

reach the million Teacher’s Highland Cream

Vat 69
Beam Suntory
Diageo
2.0
1.1
1.6
1.2
1.6
1.2
1.5
1.5
1.3
1.3
-11%
-13%
landmark
❞ The Glenlivet Pernod Ricard 1.0 1.1 1.0 1.1 1.2 9%
 The
30 JUNE 2019 DRINKSINT.COM millionaires’
AMERICAN WHISKEY
Kentucky bourbon appears to be the
segment of American whiskey which
North American Whiskies VOLUME: MILLIONS OF 9-LITRE CASES

is in boom, with Jim Beam, Maker’s BRAND OWNER 2014 2015 2016 2017 2018 % +/-
Mark and Wild Turkey all showing Jack Daniel’s Brown-Forman 11.7 12.2 12.4 12.9 13.3 3%
Jim Beam Beam Suntory 7.4 7.4 8.0 8.9 9.7 10%
significant growth. However, this was
Crown Royal Diageo 5.3 6.2 6.8 7.0 7.3 4%
heavily restricted by harsh retaliation
Seagram’s 7 Crown Diageo 3.2 2.9 2.9 2.9 2.7 -7%
tariffs imposed on American whiskey
Maker's Mark Beam Suntory 1.5 1.6 1.7 1.9 2.2 12%
by Canada, Mexico and the EU in
Canadian Club Beam Suntory 1.9 1.9 2.0 2.0 2.0 -1%
2018. The global sales of American Wild Turkey (incl American Honey) Gruppo Campari 1.4 1.4 1.5 1.5 1.6 4%
whiskey for the first half of 2018 Canadian Mist Brown-Forman 1.5 1.4 1.2 1.2 1.1 -8%
were up 28%, but dropped 11%
in the second six months after the
tariffs were enforced. The good news
for US distillers is that Mexico and Other Whiskies VOLUME: MILLIONS OF 9-LITRE CASES
Canada have now scrapped these BRAND OWNER 2014 2015 2016 2017 2018 % +/-
tariffs, meaning just the EU has these Jameson Pernod Ricard 4.7 5.3 6.2 6.9 7.5 9%
retaliation tariffs in place. Also, if the Suntory Kakubin Beam Suntory 3.8 4.4 4.4 4.7 5.0 7%
UK does in fact leave the EU after Black Nikka Clear Asahi Breweries 2.0 2.4 2.7 3.0 3.2 7%
carrying out Brexit, then it will likely Tullamore Dew William Grant & Sons 0.9 0.9 1.0 1.2 1.3 15%
be exempt from these laws, which
would be further relief for American

ISTOCK.COM/IMAGEFACTORY-STUDIO
whiskey.

IRISH
Unsurprisingly, Pernod’s Jameson
has continued to dominate the Irish
whiskey category with 9% growth in
2018, but according to Euromonitor
International head of alcoholic drinks
research Spiros Malandrakis, the
category is now benefiting from an
increase in new brands, which will
ensure its sustainable growth in the
long term rather than relying on a
monopoly. n

❝ The good news

for US distillers is
that Mexico and
Canada have
now scrapped
these retaliation
tariffs
❞
Fastest Growing Whiskies VOLUME: MILLIONS OF 9-LITRE CASES

BRAND OWNER CATEGORY 2014 2015 2016 2017 2018 % +/-

Royal Green Whisky ADS Spirits Indian whisky 0.1 0.2 0.6 1.1 2.0 82%
Bangalore Malt John Distilleries Indian Whisky 0.8 1.1 2.1 3.6 5.1 44%
White & Blue Alcobrew Distilleries Indian whisky 0.4 1.2 1.4 1.6 2.1 32%
Royal Challenge Diageo/United Spirits Indian whisky 1.4 3.6 4.7 4.5 5.6 23%
Imperial Blue Pernod Ricard Indian whisky 14.0 17.5 18.0 19.0 22.7 19%
Royal Stag Pernod Ricard Indian whisky 15.7 17.3 18.0 18.7 21.6 16%
Tullamore Dew William Grant & Sons Irish whiskey 0.9 0.9 1.0 1.2 1.3 15%
Blender’s Pride Pernod Ricard Indian whisky 4.8 5.6 6.2 6.4 7.3 14%
Signature Diageo/United Spirits Indian whisky 0.9 1.5 1.8 2.0 2.3 13%
Black & White Diageo Scotch whisky 1.4 1.4 1.8 2.4 2.7 13%
Maker’s Mark Beam Suntory American whiskey 1.5 1.6 1.7 1.9 2.2 12%
Glenfiddich William Grant & Sons Scotch whisky 1.1 1.1 1.2 1.3 1.4 11%
The
millionaires’ JUNE 2019 DRINKSINT.COM 33

A
ccording to PR
companies, rum
has been ready

RUM
to set sail as the
next big thing in
the spirits industry. But the reality is
that gin still has legs, whisky remains
dominant and vodka volumes are
seeing a comeback. But the major
players in the rum category do seem
to be in a more powerful state than With the industry citing rum
they were 12 months ago. It may
seem insignificant, but in 2018 the
as the one to watch after gin,
millionaire rum brands produced a consumption is rocketing
further 0.5m cases than the previous
year and with the top two brands
showing growth it looks as though
more people are drinking rum year
on year.
The two-horse race for the top spot
between Bacardi and Tanduay seems
to be a thing of the past, with the latter
now boasting an additional 3m cases
in 2019. Last year Bacardi suffered
the consequences of Hurricane Irma
in the Caribbean which wiped out a
lot of rum production in the region,
but after a 2% rise back to almost the
same volumes shown in 2016, it looks
as though the premium rum producer
is back on track.
The impressive 17% rise of
Tanduay shown in 2017 appears to
have slowed right down, with
the brand reporting a modest growth
of 3% in 2019. But, despite the
volumes steadying, the distiller’s
parent company, LT Group,
announced a 73% income rise
in 2019 – it’s definitely not panic
stations for the Philippine rum giant.
The biggest decliner in 2019 was
Appleton Estate. The Jamaican brand
is owned by Gruppo Campari and
headed up by much-loved master
blender Joy Spence. Despite the 10%
drop in volumes, Gruppo Campari’s
annual financial results reported an
8.4% increase in sales, indicating that
the brand is focusing on value rather
than volume – but it’s now sitting ISTOCK.COM/APOMARES

dangerously close to the 1m case

Rum
threshold. n
VOLUME: MILLIONS OF 9-LITRE CASES

❝ The two-horse
race for the top
BRAND
Tanduay
Bacardi
Captain Morgan
OWNER
Tanduay Distillers
Bacardi
Diageo
2014
17.0
18.2
10.4
2015
16.5
17.4
10.6
2016
16.6
17.2
10.7
2017
19.5
16.8
11.7
2018 % +/-
20.1
17.1
11.7
3%
2%
0%
spot between McDowell's No.1 Celebration Diageo/United Spirits 8.9 17.2 15.7 12.3 11.2 -9%

Bacardi and Havana Club

Barceló
Pernod Ricard
Ron Barceló
4.0
2.2
4.0
2.0
4.2
2.0
4.4
2.2
4.6
2.2
5%
0%

Tanduay seems to Bozkov

Old Port
Stock Spirits Group
Amrut Distilleries
0.9
1.8
1.0
1.9
1.1
1.7
1.1
1.3
1.7 49%
1.3 -1%
be a thing of the Appleton Estate Gruppo Campari 1.2 1.3 1.2 1.2 1.1 -10%

past
❞
Negrita La Martiniquaise 1.0 1.0 1.0 1.0 1.0 1%
Montilla Pernod Ricard - - - 1.0 1.0 0%
The
millionaires’ JUNE 2019 DRINKSINT.COM 35

BRANDY
& COGNAC
A turbulent category has
thrown up some surprising
results

T
he biggest story in
brandy is the almost
absurd 91% growth
of Diageo’s Men’s
Club. As with whisky,
Indian brandy is selling in vast
quantities, but Men’s Club appears
to have taken much of the market
share way from Honey Bee and
McDowell’s No.1, which are also ISTOCK.COM/ DULEZIDAR

made by Diageo’s Indian subsidiary,

United Spirits. In last year’s edition of
The Millionaires’ Club we predicted Brandy VOLUME: MILLIONS OF 9-LITRE CASES
that Men’s Club would actually BRAND OWNER 2014 2015 2016 2017 2018 % +/-
drop off the list altogether due to the Emperador Emperador Distillers 33.0 30.5 28.0 27.1 25.3 -7%
downward trend it experienced in the Honey Bee Diageo/United Spirits 3.8 4.0 4.1 4.1 4.3 5%
previous years, making its incredible Dreher Gruppo Campari 3.4 3.4 3.3 3.4 3.1 -7%
rise all the more surprising. Men’s Club Diageo/United Spirits 3.3 2.0 1.3 1.1 2.0 91%
It’s interesting to see Filippino McDowell’s No.1 Diageo/United Spirits 3.5 3.3 3.6 1.7 1.4 -16%
brand Emperador going in the Torres Master Distillers Miguel Torres 1.4 1.4 1.3 1.4 1.3 -1%
opposite direction, losing nearly 2m Old Kenigsberg Alliance 1892 Brandy Company 1.5 1.4 1.3 1.3 1.3 0%
Officer’s Choice Allied Blenders & Distillers 0.8 1.0 1.2 1.0 1.1 14%
cases. Despite the loss it remains
Stareyshina Alvisa 0.5 0.4 0.4 0.8 1.1 42%
the largest brandy in the world by
Viceroy Distell Group 0.4 0.5 0.8 1.2 1.0 -17%
a long way and with the page 36
 The
36 JUNE 2019 DRINKSINT.COM millionaires’

ISTOCK.COM/ENJOYNZ
announcement of a five-year plan to seen a healthy return to the solid the mid-premium level VSOP.

premiumise its brandy to dominate
the local market, Emperador won’t be
going anywhere fast.
The wider brandy category has
shown wild results, with brands
showing either great gains or
worrying losses to their volumes in
2018.
❝
growth it was already accustomed to
The before the Chinese market crashed
wider from 2012-15.
Hennessy, the outright heavyweight
brandy of the cognac industry, recorded 3%
category has gains in 2018 and continues to lead
the way in terms of volumes for the
shown wild category, while every one of the ‘big
Martell’s 18% growth accumulates
to nearly half a million cases, which
is partly through the continued
success of Blue Swift, its maverick
product which is still entering into
new markets around the world on a
regular basis.
Martell, therefore, can be credited

results
❞
But one of the most consistent four’ cognac houses showed growth with trailblazing a movement
brands is Russia’s only representative last year. towards pushing the boundaries of
in the category – Old Kenigsberg. According to a member of cognac and challenging the laws
Brandy is seen as a premium product Martell’s marketing team, cognac is and regulations laid out by Bureau
in Russia and Old Kenigsberg told benefiting largely from a thriving US National Interprofessionnel du
Drinks International that the younger market, which is heavily investing in Cognac. n
generations in Russia are moving
away from vodka and on to brown
spirits. Yet much of its sales are made
in major supermarkets, usually on
Cognac VOLUME: MILLIONS OF 9-LITRE CASES

offer, so as younger consumers mature BRAND OWNER 2014 2015 2016 2017 2018 % +/-
Hennessy LVMH 5.5 5.9 6.5 7.1 7.3 3%
and begin spending more money on
Martell Pernod Ricard 1.9 2.2 2.1 2.2 2.6 18%
spirits it could be good times ahead
Rémy Martin Rémy Cointreau 1.7 1.9 2.0 2.1 2.3 8%
for brandy in Russia.
Courvoisier Beam Suntory 1.4 1.3 1.3 1.3 1.4 5%
Cognac, on the other hand, has
 The
38 JUNE 2019 DRINKSINT.COM millionaires’
This burgeoning
category still shows
no sign of slowing

GIN
N
ot a single gin brand
in The Millionaires’
Club lost volumes
in 2019. In
response to the
notion that the gin bubble has burst
– most recently discussed at the City
Distillers’ Debate in London in April
– it’s clear it hasn’t. San Miguel’s
Ginebra is still by far the category
leader – more than four times the
size of Gordon’s in second – and it
added more than 3m cases in 2019.
In fact, not only did the category
show impressive growth, five out of
the eight millionaire brands boosted
volumes by double figures.
The continued popularity of pink
and flavoured gins has helped boost
these figures and while the past two
years have seen pink or strawberry-
flavoured gins become all the craze, a
new flavour is in town – blood orange.
Tanqueray Seville, Larios Citrus
and now Beefeater Blood Orange
are all millionaire brands leading the
new flavour trend, although it was
argued by beverage analyst Ed Mundy
at the Distillers’ City Debate that
gin is following the same trend that
flavoured vodka did in the US. Of
course the craft movement in the UK
and parts of Europe generated concern
that they would take market share
away from big brands, but all it has
really done is invite more consumers
into the category. Yes, the European
gin market seems saturated with new
brands, but this is only benefiting The
Millionaires’ Club members and there
are still many international markets
which are yet to discover gin. n
ISTOCK.COM/AKE1150SB

Gin
❝ Five out of
the eight BRAND
Ginebra San Miguel
OWNER
San Miguel
2014
17.3
VOLUME: MILLIONS OF 9-LITRE CASES

2015
19.0
2016
19.8
2017
21.4
2018 % +/-
24.1 13%

millionaire Gordon's
Bombay
Diageo
Bacardi
3.7
2.8
3.6
3.0
4.4
3.3
4.6
3.8
5.1
4.0
11%
6%
brands boosted Tanqueray Diageo 2.2 2.4 2.4 3.0 3.5 17%

volumes by Beefeater
Seagram’s Gin
Pernod Ricard
Pernod Ricard
2.6
2.8
2.6
2.7
2.7
2.5
2.8
2.6
2.8
2.6
0%
0%
double figures
❞
Larios Beam Suntory 0.9 1.0 1.1 1.2 1.4 13%
Hendrick’s William Grant & Sons 0.5 0.6 0.8 0.9 1.1 17%
 The
40 JUNE 2019 DRINKSINT.COM millionaires’

ISTOCK.COM/PEPEBAEZA
The standout brand remains
Baileys, which proves there is
room for innovation in the category

LIQUEURS
B
aileys is the top whiskey market as well as liqueur so than Cointreau, which has
gun of the global
liqueurs market,
having shown
a 1% increase
fans.
Stock Spirits’ Zoladkowa Gorzka
was the only millionaire liqueur
in decline last year while Pernod
been a veteran of the back bar
for decades. But with no new
additions to the liqueurs section
of the supplement for more than
❝ Biggest
riser was
in 2018. Diageo’s innovations Ricard’s Kahlúa continues to ride the five years, it seems difficult for a Jack Daniel’s
have played a key role in keeping renaissance of the Espresso Martini. brand to generate volumes without Tennessee
the brand shooting straight – for Cocktails are a key driver of volumes the backing of an international
Honey
example Baileys Almande, which
has broadened its sales to the vegan
market and Chocolate Luxe, which
for certain liqueur brands, none more cocktail trend. n
❞
has proven popular to the sweet tooth
of US consumers. Liqueurs VOLUME: MILLIONS OF 9-LITRE CASES

Its nearest rivals, Malibu and BRAND OWNER 2014 2015 2016 2017 2018 % +/-
De Kuyper, have remained stagnant Baileys Diageo 6.2 6.2 6.4 6.9 7.0 1%
while the biggest riser was Jack Malibu Pernod Ricard 3.5 3.4 3.6 3.7 3.7 0%
Daniel’s Tennessee Honey, which De Kuyper De Kuyper/Beam Suntory 3.7 3.7 3.6 3.5 3.5 0%
– although it acts as a gateway to Jack Daniel’s Tennessee Honey Brown-Forman 1.3 1.5 1.5 1.6 1.8 7%
American whiskey – cannot Kahlúa Pernod Ricard 1.6 1.5 1.5 1.6 1.6 0%
Lubelska Range Stock Spirits Group 1.8 1.3 1.3 1.5 1.5 5%
be deemed a whiskey due to
Choya Choya Umeshu Co 1.2 1.1 1.2 1.2 1.3 5%
the use of honey in its recipe.
Zoladkowa Gorzka Stock Spirits Group 1.3 1.4 1.3 1.4 1.3 -5%
So although it sits in the liqueur
Cointreau Rémy Cointreau 1.1 1.1 1.1 1.2 1.2 1%
category, a good portion of these
Amarula Distell Group 1.4 1.3 1.1 1.2 1.2 0%
volumes have been driven by the
 The
42 millionaires’

TEQUILA
Premium agave is on the rise
when it comes to this national
spirit of Mexico

ISTOCK.COM/CDWHEATLEY

G
lobal tequila volumes
grew 2m cases in
2018 according
to Euromonitor
International, but
this growth is mainly coming from
the premium sector. The continued
demand for 100% agave tequila
has seen the rise of brands such as
Diageo’s Don Julio, Brown-Forman’s
El Jimador and Beam Suntory’s
Hornitos, which all showed double-
digit growth in 2018.
Unfortunately, this love for
There are hundreds of varieties of demise of a vulnerable agave
❝ The US
continues
agave plant growing in Mexico, but
the fact that only blue agave can be
used in tequila production – by law
– leaves it in a vulnerable position
monocrop.
The US continues to be the driving
force behind the growth of premium
tequila as well as Europe, which has
to be the should disease break out. been targeted by brands such as Don
driving force Environmental organisations
are trying to protect the relationship
Julio for a few years now. Diageo’s
premium tequila brand broke through
for premium between blue agave and the long- the 1m case barrier last year but for
tequila
❞
nosed bat, the primary pollinator 2018 we welcome Olmeca Altos into
which could be vital to avoiding the the club. n
Tequila VOLUME: MILLIONS OF 9-LITRE CASES

premium tequila has put high demand BRAND OWNER 2014 2015 2016 2017 2018 % +/-
on blue agave, which can take up to Sauza Beam Suntory 2.9 2.9 2.9 2.9 2.7 -7%
nine years to mature. Of course this Patrón Bacardi 2.2 2.2 2.5 2.6 2.5 -4%
creates a headache for producers Don Julio Diageo 0.4 0.9 0.9 1.3 1.5 15%
El Jimador Brown-Forman 1.1 1.1 1.1 1.2 1.3 17%
having to plan way in advance, but
Hornitos Beam Suntory 0.7 0.8 1.0 1.1 1.3 19%
there’s another potential issue facing
Olmeca Altos Pernod Ricard - - - - 1.1 0%
tequila production.
 JUNE 2019 DRINKSINT.COM 43

ASIAN
SPIRITS
Korea’s national drink
continues to dwarf other
categories

T
he reign of Jinro lives
on in The Millionaires’
Club, with the Korean
soju brand once
again topping the
overall list. Although 2% growth may
not seem that significant, when you
consider it has 78m cases to its name
you begin to realise the magnitude
of the brand. In the absence of major
soju rival Chum Churum, Jinro is
more than double the size of its nearest
competitor globally, never mind in the
Asian spirits category, which has seen
mixed results.
Japanese spirit shochu has
added Asahi’s Daigoro to its list of
millionaires, while Beam Suntory’s
Muginoka almost dropped off the
ISTOCK.COM/BENNYMARTY
list completely after recording a 37%
volume decline in 2018. Considering
the spirit has been around for more
than 500 years it’s surprising how
Soju VOLUME: MILLIONS OF 9-LITRE CASES

little people in the western world BRAND OWNER 2014 2015 2016 2017 2018 % +/-
Jinro HiteJinro 71.0 73.8 73.9 76.8 78.0 2%
know about it.
But with shochu being added to
WSET’s newest Level 3 Spirits award,
expect to see the category kick up much
more of a fuss in the coming years. n
Shochu VOLUME: MILLIONS OF 9-LITRE CASES

BRAND OWNER 2014 2015 2016 2017 2018 % +/-

Iichiko Sanwa Shurui 8.0 7.8 7.8 7.5 7.2 -5%

❝ Japanese
spirit shochu
Kanoka
Muginoka
Daigoro
Asahi Breweries
Beam Suntory
Asahi Breweries
3.4
2.1
1.7
3.4
1.5
1.5
3.4
2.0
1.3
3.3
1.6
0.9
3.4

1.0
3%
1.0 -37%
11%

has added
Asahi’s Daigoro Chinese Wine VOLUME: MILLIONS OF 9-LITRE CASES

to its list of BRAND OWNER 2014 2015 2016 2017 2018 % +/-

millionaires
❞
Vino Kulafu San Miguel 2.1 2.4 2.9 3.0 3.2 7%
 The
44 JUNE 2019 DRINKSINT.COM millionaires’

OTHERS
Aperitivo culture sees Aperol
the biggest winner of the
smaller categories

O
ISTOCK.COM/SHANSCHE

n the bitters front,

Jägermeister Bitters VOLUME: MILLIONS OF 9-LITRE CASES
recorded sturdy BRAND OWNER 2014 2015 2016 2017 2018 % +/-
growth following Jägermeister Mast-Jägermeister 6.8 6.9 7.1 7.2 7.5 4%
the launch of its Aperol Gruppo Campari 2.7 3.0 3.4 4.0 4.9 23%
Manifest expression in 2017. The US- Fernet Branca Fratelli Branca Distillerie 5.2 5.3 5.1 5.3 4.8 -9%
based Mast-Jägermeister is targeting Campari Gruppo Campari 3.1 3.2 3.3 3.4 3.3 -4%
a new wave of US consumers to help Ramazzotti Pernod Ricard 1.2 1.3 1.2 1.2 1.0 -17%
grow a wider audience than those
populating the Jägerbomb culture
adopted by Europe.
However, the most impressive
Pisco VOLUME: MILLIONS OF 9-LITRE CASES

BRAND OWNER 2014 2015 2016 2017 2018 % +/-

growth came from Aperol, which,
Mistral Compañía Pisquera de Chile 1.1 1.2 1.3 1.4 1.4 -3%
of course, has been generated by the
thriving Aperol Spritz.
The trend sprouted in Europe but
is now spreading across parts of the Raki VOLUME: MILLIONS OF 9-LITRE CASES

US and, as summer arrives in the BRAND OWNER 2014 2015 2016 2017 2018 % +/-
northern hemisphere, the orange Yeni Raki Diageo 3.5 3.6 3.4 3.4 3.0 -12%
Aperol branding will likely be spread
like confetti across the on-trade.
Diageo’s Yeni Raki lost almost half Anis VOLUME: MILLIONS OF 9-LITRE CASES
a million cases last year thanks to a
BRAND OWNER 2014 2015 2016 2017 2018 % +/-
reported 600% surge in prices. This Ricard Pernod Ricard 4.8 4.8 4.6 4.6 4.7 2%
was due to the taxes that have been
introduced since the conservative
Justice & Development Party got into
power in Turkey in 2002.
Cachaça VOLUME: MILLIONS OF 9-LITRE CASES

This has supposedly resulted BRAND OWNER 2014 2015 2016 2017 2018 % +/-
in Turkish consumers deciding to Cachaça 51 Companhia Müller de Bebidas 17.0 17.0 16.7 14.7 13.3 -9%
produce their national spirit in their Pitú Engarrafamento Pitú 10.6 10.6 10.9 10.7 10.7 0%
Velho Barreiro Tatuzinho 9.8 9.9 9.9 10.0 9.8 -2%
own homes, with a resulting drop in
Ypióca Diageo 7.0 5.1 4.8 5.1 4.7 -8%
bottle sales. n
 The
46 JUNE 2019 DRINKSINT.COM millionaires’

ONES TO

ISTOCK.COM/ONFOKUS
WATCH
Our predictions for the brandsmost
likely to join The Millionaires’ Club
next year

T
here’s one last stop
on the map of
millionaire brands
and it’s dedicated to
those labels which
are either on the brink of breaking
into the club or just about surviving
in the top tier.
Over the years we’ve been pretty
accurate when making predictions for
the future trajectory of certain brands,
such as the growth of Diageo’s Don
Julio, but last year wasn’t the case. In
2017 we predicted that Men’s Club
brandy would lose its membership to Ones to watch
The Millionaires’ Club, but in fact it VOLUME: MILLIONS OF 9-LITRE CASES
turned out to be the fastest-growing BRAND OWNER CATEGORY 2014 2015 2016 2017 2018 % +/-
spirit brand on the planet in 2018, Sailor Jerry Spiced William Grant & Sons Rum 0.99 1.00 1.04 1.04 0.99 -4%
rising a staggering 91% in 12 months. Tundra JSC Tatspirtprom Vodka 0.29 0.20 0.31 0.65 0.98 52%
The other two brands we predicted White Mischief Diageo/United Spirits Vodka 0.98 0.92 0.80 0.59 0.92 57%
losses for – Officer’s Choice brandy Myagkov Synergy Vodka 1.12 0.80 1.00 0.80 0.80 0%
and Pervak vodka – also gained Shustoff Global Spirits Vodka 0.58 0.55 0.54 0.61 0.78 28%
volumes against the trend of previous Men’s Club Diageo/United Spirits Indian whisky 1.44 1.42 1.49 1.38 0.76 -45%
years to defy the odds and retain Gilbey’s Whisky Diageo/United Spirits Indian Whisky 1.68 1.37 1.24 0.91 0.72 -21%
their Millionaire status. Hopefully Silver Cup Amrut Distilleries Brandy 1.06 0.95 0.83 0.72 0.71 -2%
Gold Riband Whisky Diageo/United Spirits Indian Whisky 1.49 1.25 0.86 0.75 0.58 -23%
this year’s predictions will be more
successful.
Tundra vodka fell just short in

On the brink
2018, making it a certain contender
to be a new club member in 2019,
while Diageo’s White Mischief vodka BRAND OWNER CATEGORY 2014 2015 2016 2017 2018 % +/- EST’ 19
is also in the running. William Grant Muginoka Beam Suntory Shochu 2.1 1.5 2.0 1.6 1.0 -37% 0.8
& Sons’ Sailor Jerry Spiced rum has Ramazzotti Pernod Ricard Bitters 1.2 1.3 1.2 1.2 1.0 -17% 0.9
just dropped off the list but could Viceroy Distell Group Brandy 0.4 0.5 0.8 1.2 1.0 -17% 0.5
certainly be in with a shout of re-
entry in 2019. However, it’s in American whiskey before it joins the elite of American

In 2018 there were some
interesting new members to The
Millionaires’ Club such as Olmeca
Altos. But, as mentioned in the
scotch whisky section, The Macallan
is thought to have already surpassed
the 1m case barrier while Diageo’s
Singleton malt is thought to be
close as the spirits company envisions
it taking over from Glenfiddich as
the top-selling single malt scotch
whisky.
❝
where we’re likely to see a significant whiskey. There are other big brands,
rise in the number of millionaire such as Buffalo Trace, Woodward It’s in
brands.
While Heaven Hill’s Evan Williams
Reserve and Four Roses, which are
sure to join the crowd in the coming
American
did not provide data for 2018, it’s years. whiskey
clear the brand is a worthy member
which will hopefully return to the
In today’s Instagram-focused society
celebrity-led brands such as George
where we’re
club in 2019, and Diageo’s Bulleit Clooney’s Casamigos and MMA star likely to see
is likely a contender to make it next
year. Its global distribution and brand
Conor McGregor’s Proper No.12
Irish whiskey are also brands to bet
a significant
rise
new distillery show Diageo means
business and it’s only a matter of time
on joining The Millionaires’ Club in
the near future. n
❞