Diageo brands continue to lead Impact Databank’s Top 100 premium spirits list

Posted: 26 March 2012 | Diageo | No comments yet

Diageo, has retained its leadership of Impact Databank’s Top 100 Spirit Brands by volume and value rankings…


Diageo, the world’s leading premium drinks company, has retained its leadership of Impact Databank’s Top 100 Spirit Brands by volume and value rankings, with eight brands in the top 20, more than any other company. The collective value of all the Diageo brands featured in the charts accounts for just under 25% of the total retail value generated by all brands in the top 100.

For the fifth consecutive year, Smirnoff and Johnnie Walker have topped the rankings, as the number one brand by volume and number one brand by value respectively, with Johnnie Walker’s retail value accounting for 7% of the top 100’s aggregate value. Smirnoff was also ranked the number two brand by value for the fifth consecutive year.

This performance reflects the strong growth both brands reported at Diageo’s Interim results (half year ended December 2011), with Johnnie Walker net sales up 15% and Smirnoff 9%.

Diageo brands also lead the individual spirit categories in the rankings. Due to their positions, Johnnie Walker and Smirnoff are the leading brands in the vodka and Scotch categories – the industry’s two biggest categories by retail value. Baileys and Crown Royal top the liqueur and Canadian whiskey categories by volume and by value, and Gordon’s Gin and Jose Cuervo also claim first place in the gin and tequila categories by volume.

Cîroc, Diageo’s new to world vodka brand has also made its first appearance in the rankings, selling an estimate of 1.5 million 9-litre cases. Yeni, Diageo’s recently acquired Raki brand, also appears in the top 20 premium spirits by value.

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