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Home , Bagpiper (whisky), Beam Suntory, Beluga (vodka), Cacique (rum), Imperial Blue (whisky), Ketel One

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

001 Cover DI MILLIONAIRES 2019 FINAL.indd 1 04/06/2019 14:58

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 ’s Indian Men’s Club virtually double in growth despite it showing decline over the previous four years. Looking at Europe, has had a great year. A huge 18% growth shows how is returning to its former glory in terms of international sales and the same can almost be said for 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 may change, but this game of volumes isn’t going to end any time soon. Shay Waterworth SUPPLEMENT EDITOR ISTOCK.COM/ GM STOCK FILMS GM STOCK ISTOCK.COM/ contents THE SPIRITS MARKET 4 VODKA 19 40 THE SPIRITS RANKING 6 25 42 FASTEST GROWING 12 RUM & CACHAÇA 33 ASIAN SPIRITS 43 THE MAJOR PLAYERS 15 BRANDY 35 OTHER CATEGORIES 44 THE BIG INTERVIEW 17 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 [email protected] [email protected] [email protected] [email protected] 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 [email protected] [email protected] [email protected] [email protected] COVER IMAGE: ISTOCK.COM/123dartist

003 Contents DI MILLIONAIRES 2019 V2.indd 3 06/06/2019 12:23 The 4 millionaires’ THE SPIRITS MARKET The runners and riders in the global industry overall

he Millionaires’ Club at Euromonitor International, Irish state of perma-limbo with volume is strictly a members whiskey has also retained its strong sales essentially flat or in slight decline, club reserved for those growth with a 9% total volume meaning the category is in negative brands which record increase in 2018, even though territory for the sixth consecutive year. volumes of a million Jameson’s seemingly unassailable grip Although Tito’s – undisclosed in The 9-litreT cases or above for the previous on the category appears to finally be Millionaires’ Club – continues to motor year, which this time is 2018. contested by new brands. on, it remains one of the few brands There are 153 club members in this American whiskey, or more thriving within the vodka category. year’s supplement, but before we look specifically bourbon, also continued its Tequila and English gin witnessed into specific categories, let’s widen our growth curve with a 5% total volume their best global top line performance

gaze to the global consumption trend. increase for the year, even through the in more than a decade with 7% and VOLUME: MILLIONS OF It’s good news. Euromonitor problematic US trade disputes which 9% total volume growth respectively, 9-LITRE CASES International’s latest annual research effected international sales. which, according to Euromonitor, has has revealed that nearly every major In terms of percentage increase, come through brands capitalising on Category spirits category gained volumes in tequila is the biggest grower in 2018, their artisanal credentials, the embrace 2018 +/- 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 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 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%

004-5 Over DI MILLIONAIRES 2019 NEW.indd 4 29/05/2019 16:03 JUNE 2019 DRINKSINT.COM 5 ISTOCK.COM/C8501089 Key trends for 2019 THE SPIRITS MIXING IT UP spirits brands finding a suitable more advanced. Mixers are becoming more and tonic to pair successfully, such as Whyte & Mackay recently made more significant to the spirits Gordon’s & Tonic, but a big statement in the low-abv industry, acting as a liquid this role reversal of tonic brands category with the launch of a signpost for the direction in which matching a gin is an interesting 21.5% Scottish spirit drink which MARKET different categories are moving. movement – almost like uses its original scotch blend Earlier this year Fever-Tree consumers are beginning to gain but at half the strength. Whyte launched three ginger expressions more trust in mixer brands than & Mackay Light will appeal to into its mixers range, which have an overcrowded gin category in consumers looking to reduce their been specifically developed western markets. alcohol intake and also comes in for the dark spirits categories. at a more accessible price point. Fever-Tree US marketing director RIDING NO/LOW This style of drink could be the Amanda Stackman said: “Fever- It’s potentially a touchy subject start of a big change within the Tree revolutionised the tonic for a lot of these millionaire category. category by largely focusing on brands, but the rise of no and gin, which accounts for only 6% of low-alcoholic spirits cannot be MORE GIN spirits sales. ignored. The demand for healthier Beverage research authority Ed “With dark spirits now alternatives to alcohol is on the Mundy announced at the Distillers’ accounting for 60% of premium up, therefore relying on to City Debate that he believes the sales, we see unlimited potential cover the issue alone isn’t realistic. ‘gin bubble’ is about to burst, for our gingers to really have an Many brands came to market last based on the rise of flavoured gin outsized impact.” year and this is likely to accelerate products. He likened the trend With this level of investment, through 2019. However the quality to that of flavoured vodka in the Fever-Tree clearly sees a lot of needs to match the volumes. We US, which in recent years had a potential for premium mixers in saw a similar movement with mini-boom just before the entire the dark spirits category and, alcohol-free , which at first category began to flatline. It’s now that other brands such as was rejected by the majority, but undeniable that the European gin Coco-Cola have followed in the last year sold 43m pints in the market is fast becoming saturated same direction, this could spark UK alone as consumers began to with ‘craft’ brands looking for a a greater interest in the whiskey, relate with high-quality products. niche in the growing gin category, rum and cognac categories – The demand for non-alcoholic but major millionaire brands have particularly with attracting new spirits is definitely there, and as also had their part to play, such as consumers. the quality of products improves Gordon’s Pink and, more recently, it could begin to take further Beefeater Blood Orange proving READY-TO-DRIVE market share away from the popular. Another trend into which Fever- regular spirits market. Which part But ultimately gin still only Tree has just made a major of the spirits market specifically accounts for less than 10% of the investment is the growth of will suffer the most is unclear, total spirits market, so regardless premium RDTs. The company but one thought is that gin and of what’s going on in Europe has launched canned G&Ts using vodka is easier to replace than there are many markets still a variety of with its tonic aged dark spirits in terms of waiting to discover gin, let alone range. The RTD category has complex flavours, certainly until flavoured varieties. Don’t expect predominantly grown through the production methods become pink gin to disappear just yet.

FAIR PLAY The How we did it ❝demand Collecting accurate data on 153 correspond to the year-on-year Where brands appear equal on million-case brands is a serious volume sales comparative. This is volume sales, ranking is determined for non- business. For the past three months because we calculate growth from by the highest decimal point which our editorial team has pored over the actual volume data supplied, isn’t displayed. alcoholic data from public company reports which could be to two or three Dashes indicate that data was not spirits is and requested results directly. decimal places, but we round available or the brand didn’t exist. You might think that some of published volume data to one ▲ ▼ indicates rank movement definitely the growth percentages don’t decimal place for easy reading. ■ indicates a static list position there ❞

004-5 Over DI MILLIONAIRES 2019 NEW.indd 5 29/05/2019 16:03 The 6 millionaires’ THE SPIRITS RANKING Your at-a-glance guide to this year’s Millionaire risers and fallers

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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 30.2 34.7 32.9 32.0 34.0 6% 3 ▲ McDowell’s No.1 Diageo/ 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 ■ 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 ▲ Pernod Indian whisky 14.0 17.5 18.0 19.0 22.7 19% 8 ▲ 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 ▲ 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 ▲ 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 ▲ Beam 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 6.8 6.9 7.1 7.2 7.5 4% 25 ▲ Jameson Pernod Ricard 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 ▲ LVMH Cognac 5.5 5.9 6.5 7.1 7.3 3% 29 ▲ Diageo 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 ■ Diageo/United Spirits Indian whisky 3.7 7.3 7.2 5.8 5.6 -4% 37 ▲ 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 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 ▲ 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 ▲ 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 ▲ Diageo Gin 2.4 2.4 3.0 3.5 4.0 14% 52 ▲ 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 ▲ Pernod Ricard Liqueurs 3.5 3.4 3.6 3.7 3.7 0% 55 ▲ 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 ▲ 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 ▲ 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 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 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 ▲ 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 ▼ Belvédère Vodka 3.5 4.0 4.4 3.7 2.7 -27% 75 ▲ ’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 ▲ 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 ▲ 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 ▲ 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 ▲ 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 ▲ 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 ▲ Pernod Ricard Scotch whisky 1.6 1.5 1.4 1.4 1.5 7% 115 ▲ 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 ▲ 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 ▼ 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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The 10 JUNE 2019 DRINKSINT.COM millionaires’

Full Listing VOLUME: MILLIONS OF 9-LITRE CASES BRAND OWNER CATEGORY 2014 2015 2016 2017 2018 % +/- 125 ▲ 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 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 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 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 -- Constellation Brands Vodka 4.2 4.1 4.4 4.4 Tito's Tito Beveridge Vodka ----

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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% 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%

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FASTEST GROWING

Indian whisky remains dominant but there’s a surprise category creeping up

early one third of year to be implemented and therefore and their contracted farmers. the fastest-growing could put Indian distillers in an At the other end of the spectrum Looking brands are Indian uncomfortable position. Indian brandy there’s a variety of entry-level brands ❝ whiskies, which Men’s Club is the fastest grower after across a range of categories which are at the list, shows just how nearly doubling in size in 12 months. struggling to prevent the erosion of tequila is Nthe country is growing economically. But, looking at the list, tequila their volumes. And, with 12m people reaching is probably the biggest surprise. McDowell’s No.1 brandy has seen probably legal drinking age each year, it’s Three premium brands feature in the the worst consistent drop – losing hardly surprising to see whisky fastest-growing category and it will more than half its volumes in four the biggest selling in bulk. However, there is a be interesting to see over the next five years. It seems to be either great or surprise potential catch with the relationship years how it copes with such a rise terrible news for Indian spirits brands ❞ between increasing taxes and the given the historic issues tequila has and it’s mainly because a small error Indian countries’ authority to dictate faced with the supply and demand of or gain is inflated due to the sheer price changes to alcohol for human its farmed agave and the sometimes population and economic bulk of the consumption, which can take up to a strained relationship between brands country. n ISTOCK.COM/SPORTLIBRARY

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The millionaires’ JUNE 2019 DRINKSINT.COM 15 ISTOCK.COM/MEDIAPHOTOS

The top brand owners and their rankings revealed MAJOR PLAYERS

nce again Diageo runner-up spot having added Olmeca has dominated the Altos to its ranks, which enters the list of major players Top 10 Producers Millionaires’ Club on just over the in The Millionaires’ million-case threshold. This makes PRODUCERS BRANDS Club, with nearly Diageo/United Spirits 31 it just the sixth tequila brand to Oone-fifth of the world’s million-case Pernod Ricard 22 gain membership to the Club and brands falling under the same name. Beam Suntory 12 it’s a category which seems equally This figure was boosted a while back Bacardi 7 distributed between the major by the acquisition of a majority share Gruppo Campari 6 players. in United Spirits and although this Roust 6 Beam Suntory sits once again number is almost hard to believe, Brown-Forman 5 in third place with 12 millionaire Diageo has lost two brands from the Stock Spirits 5 brands and with eight of these either Club on last year. La Martiniquaise 4 breaking even or showing growth, the Men’s Club whisky and company looks in good shape. rum have both dropped off this year’s brandy variety of the same However, its shochu brand, list, making them anomalies for the label – a whopping 91% boom Muginoka, recorded a terrible 37% company which has shown volume to reach 2m 9-litre cases. In 2015 Beam drop in volumes, which dragged the increase in around two-thirds of its the brandy crumbled on a similar ❝Suntory sits overall growth down to just 5%. brands. scale to last year’s success meaning Without this anomaly, the company Although it was a disappointing it’s been a turbulent five years for again in third would have recorded an impressive year for Men’s Club whisky, the the brand. place 42% growth in the volumes of its biggest rise for Diageo came from the Pernod Ricard has retained its ❞ millionaire brands. n

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JUNE 2019 DRINKSINT.COM 17 FOCUS ON MARTELL Q&A with Pierre Bérard, Martell global marketing director

ow has Martell produced such strong results for 2018? We are very proud Hof the good performance Maison Martell showed over the past years. Last year Martell achieved the strongest growth of Pernod Ricard. These results confi rm the strength of our strategy and renew the confi dence we have in the future. Maison Martell also confi rmed its position as a global brand with a solid portfolio based on the diversity of expressions, drinking serves and occasions across markets, from neat, 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 How much of this success do you put consumers is an important variable in as the US and overall more focus on down to China? the strategic plan for Martell. The premiumisation and innovation. The Chinese market is one of the ❝ most important markets for Maison Is there a particular campaign you Chinese Is this trend set to continue? Martell. In China and travel retail believe helped grow your volumes? market is one We fi rmly believe the consumer is Asia, Martell benefi ts from an The rise of digital is a key trend getting more and more knowledgeable excellent growth in double-digit impacting growth in all markets. of the most about spirits and is looking for volumes, across all its references. Maison Martell is committed to important premium, luxury products as well In recent years, Chinese consumers’ working with worldwide experts as meaningful innovation, product interest in imported wine and spirits to integrate digital into our markets benefi t and excitement beyond age has been on the rise. The development communications strategies in statement. Martell Blue Swift, Martell of the Chinese market has strong order to be in the best position for Maison VS Single Distillery, Martell Cordon potential – we are very optimistic to capture the attention of tech- Martell Bleu Extra are not only VS, VSOP, XO about the future. savvy consumers. For instance, the ❞ but expressions with strong product With the continuing urbanisation development of ecommerce is a key benefi t added to unique savoir-faire. of China, the ongoing rise of its factor in the Chinese market, which We believe that innovation comes middle-class, and Chinese consumers’ is performing very well and gives with the respect of more than 300 increasing sophistication, we will us the possibility to invigorate years of savoir faire, heritage and pursue our value and premiumisation this mature market through new excellence. If a brand provides strategy aimed at these new consumption occasions. Our true product benefi t, along with middle-class to affl uent consumers. collaboration with TMALL for the innovation and authenticity, it can Expanding the market to embrace opening of its fl agship store is a very certainly succeed all over the world. both middle-class and affl uent good illustration of this trend. ■

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The millionaires’ JUNE 2019 DRINKSINT.COM 19 VODKA Flavours are helping some brands but there are well-known names among those struggling

ccording to Euromonitor International’s data, vodka sales remained stagnant inA 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 signifi cant 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 fl ashy 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 , consisting of vodka and soda water, is a new favourite among health-conscious consumers due to the lower calorifi c 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 to play into the category’s hands

❞ ISTOCK.COM/STUDIOCASPER

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Top 30 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 ISTOCK.COM/PHILLIPS0072.0 2.5 3.1 3.5 3.9 11% 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% better taste and Absolut Juice Edition Morosha Global Spirits 3.3 3.4 3.5 3.8 3.6 -5% 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 Diageo 2.6 2.6 2.4 2.0 2.1 5% ❝ Tsar Beluga Group 1.7 1.8 2.4 2.2 1.9 -10% have a desire for Bulbash Bulbash Zavod 1.7 1.2 1.5 1.7 1.7 2% Wyborowa Pernod Ricard 1.4 1.6 1.7 1.6 1.7 6% products with Gorbatschow Henkell & Söhnlein 1.4 1.3 1.4 1.4 1.6 12% a high level of Eristoff Bacardi 1.9 1.8 1.7 1.6 1.6 0% Graf Ledoff JSC Tatspirtprom 1.1 1.0 1.4 1.6 1.5 -8% realness ❞ Kozatska Rada Bayadera Group 1.0 1.1 1.2 1.2 1.5 25%

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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%

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The millionaires’ JUNE 2019 DRINKSINT.COM 25 ISTOCK.COM/GM STOCK FILMS STOCK ISTOCK.COM/GM

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 spiritsT 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 WHISKIES 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%

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The millionaires’ JUNE 2019 DRINKSINT.COM 27 ISTOCK.COM/SHYLENDRAHOODE INDIA Indian whisky is the most influential VOLUME: MILLIONS OF 9-LITRE CASES in terms of volumes with 13 brands Indian Whiskies 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

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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 VOLUME: MILLIONS OF 9-LITRE CASES the expansion of The Macallan, Scotch Whiskies 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% Black & White Diageo 1.4 1.4 1.8 2.4 2.7 13% It’s significant Label 5 La Martiniquaise 2.6 2.6 2.6 2.6 2.6 0% ❝for single malt Bell’s Diageo 2.2 2.2 2.1 2.2 2.2 0% Passport Pernod Ricard 1.6 1.9 1.7 1.7 1.7 0% that a brand as Buchanan’s Diageo 1.6 1.7 1.7 1.7 1.7 0% Sir Edward’s La Martiniquaise 1.4 1.5 1.5 1.6 1.6 1% exclusive as The White Horse Diageo 1.7 1.7 1.3 1.5 1.6 7% Macallan has 100 Pipers Pernod Ricard 1.6 1.5 1.4 1.4 1.5 7% Clan Campbell Pernod Ricard 1.7 1.6 1.6 1.6 1.5 -6% been able to Glenfiddich William Grant & Sons 1.1 1.1 1.2 1.3 1.4 11% Teacher’s Highland Cream Beam Suntory 2.0 1.6 1.6 1.5 1.3 -11% reach the million Vat 69 Diageo 1.1 1.2 1.2 1.5 1.3 -13% landmark ❞ The Glenlivet Pernod Ricard 1.0 1.1 1.0 1.1 1.2 9%

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The 30 JUNE 2019 DRINKSINT.COM millionaires’

AMERICAN WHISKEY Kentucky bourbon appears to be the VOLUME: MILLIONS OF 9-LITRE CASES segment of American whiskey which North American Whiskies 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% significant growth. However, this was Jim Beam Beam Suntory 7.4 7.4 8.0 8.9 9.7 10% 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%

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The millionaires’ JUNE 2019 DRINKSINT.COM 33 ccording to PR companies, rum has been ready to set sail as the next big thing in theA spirits industry. But the reality is that gin still has legs, whisky remains dominant and vodka volumes are RUM 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 as the one to watch after gin, seem insignificant, but in 2018 the 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 threshold. n Rum VOLUME: MILLIONS OF 9-LITRE CASES BRAND OWNER 2014 2015 2016 2017 2018 % +/- The two-horse Tanduay Tanduay Distillers 17.0 16.5 16.6 19.5 20.1 3% ❝ Bacardi Bacardi 18.2 17.4 17.2 16.8 17.1 2% race for the top Captain Morgan Diageo 10.4 10.6 10.7 11.7 11.7 0% spot between McDowell's No.1 Celebration Diageo/United Spirits 8.9 17.2 15.7 12.3 11.2 -9% Havana Club Pernod Ricard 4.0 4.0 4.2 4.4 4.6 5% Bacardi and Barceló Ron Barceló 2.2 2.0 2.0 2.2 2.2 0% Bozkov Stock Spirits Group 0.9 1.0 1.1 1.1 1.7 49% Tanduay seems to Old Port Amrut Distilleries 1.8 1.9 1.7 1.3 1.3 -1% be a thing of the Appleton Estate Gruppo Campari 1.2 1.3 1.2 1.2 1.1 -10% Negrita La Martiniquaise 1.0 1.0 1.0 1.0 1.0 1% past❞ Montilla Pernod Ricard --- 1.0 1.0 0%

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The millionaires’ JUNE 2019 DRINKSINT.COM 35 BRANDY & COGNAC

A turbulent category has thrown up some surprising results

he biggest story in brandy is the almost absurd 91% growth of Diageo’s Men’s Club. As with whisky, IndianT 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% cases. Despite the loss it remains Officer’s Choice Allied Blenders & Distillers 0.8 1.0 1.2 1.0 1.1 14% 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

035-036 Brandy DI MILLIONAIRES 2019 SUBBED NEW.indd 35 29/05/2019 12:35 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 growth it was already accustomed to Martell’s 18% growth accumulates the local market, Emperador won’t be The before the Chinese market crashed to nearly half a million cases, which going anywhere fast. ❝ from 2012-15. is partly through the continued The wider brandy category has wider Hennessy, the outright heavyweight success of Blue Swift, its maverick shown wild results, with brands brandy of the cognac industry, recorded 3% product which is still entering into showing either great gains or gains in 2018 and continues to lead new markets around the world on a worrying losses to their volumes in category has the way in terms of volumes for the regular basis. 2018. shown wild category, while every one of the ‘big Martell, therefore, can be credited But one of the most consistent results 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 VOLUME: MILLIONS OF 9-LITRE CASES in major supermarkets, usually on Cognac 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

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The 38 JUNE 2019 DRINKSINT.COM millionaires’

This burgeoning category still shows no sign of slowing GIN

ot a single gin brand in The Millionaires’ Club lost volumes in 2019. In response to the Nnotion 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

Five out of Gin VOLUME: MILLIONS OF 9-LITRE CASES ❝ BRAND OWNER 2014 2015 2016 2017 2018 % +/- the eight Ginebra San Miguel San Miguel 17.3 19.0 19.8 21.4 24.1 13% Gordon's Diageo 3.7 3.6 4.4 4.6 5.1 11% millionaire Bombay Bacardi 2.8 3.0 3.3 3.8 4.0 6% brands boosted Tanqueray Diageo 2.2 2.4 2.4 3.0 3.5 17% Beefeater Pernod Ricard 2.6 2.6 2.7 2.8 2.8 0% volumes by Seagram’s Gin Pernod Ricard 2.8 2.7 2.5 2.6 2.6 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%

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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 aileys is the top whiskey market as well as so than Cointreau, which has gun of the global fans. been a veteran of the back bar Biggest liqueurs market, Stock Spirits’ Zoladkowa Gorzka for decades. But with no new ❝ having shown was the only millionaire liqueur additions to the liqueurs section riser was a 1% increase in decline last year while Pernod of the supplement for more than Jack Daniel’s Bin 2018. Diageo’s innovations Ricard’s Kahlúa continues to ride the five years, it seems difficult for a 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 example Baileys Almande, which for certain liqueur brands, none more cocktail trend. n Honey has broadened its sales to the vegan ❞ market and Chocolate Luxe, which 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% be deemed a whiskey due to Lubelska Range Stock Spirits Group 1.8 1.3 1.3 1.5 1.5 5% 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

040 Liquers DI MILLIONAIRES 2019 SUBBED.indd 40 29/05/2019 11:58

The 42 millionaires’ TEQUILA Premium agave is on the rise when it comes to this national spirit of Mexico ISTOCK.COM/CDWHEATLEY

lobal tequila volumes There are hundreds of varieties of demise of a vulnerable agave grew 2m cases in agave plant growing in Mexico, but monocrop. 2018 according The US the fact that only blue agave can be The US continues to be the driving to Euromonitor ❝continues used in tequila production – by law force behind the growth of premium International, but – leaves it in a vulnerable position tequila as well as Europe, which has thisG growth is mainly coming from to be the should disease break out. been targeted by brands such as Don the premium sector. The continued driving force Environmental organisations Julio for a few years now. Diageo’s demand for 100% agave tequila are trying to protect the relationship premium tequila brand broke through has seen the rise of brands such as for premium between blue agave and the long- the 1m case barrier last year but for Diageo’s Don Julio, Brown-Forman’s nosed bat, the primary pollinator 2018 we welcome Olmeca Altos into El Jimador and Beam Suntory’s tequila which could be vital to avoiding the the club. n Hornitos, which all showed double- ❞ digit growth in 2018. Unfortunately, this love for 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% having to plan way in advance, but El Jimador Brown-Forman 1.1 1.1 1.1 1.2 1.3 17% 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.

042-043 Tequilla+Asian_DI_MILLIONAIRES_2019 SUBBED.indd 42 29/05/2019 12:40 JUNE 2019 DRINKSINT.COM 43 ASIAN SPIRITS Korea’s national drink continues to dwarf other categories

he reign of Jinro lives on in The Millionaires’ Club, with the Korean soju brand once again topping the Toverall 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 VOLUME: MILLIONS OF 9-LITRE CASES than 500 years it’s surprising how Soju 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 VOLUME: MILLIONS OF 9-LITRE CASES more of a fuss in the coming years. n Shochu BRAND OWNER 2014 2015 2016 2017 2018 % +/- Iichiko Sanwa Shurui 8.0 7.8 7.8 7.5 7.2 -5% Kanoka Asahi Breweries 3.4 3.4 3.4 3.3 3.4 3% Japanese Muginoka Beam Suntory 2.1 1.5 2.0 1.6 1.0 -37% spirit❝ shochu Daigoro Asahi Breweries 1.7 1.5 1.3 0.9 1.0 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 % +/- Vino Kulafu San Miguel 2.1 2.4 2.9 3.0 3.2 7% millionaires ❞

042-043 Tequilla+Asian_DI_MILLIONAIRES_2019 SUBBED.indd 43 29/05/2019 12:40 The 44 JUNE 2019 DRINKSINT.COM millionaires’ OTHERS Aperitivo culture sees Aperol the biggest winner of the smaller categories

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% OManifest 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. Pisco VOLUME: MILLIONS OF 9-LITRE CASES However, the most impressive 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 VOLUME: MILLIONS OF 9-LITRE CASES power in Turkey in 2002. Cachaça 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

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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

here’s one last stop on the map of millionaire brands and it’s dedicated to those labels which areT 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 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% this year’s predictions will be more Gold Riband Whisky Diageo/United Spirits Indian Whisky 1.49 1.25 0.86 0.75 0.58 -23% successful. Tundra vodka fell just short in 2018, making it a certain contender to be a new club member in 2019, On the brink 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 where we’re likely to see a significant whiskey. There are other big brands, interesting new members to The rise in the number of millionaire such as Buffalo Trace, Woodward It’s in Millionaires’ Club such as Olmeca brands. Reserve and , which are ❝ Altos. But, as mentioned in the While Heaven Hill’s Evan Williams sure to join the crowd in the coming American scotch whisky section, The Macallan did not provide data for 2018, it’s years. whiskey is thought to have already surpassed clear the brand is a worthy member In today’s Instagram-focused society the 1m case barrier while Diageo’s which will hopefully return to the celebrity-led brands such as George where we’re Singleton malt is thought to be club in 2019, and Diageo’s Bulleit Clooney’s Casamigos and MMA star likely to see close as the spirits company envisions is likely a contender to make it next Conor McGregor’s Proper No.12 it taking over from Glenfiddich as year. Its global distribution and brand Irish whiskey are also brands to bet a significant the top-selling single malt scotch new distillery show Diageo means on joining The Millionaires’ Club in rise whisky. business and it’s only a matter of time the near future. n ❞

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