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The Ranking of the World's Million-Case Spirits Brands 2019

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The Ranking of the World's Million-Case Spirits Brands 2019 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 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 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 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 [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 T9-litre 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 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% 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 Schweppes & 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 scotch whisky 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 Seedlip 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 beer, 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 gins 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.
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