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26th March 2014 |
Johnnie
Walker remains the world’s number one
spirit by value and becomes the number
two by volume.
 Diageo
has claimed the two top spots in both
value and volume rankings for the first
time in the Impact Databank’s Top 100
Spirit Brands Lists.
Johnnie Walker remains the world’s
number one spirit by value and becomes
the number two by volume.
Smirnoff remains the world’s number one
premium spirit by volume and the number
two by value
Diageo has increased its leadership of
Impact Databank’s Top 100 Spirit Brands
Lists, with its brands holding the
number one and number two spots in both
the value and volume rankings for the
first time.
For the seventh consecutive year,
Smirnoff and Johnnie Walker have topped
the rankings, as the number one brands
by volume and value respectively. This
year, Johnnie Walker also rose from
third to second position in the volume
ranking, giving Diageo the top spots in
both rankings. Smirnoff remains the
number two brand by value.
Diageo’s brands dominate the rankings
accounting for over 13% of the top 100
by volume and almost 23% of the total
retail value generated by all brands in
the top 100. Diageo claimed five brands
in the top 20 by volume and six brands
amongst the 22 brands selling over a
billion dollar in the value ranking,
more than any other company.
Syl Saller, Chief Marketing Officer,
Diageo plc, commented: "We are
privileged to be the custodians of such
an outstanding collection of
world-leading brands. Brands with a
diverse and rich heritage, created by
entrepreneurs and true visionaries like
Arthur Guinness, Vladimir Smirnov and
Alexander Walker hundreds of years ago.
These brands have shown they can endure
the test of time, and I am confident
they will thrive for many years to come
as they continue to be adored by
millions of consumers around the world."
As with previous years, Diageo’s brands
also lead the individual spirit
categories in the rankings. Johnnie
Walker and Smirnoff lead the Scotch
whisky and vodka categories – the
industry’s two biggest categories by
retail value – whilst Baileys and Crown
Royal also top the liqueur and Canadian
whisky categories by volume and by
value. Gordon’s also claims first place
in the gin category by volume.
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