Marketing

Big 3 own 38% of global spirits market

Diageo, Pernod Ricard and Bacardi continued their domination of the global spirits supplier rankings with 15, 16 and six brands respectively in the Top 100 by value in 2011 according to Impact magazine’s Top 100 Spirits Brands report, published recently.

Together, these three suppliers sold nearly $37 billion-worth of brands.

Johnnie Walker topped the spirits brands list worldwide by value selling 18 million nine-litre cases worth $5.24 billion, up from 2010’s 16.9 million case figure.

Smirnoff came second selling 24.7 million cases worth $3.18 billion, down from 2010’s 24.4 million cases while Hennessy Cognac took third position selling 4.9 million cases worth $2.77 billion, up 300,000 cases but at a lower retail value than 2010’s $2.61 billion figure.

In sixth place Absolut sold 11.2 million cases worth $2.29 billion compared to 2010’s 10.9 million case figure and in 10th place Baileys sold 6.8 million cases worth $1.41 billion, up 100,000 cases on 2010 but down in retail value from $1.38 billion in 2010.
The other famous Irish spirit, Jameson, rose seven places to 30th through sales of 3.8 million cases worth $735 million, a 19 per cent growth in both value and volume from 2010‘s $620 million from sales of 3.2 million cases.

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