With sales of 1.9 million cases in 2005, the brand has enjoyed a Category Annual Growth Rate of 10.7 per cent between 2005 and 2010, states the IWSR.
Sales of Johnnie Walker enjoyed a massive volume increase of over 1.2 million cases in 2010 to reach sales of 15.5 million cases and take top spot on this year’s list.
Just 11 brands met the strict criteria of the 2010 IWSR’s Elite Brands List, one more than last year. Jägermeister was once again the number two brand. It managed to turn around a slight drop in volume in 2009, gaining over 170,000 cases in 2010. With a five-year CAGR of 5.3 per cent between 2005 and 2010 Jägermeister has been a stalwart of the IWSR’s Elite Brands list since its creation in 2007 and much of this is down to the brand’s powerful marketing strategy.
Havana Club took fourth place with sales of 3.7 million cases and Finlandia fifth place with case sales of nearly three million cases.
The IWSR’s Elite Brands List Criteria
The criteria required to become an Elite Brand remain unchanged since 2007. Brands must sell over one million cases worldwide, with at least 40 per cent of sales outside their main market to demonstrate international presence and also maintain a compound annual growth rate (CAGR) of at least five per cent for the last five years of growth – ie 2005-2010 – to demonstrate sustained growth.