Euromonitor International

Euromonitor International

June 11, 2012 13:07 ET

Euromonitor Releases Ranking of Top Spirits Brands for Drinks International Millionaire's Club

Research Shows Diversification in Emerging Markets and Premiumisation in Mature Markets Fuel Growth Opportunities for International Brands

LONDON, UNITED KINGDOM--(Marketwire - June 11, 2012) - Euromonitor International announced today the publication of its Millionaire's Club list, produced in partnership with Drinks International, with a record breaking mix of 180 international and domestic spirits brands. Now in its fifth year, the Drinks International Millionaires Club reviews top spirits brands globally with sales of 9-liter cases in 2011 reaching a million or more.

This year's top spirits brand ranking reveals many newcomers to the list and for the first time, Euromonitor International's research gives insight into the rise of the Chinese baijiu market. In addition to listing the top spirits brands globally - by region and category - Euromonitor's ranking also shines some light on the fastest growing brands and how domestic and international spirits companies are looking to uncover growth opportunities.

"Companies with an international presence and a strong focus on emerging markets continue to secure growth," says Jeremy Cunnington, Alcoholic Drinks Senior Company Analyst at Euromonitor International. "This does not mean, however, that domestic or local brands in emerging markets are not performing," he adds.

This year's list of top spirits brands also sees a tie between spirits companies in the number of brands making the ranking, with Pernod Ricard and United Spirits both having 22 brands on the list. Pernod Ricard has counted one addition, with its local Brazilian vodka Orloff, while United Sprits has added two brands, a new gin, Carew Dry, and a more premium brandy, McDowell's VSOP.

To view the table "Full Listing", please visit the following link:

Domestic and local brands strengthened their grip on the list, reaching 97, up from 93 last year, showing the vast majority of spirits continue to be consumed in their country of origin.

The number of international brands is up to 60 from 57, with overall volume growth of 2 percent in 2011, according to Euromonitor International's research. Meanwhile the number of regional brands fell to 19.

To view the table "Local Brands 3m + cases", please visit the following link:

The report also indicates there is a growing premiumisation trend that is further seen in emerging markets through the strong growth of more premium international spirits brands and categories, such as vodka and blended Scotch, at the expense of cheaper local brands.

"While emerging markets do offer international spirits brands significant opportunities for growth; their owners should not ignore their mature core markets," Cunnington adds.

There are signs of polarisation, particularly in mature Western markets, where premiumisation is also evident thanks to the strong performance of super-premium vodkas, with Diageo's Ciroc and Nolet's Ketel One achieving double-digit growth.

"Not only do emerging markets account for the majority of the brands' volumes, revenues and profits, they also offer various opportunities for growth in different price segments" says Cunnington. "Despite continued tough economic conditions in various markets and an uncertain global outlook, spirits producers have much to be positive about in 2012 and beyond."

To view the table "Top 10 Regional Brands", please visit the following link:

Notes to editors:

To find out more about Euromonitor's Alcoholic Drinks Research please visit:

Download a copy of the Drinks Millionaires Club:

About The Drinks International Millionaires Club

The Drinks International Millionaires Club is an annual listing of distilled spirits brands with sales of a million 9-litre cases or more but differs from Euromonitor International's research in that it includes sales in all channels, such as duty free/travel retail.

Research is conducted independently by Euromonitor International and brands are classified under the following guidelines:

Domestic/local (90% or more of volumes sold in a particular country); Regional (80% or more of volumes sold in a particular region); International (sold in at least two regions and no more than 80% in any one region)

About Euromonitor International

Euromonitor International is the world's leading provider for global business intelligence and strategic market analysis. We have more than 39 years of experience publishing international market reports, business reference books and online databases on consumer markets.

We deliver market research solutions to support strategic planning for today's increasingly international business environment. Our research offers in-depth market analysis on consumer goods and services industries worldwide, as well as economic, demographic and socio-economic data and insight on countries and consumers.

Euromonitor International is headquartered in London, with regional offices in Chicago, Singapore, Shanghai, Vilnius, Santiago, Dubai, Cape Town, Tokyo, Sydney and Bangalore, and has a network of over 800 analysts worldwide.

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