Diageo’s brands continue to lead Impact Databank’s top 100 premium spirits lists with more brands in the top 20 than any other company

Diageo, the world’s leading premium drinks company, has retained its leadership of Impact Databank’s Top 100 Premium Spirit Brands rankings, with seven brands in the top 20 by volume and six in the top 20 by value, more than any other companyi. Diageo brands dominate the rankings accounting for more than 13% of the top 100 by volume and almost 25% of the total retail value generated by all brands in the top 100.

For the sixth consecutive year, Smirnoff and Johnnie Walker have topped the rankings, as the number one brands by volume and value respectively. Johnnie Walker’s retail value accounts for more 7% of the top 100’s aggregate value, growing by almost 11% and nearing an estimated value of $6 billion. Smirnoff grew volume to an estimated 26.3 million 9-litre cases and also ranked the number two brand by value for the sixth consecutive year.

After making its first appearance in the rankings last year, Cîroc Ultra Premium vodka rose almost 20 places on both rankings to 30th in the value ranking and 50th in the volume ranking, increasing sales by 26.5% to an estimated 2.2 million 9-litre cases. This reflects the strong performance of the brand as reported at Diageo’s Interim results (half year ended 31 December 2012), with 17% net sales growth globally.

As per last year, Diageo 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 whiskey categories by volume and by value. Gordon’s Gin and Jose Cuervo claim first place in the gin and tequila categories by volume.

Reference

1. includes Ketel One, Yeni and Jose Cuervo.