Smirnoff ranks as top global spirits brand

Published: 23 July, 2008

Smirnoff is the top global spirits label, according to an annual brand status study.

The Millward Brown top 100 'Brandz' report collated a spirits top ten brands list for the first time in 2008 with Diageo's premium label coming top.

Smirnoff was followed by Barcardi, Jose Cuervo, Johnnie Walker and Baileys - this means Diageo owns four out of the five top ranking brands.

The report stated: " Premiumisation of spirits brands is driving growth for the category as many companies innovate and extend their brands upwards.

"The European spirits sector is trading at a higher relative valuation today than in more than a decade. This success results from higher earnings and bigger marketing investment by spirits brands. In the US, the spirits sector also delivered growth in the premium segments.

"Profits and sales of spirits brands are also accelerating in emerging markets."

Stricter advertising restrictions, particularly amongst younger consumers, was a challenge facing the spirits sector in pushing brand profile, the report concluded.

Smirnoff achieved sales of 23.2 million 9-litre cases in 2007 and 9% net sales growth overall. The top three markets for the brand were the US, Great Britain and Canada respectively.

Top Ten Premium Spirits Brands

1.) Smirnoff

2.) Bacardi

3.) Jose Cuervo

4.) Johnnie Walker

5.) Baileys

6.) Jack Daniels

7.) Absolut

8.) Chivas

9.) Gordon's

10.) Martini

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