INTERNATIONAL. Rum and vodka brands were the best volume performers in travel retail in 2009, according to the latest issue of The IWSR Drinks Record published this month. Brands such as Russian Standard, Nemiroff, Cruzan and Zacapa all outperformed the market (see below for key growth brands).
In 2009 The IWSR‘s “˜Top 50 Brands in Travel Retail’ list accounted for 73.6% of the total market, up from 70.4% in 2004.
“Travel retail is a market dominated by the big international brands and the evidence of the past couple of years is that the proportion of the market accounted for by the big trademarks is increasing,” noted The IWSR Drinks Record Editor Alexander Smith.
Scotch whisky had the largest number of brands of any category in the Top 50 list, at 11. Flavoured spirits was next at nine, followed by vodka at eight.
Pernod Ricard had the largest number of brands on this year’s Top 50 list with 11, despite blue-chip brands such as Absolut and Chivas Regal posting big declines in the face of a global downturn in travel and passenger spending.
Diageo boasts the next highest total of brands in the Top 50 at nine. Its Johnnie Walker Scotch whisky brand is the global leader of the travel retail market; a high-spending promotional programme helped it outperform the market in 2009, IWSR said.
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The IWSR Drinks Record‘s October issue research shows rum and vodka brands “performing best” in a tough year |
LVMH’s Hennessy Cognac was the only brand in the top 20 to gain, rising by +5.1% last year. The brand is said to have benefited from an easing of supply constraints and its strong presence in Asia, which was less seriously affected by the global recession than other regions.
The most significant newcomer to the Top 50 ranking is Russian Standard vodka, which grew by +15.6% to enter the list at number 34. Russian Standard was also the third largest brand on The IWSR’s “˜Top 25 Largest Growth brands in Travel Retail’ list.
Only six brands on the IWSR’s “˜Top 25 Largest Growth brands in Travel Retail’ list – Cruzan and Zacapa plus vodka brands Russian Standard and Nemiroff, Hennessy and Edrington’s The Macallan Scotch – posted gains of more than 10,000 cases, reflecting the difficult state of the market.
The number of rum brands making the Growth Brands list is perhaps the most significant feature, said The IWSR. Six out of the Top 25 Growth Brands were rums, including Cruzan and Ron Zacapa, which rank first and second in the Top 25 list.
Beam Global’s Cruzan doubled sales in 2009 to more than 100,000 cases, following its acquisition of the brand from Pernod Ricard in November 2008, and is also a new entrant to the Top 50 Brands list.
Only four brands – Diageo’s Captain Morgan, LVMH’s Hennessy Cognac and Belvedere vodka and Bacardi’s Grey Goose vodka – also featured in last year’s Growth Brands list.
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For more information about the IWSR’s Duty Free/Travel Retail Report, contact Sandra Newman, tel: +44 (0)20 7689 6841, or e-mail: sandra@iwsr.co.uk
About The IWSR
The IWSR (International Wine & Spirit Research) supplies volume and value data on global alcohol consumption and drinks brands across 233 countries/territories, 133 of which account for 96% of global consumption.
About The IWSR Drinks Record
The IWSR Drinks Record is the monthly magazine from The IWSR which analyses news and global trends, and also features interviews and category and country reports. All data is sourced from the IWSR database. For details, contact justyna@iwsr.co.uk
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