 |
INTERNATIONAL. Johnnie Walker has climbed back to top spot in The ISWR’s Elite Brands list, after a jump of 1.2 million cases sold in 2010.
Just 11 brands met the criteria of The IWSR’s Elite Brands list this year, one more than last year. Jägermeister, again the number two Elite Brand, managed to turn around a slight drop in volume in 2009; it gained over 170,000 cases in 2010. With a five-year compound annual growth rate (CAGR) of +5.3% between 2005 and 2010 Jägermeister has been a constant feature 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, according to drinks research group The ISWR.
With global rum volumes increasing, Havana Club and Barceló, which both featured on last year’s list, saw double-digit growth in 2010, guaranteeing another appearance this year.
Havana Club’s wide international reach has ensured that poor performances in some southern European countries have been more than compensated for by gains across other regions, said The IWSR.
There are four vodka brands on the list. Finlandia is the highest placed, in fifth position. Sixth-placed Sobieski managed to maintain similar global volumes to 2009 and still showed an impressive five-year CAGR of +9.3%, despite the economic crisis taking its toll on volumes in its main central European markets.
Russian Standard features on the list for the second year running. Despite losing volumes in its home market Russia, the brand saw strong gains in the UK and US markets. Eristoff joins the list at number eight, after gaining 100,000 cases in the UK market and 90,000 cases in the turbulent Russian market.
 |
Johnnie Walker’s 2010 sales surge helped it top the list of Elite Brands |
