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Imagen Diageo dominates the IWSR’s World Class Brand rankings

Diageo dominates the IWSR’s World Class Brand rankings

Nota de Prensa

3 de septiembre 2013. Diageo’s Johnnie Walker just edged out Hennessy (owned by LVMH) to top the IWSR’s 2013 World Class Brands rankings. Jack Daniel’s (Brown-Forman), Jameson and Martell (both Pernod Ricard) round out the top five. The IWSR has ranked these brands using its 2012 volume and value data. 

Johnnie Walker has seen strong growth in a number of markets across the world, rising by over 100,000 cases in 2012 in countries such as Mexico, Poland, the US, South Africa and Thailand, as well as the duty free/travel retail market. Overall, the brand grew by 1m cases over the year to reach 18m cases in total. 

Hennessy’s second-ranking position is aided by its high price per case, but the brand also had a strong growth year in 2012. Thanks to a record year in China and a return to growth in the US, Hennessy added over 250,000 cases. These two countries now contribute a 63% share of brand sales. 

Jack Daniel’s, the third-ranked brand in the list, also had a very positive year. Volume gains were driven by strong growth in the US and increasing interest in the brand’s flavour extensions brought total volumes to 12.2m cases in 2012. Jack Daniel’s has been experiencing strong sales in a number of its key global markets such as Germany (+13.9%), France (+11.8%) and Australia (+15.7), as well as in smaller markets such as Poland and Brazil. 

Brown-Forman has also enjoyed remarkable success with its flavoured Jack Daniel’s Tennessee Honey extension. The flavoured variant has succeeded in recruiting non-traditional consumers such as women into the franchise. 

Diageo also has the largest number of World Class Brands, with 28, including four in the top 10 (Johnnie Walker, Cîroc, Buchanan’s and Captain Morgan). That Diageo tally also includes four brands from the recently acquired USL India. 

Paris-based Pernod Ricard follows with 18 entrants and three in the top 10 (Jameson, Martell and Absolut). Beam Inc. is well represented on the list with 11 brands, including its flagship Jim Beam at number nine. Bacardi follows with nine brands and Campari with seven. 

In terms of categories, Scotch has the largest representation with 37 entrants. Vodka is next with 25 brands, followed by liqueurs at 18, rum with 13 and non-Cognac brandy with five. 

About the IWSR
The IWSR is the leading provider of data on wine, spirits and RTDs. The IWSR’s database, essential to the industry, is used by all of the largest multinational wine and spirits companies, as well as many more local companies. The IWSR has a unique methodology which, by tapping into local country expertise, allows us to get closer to what is actually consumed and better understand how markets work. The IWSR conducts face-to-face interviews with over 1,500 companies in 115 countries each year, with further input from 350 companies. The IWSR tracks overall consumption and trends at brand, quality and category level for wine, spirits and RTDs, and aims to provide data that is as accurate and detailed as possible. 


Top 10 of the IWSR's World Class Brands list 

 

Rank 2012 

Rank 2011 

Brand 

Category 

Owner 

Aggregatetotal 

Volumescore 

Growthscore 

Per-case score 

Volume2012 ‘000s 9L cases 

Volume growth 2012 on '11 

Value 2012 ‘000s US$ 

Avg US$ per case 2012 

Growth in value per case 2011-'12 US$ 

Johnnie Walker 

Scotch Whisky 

Diageo 

377 

133 

135 

109 

18,025 

1,045 

6,668,177 

370 

14 

Hennessy 

Cognac /Armagnac 

LVMH 

375 

121 

121 

133 

4,978 

254 

3,743,042 

752 

44 

Jack Daniel's 

US Whiskey 

Brown-Forman 

369 

132 

134 

103 

12,193 

913 

3,963,728 

325 

11 

Jameson 

Irish Whiskey 

Pernod Ricard 

338 

114 

125 

99 

4,001 

389 

1,248,610 

312 

Martell 

Cognac /Armagnac 

Pernod Ricard 

334 

86 

113 

135 

1,903 

165 

2,328,402 

1,224 

135 

13 

Buchanan's 

Scotch Whisky 

Diageo 

333 

83 

118 

132 

1,778 

214 

1,217,050 

684 

98 

10 

Cîroc 

Vodka 

Diageo 

330 

91 

129 

110 

2,218 

631 

833,133 

376 

12 

Captain Morgan 

Rum 

Diageo 

328 

130 

131 

67 

9,944 

661 

2,329,388 

234 

14 

Jim Beam 

US Whiskey 

Beam 

327 

128 

128 

71 

6,425 

487 

1,562,007 

243 

10 

Absolut 

Vodka 

Pernod Ricard 

327 

131 

117 

79 

11,314 

212 

2,954,367 

261 

 

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