Smirnoff the first ‘truly’ Global Brand but Jinro is the most popular
Smirnoff vodka, owned by Diageo, is ‘the first truly global brand in the world’ according to a list of 100 top brands compiled by publication IWSR – IWSR Magazine’s Real 100. It moved up one place this year to sixth selling over 25 million cases across 155 countries. It was one of 18 Diageo brands that made the top 100, making Diageo the most prolific owner of top brands, with second-placed Pernod Ricard securing a position for 9 brands.
The world’s most popular alcoholic drink in 2017 was the South Korean soju brand Jinro, owned by Hite-Jinro. Almost 76 million nine-litre cases were sold.
Whisky was the most represented category in the IWSR Magazine’s Real 100, with 29 brands featured. Its latest rankings report a +2% growth last year for Johnnie Walker, with the brand falling one place to 12th, just ahead of Bacardi rum, which remains unchanged at 13th place and Jack Daniels, rising two places to 14th.
Nineteen vodka brands appear on this year’s list. Tito’s grew +17.6% in 2017, meaning that the brand leaps from 93rd place to 35th in the space of two years.
The list features six rum brands, and as well as Bacardi staying at 13th, Captain Morgan broke back into the top 20 in 19th place, and Havana Club’s +6.3% growth lifts it one place to 67th.