Diageo has proudly reported that its Johnnie Walker brand remains the world’s number one spirit by value and the number two by volume.

 

That’s according to the Impact Databank Top 100 Spirit Brands List, which also shows  that Smirnoff continues to retain the world’s number one premium spirit position by volume and the number two by value.

 

The company said: “For the seventh consecutive year, Smirnoff and Johnnie Walker have topped the rankings, as the number one brands by volume and value respectively.

 

“This year, Johnnie Walker also rose from third to second position in the volume ranking, giving Diageo the top spots in both rankings. Smirnoff remains the number two brand by value.

 

DIAGEO ACCOUNTS FOR 13% OF TOP 100

“Diageo’s brands dominate the rankings accounting for over 13% of the top 100 by volume and almost 23% of the total retail value generated by all brands in the top 100.

 

“Diageo claimed five brands in the top 20 by volume and six brands amongst the 22 brands selling over a billion dollar in the value ranking, more than any other company (this includes Ketel One and Yeni)”.

 

Syl Saller, Chief Marketing Officer at Diageo added that the company is ‘privileged to be the custodians of such an outstanding collection of world-leading brands’.

 

In a statement, Diageo added that its brands also lead the individual spirit categories in the rankings.

 

It says Johnnie Walker and Smirnoff lead the Scotch whisky and vodka categories – the industry’s two biggest categories by retail value – whilst Baileys and Crown Royal top the liqueur and Canadian whisky categories by volume and by value. It concludes that Gordon’s also claims first volume positioning in the gin category.