Ten drinks brands control 40% of DF

Thank;Kevin Rozario
Friday, 18 October 2013 15:09

The leading liquor brands in the duty free and travel retail business are taking a greater share of the channel’s business, with Diageo’s Johnnie Walker (range pictured) surging last year to underline its number one position.

According to London-based wine and spirits analyst IWSR, the top 10 brands alone accounted for almost 40% of volume sales in 2012, while the top 100 accounted for 85.7% of the market in 2012, up from 83.8% in 2008 and 79.4% in 2003.

“The leading travel retail brands are inexorably controlling a greater share of the channel every year,” says IWSR.

At the top, Johnnie Walker’s volume sales swelled by +15.3% to 2.3m 9-litre cases, bettered (within the top 10) only by Beam’s Courvoisier in tenth place with +20.9% (see table below). The only other brand showing double-digit growth was fourth-ranked Jack Daniel’s at +11.8% which has benefited from the rollout of its Tennessee Honey extension, as well as higher visibility due to the introduction of Jack Daniel’s concept outlets at a number of international airports.

Johnnie Walker’s big gains mean that it now has twice the market share of number two brand, Pernod Ricard’s Absolut (10.9% and 5.0% respectively). Johnnie Walker has more sales than Absolut and third placed Chivas Regal combined, also from Pernod Ricard.

Diageo also had the largest brand representation in IWSR’s Top 100, with 18 brands. Behind it came Pernod Ricard with 17, then Beam (10), Bacardi (6), William Grant & Sons (5), Campari (5) and Brown-Forman (3).

By category, whisky was the largest category, accounting for 26 brands followed by liqueurs with 13 brands, and vodka with 12.

IWSR’s Duty Free/Travel Retail Summary Report 2013 is a global overview of DF&TR trends from 2007 to 2012. It includes data by category, region, channel and quality, as well as rankings of the leading brands, suppliers, outlets and retailers. The report provides volume sales data at brand line and quality level by country and region for 16 product categories.