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s’ tHE dEfiniiVE rAnkinG of HE World4s million-cAsE sPiris BrAnds2013 millionaire mAy 2013 drinksint.com millionaires’ periphery. The story that Scotland no longer makes the world’s best-selling whisky; that the biggest brandies and gins don’t come from France, the UK, or connes of its own category. The behemoth brands of McDowell’s No.1 whisky, Emperador brandy, Ginebra San Miguel gin and Tanduay rum must peer down at the competition and wonder what all the fuss is about. Perhaps they watch with amusement as western brand owners obsess about puny volumes and are forced to prex the word ‘premium’ to any world ranking. A commanding 12 of the top 15 million-case spirits in the 2013 list are what are often dismissed as ‘domestic brands’. But let’s call them regional – many are crossing borders and, if their rapidly amassed sales are anything to go by, ambition is also not in short supply. Drinks is a value game, some say, and in many ways it is. But to achieve mass volumes, a brand has to have successfully scaled production and fully extended the tendrils of its distribution. In geographic expanses of the feverishly popular. So as society around these brands The west is not the centre of the universe. From what we’ve seen lately, it’s not even the centre of the drinks world. The clamour for new growth has taken global brands from barren homelands to fertile plains. This is the land of giants – and their market footing is solid and deep-routed. They will be hard to dislodge; their over-sized shoes even harder to ll. supplement Editor lAnd of GiAnt supplement EditorHtmifh fmigh8AA (0)1293 5900A5hamish.smithMdrinksint.commanaging EditorCheifgita 7tiif8AA (0)1293 5900A7christian.davisMdrinksint.com Production EditorJtd 5tllef8AA (0)1293 5900A8waq.baylesMdrinksint.comrt Editor AmUee fgbWWteg8AA (0)787C 3501CCamberMstodd-art.co.uk copy contributornigel.huddlestonMvirginmedia.comPublisher 8AA (0)1293 5900A1wustin.smithMdrinksint.com commercial manager EbZee 5egeíh8AA (0)1293 5900A3roger.betriuMdrinksint.comccount manager Ctemea cbel 9etaVefVh8AA (0)1293 5900A2carmen.poelMdrinksint.com intellima is a market research and strategy consultancy focused on the global beverage9 food and hospitality business. its team comprises experienced quantitative and qualitative research experts. recent prowects include spirits brand development9 tracking prowects about speciality foods9 and a large consumer behaviour study which has been published as a report entitled trends in Alcoholic drinks 20139 available for purchase via the intellima website (address below).intellima was started as a sister business to Wine intelligence in 2012 as a way of applying techniques and experience from the wine sector into adwacent9 similar business sectors. for more information about intellima9 and its research philosophy9 please visit intellima.co.uk or contact lulieMintellima.co.uk or richardMintellima.co.uk. Hamish smith looks upwardstoryintellima’s market overviewthe brands from 1-17Ct GroWinGthe movers and losersVodthe most global of categoriesscotch9 American9 indian & irishcoGnA & BrAndythe small9 medium and massive latin America’s big two nine of china’s bestsoJsouth korea and Japan’s tipplesAtGin9 liqueurs9 tequila et alAyParents of millionaire brandsBuilding brands with synergy to WAtA look into the future Agile media9 Zurich House9 East Park9 crawley9 West sussex rH10 CAs9 Uk tel: 8AA (0)1293 5900A0 mAy 2013 drinksint.com millionaires’ ’s Traditionally, they tend to come in two This year’s membership has seen a listed the Polish group’s titles, along with This year more than any other, there champions and the global stars. However, the growing importance of developing markets to international organisations – some of which have acquired strong domestic brands – means the denitions are starting to blur. As in many other industries, the spirits world is attening Hite-Jinro’s Jinro soju again occupies changed, with Alliance Global Group’s Diageo’s Smirnoff and Lotte Liquor, Korea’s second-biggest soju. The world’s biggest gin is next on the list, and it’s another Philippines brand – brand that outsells Gordon’s by a factor Tanduay Distillers’ Tanduay rum in the focus on premiumisation, Tanduay and Tanduay is a national brand but is to build sales further.is positioning gin as a young person’s BAckstory intellima tells us how new brands are penetrating the annual who’s who of spirits ctZe ) Ghe etgib by Webcbhgf gb aewVbmeef if eeltgiiell eiea mAy 2013 drinksint.com millionaires’a range of consumers. Tanduay has identied a role for lighter, cheaper spirits and San Miguel’s GSM Blue Light are Johnnie Walker, and Bacardi clinging on to its status as the world’s leading rum – but only just, with Tanduay’s annual sales echelons. Pernod Ricard’s Royal Stag, Allied Blenders’ Ofcer’s Choice, United Spirits’ Old Tavern and John Distilleries’ McDowell’s No 1 excelled in 2012 to take Johnnie Walker’s place as the world’s biggest whisky. Diageo’s hoped-for deal Diageo’s acquisitions of Ypióca cachaça in this regard for the company.The Ypióca acquisition illustrates the markets. It’s now the fth-biggest spirit brand in the company’s portfolio – but The sheer scale of some of the brands in categories such as soju, cachaça and baijiu means those sectors have relatively few brands in The Millionaires’ Club compared with products whose traditional sales By contrast, vodka is a highly fragmented market with greater geographical reach. There are 54 vodka brands that sell million cases or more annually – a list that includes truly global players such as Smirnoff and Absolut, massive local brands growing product in emerging markets, such The potential for vodka in India hasn’t been lost on international brands either, with Bacardi targeting that market for its main Eristoff brand and green apple and cranberry avours. Eristoff and others, such as Stolichanya, are also looking to take on Local vodkas are coming under the cosh in eastern Europe from trendy imports, political pressure to ght excessive consumption through tax rises, general economic malaise and competing categories such as wine and beer – but it remains a huge market and not one to be written off too quickly.Like vodka, rum is a category with a diverse contribution to make to the Millionaires’ Club list, with 12 brands represented, ve of them local to the Indian market, Tanduay and Bacardi ghting it out at the top and the rest made up of brands with a global presence originating Ireland. There’s even a single malt Scotch, for a second year, teetering just above the in world spirits markets, it’s those that hit AVdhifigibaf feem gb cbiag ghe wtl ybe ghe mtjbe iageeatgibatl cltleef collecting accurate data on 17C millionaires’ club members is a serious business. for the past three months intellima researchers have compiled data from public company reports9 stock exchange submissions9 and responses to requests.Where information from the company itself is incomplete or not available9 we have deferred to reliable secondary resources9 such as company press releases9 interviews in wournals or magazines where company of�cers disclosed sales data.Brands have been classi�ed as either Global or regional. regional brands are con�ned to a limited geographic area with 80% or more of volumes selling in one region. to qualify as Global a brand must sell in at least two regions with no more than 80% in any one region. Brand classi�cations can change at or intellima’s discretion.Growth percentages were calculated from actual volume data9 not the rounded volume �gures published.dashes indicate that data was not available or the brand didn’t exist.indicates rank movementH indicates a static list position. mAy 2013 drinksint.com millionaires’ mAy 2013 drinksint.com VolUE: millions of 9-litrE cAsEscAtEGory201020112012tAtUsJinroHite-Jinro7C.0CA.0C1.AregionalmperadorAlliance Global GroupBrandy7.29.C20.131.0regionalVodka25.72A.A2A.A2A.7otte lotte liquor BG19.9regionalinebra Ginebra san miguel20.0regionalBacardiBacardi19.C19.319.C19.8anduaytanduay distillers18.719.Cregionalmcdowell’s o.1United spiritsWhisky-indian1C.119.5regionalJohnnie Walker Whisky-scotch18.0Pirassununga 51companhia müller de Bebidas22.019.519.5-1%regionalf�cer’s hoiceAllied Blenders & distillersWhisky-indian9.512.01C.018.1regionalmcdowell’s o.1 elebrationUnited spirits9.717.8regionalBeiwing red star co7.210.913.7regionalUnited spiritsWhisky-indian1C.01A.1-12%regionaloyal Pernod ricardWhisky-indian10.Aregional he brands9 their owners and their case �gures in one comprehensive breakdown %aW listinG 1fg &eW (gh VolUE: millions of 9-litrE cAsEscAtEGory201020112012tAtUsavernUnited spiritsWhisky-indian9.111.1regionalPernod ricardVodka10.710.010.9mcdowell’s o.1United spiritsBrandy-indian7.59.211.710.9-7%regionalhoiceJohn distilleriesWhisky-indian10.210.310.810.9regionalJack daniel’sBrown-formanWhiskey-American-tennessee 9.59.C9.910.C10.7aptain morgan9.09.29.8Velho Barreirotatuzinho7.A7.78.09.2regionalichikosanwa shurui9.18.7regionalBayadera GroupVodka10.29.38.0-1A%regionalPernod ricardWhisky-indianC.17.27.8regionalran matadorGinebra san miguelBrandy7.8regionalkhortytsa distilleryVodka9.C9.39.07.57.7Belenkaya synergyVodka7.17.3regionalHayward’sUnited spiritsWhisky-indianA.1A.77.1regionalPyat zerAlcohol siberian GroupVodkaC.17.0regionalJägermeistermast-JägermeisterBittersBaileys7.CC.7C.77.1regionalWhiskey-American-bourbon5.1Ballantine’sPernod ricardWhisky-scotchkristallminsk kristall rUPVodkaregionalicardPernod ricard-11%ernet Brancafratelli Branca distillerieBittersEastern Beverage companyVodka-3%regionalmansion House Brandytilaknagar industriesBrandy-indianA.0regionalAguardiente5.1regionalHennessylVmHcognacA.7BelvédèreVodka5.1regionalHoney BeeUnited spiritsBrandy-indian5.0regionalrown oyalWhisky-canadian5.15.05.0radico khaitanWhisky-indianregionalhivas Pernod ricardWhisky-scotch Bohae Brewery co7.C7.A-38%regionalareWhisky-scotch5.1regionalWilliam rant’sWilliam Grant & sonsWhisky-scotch5.05.05.0uervo JB y compania and lanceros sA de cVtequiladirector’s United spiritsWhisky-indianA.0regionalzysta de stock spirits GroupVodka-7%regionalfabrica licorera de AntioquiaAguardienteA.1regionalshandong Jing Zhi distilleryA.1A.1regionalA.1regionalPernod ricardWhiskey-irish2.72.7A.0E&J Gallo BrandyA.0EdringtonA.1A.0A.0-1%de kuyper koninkliwke de kuyper range/BeamA.7A.0WuliangyeWuliangyeregionalordon’sA.1regionalHavana Pernod ricardvedkaconstellation BrandsVodka2.13.7regionalrey BacardiVodka3.7Pernod ricard3.73.7kyyVodka3.7Pernod ricardWhisky-indian3.7regionaldmiralradico khaitanBrandy-indian3.0regionalUnited spiritsWhisky-indian2.73.1regionaltolichnayasPi GroupVodka3.03.1kanokaAsahi Breweries3.7-7%regionaldreherBrandy-Brazilianregionalrouse EdringtonWhisky-scotch3.13.0tequila3.13.03.0 mAy 2013 drinksint.com millionaires’ VolUE: millions of 9-litrE cAsEscAtEGory201020112012tAtUsmcdowell’s reen United spiritsWhisky-indian1.72.0regionalBrown-formanVodka3.03.03.03.13.1dewar’sBacardiWhisky-scotch3.0Bitters2.7ussian tandardroustVodka2.1director’s United spiritsWhisky-indian2.0regionalkinmen kaoliangkinmen kaoliang liquor inc2.0regionaluntory kakubinsuntoryWhisky-JapaneseregionalBombayBacardi2.02.02.0perolBitters1.72.0regionalfenwiu-1A%regionalWilliam awson’sBacardiWhisky-scotch1.7Whisky-scotch2.0William PeelBelvédèreWhisky-scotch2.1-1A%regionalBell’sWhisky-scotcheagram’sPernod ricard3.0-10%regionalBeefeaterPernod ricardmagic moments Vodkaradico khaitanVodka0.C0.9regionalregionalontessaradico khaitanregionaleagram’s 7 rownWhiskey-American-otherregionalBelvédèreVodka3.03.1-18%daigoro Asahi Breweries3.7regional101muginokasuntory1.7regional102ristoffBacardiVodka-3%103regionalketel Vodka2.0ubelskastock spirits Group0.50.C2.0regionalmernayaEastern Beverage companyVodka2.72.1-19%regional107Black Velvetconstellation BrandsWhisky-canadian2.02.02.12.12.1regional1.71.71.72.12A%regionalîrocVodka0.A0.92.1regional eacher’s Highland reamWhisky-scotch2.01.72.12.1Burnett’s VodkaHeaven HillVodka1.72.0regionalmadira eee tilaknagar industries0.20.82.0regionalanqueray2.12.02.02.12.0Patrón Patrón spiritstequila1.71.72.0martellPernod ricardcognac2.0mcdowell’s VUnited spiritsBrandy-indian0.CA1%regionalomfortBrown-forman2.12.0kokshetauminvody AoVodka1.7regionalstynnaolimp corpVodka0.5-13%regionalWhisky-canadian2.0ikkaAsahi BreweriesWhisky-JapaneseregionalignatureUnited spiritsWhisky-indian1.01.1regionalHakata oenon Holdings corp0.91.7regional12Amoroshakhortytsa distilleryVodkaregionalBuchanan’sWhisky-scotch1.7regionalguardiente Empresa de licores de cundinamarcaAguardiente1.71.7regional127kahlúaPernod ricard2.01.71.71.71.7-1%PridvinyeVitebsky likerovodochny ZavodVodka1.7regionalPernod ricardWhisky-scotch2.01.71.71.7-1%Pastis 51Pernod ricard1.7regionaloyal United spiritsWhisky-indian1.7regionalanadian mistBrown-formanWhisky-canadian1.71.7regionalJsc minsk Grape Wines factoryVodkaregionalPernod ricardWhisky-scotch1.72.0-18%regional135V VodkaPhillips distillingVodka0.81.1regionalWyborowaPernod ricardVodka2.1137stock spirits GroupVodka0.81.71.7regionaloenon Holdings corp2.11.7regional139Bols range VolUE: millions of 9-litrE cAsEscAtEGory201020112012tAtUsWhite mischief VodkaUnited spiritsVodka1.7-12%regional1A1omanovUnited spiritsVodka-10%regionalhoyachoya Umeshu co1.7-13%regionalmyagkovsynergyVodkaregionalvan WilliamsHeaven HillWhiskey-American-bourbon1.1regionalourvoisiercognac1.0ilver up BrandyAmrut distilleriesBrandy-indian0.91.1regional1A7dward’sBardinetWhisky-scotch1.01.1Paul masson rande constellation BrandsBrandy-Americanregional1A9United spirits1.72.1-37%regionalrapeUnited spiritsBrandy-indian0.80.871%regionalld Port Amrut distilleries1.72.0-33%regional152mugi Zakarioenon Holdings corp1.0regional153osudarev ZakazsynergyVodka1.1regionaldistell Group1.11.1Wild urkeyWhiskey-American-bourbon1.01.1Zolodkowa orzkastock spirits GroupVodka1.7-7%regional157maker’s markWhiskey-American-bourbon0.90.91.0a Berezovykh BrunkakhEastern Beverage companyVodka2.0regional159taraya markarussian spirits GroupVodkaregionalBrown-formantequila1.01.1regional1C1men’s United spiritsWhisky-indian0.C0.81.1regionalarew’s dry United spirits0.50.81.1regional1C3Villa Velhaindustria de Bebidas PirassunungaAguardiente1.01.1regionalolimp corpVodka-35%regionalppleton Jamaica 1.1orbatshowHenkell & sohnleinVodka1.1regional1C7PoliakovVodka0.C0.91.0hristian BrothersHeaven HillBrandy-American1.1-1%regional1C9capel cooperativa Agricola Pisquera de ElquiPisco1.11.11.11.1regional170eagram’s VWhisky-canadian1.11.11.1regional171regorWilliam Grant & sonsWhisky-scotch1.11.1regional172ristocratHeaven HillVodka 1.01.01.01.1regional173Bayadera GroupVodka1.1regional17AGrodneskyu likerovodochnyVodka0.91.01.11.11.1regional175PassportPernod ricardWhisky-scotch1.0regional17CWilliam Grant & sonsWhisky-single malt–scotch0.80.81.01.01.0-3% VolUE: millions of 9-litrE cAsEscAtEGory201020112012rEAsonEngarrafemento Pítu9.59.C10.110.5delay in reportingZelenaya marka (reen mark)Vodka12.010.99.3 delay in reportingemiroffnemiroff Ukrainian Vodka coVodka9.19.28.0delay in reportingbsolwentVodka3.7delay in reportinglen’sGlen catrineVodka2.12.1refusedamskayaVodka2.0delay in reportingBelalcoBelalcoVodka1.72.02.0refusedParliamentVodka3.12.0delay in reportingZhuravliVodka2.0delay in reportingVodkaonly 7 months’ dataPernod ricard2.72.0refusedèmy martinrèmy cointreaucognac1.7refused maro amazzottiPernod ricardBitters1.0refusedPernod ricardVodka1.01.1refused mAy 2013 drinksint.com indian brandy takes the prize for speediest sales growth fAstEstGroW millionaires’ 9tfgefg :ebwiaZ :lbUtl 5etaWfVolUtrE cAsEsoWnErAtEGory201020112012BombayBacardi2.02.02.0urkeyWhiskey-Us-bourbon1.01.1fernet Brancafratelli Branca distillerieBittershe famous rouse EdringtonWhisky-scotch3.13.0awson’sBacardiWhisky-scotch1.7PoliakovVodka0.C0.91.0ussian tandardroustVodka2.1maker’s markWhiskey-Us-bourbon0.90.91.0tequila3.13.03.0Whiskey-Us-bourbon5.1martellPernod ricardcognac2.0ourvoisiercognac1.0Patrón Patrón spiritstequila1.71.72.0aptain morgan9.09.29.8yborowaPernod ricardVodka2.1 9tfgefg 7eVliaiaZ BieetllVolUtrE cAsEsoWnErAtEGory201020112012Bohae Brewery co7.C7.A-38%United spirits1.72.1-37%olimp corpVodka-35%ld Port Amrut distilleries1.72.0-33%daigoro Asahi Breweries3.7a Berezovykh BrunkakhEastern Beverage companyVodka2.0mernayaEastern Beverage companyVodka2.72.1-19%Pernod ricardWhisky-scotch1.72.0-18%BelvédèreVodka3.03.1-18%Bayadera GroupVodka10.29.38.0-1A%fenwiufenwiu-1A%illiam PeelBelvédèreWhisky-scotch2.1-1A%hoyachoya Umeshu co1.7-13%istynnaolimp corpVodka0.5-13%hite mischief VodkaUnited spiritsVodka1.7-12%United spiritsWhisky-indian1C.01A.1-12% 9tfgefg :ebwiaZ EeZibatl 5etaWfVolUtrE cAsEsoWnErAtEGory201020112012rapeUnited spiritsBrandy-indian0.80.871%mperadorAlliance Global GroupBrandy7.29.C20.131.0mcdowell’s VUnited spiritsBrandy0.CA1%îrocVodka0.A0.92.1ilver up BrandyAmrut distilleriesBrandy-indian0.91.1oyal United spiritsWhisky-indian1.71.71.71.72.12A%madira eee tilaknagar industries0.20.82.0osudarev ZakazsynergyVodka1.1Beiwing red star co7.210.913.7kinmen kaoliangkinmen kaoliang liquor inc2.0Burnett’s VodkaHeaven HillVodka1.72.0mcdowell’s o.1United spiritsWhisky-indian1C.119.5inebra Ginebra san miguel20.0Pastis 51Pernod ricard1.7muginokasuntory1.7t’s no surprise that the from India, nor that it’s one Perhaps more surprising is that it’s a brandy, not a whisky, and one that was Golden Grape was rst made at the Cherthala distillery in 1962 and was so popular in southern India that stocks had to be rationed. Such supply problems are a thing of the past, but the brand’s 50th anniversary saw renewed fervour for the product, which eased into the rankings with A clamour for local brandy in the Philippines too, where Alliance Global Group’s Emperador has achieved average annual growth of more than a third over the past ve years, and whose 2012 surge of 54% surpassed even its recent high standards. It’s also the only one of the top 50 fastest growing brands to earn its place off a After Emperador, the only brands in the top 50 fastest growing that started 2012 with more than 10 million cases were Red Star Er Guo Tou baijiu and McDowell’s No.1 whisky and No.1 Celebration rum, reecting the extra growth potential that exposure to big populations of new spirits consumers can But naturally, the more mature the rates are to come by. Diageo’s Cîroc, United Spirits’ McDowell’s VSOP and Radico Khaitan’s Magic Moments vodka Bacardi’s Bombay gins and Amrut’s Silver cases or fewer.The increasing global popularity of US growing brands, with Beam’s Maker’s Mark and Campari’s Wild Turkey also featuring. mAy 2013 drinksint.com millionaires’ beneath them, it’s a tale of uctuating VodkA ctZe 1) Volatile market makes for �uctuating fortunes Gbc &0ibWktf201020112012stAtU25.72A.A2A.A2A.7Pernod ricard10.710.010.9Bayadera Group10.29.38.0-1A%regionalkhortytsa distillery9.C9.39.07.57.7Belenkaya synergy7.17.3regionalPyat zerAlcohol siberian GroupC.17.0regionalristallminsk kristall rUPregionalEastern Beverage company-3%regionalBelvédère5.1regionalczysta de lux (ZG)stock spirits Group-7%regionalsvedkaconstellation Brands2.13.7regionalGrey GooseBacardi3.7skyy3.7stolichnayasPi Group3.03.1Brown-forman3.03.03.03.13.1russian standardroust2.1magic moments Vodkaradico khaitan0.C0.9regionalBelvédère3.03.1-18%EristoffBacardi-3%etel 2.0mernayaEastern Beverage company s.A. (cVc)2.72.1-19%regionalcîroc0.A0.92.1regionalBurnett’s VodkaHeaven Hill1.72.0regionalistynnaolimp corp0.5-13%regionalkokshetauminvody Ao1.7regionalmoroshakhortytsa distilleryregionalPridvinyeVitebsky likerovodochny Zavod1.7regionalJsc minsk Grape Wines factoryregionalWyborowaPernod ricard2.1V VodkaPhillips distilling0.91.1regional mAy 2013 drinksint.com millionaires’ saw the Pernod Ricard brand’s sales year’s list as CEDC did not release it’s declines since 2008 and the Polish group’s replaced Russian Standard in the William Tariko now has his hands on the tiller Ukraine’s Bayadera Group celebrated 10 years on the market with Khlibniy Dar. For those and other brands with their power base in the region, where rival drinks categories are knocking vodka’s traditional dominance, the ability to crack markets further aeld holds the key to their ctZe 18 9tfgefg :ebwiaZibWktf201020112012stAtUcîroc0.A0.92.1regionalGosudarev Zakazsynergy1.1regionalBurnett’sHeaven Hill1.72.0regionalradico khaitan0.C0.9regionalV VodkaPhillips distilling0.91.1regionalBelvédère5.1regionalPoliakov0.C0.91.0PridvinyeVitebsky likerovodochny Zavod1.7regionalristallminsk kristall rUPregionalkokshetauminvody Ao1.7regionalrussian standardroust2.1Pyat zerAlcohol siberian GroupC.17.0regionalristocratHeaven Hill1.01.01.01.1regionalWyborowaPernod ricard2.1skyy3.7svedkaconstellation Brands2.13.7regional25.72A.A2A.A2A.7Belenkaya synergy7.17.3regionalkhortytsa distillery9.C9.39.07.57.7 mAy 2013 drinksint.com millionaires’ on the 40% increase in sales of India’s and Sean Combs, and Heaven Hill’s Burnett’s, both of which demonstrate includes Bacardi’s Grey Goose, Gruppo Campari’s Skyy, SPI’s Stolichnaya and Brown-Forman’s Finlandia. All saw some :lbUtlibWktf20102011201225.72A.A2A.A2A.7Pernod ricard10.710.010.9khortytsa distillery 9.C9.39.07.57.7Grey GooseBacardi3.7skyy3.7stolichnayasPi Group3.03.1Brown-forman3.03.03.03.13.1russian standardroust2.1Belvédère3.03.1-18%EristoffBacardi-3%etel 2.0WyborowaPernod ricard2.1Poliakov0.C0.91.0 EeZibatlibWktf201020112012Bayadera Group10.29.38.0-1A%Belenkaya synergy7.17.3Pyat zerAlcohol siberian GroupC.17.0ristallminsk kristall rUPEastern Beverage company-3%Belvédère5.1czysta de lux (ZG)stock spirits Group-7%svedkaconstellation Brands2.13.7magic moments Vodkaradico khaitan0.C0.9mernayaEastern Beverage company2.72.1-19%cîroc0.A0.92.1Burnett’sHeaven Hill1.72.0istynnaolimp corp0.5-13%kokshetauminvody Ao1.7moroshakhortytsa distillery Global spiritsJsc minsk Grape Wines factoryV VodkaPhillips distilling0.91.1stock spirits Group0.81.71.7White mischief VodkaUnited spirits1.7-12%romanovUnited spirits-10%myagkovsynergyPridvinyeVitebsky likerovodochny Zavod1.7Gosudarev Zakazsynergy1.1Zolodkowa Gorzkastock spirits Group1.7-7%na Berezovykh BrunkakhEastern Beverage company2.0staraya markarussian spirit Groupolimp corp-35%GorbatschowHenkell & söhnlein1.1ristocratHeaven Hill1.01.01.01.1celsiusBayadera Group1.1Grodneskyu likerovodochny0.91.01.11.11.1 mAy 2013 drinksint.com 9tfgefg :ebwiaZVolUE: millions of 9-litrE cAsEsAtEGory201020112012tAtUsoyal United spirits1.7regionalmcdowell’s o.1United spirits1C.119.5regionalWild urkey1.01.1ignatureUnited spirits1.01.1regionalHayward’sUnited spiritsA.1A.77.1regionalUnited spirits2.73.1regionalrouse Edringtonscotch3.13.0radico khaitanregionalWilliam awson’sBacardiscotch1.7mcdowell’s reen United spirits1.72.0regionaluntory kakubinsuntoryregionalmaker’s mark0.90.91.0van WilliamsHeaven Hill1.1regionalmen’s United spirits0.C0.81.1regionalf�cer’s hoiceAllied Blenders & distillers9.512.01C.018.1regionalPernod ricardC.17.27.8regional5.1Pernod ricard3.7regionalBuchanan’sscotch1.7regionalPernod ricard2.72.7A.0Johnnie Walker scotch18.0avernUnited spirits9.111.1regionaloyal Pernod ricard10.AregionalBlack Velvetconstellation Brands2.02.02.12.12.1regionaldward’sBardinetscotch1.01.1eacher’s Highland reamscotch2.01.72.12.1Jack daniel’sBrown-formanUs-tennessee 9.59.C9.910.C10.7hoiceJohn distilleries10.210.310.810.9regional ndian brands dominate the upper echelons of main whisky tables of Diageo’s Johnnie Walker and the Johnnie Walker has been knocked off perch by United Spirits’ McDowell’s third-placed Ofcer’s Choice over the past year. for Johnnie Walker in on-trade outlets millionaires’ ctZe %% Gbc &0VolUE: millions of 9-litrE cAsEsAtEGory201020112012tAtUsmcdowell’s o.1United spirits1C.119.5regionalJohnnie Walker scotch18.0f�cer’s hoiceAllied Blenders & distillers9.512.01C.018.1regionalUnited spirits1C.01A.1-12%regionaloyal Pernod ricard10.AregionalavernUnited spirits9.111.1regionalhoiceJohn distilleries10.210.310.810.9regionalJack daniel’sBrown-formanUs-tennessee 9.59.C9.910.C10.7Pernod ricardC.17.27.8regionalHayward’sUnited spiritsA.1A.77.1regional5.1Ballantine’sPernod ricardscotchrown oyal5.15.05.0radico khaitanregionalhivas Pernod ricardscotcharescotch5.1William rant’sWilliam Grant & sonsscotch5.05.05.0director’s United spiritsA.0regionalPernod ricard2.72.7A.0Pernod ricard3.7regionalUnited spirits2.73.1regionalrouse Edringtonscotch3.13.0mcdowell’s reen United spirits1.72.0regionaldewar’sBacardiscotch3.0director’s United spirits2.0regionaluntory kakubinsuntoryregionalWilliam awson’sBacardiscotch1.7scotch2.0William PeelBelvédèrescotch2.1-1A%regionalBell’sscotch fVbgVhVolUE: millions of 9-litrE cAsEs201020112012tAtUsJohnnie Walker 18.0Ballantine’sPernod ricardhivas Pernod ricardare5.1William rant’sWilliam Grant & sons5.05.05.0rouse Edrington3.13.0dewar’sBacardi3.0William awson’sBacardi1.72.0William PeelBelvédère2.1-1A%regionalBell’seacher’s Highland ream2.01.72.12.1Buchanan’s1.7regionalPernod ricard2.01.71.71.7-1%Pernod ricard1.72.0-18%regionaldward’sBardinet1.01.1regorWilliam Grant & sons1.11.1regionalWilliam Grant & sons0.80.81.01.01.0-3%PassportPernod ricard1.0regionallatter’s make Johnnie Walker a force in the Indian Part of Johnnie Walker’s long-term success has been down to Diageo’s whisky’s appeal too.Allied has launched Ofcer’s Choice McDowell’s No. 1 and expects it to mAy 2013 drinksint.com millionaires’ a Diet Mate version of McDowell’s, Royal up the price ladder. Royal Stag Barrel Select’s introduction in 2011 was Pernod’s attempt to stake out a claim in super-premium territory. likes of United Spirits’ Old Tavern and East respectively. The same producer’s Gold Riband, McDowell’s Green Label and Signature spurts over the year. US whiskey Jack Daniel’s is the only enhance its volume standing this year, healthy rise in brand revenues after its rst Ballantine’s, Jim Beam, Crown Royal, J&B Rare and Grant’s all experienced losing ground on Johnnie Walker and the A strong performance from Pernod’s Edrington’s Famous Grouse in eastern Abegh AmeeiVtaVolUE: millions of 9-litrE cAsEs201020112012tAtUsJack daniel’sBrown-forman9.59.C9.910.C10.75.1rown oyal5.15.05.0eagram’s 7 rownregionalBlack Velvetconstellation Brands2.02.02.12.12.1regional2.0anadian mistBrown-forman1.71.7regionalvan WilliamsHeaven Hill1.1regionalWild urkey1.01.1maker’s mark0.90.91.0eagram’s V1.11.11.1regional VolUE: millions of 9-litrE cAsEs201020112012tAtUsPernod ricard2.72.7A.0untory kakubinsuntoryregionalikkaAsahi Breweriesregional VolUE: millions of 9-litrE cAsEs201020112012tAtUsmcdowell’s o.1United spirits1C.119.5regionalf�cer’s hoiceAllied Blenders & distillers9.512.01C.018.1regionalUnited spirits1C.01A.1-12%regionaloyal Pernod ricard10.AregionalavernUnited spirits9.111.1regionalhoiceJohn distilleries10.210.310.810.9regionalPernod ricardC.17.27.8regionalHaywards’United spiritsA.1A.77.1regionalradico khaitanregionaldirector’s United spiritsA.0regionalPernod ricard3.7regionalUnited spirits2.73.1regionalmcdowell’s reen United spirits1.72.0regionaldirector’s United spirits2.0regionalignatureUnited spirits1.01.1regionaloyal United spirits1.7regionalmen’s United spirits0.C0.81.1regional mAy 2013 drinksint.com millionaires’ coGnA &BrAndy sian markets remain the stronghold for established and new brands alike VolUAsEs201020112012tAtUsHennessylVmHA.7martellPernod ricard2.0courvoisier1.0 VolUAsEs201020112012tAtUsmperadorAlliance Global Group7.29.C20.131.0regionalowell’s o.1United spirits7.59.211.710.9-7%regionalran matadorGinebra san miguel7.8regionalmansion House Brandytilaknagar industriesA.0regionalHoney BeeUnited spirits5.0regionalE&J Gallo A.0dmiralradico khaitan3.0regionalreherregionalowell’s VUnited spirits0.CA1%regionalilver cup BrandyAmrut distilleries0.91.1regionalPaul masson rande constellation BrandsregionalrapeUnited spirits0.80.871%regionalchristian BrothersHeaven Hill1.1-1%regional t’s all about Asia in the Cognac and brandy category. The When Andrew Tan launched Emperador in the 1980s, the Philippines spirits market success” (“Sa Totoong Tagumpay!”). Tan banished scantily-clad women from A strong economy, new product lines Honey Bee brandy, but even the combined cannot now match those of Emperador. The emergence of McDowell’s VSOP as a 3 million-case brand hasn’t done any damage to the main McDowell’s brandy.LVMH also reported strong growth for Hennessy in Taiwan, Vietnam and Wines & Spirits and hoping to kick on Courvoisier Emperor line in the territory.million case mark this year. Sales in the region were up by a quarter, and Vietnam.Rémy Cointreau doesn’t like to think won’t talk numbers. What we do know mAy 2013 drinksint.com millionaires’ rU & surge in popularity boosts rum’s fortunes worldwide EhmVolU201020112012stAtUBacardiBacardi19.C19.319.C19.8anduaytanduay distillers18.719.Cregionalmcdowell’s o.1 celebrationUnited spirits9.717.8regionalcaptain morgan9.09.29.8EdringtonA.1A.0A.0-1%avana clubPernod ricardcontessaradico khaitanregional1.71.71.72.12A%regionalmadira eee rumtilaknagar industries0.20.82.0regionalUnited spirits1.72.1-37%regionalld Port rumAmrut distilleries1.72.0-33%regionalppleton Jamaica rum1.1 looking steady, but a the world of rum. With Bacardi treading water, the local Philippines brand Tanduay is coming up hard on the heels of its better-Tanduay’s growth in 2012 was in line with Lucio Tan to fold his interests in brewing, anniversary in 2012 but the year’s sales Recent appointments of a new chief marketing ofcer and global rum category directors could herald a change of direction and injection of pace for the biggest rum in A surge in rum’s global popularity is double-digit growth. Diageo’s Captain Edrington’s Brugal continues to hold off Pernod Ricard’s Havana Cub in fth. The Havana Club’s modest worldwide impressive growth came from Diageo’s Venezuelan rum Cacique – on thefrom Tilaknagar Industries (+23%).hardly notice. Velho Barreiro has started has nally been recognised as a category. With the World Cup in Brazil next year, should have good times ahead. Pitú, which VolU201020112012stAtUPirassununga 51companhia müller de Bebidas22.019.519.5-1%regionalVelho Barreirotatuzinho7.A7.78.09.2regional7.1regional mAy 2013 drinksint.com mAy 2013 drinksint.com millionaires’ millionaires’ Brands are targeting af�uent young consumers in a bid to revitalise the spirit hina’s national white as or more than the estimated total market for imported spirits in the country.cases of Er Guo Tou, which means second on a par with McDowell’s and Ofcer’s traditional baijiu among China’s youth. category’s image away from associations sector in Taiwan and has been given a Pernod Ricard’s joint venture with Jian Nan Chun, Rémy’s acquisition of a stake in Wen Jun and Diageo taking a chunk of Premium Maotai’s distribution link-up Regional and provincial advertising strength is the major driver of Chinese – and by default global – baijiu standing and, with domestic volumes at such a scale, it will be some time before exports have an soJU & there’s a slow-burn trend away from domestic distilled liquor products in south korea VolU201020112012inroHite-Jinro7C.0CA.0C1.Aregionalotte lotte liquor BG19.9regionalBohae Brewery co7.C7.A-38%regional VolU201020112012ichikosanwa shurui9.18.7regionalkanokaAsahi Breweries3.7-7%regionaldaigoro Asahi Breweries3.7regionalmuginokasuntory1.7regionalakata 0.91.7regional2.11.7regionalmugi Zakari1.0regional VolU201020112012ed star r Guo touBeiwing red star co7.210.913.7regionalsichuan Jian nan chun (Group) regionalshandong JingZhi distilleryA.1A.1regionalA.1regionalWuliangyeWuliangyeregionalkinmen kaoliangkinmen kaoliang liquor inc2.0regionalfenwiu-1A%regionalregionalregional say, Smirnoff in major Though there’s a slow-burn trend in the than two-and-a-half times that of Diageo’s For a brand with such scale already, a tie-up with Psy, the artist behind the Jinro’s growth matched that of main rival Lotte Liquor, whose aggressive Japan’s shochu market has seen falls of Shurui’s Iichiko remains the market leader ve years. Asahi’s Daigoro has seen sales Suntory’s Muginoka ko-otsu blended mAy 2013 drinksint.com millionaires’ remains the world’s favourite liqueur, for Brown-Forman’s Southern Comfort in The calling to an end of Cuervo’s Jägermeister, with its third successive year among the bartending fraternity.Italian rival Campari’s at performance Germany, little change in the domestic It’s not inconceivable that Gruppo Campari’s Aperol could overtake the internationally, though this was offset by decline in Germany, attributed to a commercial dispute with a retail customer.Pernod Ricard’s Ricard and Pastis 51 Volumes were also hit after major GedhiltVolUE: millions of 9-litrE cAsEs201020112012tAtUsuervo JB y compania and lanceros sA de cV 3.13.03.0Patrón Patrón spirits1.71.72.0Brown-forman1.01.1regional Bghee VtgeZbeiefVolUE: millions of 9-litrE cAsEs201020112012tAtUsicardPernod ricard-11%Pastis 51Pernod ricard1.7regionalPiscocapel co-operativa Agricola Pisquera de Elqui1.11.11.11.1regionalA.1regional VolUE: millions of 9-litrE cAsEs201020112012tAtUsJägermeistermast-Jägermeisterernet Brancafratelli Branca distillerie2.7perol1.72.0regional never try. The Philippines’ Ginebra San it is a domestic deity. the brand needn’t look over its shoulder, especially as its nearest competitor, Gordon’s, slouched by -9% last year. world’s biggest gin consumer after the US.Diageo reports Europe’s decline was Turkey and Africa.The group’s Tanqueray brand also saw success in North America with its Tonight We Tanqueray campaign. Growth for Pernod Ricard’s Beefeater was the mirror of Tanqueray’s decline, again driving growth, led by the super- cAtEGoriEs he smaller spirits categories still boast big players VolUE: millions of 9-litrE cAsEs201020112012tAtUsinebra Ginebra san miguel20.0regionalordon’sBombayBacardi2.02.02.0eagram’sPernod ricard3.0-10%regionalBeefeaterPernod ricardanqueray2.12.02.02.12.0arew’s dry United spirits0.50.81.1regional VolUE: millions of 9-litrE cAsEs201020112012tAtUsBaileys7.CC.7C.7uyper rangekoninkliwke de kuyper/BeamA.7A.0Pernod ricard3.73.7ubelskastock spirits Group0.50.C2.0regionalomfortBrown-forman2.12.0Pernod ricard2.01.71.71.71.7-1%Bols rangehoyachoya Umeshu co1.7-13%regionaldistell Group1.11.1 AZhteWieageVolUE: millions of 9-litrE cAsEs201020112012tAtUs5.1regionalfabrica licorera de AntioquiaA.1regionalguardiente Empresa de licores de cundinamarca1.71.7regionalVilla Velhaindustria de Bebidas Pirassununga1.01.1regional mAy 2013 drinksint.com United spirits9 Pernod ricard anddiageo are the table’s chip leaders mAJoPlAyEyear, Diageo could sit plumb at the top clan of 38 million-case brands. And that’s Spirits’ India don’t spawn a few more new Another party to show some concern is the monopoly regulator. But in mitigation of the deal – and putting Whyte & Mackay to one side – these companies are juggernauts driving on different stretches of road. When India’s 150% tax levy is levelled and Diageo’s ever perambulating brands pick up pace in the market, a few portfolio overlaps could emerge. By that time the deal For now Diageo lies in third, its line-up bolstered by the arrival of Ypióca cachaça last year. Widely touted as a distribution play, the acquisition gave the UK-based rm its fth-biggest spirit, underlining the sheer millionaires’ Gbc %(dsUnited spiritsPernod ricardacardirown-formanradico khaitanstock spirits GroupHeaven Hillsynergyastern everage ompanyelvédèreWilliam Grant & sonsonstellation randsreweriesayadera Groupkhortytsa distillerytilaknagar industriesdringtonsuntoryGinebra san miguelmrut distilleriesUnited Spirits’ spread of brands reects the regionality and diversity of consumption in India. Just think, the number one whisky in the world, McDowell’s No 1, accounts Pernod Ricard’s 19 brands equate to about 80 million cases, but volumes aren’t the be-all and end-all for the French group. Its biggest brand by volume isn’t even one of its 14 strategic international brands, but the Indian It outsells Absolut – one of Pernod’s two outpunched by Pernod’s own Imperial Jinro soju and Alliance Global Group with The keen of eye will notice CEDC’s ever-slimming gure missing from this year’s list. The company’s nancial Aekg lete 7itZeb VbhlW fig clhmU tg ghe gbc by ghe Mtjbe cltleef gtUle tf cteeag gb t Vlta by &8 mAy 2013 drinksint.com AlektaWee MeVhegia, C8B by flaeeZl, ceefeagf gb 7eiakf Iageeatgibatl hif iiewf ba UhilWiaZ Millibatiee UetaWf taW ghe yhghee by ghe ibWkt VtgeZbel forWArd s the world close to vodka saturation? hat new markets are providing growth?ussia the market is still very attractive. he spirits industry is still unconsolidated and the market is huge – we have only a 15% share. here is an opportunity for organic growth and acquisition. for us the simplest way to export is to former Ussr countries such as Ukraine9 azakhstan9 Azerbaiwan and n the long-term the mawor target for us is the U market with our super-premium vodka Beluga. eventy per cent of super-premium vodka sales are in the U and there is stable growth from year to year. n western Europe9 where the super-premium segment is underdeveloped9 we see potential – people will consume less but more premium products. Also travel retail is strong for us.hina could be a mawor area for vodka – it consumes a lot of white spirits in the form of baiwiu9 which is quite close to vodka. latin America is a vodka market to some extent – volumes are quite strongthere. ocktail culture is quite strong in emerging markets – they are moving to the western way of consumption.hy is the vodka category so volatile? t’s not easy to explain. ussia9 the market economy is still quite young and shaky and the industry is still in its early stages. ome companies pop up then leave the market. As soon as the industry is consolidated9 brands will be much more stable with better brand equity. he industry is volatile but consumption in ussia is not9 it is stable. our mid-market brand9 Belenkaya9 has grown from 2.3 million cases to 7.3 million cases in �ve years. ow do you grow a brand that quickly? millionaires’ synErGysynergy (sy Group) produces around 1C million 9-litre cases per year and has revenues of 11.5bn. founded by Alexander mechetin in 19999 it is the parent of three millionaire brands and super-premium global brand Beluga. it is the only publicly traded spirits company in russia and9 through its seven-distillery production capacity and distribution platform9 has witnessed double-digit revenue and volume growth every year since it was founded. ussian Belenkaya is another name for vodka. t means ‘whitish’. We position the vodka as having a high hproductionj standard and we use this in the brand message. We produce Belenkaya across ussia and we have bottling factories from the far east to oscow9 to iberia9 to the Ural region. With our regionality9 distribution – which involves more than 29000 people – and a strong marketing message we are very close to the consumer. We’ve been very successful at capturing marketing share. last year Belenkaya’s growth �attened to 3%9 after 822% in 2011 and 875% in 2010. hat went wrong?he market is shaky because the ussian government has doubled or tripled duty in the past two to three years. t’s the right policy – vodka shouldn’t be cheap – but the government has been too aggressive. We had an increase of 20% in January 20129 a 25% increase in July 2012 and a 33% increase in January 2013 – it’s too ometimes people do not accept new price points for spirits9 it takes time. We will deliver this duty rise to the �nal consumer – it won’t come from our P&l – this year will show if consumers can afford to buy vodka at this level.hat are the strategies for your other millionaire brands9 myakov (1.5 million cases) and osuderev Zakaz (1.3 million cases)? We position yakov as a trendy brand for young people who enwoy nightlife. t’s a low-premium brand – at 25% premium to Belenkaya. ussia the market is still traditional compared – a �avoured vodka market – but people are starting to accept western-style consumption. People now want to mix vodka9 or try different �avours9 so we have launched yakov in a lot of different �avours.Gosuderev Zakaz is a traditional vodka for the lower-middle segment. actically we need to have a portfolio spread across different segments to be competitive in the market. When people want to spend less they might move down to this product. hich synergy brands are close to entering he millionaires’ club? Beluga is close to 3009000 cases and we’re seeing double-digit growth every year. We think Beluga could be a million-case brand within �ve years. ussian ce vodka sells more than 5009000 cases annually and this year it will be close to 1 million cases. eserve brandy is also around ussian brandy market – and has strong double-digit growth. hat’s more important9 organic or acquisition growth?We will bring in more products from third parties and continue to invest in our own brands and the distribution platform. We want to continue this growth in ussia but our export strategy is to spend more time9 money9 effort and resources to grow Beluga into a 1 million case brand. s value or volume more important?t’s a value game. We have a balanced portfolio and balanced approach – we have brands in different segments and price categories – but our strategy is to focus on the premium side of the business.hat advice would you give to an emerging spirits brand?ake a long-term view and invest every year in spite of peaks and troughs and the economic environment. focus on the marketing story9 invest in brand equity and don’t wust discount. he key to distribution is not wust to sell to the wholesaler – it is management of the whole channel9 from the warehouses to the shelf in the store. elling products to the distributor is not the end of the deal9 it’s the start. you should help the distributor and store to sell to the �nal consumer. continuing to invest mAy 2013 drinksint.com millionaires’ onEs toWAtcH ctZe &8 ho’s on the brink of gaining access to this exclusive club – and who could be on the way out? Baef gb JtgVh VolUE: millions of 9-litrEs cAsEsoWnEr2012tAtUsBardinet0.9regionaltock Prestigestock spirits Group0.9regional0.9regionalhe Glenlivet Pernod ricard0.8regionalstock spirits Group0.8regionalew msterdamE&J Galloregionalhyte & mackayUnited spirits0.5ussian ce Vodkasynergy0.5regionaleserve Brandysynergy0.5regionalcottish Burn stewart distillers/distell0.5regional 8WeiaZgba’f Ghe MtVtllta if tlfb t Wtek hbefe gb jbia ghe millibatiee mtlgf aekg leteshift in the global power base in malt whisky could be on the cards looking ahead to next year’s list. William Grant’s Glenddich – the only single malt Scotch in the Millionaires’ Club to date – has seen sales slide by 3% and is in danger of losing its million-case status. In contrast, Pernod Ricard’s The Glenlivet heads a small clutch of brands that are poised to cross the magic million-case threshold in an upward direction. The single malt is on 800,000 cases and, crucially, it reported some of its biggest gains in the major markets of India and Brazil in the second half of 2012. Growth was also strong in the whole of North America, especially the US, where sales rose 21% in Edrington’s The Macallan is also a dark horse to join the millionaire malts next year. Recent gures from the Scotch stiAtEoWnErtAtUsEdringtonEdringtonld Parrregionalhite regionalhiteregional mAy 2013 drinksint.com millionaires’ Whisky Association show the US remains the biggest market export market for Scotch, with value growth of 16% in 2012 increasing the gap over other markets. This works in The Macallan’s favour – Edrington says the brand is enjoying robust demand globally but singles out the US market as particularly strong. The brand’s rise gives an early suggestion that the strategy to ditch age statements in favour of colour branding for its 1824 Series could be paying off. Diageo is also in line to add another whisky to its million-case portfolio, with Windsor on 900,000, principally from sales in South Korea, though the company has reported softening of volume sales in a Old Parr, also owned by Diageo, is another one to keep an eye on. It’s enjoyed successive years of rapid growth in Latin America, especially in the company’s distribution region covering the Caribbean, central America, Argentina and Chile. The latest 50% increase in those countries was on a par with stablemate Buchanan’s, which already has Millionaires’ status, and was buoyed by an ad campaign urging consumers to view Life From a Different Perspective. Elsewhere in whisky, Whyte & Mackay sits on around half a million cases and faces an uncertain future if the United Spirits-Diageo deal goes ahead, with most observers expecting a sell-off. The global muscle of any purchaser could determine its Scottish Leader could be a more likely short-term bet after the acquisition of brand owner Burn Stewart by Distell of South Africa from CL World Brands/Angostura. The whisky is already market leader in Taiwan, where Scotch sales grew 7% last year, and Distell’s domestic clout means it has potential to build sales inside South Africa, which is Scotch whisky’s seventh Having already secured Millionaires’ Club status for its E&J brandy, spirits are growing in importance for California wine producer Gallo. It could nd itself with a second entrant next year if the upward trajectory of New Amsterdam gin continues. The brand is currently on 700,000 cases, largely in the US, French-owned Bardinet’s Negrita rum is on similar volumes to Windsor, along with the Stock Spirits Group’s Polish vodkas Zubr and Stock Prestige – now sold in 30 international markets just six years after feieetl UetaWf tee ia WtaZee by lbfiaZ gheie ClhU VteWf As well as Glenddich, there are several brands in danger of having their Millionaires’ Club membership cards taken away. William Gant’s Clan McGregor Scotch and Diageo’s Seagram’s VO Canadian whisky have shed 200,000 cases over ve years. Heaven Hill’s Christian Brothers brandy lost 100,000 cases over the same period, to leave both with nger tips on the cliff edge, at 1.1 million cases. After more than doubling sales over the previous four years, Olimp Corp’s Prime vodka lost more than a third of its volumes last year and also looks vulnerable on Indian rums Old Port, from Amrut Distilleries, and Old Cask, from United, are also on the brink after similar percentage slides, while a 20% fall for Eastern Beverage Co’s Na Berezovykh Brunkakh also leaves cAsEs cAsEs 0.8m cAsEs Ba ghe5eiak VolUE: millions of 9-litrE cAsEsoWnEr2012tAtUsWilliam Grant & sons1.0-3%lan macGregorWilliam Grant & sons1.1hristian BrothersHeaven Hill1.1-1%regionaleagram’s V1.1regionalolimp corp-35%regionalld Port Amarut distillery-33%regionala Berezovykh BrunkakhEastern Beverage companyregionalUnited spirits-37%regional