Millionaires Club 2011 is published

Drinks International and Euromonitor International have published the Millionaires Club 2011. The report lists spirits brands that sell over one million nine-litre cases. A record 172 brands feature in this year’s edition and figures are based on 2010 sales volumes.

Pernod Ricard tops the chart with 21 millionaire brands, followed by United Spirits with 20 brands and Diageo with 14.

Vodka overtook whisky to become the largest category on the list, with 54 brands. The mighty Smirnoff took the top international spot with 24.3 million nine-litre cases – up on 2009 but down on 2008’s 25.7 million nine litre cases. The largest brand in the world, though, is still domestic/local soju brand Jinro with 64.28 million nine litre cases.

The fastest growing international brands, based on 2010 volumes are Pernod’s Martell cognac, up 19.9% on 2009. Bacardi’s Eristoff vodka was up 19.5% to 2.27 million nine-litre cases, with Beam’s Couvoisier cognac in third place.

Euromonitor’s Jeremy Cunnington said: “Brands that have performed best are those with a strong exposure to emerging markets, especially Asia Pacific. Consequently the category that has performed most strongly has been cognac, boosted by strong growth in China and other markets in the region.

“In contrast, the brands which have performed less well are those which are overly reliant on “western” markets.”

To see the full Millionaires report click here.