THE SCOTCH WHISKY BRAND CHAMPION FOR 2021: WHITE HORSE
Scotch Whisky (Figures: Million 9 litre-case Sales)
|
BRAND |
OWNER |
2016 |
2017 |
2018 |
2019 |
2020 |
%+/- |
|
Johnnie Walker |
Diageo |
17.4 |
18.3 |
18.9 |
18.4 |
14.1 |
-23.3% |
|
Ballantine’s |
Pernod Ricard |
6.7 |
6.9 |
7.4 |
7.7 |
7 |
-9.6% |
|
Grant’s |
William Grant & Sons |
4.5 |
4.5 |
4.6 |
4.2 |
3.6 |
-14.1% |
|
William Lawson’s |
Bacardi |
3 |
3.1 |
3.3 |
3.3 |
3.3 |
-0.6% |
|
Chivas Regal |
Pernod Ricard |
4.3 |
4.2 |
4.5 |
4.4 |
3.2 |
-28.5% |
|
Black & White |
Diageo |
1.8 |
2.4 |
2.7 |
2.8 |
2.9 |
2.1% |
|
William Peel |
Marie Brizzard Wine & Spirits |
3 |
3.1 |
3 |
2.8 |
2.8 |
-1.4% |
|
Label 5 |
La Martiniquaise-Bardinet |
2.6 |
2.6 |
2.6 |
2.7 |
2.6 |
-0.8% |
|
Dewar’s |
Bacardi |
2.8 |
2.6 |
2.8 |
3 |
2.6 |
-12.4% |
|
J&B |
Diageo |
3.5 |
3.4 |
3.2 |
3 |
2.3 |
-23.3% |
|
White Horse |
Diageo |
1.3 |
1.5 |
1.6 |
1.8 |
2.1 |
18.9% |
|
Bell’s |
Diageo |
2.2 |
2.2 |
2.2 |
1.9 |
2.1 |
10.8% |
|
Passport |
Pernod Ricard |
1.7 |
1.7 |
1.7 |
1.7 |
1.8 |
2.9% |
|
Sir Edward’s |
La Martiniquaise-Bardinet |
1.5 |
1.6 |
1.6 |
1.8 |
1.8 |
0.0% |
|
Buchanan’s |
Diageo |
1.7 |
1.7 |
1.7 |
1.8 |
1.5 |
-20.8% |
|
Teacher’s Highland Cream |
Beam Suntory |
1 |
1.1 |
1.1 |
1.4 |
1.4 |
0.1% |
|
100 Pipers |
Pernod Ricard |
1.4 |
1.4 |
1.5 |
1.6 |
1.3 |
-14.1% |
|
Clan Campbell |
Pernod Ricard |
1.6 |
1.6 |
1.5 |
1.4 |
1.3 |
-11.2% |
|
Glenfiddich |
William Grant & Sons |
1.2 |
1.3 |
1.4 |
1.5 |
1.2 |
-20.2% |
|
The Glenlivet |
Pernod Ricard |
1 |
1.1 |
1.2 |
1.3 |
1.2 |
-7.2% |
|
Vat 69 |
Diageo |
1.2 |
1.3 |
1.3 |
1.3 |
1.1 |
-12.3% |
Source: thespiritsbusiness.com
The Scotch whisky sector had a torrid year as the pandemic and punitive tariffs saw its sales come under pressure. But one brand managed to record decent growth among its million case competitors. Diageo’s blended Scotch whisky brand White Horse rose by 18.9% to 2.1 million cases in 2020, after witnessing consistent growth for the past five years. The brand’s strong growth was the highest among major brands, with the vast majority of million case sellers reporting declines.
Figures from the Scotch Whisky Association showed the value of Scotch whisky exports fell by £1.1 billion (US$1.5bn) in 2020 to its lowest level in a decade as a result of the pandemic and US imposed tariffs. In 2020, exports of Scotch whisky fell by 23% by value to £3.8bn. But the sector did get good news in March when US tariffs on single malt Scotch were removed for a four month period.
Last year’s
Scotch Whisky Brand Champion, Dewar’s, reported a 12.4% decline. The
world’s largest selling Scotch, Diageo’s Johnnie Walker blended whisky, plunged by 23.3% to 14.1m
cases. Diageo’s J&B and Vat 69 brand also recorded double digit drops, while Bell’s returned
to growth in 2020 (up by 10.8%).
Million case single malt brands The Glenlivet and Glenfiddich also struggled to increase their sales, despite both brands registering consistent year on year growth. Glenfiddich’s volumes tumbled by 20.2% and The Glenlivet fell by 7.2%.
No comments:
Post a Comment