Although the number of bottles of Scotch sold around the world actually fell in 2012, the value of sales grew by 1%. This is attributed to drinkers in the US and Asia turning to more expensive brands.
Blended whisky is still by far the biggest selling variant of Scotch, but the value of single malts increased by 4.5% in the last year and it has enjoyed a massive 190% growth over the past decade.
The growth of Scotch has been helped by its popularity in Asia, and China in particular, as well as in the US and across Eastern Europe.
But which are the biggest selling brands around the world? The number one seller may not come as a huge surprise, but as part of its 2013 Brand Champions series, The Spirits Business, revealed the top 10 Scotch sellers.
Here are positions 4-1 in the countdown of best selling whiskies…..
4. J & B Rare
2012 case sales: 4.6m
2011 case sales: 4.8m
Growth in 2012: -4%
A slight drop for Diageo’s J&B Rare blended Scotch brand, which counts the US as one of its largest markets along with South East Asia, and southern Europe, particularly Spain, France and Portugal.
3. Chivas Regal
2012 case sales: 4.8m
2011 case sales: 4.9m
Growth in 2012: -2%
Chivas Regal has continued to prove itself as a truly global brand, despite its first drop in sales since the recession hit in 2008.
The market-leading Scotch aged over 12 years in Europe and Asia Pacific, Chivas Regal remains only ever so slightly ahead of J&B Rare on the list of the world’s largest Scotch whisky brands, despite grabbing third position from William Grant’s this year.
2012 case sales: 5.8m
2011 case sales: 6.5m
Growth in 2012: -11%
Sales have drastically declined for the Pernod Ricard-owned brand in 2012, although Ballantine’s is still one million cases ahead of its nearest rival Ballantine’s, also owned by Pernod.
And the best seller is……
1. Johnnie Walker
2012 case sales: 19.7m
2011 case sales: 18m
Growth in 2012: 9%
Johnnie Walker, still strides ahead of the competition, has proven this year why it deserves to be the world’s largest Scotch whisky brand. An additional 1.7m case sales in 2012 have propelled the Diageo-owned brand even further ahead of its nearest rival Chivas Regal, which lags behind on 5.8m case sales.
A truly global brand, Johnnie Walker adopted colour coding from the start, giving consumers a clear ladder of products to choose from and encapsulating them within the Johnnie Walker family.
You can find part one of the blog post here: missing-out-on-money-the-top-10-scotch-whisky-brands-pt2