2007 Millionaires Supplement
20 February, 2008
The Drinks International Millionaires Club is an independent, annual listing of spirits brands that sell over one million 9-litre cases per year.
The figures for 2008 will be compiled on behalf of Drinks International by market research group, Euromonitor.
The Millionaires Club is compiled by having discussions with, and obtaining official sales data from, brand owners and assessing figures from other industry and official sources.
To become a member of the Club, annual brand sales must exceed one million 9-litre cases. If official data is not available brands are not included - i.e. no estimates.This means the Millionaires Club figures are not taken directly from company production volumes, shipments or depletions figures.International/ Regional brands
To define a brand as 'International' in the Drinks International Millionaires Club, at least 20 per cent of the brand's sales must be outside its country of origin.
However, the brand's known export markets must be taken into account - i.e. export to one or a few other markets in the brand's immediate geographic region does not qualify for 'International' status.'Regional' brands are all those not defined as 'International'. Where there is any doubt, producers whose brands can potentially be included in both 'International' and 'Regional' categories are given the option of which category they are classified in.