Jinro maintains spirits industry dominance

18 June, 2015

Jinro soju has retained its position as the number one selling spirit brand in the world, ahead of Emperador brandy, according to Drinks International’s Millionaires’ Club 2015.

Jinro, which sells in Chamisul, Chamisul Classic and Jinro 24 variants, increased sales 7% to reach 71m 9-litre cases in 2014, more than double second place Emperador.

The brand has managed to find sales growth in the saturated Korean soju market by appealing to younger consumers with a lower ABV.

Alliance Global Group’s Emperador also held onto the position of second largest spirit brand in the world, though under attack from Officer’s Choice in third.

Despite a flat performance in the Philippines, leaving Emperador on 33m cases, it finished ahead of 30.2m-case Officer’s Choice.

Allied Blenders & Distillers’ Officer’s choice retains its position as the number one whisky in the world and grew 27% in 2014, thanks to its home market of India.

Officer's Choice overtook soju Chum Churum from Lotte Liquor, which finished fourth with 28.4m cases and growth of 16%.

While Diageo’s Smirnoff dropped from third to fifth as it dropped 2% of its volumes in 2014.

The vodka brand struggled to cope with its price positioning and heightened competition in the world’s largest premium spirits market, the US.

The Millionaires’ Club 2015 report will be published in July as a supplement to Drinks International magazine.

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