brands report liqueurs campari drinks international

Brands Report 2020: Liqueurs

23 January, 2020

While it feels like Negronis have been big business for a decade, our research suggests it’s been more like half that.

Campari romped through our rankings from outlier to dominant force five years ago, carbon dating the mainstream acceptance of the classic.

While the Negroni is the most common home for this famous Italian bitter liqueur, classics such as the Americano, Boulevardier and Jungle Bird, not to mention bartenders’ own creations, make for serious Campari demand. It is not only the top selling in our polled bars – the go-to in a third of bars and among the top three in two-thirds – but the trending one too, narrowly edging out the cool-as-cats Italicus. 

Chartreuse, which was the top liqueur in the last year Campari wasn’t – 2013 – is normally in the upper-end reckoning. The supposedly monk-made herbal liqueur is a stalwart of the back bar and one of the brands in this category that bartenders prize over spirits. Chartreuse was a top-three choice in a third of bars polled. Cointreau is a brand etched into the cocktail cannons, so there’s no surprise to see it maintaining lofty sales in the world’s best bars. The brand was the top seller among our pool in 2014-2015 and recent rankings crown it the king of orange.

Jägermeister deserves a mention. The brand hasn’t appeared in the top 10 liqueurs since 2014, as it looked to be a casualty of its own bomb. Manifestly, Manifest – it’s new brand spin-off – has brought a new lease of life.

Chameleon liqueur brands Giffard, Merlet and Bols have also bounced back. With ever-expanding lines, there’s something for everyone. Conversely, specialist brands St Germain and Ancho Reyes prove there’s a place for the jack of one trade too.



The results of this report are the culmination of a questionnaire of 106 bars around the world, each cherry-picked to take part based on their performance in global bar awards. We aim to find out not only which brands sell best but also what’s trending. These two data sets give us an insight into the brands that are doing the most volume and the brands that are hot right now.

To read more on the methodology of the Brands Report click here.

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