The Drinks List
Smirnoff Red remains top of the spirits category class
According to the data collected by CGA, which has been used to create The Drinks List - top brands to stock in 2022, Smirnoff Red sold 527,555 9-litre cases for the 12 months to 9 October 2020, equating to £552.8m in value, down from £652m last year.
Gordon’s Gin has seen a drop in value of 31.3% and its Pink Gin counterpart, which has remained the second-best seller, has seen a drop in value of 23.6%.
Jägermeister moved from fourth to third place with the lowest drop in value (1.2%) on the spirits list this year, knocking Captain Morgan Spiced Rum from third to fourth place.
To the Captain
Captains Morgan Spiced saw a 16% drop in volume over the past 12 months having dropped from 163,557 sales of 9-litre cases to 137,339.
Aperol and Malibu were the only spirits on this year’s spirits Drinks List to see a growth in volume with an increase of 124% and 8% respectively.
Jack Daniel’s saw the biggest drop in volume, from 139,775 9 litre cases sold last year to 93,537 this year, equating to 33.1% in volume and 33.5% in value.
Baileys has also seen a drop in value from £56.1m to £42m (25.2%) and Bacardi Carta Blanca saw sales of 9 litre cases fall by 23.8%.
- All data provided by CGA for the 12 months to 9 October 2021
2021 rank | Brand | Volume (9-litre cases) | Value (£m) | 2020 rank | Up or down |
1 | Smirnoff Red | 527,555 | 1 | Level | |
2 | Gordon’s Pink Gin | 166,256 | 2 | Level | |
3 | Jagermeister | 144,532 | 5 | +2 | |
4 | Captain Morgan Spiced | 137,339 | 3 | -1 | |
5 | Gordon’s | 106,909 | 4 | -1 | |
6 | Jack Daniel’s | 93,537 | 6 | Level | |
7 | Aperol | 65,845 | N/A | New entry | |
8 | Baileys | 57,256 | 8 | Level | |
9 | Bacardi Carta Blanca | 55,384 | 9 | Level | |
10 | Malibu | 44,359 | N/A | New entry |