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Diageo’s brands lead Impact Databank’s Top 100 Premium Spirits List

By Canadian Packaging Staff   

General Bottling Diageo Diageo plc Impact Databank Smirnoff Top 100 Spirit Brands Lists

Five Diageo brands by volume among the top 20 in the world with Smirnoff number one and Johnnie Walker number two.

London, UK—Diageo, the world’s leading premium drinks company, has increased its leadership of Impact Databank’s Top 100 Spirit Brands Lists, with its brands holding the number one and number two spots in both the value and volume rankings for the first time.i

For the seventh consecutive year, Smirnoff and Johnnie Walker have topped the rankings, as the number one brands by volume and value respectively.

This year, Johnnie Walker also rose one spot to second position in the volume ranking, giving Diageo the top spots in both rankings. Smirnoff remains the number two brand by value.

Diageo’s brands dominate the rankings accounting for over 13% of the top 100 by volume and almost 23% of the total retail value generated by all brands in the top 100. Diageo claimed five brands in the top 20 by volume and six brands amongst the 22 brands selling over a billion dollar in the value ranking, more than any other company.


Syl Saller, chief marketing officer, Diageo plc, commented in a press release: “We are privileged to be the custodians of such an outstanding collection of world-leading brands. Brands with a diverse and rich heritage, created by entrepreneurs and true visionaries like Arthur Guinness, Vladimir Smirnov and Alexander Walker hundreds of years ago. These brands have shown they can endure the test of time, and I am confident they will thrive for many years to come as they continue to be adored by millions of consumers around the world.”

As with previous years, Diageo’s brands also lead the individual spirit categories in the rankings.

Johnnie Walker and Smirnoff lead the Scotch whisky and vodka categories—the industry’s two biggest categories by retail value—while Baileys and Crown Royal also top the liqueur and Canadian whisky categories by volume and by value. Gordon’s also claims first place in the gin category by volume.

Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.

For more information on Diageo, visit


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