In this article, we are going to discuss the 25 most popular spirits in the world. You can skip our detailed analysis of the global spirits market, the rise of spirit RTDs, the new popular RTD in the market, and the success of celebrity-owned spirits, and go directly to 10 Most Popular Spirits in the World.
Any alcoholic liquid that has been distilled after going through fermentation is referred to as a ‘spirit’. Alcohol is produced when yeast breaks down sugar into ethanol through the fermentation process. The produced alcohol is then removed from water and other impurities in the fermented liquid through the distillation process. Spirits are often more costly than other alcoholic beverages like beer and wine because of the said distillation process.
Among the many distilled liquors available, there are just six base spirits – rum, gin, brandy, tequila, whiskey, and vodka.
The Spirits Market:
The spirits industry is overcoming economic headwinds to meet changing consumer preferences as it chips away at the dominance of beer. According to the Distilled Spirits Council of the United States, the spirits revenue market share grew from 28.7% in 2000 to 42.1% in 2022, while beer held a 41.9% market share last year. Thus, the spirits industry surpassed beer in revenue for the first time ever.
According to Future Market Insights, the global spirits market is estimated to be at $59.4 billion in 2023, and is expected to be worth around $90.29 billion by 2033, growing at a CAGR of 4.27% during the forecast period. The rising popularity of premium alcoholic drinks and RTDs owing to higher consumer spending could be one of the key factors for the rapid development of the spirits industry.
The Rise of Spirit RTDs:
Ready-to-drink beverages continue to make headlines as the fastest-growing alcohol beverage category. While malt-based RTDs still retain a 91% share by volume in the American RTD market, spirit-based RTDs grew by 51% in 2021, approximately double the growth of the wine-and malt-based categories. According to IWSR, the spirits-based RTDs are expected to grow at a CAGR of 33% in volume in the U.S. by 2025.
As consumers continue to look for ‘healthier’ alcohol options, spirit RTDs are responding with spirit-based seltzers with natural flavors and fewer calories. Spirit RTDs like Owl’s Brew’s Tea-based Seltzers claim to be alcoholic drinks that are good for health, benefiting from the ‘health halo’ created by ingredients like vitamins, anti-oxidants, and probiotics.
New RTD in the Market:
Although a good ol’ Jack & Coke has been a quintessential serve at every bar for a long time, the much-loved cocktail is now also available in the form of a pre-mixed, canned RTD – courtesy of a joint venture between the Brown-Forman Corporation (NYSE:BF-B) and The Coca-Cola Company (NYSE:KO).
Jack Daniel’s and Coca-Cola RTD made its U.S. debut in March this year in 12-oz. cans (7% ABV), and Jack Daniel’s and Coca-Cola Zero Sugar also became available in May. Brown-Forman Corporation (NYSE:BF-B) and The Coca-Cola Company (NYSE:KO) took a test-and learn-approach for the initial launch, applying lessons from a single-country rollout in Mexico to a global scaling strategy, bringing the product to 13 countries in 12 months.
A growing number of celebrities are investing their time and money in the spirits business by backing brands, getting involved with distillation, deciding on flavor profiles or forging partnerships within the industry. These ventures have often proven quite lucrative.
In 2017, George Clooney and his co-owners sold their tequila brand Casamigos to Diageo plc (NYSE:DEO) in a cash out that also motivated others to get in on the action.
Ryan Reynolds also became a co-owner of the Oregon-based Aviation American Gin in 2018 and after some genius and chuckle-inducing marketing skits by the Hollywood actor, the brand was eventually acquired by Diageo plc (NYSE:DEO) for $610 million in 2020.
Similarly, Jay-Z also sold the majority stake in D’USSÉ – his best-selling cognac brand – to Bacardi this year, in a deal worth approximately $750 million.
The beer giant Anheuser-Busch InBev SA/NV (NYSE:BUD) also recently announced the launch of its own whisky and vodka brands in India in partnership with Aryan Khan, son of the Bollywood superstar Shahrukh Khan.
With that said, here are the most popular spirit brands in the world.
25 Most Popular Spirits in the World
Pixabay/Public Domain
Methodology:
To collect data for this article, we have referred to The Brand Champions 2023 magazine of The Spirits Business, looking for the Most Popular Spirit Brands, and ranked them according to the sales volume of their 9-liter cases in 2022.
Exported to more than 87 countries around the globe, this award-winning vodka was among the top 3 best-selling vodkas from 2019 to 2021, but witnessed a decrease of 13.8% in its sales in 2022, mainly due to the Russia-Ukraine war. Khortytsa is a Ukrainian company and markets its vodka in the U.S. under the brand name Khor.
24. Blenders Pride
Category: Whisky - Indian
Cases Sold in 2022: 9.5 million
Blenders Pride whisky is the product of blending some of the finest Scotch malts imported from the Chivas Brothers, and blending them with the most excellent Indian grain spirits.
23. Martini
Category: Speciality - Vermouth
Cases Sold in 2022: 10 million
With a legacy enduring more than 150 years, Martini was the brand to shape the aperitivo occasion in the world and has become an icon of Italian quality and style. The Martini brand is owned by Bacardi Limited, the largest privately-owned, family-held spirits company in the world.
22. Żubrówka
Category: Vodka
Cases Sold in 2022: 10.5 million
Żubrówka has a rich heritage spanning 500 years and a taste derived from bison grass, which is harvested in the ancient woodlands of eastern Poland.
It was reported in 2021 that the Maspex Wadowice Group acquired CEDC, a Polish subsidiary of the Russian ROUST group, in a deal worth $980.8 million. CEDC is the leader of the Polish vodka market and boasts a portfolio of leading brands, including Żubrówka.
21. Horoyoi
Category: RTD
Cases Sold in 2022: 10.8 million
Horoyoi is a popular, canned chu-hi beverage with an alcohol content of 3% – owned by Suntory Spirits. Light, fruity and always refreshing, this chu-hi is a uniquely Japanese alcoholic drink.
20. Jameson
Category: Whiskey - Irish
Cases Sold in 2022: 11.1 million
Since Irish Distillers joined Pernod Ricard in 1988, Jameson has spearheaded a complete rejuvenation of the Irish whiskey category, making it the most dynamic spirits segment globally. Jameson ranks 20th in our list of Most Popular Spirits in the World.
19. Jack Daniel’s RTDs
Category: RTD
Cases Sold in 2022: 11.3 million
Jack Daniel’s RTD momentum continued with double-digit growth also in the first quarter of 2023, according to its parent company, the Brown-Forman Corporation (NYSE:BF-B).
18. 8PM
Category: Whisky - Indian
Cases Sold in 2022: 11.9 million
8PM is one of the most popular spirits in the world. Launched in 1999, 8PM is the flagship brand of Radico Khaitan. After selling 1 million cases in its first year, the brand has come a long way and sold 11.9 million 9L cases in 2022.
17. Captain Morgan
Category: Rum
Cases Sold in 2022: 12.9 million
Diageo plc (NYSE:DEO) got ownership of the Captain Morgan brand after its $8.15 billion joint acquisition of Seagram with France’s Pernod Ricard. Diageo plc (NYSE:DEO), which footed $5 billion of the bill, got the lion’s share of Seagram’s portfolio.
16. Absolut
Category: Vodka
Cases Sold in 2022: 13 million
Sweden’s Vin and Spirit, the parent company of Absolut, was acquired by the French group Pernod Ricard in 2008, in a deal worth around $8.9 billion. Sold in more than 126 countries worldwide, Absolut vodka is among the most popular spirits globally.
15. Jack Daniel’s
Category: Whiskey - American
Cases Sold in 2022: 14.6 million
Owned by the Brown-Forman Corporation (NYSE:BF-B), Jack Daniel’s is a premium Tennessee whiskey that witnessed a 7.9% increase in sales from 2021, when it sold 13.5 million 9L cases.
14. Jim Beam
Category: Whiskey - American
Cases Sold in 2022: 16.7 million
This American bourbon whisky brand is owned by Beam Suntory, which was formed after the $16 billion acquisition of Beam Inc. by the Tokyo-based Suntory group in 2014. Jim Beam ranks among the top 100 alcohol brands in the world.
13. High Noon
Category: RTD
Cases Sold in 2022: 17.2 million
Available in eleven refreshing flavors, the High Noon seltzers use real vodka and real fruit juice for 100 calories of easy-drinking, take-anywhere deliciousness.
12. -196°C Strong Zero
Category: RTD
Cases Sold in 2022: 21 million
-196°C Strong Zero is a Japanese brand of chu-hi produced by Beam Suntory. It is made by freezing fruit in liquid nitrogen at -196°C. The frozen fruit is then pulverized and soaked in alcohol. The result is a refreshing, carbonated drink packed with fruit flavor.
11. Johnnie Walker
Category: Whisky - Scotch
Cases Sold in 2022: 22.7 million
One of the best alcohol brands in the world, Johnnie Walker witnessed a resurgence after the pandemic and boasted an 18.6% increase in sales from 2021, when it sold 19.1 million 9L cases. The Johnnie Walker Blue Label is a luxury alcohol brand popular globally.
