The Drinks List

Smirnoff Red outstrips rivals to land top vodka brand title

By Gary Lloyd contact

- Last updated on GMT

Tough period: all brands have suffered drops in volume and value (credit: Getty/Tim Macpherson)
Tough period: all brands have suffered drops in volume and value (credit: Getty/Tim Macpherson)

Related tags: Spirits, Branding + marketing, Finance

This year’s top five vodka brands may have all declined in both volume and value sales but there is a new entry to the list as Russian Standard Vodka drops away.

Smirnoff Red, Absolut Blue and Ketel One remain the top three brands in The Drinks List - top brands to stock in 2022​, with each sitting in the same spot as last year. Smirnoff Red has suffered a 16.9% fall in volume sales couple with 15.9% losses in value but is still the table topper having sold more than 1,000% more in volume sales and 880% more in value sales than its nearest rival. Its volumes have dropped, however, from 634,772 9-litre cases (9lc) last year to 527,555 9lc this year while value has fallen from £652m to £552.8m.

Meanwhile, value drops of 12.2% and 10.3% respectively have hit Absolut Blue but the brand remains in second place. Its value sales fell to £56.4m from £62.9m and volumes dropped from 50,443 9lc to 44,293 9lc.

Toughest time

Ketel One has endured the toughest time in the top five, losing 33.4% in volume and 31.2% in values sales, represented by a loss of almost 14,000 9lc to 27,512 9lc and value fell by £17.4m to £38.4m.

Grey Goose moves up a slot to fourth having recorded volume sales of 23,855 9lc this term versus 29,917 9lc last year – a fall of 20.3%. Its value sales were hit by 19.9% as sales last year of £45.7m  became £36.6m this year.

The new kid on the block is Absolut Vanilla, which has taken fifth place and suffered the least damage compared to last year’s figures. It sold 24,200 9lc last year and 22,827 9lc this year, which is a loss of 5.7% while its value sales fell by 7.5% from £328.5m to £26.4m. Russian Standard vodka enjoyed volumes and value of 29,917 9lc and £44.4m last year but has dropped out this year.

  • All data provided by CGA for the 12 months to 9 October 2021
DL2022web3

 

2021 rank

Brand

Volume (9-litre cases)

Value (£m)

2020 rank

Up or down

1

Smirnoff Red

527,555

552.8

1

Level

2

Absolut Blue

44,293

56.4 

2

Level

3

Ketel One

27,512

38.4 

3

Level

4

Grey Goose

23,855

36.6

5

+1

5

Absolut Vanilla

22,827

26.4

N/A

New entry

 

Related topics: Spirits & Cocktails

Related news

Show more