The Drinks List

Jagermeister tops table for liqueurs & specialities

By Gary Lloyd contact

- Last updated on GMT

German rule: Jagermeister volume and value sales remained largely flat in the liqueurs & specialities division (credit: Getty/sebasnoo)
German rule: Jagermeister volume and value sales remained largely flat in the liqueurs & specialities division (credit: Getty/sebasnoo)

Related tags: Finance, Spirits, Rtd, Branding + marketing

While there was no corresponding category in last year’s Drink List, liqueurs & specialities is certainly a division licensees cannot ignore.

German tipple Jagermeister has maintained impressive sales in both volume and value terms, slipping by just 2.8% and 1.2% respectively. Selling 148,716 9-litre cases (9lc) last year, its return this year was 144, 532 9lc while, in monetary terms, last year’s £157.8m was shadowed closely by £155.9m this year as it took top spot.

Italian favourite Aperol has smashed its previous records in scooping second place in The Drinks List - top brands to stock in 2022​. Volume sales of 65,845 9lc equals a rise of 124% from last year’s 29,402 9lc, and value sales rose by 125.4% from £32m to £72.1m.

Other brands to achieve boosts this term include fourth-placed Malibu, whose volume sales rose from 41,092 9lc to 44,359 9lc (up 8%) and value sales lifted 8.3% from £44.3m to £48m and eighth-placed Pimm’s No1 showing huge increases of 190.6% in volume and 214.3% in value. Its volume sales rose to 38,036 9lc from last year’s 13,089 9lc and value shot up from £10.1m last year to £31.6m.

Festive favourite

Festive favourite Baileys snared third position despite suffering losses in volume from 78,830 9lc to 57,256 9lc this year (a drop of 27.4%) and value drop of 25.2% as sales fell from £56.1m to £42m.

Amaretto Disaronno filled the top of the table despite seeing volume (minus 15.7%) and value (minus 15.8%) sales drops from last year.

Sourz (Apple) and Antica Sambuca Classic filled positions six and seven with the former losing 13.1% in volume sales and 8.3% in value while Antica Sambuca suffered a volume loss of 4.1% but a 1.2% gain in value as sales rose from £39.5m to £39.9m this year.

Ninth place went to Luxardo Sambuca Dei Cesari despite the heaviest losses in the category versus 2020. Its volumes sales plunged from 38,152 9lc to 27,549 9lc (down 27.8%) and value took a similar dip from £38.8m to £28.7 (down 26%).

The division’s 10th place was filled by Sourz (Cherry), which saw a 10.9% fall in volume sales versus last year and a 3.4% drop in value sales.

  • 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

Jagermeister

144,532

155.9

N/A

N/A

2

Aperol

65,845

72.1

N/A

N/A

3

Baileys

57,256

42

N/A

N/A

4

Malibu

44,359

48

N/A

N/A

5

Amaretto Disaronno

43,692

47.9

N/A

N/A

6

Sourz (Apple)

42,589

32.5

N/A

N/A

7

Antica Sambuca Classic

38,727

39.9

N/A

N/A

8

Pimm’s No1

38,036

31.6

N/A

N/A

9

Luxardo Sambuca Dei Cesari

27,549

28.7

N/A

N/A

10

Sourz (Cherry)

27,065

20.4

N/A

N/A

 

Related topics: Spirits & Cocktails

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