Havana Club rum has climbed to the top slot of the IWSR’s annual Elite Brand list, published in the September issue of the IWSR Magazine. The brand has featured regularly in the list and has moved up from number three in 2011 to claim the number one position. With a five-year CAGR of 7.4%, sales in 2011 reached 3.8m cases: impressive when you consider that the brand is excluded from the world’s second-largest rum market, the US.
Havana Club is the largest-selling brand of those which meet the IWSR’s criteria, which remain unchanged since 2007. Brands must sell over 1m cases worldwide, with at least 40% of sales outside their main market to demonstrate international presence, and also maintain a compound annual growth rate (CAGR) of at least 5% for the last five years of growth – i.e. 2006-2011 – to demonstrate sustained growth.
Pernod Ricard also owns the number two Elite Brand, Jameson’s Irish whiskey. Jameson’s has risen to glory through ascendency in the US, where the brand has achieved a remarkable five-year CAGR of 24.8% to reach 1.3m cases sold in 2011. Volumes increased by double-digit rates in 47 out of 50 states.
Eristoff, Russian Standard and Finlandia all maintained their presence on the list showing the success of brands which have a standard price positioning combined with an attractive image. The brands attract consumers tired of the established brands, but unwilling to spend much more.
William Lawson, another Elite Brand regular, had an impressive 10.4% five-year CAGR thanks to its continued strong performance in Russia. Russia has also played a key role for new entry White Horse, owned by Diageo, which reached the 1m case mark in 2011. Diageo has two additional new entries in the list, Scotch whiskies Black & White and Old Parr, with both brands posting strong growth in Brazil.
Aperol is another new entry following the brand’s success across Europe; the brand saw the largest five-year CAGR of the Elite Brands of 25.3%. The brand has driven growth through a strong on-trade presence and popularity among younger drinkers, with the Aperol Spritz cocktail.
Barceló is the only other rum on the list and has the second largest five-year CAGR of 23.3%.
