Drinks Trade magazine’s annual report on the Hottest 100 Drinks Brands show that Kentucky Bourbon RTDs continue to grow in terms of sale and growth within the category and the Great Northern Brewing Co masterbrand is the driver of the category accounting for 39 per cent of all Contemporary, Classic and Premium Beer volume growth.
Drinks Trade’s Hottest 100 Drinks Brands report highlights brands that have driven growth across ten categories with data was provided by iRi Australia before being put to a panel of industry leading buyers who were asked to look for brands that stand out in both volume and value growth, and to add brands that stand out as being potential star performers this year. Here are some key themes.
RTDs
Kentucky Bourbon was the winning segment: largest in terms of value and second in terms of actual growth.
Dark RTDs outperformed Light RTDs in terms of volume: majority of the top growing Light RTDs are seltzers
Virtually all top growing products came in multiples or larger pack formats with 24 packs being a notable standout.
Dark Spirits
The Blended Scotch segment drove the growth in Dark Glass Spirits. One litre bottles were the top performing SKU (in terms of volume growth actual) for over half of the top 20 growing brands. The majority of the top 5 performing SKUs per brand featured a gift or bundle set.
Light Spirits
Vodka and Liqueurs are the largest segments in this category, while Gin and Liqueurs drove the most growth
Several classic brands were featured as both top growing and largest brands
Flavoured light spirits are emerging, with mixed flavours offerings driving most growth.
Majority of the top growing products came in a single 1L bottle: for 11 out of the top 20 brands, the 1L pack format was the best performing SKU
Sparkling
Prosecco and White Champagne varietals were key volume drivers in Sparkling Wine. Gift boxes and bundles frequently featured as a top performer for majority of the top 20 growing brands.
White Wine
Sauvignon Blanc was the top performing varietal in White Wine in terms of Litres (000s) growth compared to last year. 750ml bottled wine was a clear winner: accounting for 74 per cent of volume growth for the top 20 growing brands.
Single pack formats, particularly in larger sizes (750ml +) continue to drive brands’ performance
Pink Wine
Pink Cask drained volume growth of the category, while Pink Bottle Rosé is the key driver of the category, driving 97 per cent of pink wine growth. The top five items by volume growth drive 30 per cent of all pink wine growth. Five of the top 15 growing brands are also in the top 10 largest brands.
Red Wine
Cask Red sees growth, however Red Bottled is still the preferred pack format by consumers
Red Bottle Shiraz is the top varietal driving volume growth accounting for 39 per cent of all growth.
Single products driving more volume growth than their larger pack formats (multiples).
Classic / Contemporary Beer
The Great Northern Brewing Co masterbrand is the driver of the category accounting for 39 per cent of all Contemporary, Classic and Premium Beer volume growth. Contemporary Beer is the highest growing segment in the category and accounts for 62 per cent of all volume growth. Seven out of the top 8 brands in terms of volume growth are also in the top 10 largest brands (highest volume sales).
Craft Beer
Case pack format generating most of the brands’ volume growth. Ginger Beers show growth and account for 3 out of the top 20 growing brands. Eight out of the top 10 largest volume Craft Beer brands are also in the top 15 growing brands.
Cider
Cider shoppers are purchasing in larger pack sizes, commonly in cases of 24 (or 6×4). Shoppers are purchasing less bottles and more cans, however the top performing bottle products are growing. Six out of the 7 largest brands (by total volume) are in the top 20 growing brands.
To see which brands have done best, and what are your liquor cabinet should inlcude this year, make sure you check out the winter edition of Drinks Trade magazine out in June.
