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Diageo's Johnnie Walker plummets out of IWSR's top spirits list

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LVMH's Hennessy Cognac has taken top spot in the IWSR's 2014 World Class Brands as previous chart-topper Diageo's Johnnie Walker dropped to 34th.

Diageos Johnnie Walker brand fell to 34th in The IWSRs 2014 World Class Brands list

Diageo's Johnnie Walker brand fell to 34th in The IWSR's 2014 World Class Brands list

Johnnie Walker's fall came as non-Scotch whiskies dominated the top five, with Brown-Forman's Jack Daniel's coming second. No Scotch brands made the top ten despite having the largest overall number of brands on the list.

The IWSR said that the growth of US and, to a lesser extent, Irish whiskey may be a contributing factor behind the Scotch slowdown.

The annual list - which ranks 142 spirits brands on market volume, average price per case and volume growth - saw Hennessy climb to the top despite ongoing challenges to the Cognac category in its flagship market of China. However, Hennessy’s 10% volumes growth in the US last year helped it deliver 5.2m case sales overall in 2014.

Jack Daniel's was boosted through its flavour innovations such as Tennessee Honey and the cinnamon-flavoured Tennessee Fire.

Pernod Ricard's Jameson Irish whiskey, Bacardi's Grey Goose vodka and Beam Suntory's Jim Beam rounded out the top five brands.

According to an IWSR Travel Retail report last year, Johnnie Walker saw its volumes in 2013 drop 4.5% in the channel. Diageo's Travel Retail head Doug Bagley later disputed the figures, telling just-drinks: “We're not worried about Johnnie Walker.”


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