Despite increasing competition from other spirits, particularly gin, Scotch whisky holds a pretty dominant position in the global spirits business. One good barometer of that business is duty-free sales, predominantly at the world’s international airports.
Whether it’s the miles of duty-free shops at Singapore or Dubai airports, or just a dolled-up Portakabin as I’ve seen at some remoter airstrips, duty-free shopping is part and parcel of flying. And it is remarkable how the same global brands tend to be found at every airport. True, there may be the odd shelf or gondola of local wines and spirits, but the old familiar names rule the roost from Washington to Wellington, Oslo to Osaka.
Scotch whiskies are there in force. Some 27 of the top-selling travel and duty-free brands are Scotch whiskies, with three in the latest top 10 and occupying the top two spots. That all tallies up to a lot of whisky bottles wedged under the seats in front in a lot of planes.
Apart from Scotch whiskies, the top 10 list includes two vodkas, two cognacs, one rum, one US whiskey and a liqueur. In reverse order they are:
At number 10, Martell Cognac, selling just under 3.4 million bottles.
At number nine, good old Ballantine’s, selling 4.78 million bottles.
Sitting at number eight is Smirnoff Vodka, selling almost 4.86 million bottles.
At number seven is Bacardi Rum, shifting a respectable 5.53 million bottles.
Up to number six is Hennessy Cognac, selling 5.67 million bottles.
In fifth place is Bailey’s Irish Cream, selling just under 5.75 million bottles.
At number four is Absolut Vodka, totalling some 6.73 million bottles.
Jack Daniels weighs in at number three, selling 7.92 million bottles.
At number two is Chivas Regal, just ahead at 7.98 million bottles.
And at number one is our old friend Johnny Walker, outstripping the field by selling a whopping 23.1 million bottles.
As I’ve mentioned before, duty-free sales are dominated by the big boys. Of the top 10, three brands (Johnny Walker, Bailey’s and Smirnoff) are from Diageo, another three (Chivas Regal, Ballantine’s and Absolut) from Pernod Ricard. And Bacardi, both Cognacs and Jack Daniels are owned by powerful combines as well. However, new names and brands are pushing their way into the top 100.
