A growth of its volume by more than 15 percent in 2016 has led to Diageo’s Tanqueray gin overtaking Pernod Ricard’s Beefeater, for the first time.
In 2016, Diageo-owned Tanqueray sold 3 million cases putting its growth at 15.38 percent.
Beefeater, too, grew but 2.99 percent reached only 2.76 million cases, says a Vinexpo news report. Tanqueray’s great results were due to the positive performance in Europe—where the gin market has seen an accelerated growth over the past five years—Latin America and the Caribbean. Tanqueray’s impressive growth saw the brand being awarded the title of Gin Brand Champion 2017 in The Spirit Business’s Brand Champions report.