14 strategic brands

Brand performance is now reported using 14 strategic brands. The new classification better reflects the way in which our range is managed.

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Johnnie Walker	Crown Royal	JεB	Buchanan’s	Windsor	Bushmills	Smirnoff

Whisk(e)y	Whisk(e)y	Whisk(e)y	Whisk(e)y	Whisk(e)y	Whisk(e)y	Vodka
No.1	No.1	No.4				No.1
Scotch whisky in the world	Canadian whisky in the world	Scotch whisky in the world	Scotch whisky	Scotch whisky	Irish whiskey	Premium spirit by volume in the world
Key markets Global Travel & Middle East, United States, Brazil, Thailand, Mexico	Key markets United States, Canada, Global Travel & Middle East	Key markets Spain, France, South Africa, United States, Portugal	Key markets Mexico, Venezuela, United States, Caribbean, Global Travel & Middle East	Key markets Korea, China	Key markets United States, Ireland, Global Travel & Middle East, GB, France	Key markets United States, GB, Brazil, Canada, Australia
11% Volume movement*	1% Volume movement*	(6)% Volume movement*	2% Volume movement*	3% Volume movement*	9% Volume movement*	1% Volume movement*
11% Organic net sales movement	3% Organic net sales movement	(8)% Organic net sales movement	14% Organic net sales movement	8% Organic net sales movement	10% Organic net sales movement	(1)% Organic net sales movement
11% Reported net sales movement	2% Reported net sales movement	(8)% Reported net sales movement	(21)% Reported net sales movement	12% Reported net sales movement	11% Reported net sales movement	(1)% Reported net sales movement

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Ketel One vodka	Cîroc	Baileys	Captain Morgan	Jose Cuervo	Tanqueray	Guinness

Vodka	Vodka	Liqueur	Rum	Tequila	Gin	Beer
		No.1	No.2	No.1	No.1	No.1
Super premium vodka	Ultra premium vodka	Liqueur in the world	Brand in the rum category in the world	Tequila in the world	Imported gin in the US	Stout in the world
Key markets United States, Canada	Key markets United States, Brazil, Global Travel & Middle East	Key markets United States, GB, Germany, Global Travel & Middle East, Canada	Key markets United States, Canada, GB, South Africa, Germany	Key markets United States, Canada, Spain, Australia, Greece	Key markets United States, Spain, Canada, Global Travel & Middle East, Greece	Key markets Ireland, Nigeria, GB, United States, Cameroon
1% Volume movement*	123% Volume movement*	3% Volume movement*	4% Volume movement*	4% Volume movement*	3% Volume movement*	2% Volume movement*
1% Organic net sales movement	126% Organic net sales movement	1% Organic net sales movement	4% Organic net sales movement	3% Organic net sales movement	4% Organic net sales movement	3% Organic net sales movement
– Reported net sales movement	122% Reported net sales movement	– Reported net sales movement	4% Reported net sales movement	1% Reported net sales movement	3% Reported net sales movement	2% Reported net sales movement

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‘Our strategy is to respond to changing consumer dynamics particularly those driven by technology and the development of emerging markets. We use a combination of proven growth drivers and pioneering marketing to ensure maximum return for our investment.'

Andy Fennell, Chief marketing officer

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14 strategic brands