02 Oct 2013 Premium alcohol brands on the rise
According to the Sunday Times Top Brands Survey 2013, the number of people consuming premium spirits increased 5% from 2011 to 2012.
Johnnie Walker was ranked first in the Alcoholic Spirits category, with Jameson in second place and Chivas Regal in third. However, statistics from the South African Liquor Traders Association show that in the premium whisky sector, Jameson sells the highest volumes, followed by Johnnie Walker Black Label and Jack Daniels.
Pernod Ricard marketing manager, Seth Pereira, who is the marketing manager for Jameson, said premium alcohol brands had benefited from the growth of the middle class, and had largely been unaffected by the economic downturn. Advertising has also been a key factor in increasing the number of whisky drinkers.
“When Jameson came into the market it wasn’t a credible brand. But we managed to harness the power of advertising ‘Triple distilled, twice as smooth’ and positioned our brand as a trendy one,” he said.
Pereira said some of Jameson’s success could be attributed to the fact that you did not have to pay an “out there” amount for it: a bottle costs R219.
Jameson sales grew 15% in 2012 compared to the year before, and Johnnie Walker’s sales of its Black Label brand increased more than 50% in 2012 from the previous year.