J & B
This whiskey brand sold 4 million cases in 2013, 3.7m in 2014, 3.5m in 2015, and 3.5 million in 2016. It’s on the list of the most sought-after whiskey brands in Europe, and it has maintained its 5th position even after a 7% loss in sales last 2015. Considered the “World’s Party Whisky,” J & B is expected to boost its sales after undergoing improvement processes by Diageo.
Owner: Chivas Regal
Previously on the top 3, Chivas’ second most well-loved bottling descended to the number four spot after experiencing a decrease in sales last 2016. It sold 4.7 million cases in 2013, 4.6m in 2014, 4.39 in 2015, and 4.26 in 2016. In the face of the slight drop in worldwide sales, Chivas Regal continues to be popular. It’s also anticipated to sell more bottles in the following years.
Owner: William Grant & Sons
Winning against its closest competitor, Chivas Regal, Grants is holding the 3rd place at the moment. It sold 4.7 million cases in 2013, 4.4m in 2014, 4.35m in 2015, and 4.48m in 2016. It was able to rise above Chivas Regal because of the new marketing strategy it applied which focused on premium expressions and travel retail.
As the second-most-popular Scottish whiskey, the sales of Ballantine’s never fails to disappoint. It sold 6 million cases in 2013, 6.1m in 2014, 6.22m in 2015, and 6.7m in 2016. This brand focuses on modern demand and marketing, allowing them to increase their sales each year.
Up to this time, Johnnie Walker is still the planet’s best-selling Scotch despite experiencing progressive decreases in sales. It sold 20.1 million cases in 2013, 17m in 2014, 17.6m in 2015, and 17.4m in 2016. Though there’s some confusion concerning the rebranding of particular bottles over recent years, the brand is still as famous as it was before and it has managed to innovate with new products and marketing campaigns all these years.