The latest edition of Drinks Trade magazine features the latest Hottest 100 Brands in Australia for 2023/4. The new bigger and better Hottest 100 Brands represents big-name brands and lesser-known newcomers.
Every year we compile the Hottest 100 with Circana (formerly IRI MarketEdge) data MAT to 05/3/23 and the best-performing brands in eleven categories searched by volume growth in litres and volume growth in percentage. This year we are delighted to announce the inclusion of the top-selling brands from Endeavour Group too. We then pass the data to our Hottest 100 Panel, experts that buy (and sell) products for thousands of stores in Australia, monitor promotions, plus experience innovations and brand launches that work. Their insights round off the Hottest 100 Brands Report for 2023/2024.
The two top Dark Spirits Brand (Glass) for 2023/2024 are Basil Hayden for number one Dark Spirit for volume growth in percentage – 419.2, and Sheep Dog for volume growth in litres – 97. Our industry panel of leading retailer representatives also nominated Basil Hayden as an industry mover and shaker. Circana reported Basil Hayden Bourbon 700ml (NPD) was instrumental in driving the volume growth for the category, and Sheep Dog's Peanut Butter Flavoured Whiskey 700ml (last year's NPD) overtook Fireball and drove 82% volume growth for the brand.
Circana reports the Dark Spirits category is experiencing an overall decline of minus $35M. Kentucky Bourbon and Single Malt Whisky are leading the decline for total Dark Spirits. Whiskey with lower alcohol content is driving strong volume growth for Dark Spirits, with most of the growth coming from 700mL bottles. Flavoured Whiskey and Rum are gaining popularity within the category.
The award-winning Basil Hayden Kentucky Straight Bourbon Whiskey is a rich and complex Bourbon at an affordable price point consumers can't get enough of right now, while Sheep Dog Flavoured Whiskey's popularity confirms the new trend for novel and interesting new flavours in the whiskey space.
Check out all the top brands in the latest edition here.
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