What can we learn from this year’s top performing brands list?

Every year, the Drinks International Brands Report shines a light on the bestselling and top trending spirits brands globally.

In place of summarising global sales data, the Report is derived from surveys of bar operators, owners, managers, and head bartenders, 6% of which herald from Australasia as per the most recent report.

“The Brands Report remains one of the most important pieces of primary research conducted annually by Drinks International,” said Shay Waterworth, Editor of the Brands Report.

“We successfully uncover trends at the very top of the global bar industry and construct the narratives behind them to create a report cherished by the trade.”

Here are some of the highlights from the Drinks International Brands Report 2025:

Gin

Diageo’s Tanqueray gin has been tipped as the global bestseller for 2025 after being recognised as the top-selling gin at 24% of the bars polled. Following this was Bacardi’s Bombay Sapphire, the top-selling gin in 17% of bars, and Pernod Ricard’s Beefeater, a top-seller in 13%.

Notably, Bombay Sapphire was also recognised as the top trending gin for 2025.

The gin category once again retained its title as the most popular spirit in bars globally for the ninth consecutive year.

Scotch, America, Irish, and World Whisk(e)y

A notable highlight from the four categories was Starward clinching the eighth bestselling world whisk(e)y spot, trailing behind Japanese whiskies Nikka, Yamazaki, and Suntory Toki, Taiwanese whisky Kavalan, and Canadian whiskies Lot 40, Canadian Club, and Whistlepig.

Starward's global recognition follows on from it's recent crowning as the Most Awarded Distillery of the Year at the San Francisco World Spirits Competition 2024.

The bestselling Scotch whisky for 2025 was Johnnie Walker, followed by The Macallan; with The Macallan claiming the top-trending spot ahead of Johhnie Walker.

Interestingly, Islay peated scotch brands clinched third place in both lists, with Laphroaig the third best selling brand and Ardbeg the third top trending brand.

Vodka

Bacardi’s Grey Goose has reaffirmed its position as both the bestselling and top-trending vodka brand globally.

According to Sander Janmaat, Head of Marketing at Bacardi-Martini Australia, “Grey Goose’s recognition as the number one best-selling vodka and number one trending vodka is a standout achievement that underscores its position as the benchmark for excellence in the premium vodka category.”

Part of Grey Goose’s global success has been down to its various high-profile partnerships, including hosting Dale DeGroff for the launch of the world’s first standalone Grey Goose bar in Melbourne.

“Although there are cost of living pressures, I think consumers are still very open to brands delivering top-notch experiences,” Luiz Schmidt, Managing Director of Bacardi in Australia and New Zealand, told Drinks Trade.

“[Moving forwards], we're going to continue to focus on our premium plus brands - especially Grey Goose and Patrón - to win in the marketplace.”

Tequila

While this year marks a decade of Don Julio’s dominance as Drinks International’s bestselling tequila brand, the category is currently more competitive than ever. While the Diageo brand was the number one selling tequila in 17% of surveyed bars and a top-three in 45%, second place Patrón was a top-three in 42% of bars and a bestseller in 12%, increasing its popularity two-fold on last year's Report.

Bacardi-Martini Australia recently launched Patrón Alto prestige vodka into Australia.

Schmidt told Drinks Trade, “Patrón is a well-established tequila brand that is massive in the US - it's still the leading super premium tequila in that market - but obviously, as you become more popular, it has an impact in terms of the equity, so brands such as Patrón El Alto, which is just a prestige entry, it definitely would help us to elevate the credentials of all Patrón, and that luxury prestige halo effect will certainly support the branding into the future.”

Rum

The house pour in 20% of surveyed bars, Bacardi retained its position as the bestselling rum, and was the second most trending. However, the second best seller Havana Club was only five percentage points behind.

The top trending rum brand was Planteray, which underwent a global name change early last year.

Drinks Trade caught up with Head Distiller of fifth bestselling and third top trending rum brand Diplomático in July last year: “Diplomático had presence in 100 different countries before Brown-Forman. Brown-Forman has presence in 170 different countries. There is a big potential to increase the presence of Diplomático in the world,” he said.

Reflecting on Bacardi's four major wins, Sander Janmaat said: “Grey Goose, Bombay Sapphire, Bacardi and Patrón continue to set the standard in their categories, reflecting the exceptional quality of our products and the strong relationships we’ve built across the industry … These accolades reaffirm the enduring relevance of our brands and the trust placed in them by the world’s top bartenders”

Bartenders’ Choice

Every year, Drinks International asks surveyed bartenders to select a single drinks brand they enjoy working with above all others.

Once again, Diageo’s Tanqueray clinched first place, followed by Suntory Global Spirits-owned gin brand Sipsmith, American whiskey brand Michter’s, and Campari.

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To view more results from the Drinks International Brands Report 2025, click here.