Global vodka market: leading brands 2021, based on sales volume

Smirnoff vodka was the leading global vodka brand in 2021, with a sales volume of about 26.5 million 9 liter cases. Vodka is a clear distilled alcoholic beverage with its origin in both Russia and Poland. Traditionally, it is made by distilling the liquid from fermented cereal grains or potatoes.

Vodka industry

As vodka is known for being flavorless, several brands have been experimenting with the production process by infusing and distilling it with different fruits and sugars. Vodka consumption has generally increased, possibly in part due to the increase in flavor range. The retail sales of vodka in the United States amounted to around 27.96 billion U.S. dollars in 2018. That year, the consumption of vodka in the country amounted to 76.69 million 9 liter cases. Smirnoff, one of the most traditional and well-known vodka brands, has introduced several flavored vodkas that are infused with Nordic berries, cranberry juice, ginger beer, and espresso, among other flavors. Smirnoff, now owned by the Biritish company Diageo and founded in Moscow by Pyotr Arsenievich Smirnov, is distributed in 130 countries. In 2018, the brand invested around 10.57 million U.S. dollars on advertising in the United States. Absolut, the Swedish vodka brand, generated less than half of Smirnoff’s sales volume. The brand is known to collaborate with film directors and celebrities, such as Spike Jonze and Spike lee, for its marketing campaigns.