Johnnie Walker and Jack Daniel's are Scotch whisky and Tennessee whiskey, respectively, their names reflecting their place of origin. In 2019, Jack Daniel's American whiskey made some 318 million U.S. dollars in sales. In the same year, the brand experienced sales growth of 3.1 percent over the previous year. Johnnie Walker sold 18.4 million 9 liter cases of whisky in 2019 and was ranked fifth amongst the most valuable spirits brands worldwide in that year.
Captain Morgan is a popular brand of rum owned by British conglomerate Diageo, though the product originates in Jamaica. The brand is recognized by its trademark image of a pirate captain standing triumphantly over a barrel of rum. In 2019, the brand sold 11.9 million 9 liter cases of their rum worldwide.
Bacardi Limited is also known for its signature white rum, though the family-owned company now produces more than 200 brands of alcohol. In 2019, Bacardi had the eighth highest sales figures of all spirits brands in the United States.
Smirnoff brand vodka ranked second highest in U.S. sales with over 321 million U.S. dollars in sales in 2019. Like Captain Morgan, the vodka brand is also owned by Diageo. In a survey conducted in 2017, nearly 80 percent of consumers surveyed where familiar with the Smirnoff brand.