Johnnie Walker and Jack Daniel's are Scotch whisky and Tennessee whiskey, respectively, their names reflecting their place of origin. In 2013, Jack Daniel's Black Label made some 219.8 million U.S. dollars in sales in 2014, a 6 percent growth in sales from 2013. Johnnie Walker Black sold 886,000 9 liter cases of whisky in 2014 and had the highest brand value of all alcohol and spirits brands worldwide in 2015.
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. Statistics show that rum consumption in the U.S. has stayed on the same level in recent years.
Bacardi Limited is also known for its signature white rum, though the family-owned company now produces more than 200 brands of alcohol. In 2013, Bacardi had the fourth highest sales figures of all spirits brands in the United States in 2014.
Smirnoff brand vodka ranked highest in U.S. sales with nearly 316 million U.S. dollars in sales in 2014. Like Captain Morgan, the vodka brand is also owned by Diageo. In a survey conducted amongst affluent households in the U.S. in July 2015, nearly 18 percent of very affluent respondents had drunk one to three glasses of vodka within the last week.