Vodka was one of the most resilient categories in 2023. In a year when many multi-million dollar spirits struggled to grow or maintain sales, the majority of vodka brands remained strong. But how did the world’s biggest labels perform?
The vodka category is estimated to have increased slightly last year, from 341.5 million nine-liter cases in 2022 to 345 million in 2023, according to Euromonitor International.
This category has remained relatively stable in recent years, but has seen a new lease of life recently. Trends such as lower ABV options, ready-to-drink (RTD) beverages and natural flavors appear to be catching on with consumers.
In the US, vodka-based RTDs are leading the RTD market, even ahead of the fast-growing agave spirit Tequila.
But how will the world’s largest vodka brands perform in 2023? Our top 10 list features some of the biggest names in the industry.
Below we count down the largest vodka brands by volume in 2023 from the brands for which data has been provided The brand champions 2024 report, which can now be read online.
10. Nemiroff
2023: 3.4 million
2022: 2.4 million
% change: 41.7%
Place last year: N/A
Ukrainian vodka brand Nemiroff had a challenging 2022 – not surprising given the war between Russia and Ukraine. Volume sales plummeted by more than half due to the challenges the company faced.
However, 2023 painted a very different picture for the brand – which was crowned Vodka Brand Champion in this year’s report for its impressive comeback.
Nemiroff increased its volume sales by 1 million boxes in 2023, representing an increase of 41.7% and 3.4 million boxes. Last year, the vodka brand not only continued to tap into new markets, but also tapped into the luxury sector with the launch of Nemiroff’s ultra-premium vodka Lex.
9. Pyat Ozer (Five Lakes)
2023: 4.2 million
2022: 3.9 million
% change: 7.2%
Place last year: N/A
For the first time in years, Pyat Ozer – owned by the Alcohol Siberia Group – fell below the four million mark in 2022. Fortunately, the brand was able to regain that revenue and then some to push past four million cases. Another million marks last year. With 4.2 million cases to its name in 2023, this was the brand’s highest volume since 2019.
8. Job application
2023: 4.2 million
2022: 4.1 million
% change: 2.7%
Place last year: 10
The Polish vodka brand, owned by Maspex Group, achieved comfortable growth of 2.7% last year. This marked a return to growth for the vodka brand, but volume sales are still below the 2020 peak of 4.3 million cases.
7. Gray Goose
2023: 4.2 million
2022: 4.2 million
% change: 0.0%
Place last year: 9
In a year where many brands declined after a ‘bumper’ 2022, Gray Goose managed to maintain its volume sales in 2023. The vodka brand achieved the same volume sales last year as in 2022, keeping the brand at the highest level. In five years.
The brand’s innovation last year included the launch of bottled Martini, while this year welcomed an ultra-premium vodka distilled at sub-zero temperatures. Could this propel Gray Goose towards growth in 2024?
6. Żoładkowa
2023: 4.4 million
2022: 4.2 million
% change: 4.5%
Place last year: 8
After a double-digit decline in 2022, Polish vodka Żoładkowa rebounded with growth in 2023. The Stock Spirits-owned vodka brand grew its volume sales from 4.2 million cases in 2022 to 4.4 million in 2023 – an increase of 4.5%.
The vodka brand made its debut in the list of best-selling vodka brands last year.
5. Arkhangelskaya
2023: 4.4 million
2022: 4.0m
% change: 11.0%
Place last year: N/A
This vodka brand was first launched in 2015 and reached the million case milestone for the first time in 2019. Since then, Arkhangelskaya, owned by Novabev, has achieved strong growth year after year.
In 2023, the vodka brand achieved double-digit growth, reaching 4.4 million cases. This is a huge increase from the 1.6 million boxes sold in 2019.
4. Magical moments
2023: 6.2 million
2022: 4.8 million
% change: 29.2%
Place last year: 7
Indian vodka brand Magic Moments had a year in 2023 that many brands would have envied. Volume sales increased by almost a third and grew by 29.2% to 6.2 million boxes in 2023. The brand has seen consistent year-over-year growth since 2020.
3. Żubrówka
2023: 9.5m
2022: 10.5m
% change: -9.3%
Place last year: 3
2023 was the first year that Żubrówka was owned by Maspex Group for the full twelve years, following the acquisition of Roust the year before. The brand fell to its lowest sales volume in five years at 9.5 million in 2023, representing a decline of 9.3%.
However, towards the end of 2023, Żubrówka released a range of lower ABV spirits called Fresh Żu. And it didn’t stop there; Earlier in 2024, the vodka brand unveiled a new slogan and updated design for the Bison Grass and Biała expressions, signaling that it is serious about securing a return to growth by 2024.
2. Absolutely
2023: 11.9 million
2022: 13.0m
% change: -8.1%
Place last year: 2
Pernod Ricard was unable to maintain growth for Absolut in 2023, but volume sales remained just above 2021 performance. The brand fell 8.1% to 11.9 million cases last year.
The brand remained active in 2023, partnering with singer Olly Alexander, and tapping into the fast-growing RTD segment in partnership with Sprite.
So far this year we’ve seen a number of new product developments from Absolut, including a honey-flavoured vodka and two ready-to-drink cocktails. If these launches can resonate with consumers, the brand has every chance to grow again in 2024.
1. Smirnoff
2023: 26.0 m
2022: 28.1 million
% change: -7.7%
Place last year: 1
Will Smirnoff ever be displaced from the top spot as the world’s best-selling vodka brand? It will take some effort to catch up on the brand’s lead of 26 million cases.
Despite a 7.7% decline in 2023, Diageo’s vodka brand remains the world’s largest vodka by volume. However, volume sales in 2023 fell below 2021 levels (26.5 million). Diageo reported a ‘challenging’ six months to the end of 2023, after a strong 2022 and an ‘uneven global consumer environment’ last year.
However, the outlook for the remainder of 2024 and into 2025 remains optimistic. With the right marketing and products, Smirnoff could grow again next year.