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United Spirits set to leapfrog Pernod Ricard
Pernod Ricard’s position as the world’s second-largest spirits firm by volume is under threat from United Spirits, according to initial estimates.
United Spirits, which is owned by UB Group, is confident it will be selling 99 million cases by the end of the calendar year, just 7m short of Diageo’s estimated sales of 106m cases and four more than Pernod Ricard’s projected 95m.
United Spirits’ Bagpiper whisky brand is expected to become the world’s largest-selling whisky brand by volume this month, shifting 17m cases in 2009 to leapfrog Johnnie Walker, which is expected to sell 16.8m cases by the end of December.
Vijay Rekhi, United Spirits’ managing director, said: “We are growing by 15% in volume and should be in the vicinity of 100m cases by December.”
Other whisky brands in the portfolio include Whyte & Mackay, Jura and Dalmore while other drinks in the stable include Pinky, McDowell’s No.1, Black Dog and Romanov.
Alan Lodge, 09.12.2009