Ramazzotti joins Pernod's million case brands

French wine and spirit company Pernod Ricard has announced that its Italian bitter brand Ramazzotti is the latest product to join the million case league. The brand sold 714,000 nine-litre cases in Germany alone, making it the biggest imported spirit brand there last year, the company said.

Produced near Milan, the brand has experienced rapid growth over the last five years, with an average annual increase of 15.3 per cent. Germany has clearly been the main driver of this success, but the brand also has significant sales in Eastern Europe as well.

Bitter drinks of this kind are particularly popular in these markets, many of which have similar local products (such as Becherovka, the Czech herbal drink also owned by Pernod). The French brand Suze is also in this category. Ramazzotti is now one of the top 12 most profitable brands for Pernod Ricard.

Pernod Ricard said that it now has 15 million case brands: Ricard, the group's biggest-selling brand in 2001 with 6.8 million cases; Jacob's Creek Australian wine (5.3 million); Seagram's gin (3.3 million); Chivas Regal Scotch whisky (3 million); Larios gin (2.2 million); Pastis 51 (2.1 million); Montilla rum (2.1 million cases, mostly in Brazil); Royal Stag, Clan Campbell and 100 Pipers Scotch whiskies (1.7, 1.6 and 1.4 million cases respectively); Havana Club Cuban rum (1.5 million); Jameson Irish whiskey (1.4 milion); Martell Cognac (1.1 million) and Wyborowa Polish vodka and Ramazzotti which are just over the million case mark.

A number of other brands are likely to pass through this barrier soon, including Bushmills Irish whiskey and Wild Turkey Bourbon.