The spirits industry is much more concentrated than the wine industry, and I am not talking about the alcohol contents. But even if one can easily think that the spirits market is dominated by a few big international brands that is not the case. If you add up the 100 biggest sellers they only represent some 25% of the 808 million 9-liter cases that were sold in 2012.
On the top-ten list there is only one of the two brands mentioned in the headline (which?) and my guess is that you have never heard of more than half of the top ten brands. Make a guess: Which is the world top selling spirits brand? Read more on BKWine Magazine: The world’s biggest spirits brands 2012
