Skip to main content

The best selling spirits of 2023 aren’t what you’d expect

The worldwide spirits industry embraces soju and whiskey

Strong Spirits Set. Hard alcoholic drinks in glasses in assortment: vodka, cognac, tequila, brandy and whiskey, grappa, liqueur, vermouth, tincture, rum. Vintage bar counter background, selective focus
5ph / Adobe Stock

If you were asked to name the best-selling spirits in the world, what might you choose? Patron, the face of tequila in every club? Absolut, the practically inescapable Swedish vodka? Maybe Jack Daniels, a brand so iconic its name is practically interchangeable with Tennessee whiskey? Well, a new report from The Spirits Business has highlighted the best selling worldwide spirits brands of 2023, and they may not be what you expect.

Recommended Videos

The clue is in the word “worldwide,” as markets like China and India are increasingly becoming the places where spirits are sold most often. With a tough year for spirits sales in locations like the U.S. and Europe, these markets are becoming more and more important. “2023 was tumultuous, to say the least,” editor Melita Kiely wrote in the report, pointing out challenges from rising energy costs, inflation, and supply chain issues.

Not every brand is included in the Brand Champions report, as they don’t all disclose their sales numbers, but it’s certainly interesting to see what the big sellers are. The top ten list across all categories is as follows:

  1. Jinro (soju)
  2. White claw (ready to drink)
  3. McDowell’s Whisky (whisky)
  4. Royal Stag (whisky)
  5. -196°C Strong Zero (ready to drink)
  6. Chum Churum (soju)
  7. Smirnoff (vodka)
  8. Officer’s Choice (whisky)
  9. Tanduay (rum)
  10. Imperial Blue (whisky)

This just goes to show how different drinking habits are around the world. And if this has you curious about drinks like soju, a Korean clear spirit traditionally made with rice and now often incorporating different flavors like fruit, take this as an excuse to go out and try some new spirits, as these are increasingly available in supermarkets, liquor stores, and specialty shops.

Georgina Torbet
Georgina Torbet is a cocktail enthusiast based in Berlin, with an ever-growing gin collection and a love for trying out new…
The Finnish Long Drink is the best gin cocktail you’ve probably never heard of
Here's how this Scandinavian gem came to be and how to make it
Two ice-cold glasses of gin with blood orange garnish with cocktail sticks on a table

Some of the most basic types of cocktails are highball drinks, popular the world over, consisting of a spirit and a mixer. You'll also find these referred to as mixed drinks or long drinks, but there's one type of long drink that's rather special, and it's a cocktail you may never have heard of before: the Finnish Long Drink. This simple cocktail has a history dating back 70 years and is popular not only in its homeland of Finland but beyond, bringing together gin with refreshing citrus.

This simple drink is dead easy to make at home, and it has found popularity in home bars across Scandinavia since its invention during a global sporting event, of all things. Try the recipe out for yourself and find out why it has stuck around.
Traditional Finnish Long Drink recipe

Read more
Diageo releases 8 ‘Spirit Xchange 2.0’ special release whiskies — what to know
Diageo is releasing these limited edition expressions
Diageo

If you’re a single malt Scotch whisky fan, you probably eagerly await Diageo’s special releases each year. Lucky for you, the iconic brand recently launched its 2024 Special Release Single Malt Scotch Whisky collection. This year's theme is 'Spirited Xchange 2.0' and it’s a way for Diageo to showcase innovative and unique flavors.

They did this by aging and finishing some of your favorite single malt whiskies in interesting and creative barrels under the guidance of Master Blender Dr. Stuart Morrison. The result is a genuinely exciting range of whiskies for single malt aficionados to sip slowly while they unlock every nuanced, complex aroma and flavor.
Diageo 2024 Special Release Single Malt Scotch Whisky ‘Spirited Xchange 2.0’
 

Read more
The gin cocktail recipes you can’t live without
Anytime is a good time for a gin cocktail. Here are some of the best recipes to try
Tom Collins cocktails

Gin is a fantastic ingredient to make cocktails with, thanks to its complex botanical flavors. The mix of juniper and other herbs, spices, or fruits used in gins make them delicious in a range of simple gin cocktails that anyone can make, but the spirit works equally well in more complex and classic cocktails.

If you're mixing up whiskey cocktails or engineering tequila drinks, more power to you. We simply encourage you to embrace gin and not just as the ball and chain to tonic. No, a good gin can do wonders in a number of cocktails, bringing fresh, herbal flavors to the mix and working great with high-toned additions like citrus and other fresh fruit.

Read more