Vodka was one of the more resilient categories in 2023. In a year when many spirits sold in the millions struggled to grow or maintain sales, most vodka brands remained strong. But how did the world’s biggest labels do?
According to Euromonitor International, the vodka category is estimated to have grown slightly last year from 341.5 million nine-liter cases in 2022 to 345 million in 2023.
The category has been relatively stagnant in recent years – but has been taking on new life recently. Trends such as lower ABV options, ready-to-drink (RTD) beverages, and natural flavors seem to be gaining favor with consumers.
In the US, vodka-based RTDs lead the RTD space, even ahead of the fast-growing agave spirit Tequila.
But how did the world’s largest vodka brands fare in 2023? Our top 10 list features some of the biggest names in the business.
Below, we count down the largest vodka brands by volume in 2023 from the brands that supplied data Brand Champions 2024 report which is now available to read online.
10. Nemiroff
2023: 3.4 m
2022: 2.4 m
% Change: 41.7%
Place last year: N/A
Ukrainian vodka brand Nemiroff had a challenging 2022 – unsurprising given the Russian-Ukrainian war. Its sales volume fell by more than half due to the problems it faced.
However, 2023 painted a completely different picture for the brand – it was crowned Vodka Champion in this year’s report thanks to its impressive comeback.
Nemiroff increased its sales volume by 1 million cases in 2023, which equates to a 41.7% increase and 3.4 million cases. Last year, the vodka brand not only continued to find new markets, but also entered the luxury sector with the launch of the ultra-premium Lex vodka by Nemiroff.
9. Pyat Ozer (Five Lakes)
2023: 4.2 m
2022: 3.9 m
% change: 7.2%
Place last year: N/A
For the first time in several years, Pyat Ozer – owned by the Alcohol Siberia Group – fell below the four million case mark in 2022. Fortunately, the brand managed to recover those sales, and then some broke over four million. – the million mark again last year. With 4.2 million cases in 2023, this was the brand’s highest volume since 2019.
8. Soplica
2023: 4.2 m
2022: 4.1 m
% Change: 2.7%
Last year’s place: 10th
The Polish vodka brand, owned by Maspex Group, saw a comfortable 2.7% growth last year. That marked a return to growth for the vodka brand — but its sales volume is still below its peak of 4.3 million cases in 2020.
7. Gray goose
2023: 4.2 m
2022: 4.2 m
% Change: 0.0%
Place last year: 9th
In a year where many brands fell after the “bump” in 2022, Gray Goose managed to maintain sales volume in 2023. The vodka brand delivered the same sales volume last year as in 2022, keeping the brand at the top level. after five years.
Last year’s brand innovation included the launch of a bottled Martini, while this year it welcomed ultra-premium vodka, distilled at sub-freezing temperatures. Could this drive Gray Goose growth in 2024?
6. Żoładkowa
2023: 4.4 m
2022: 4.2 m
% Change: 4.5%
Place last year: 8th
After a double-digit decline in 2022, Polish vodka Żoładkowa returned to growth in 2023. The Vodka brand, owned by Stock Spirits, increased its sales volume from 4.2 million cases in 2022 to 4.4 million in 2023 – an increase of 4, 5%.
The vodka brand made its debut on the list of best-selling vodka brands last year.
5. Arkhangelská
2023: 4.4 m
2022: 4.0 m
% Change: 11.0%
Place last year: N/A
This vodka brand was first launched in 2015 and in 2019 it reached the million units mark for the first time. Since then, Arkhangelskaya, owned by Novabev, has been growing significantly year after year.
In 2023, the vodka brand achieved double-digit growth to 4.4 million cases. That’s a huge increase from the 1.6 million cases sold in 2019.
4. Magic moments
2023: 6.2 m
2022: 4.8 m
% change: 29.2%
Place last year: 7th
Indian vodka brand Magic Moments had a year 2023 that many brands would envy. Its sales volume grew by almost a third, rising 29.2% in 2023 to reach 6.2 million cases. The brand has enjoyed steady year-on-year growth since 2020.
3. Żubrówka
2023: 9.5 m
2022: 10.5 m
% Change: -9.3%
Place last year: 3rd
2023 was the first year that Żubrówka was owned by the Maspex Group for a full 12 years, following its acquisition from Roust the previous year. The brand fell to its lowest sales volume in five years in 2023 at 9.5 million, down 9.3%.
However, towards the end of 2023, Żubrówka released a range of lower ABV spirits called Fresh Żu. And it didn’t end there; earlier in 2024, the vodka brand unveiled a new slogan and updated design for its Bison Grass and Biała expressions, suggesting it is serious about securing a return to growth for 2024.
2. Absolute
2023: 11.9 m
2022: 13.0 m
% Change: -8.1%
Place last year: 2nd
Pernod Ricard was unable to sustain growth for Absolut in 2023 – but its sales volume remained just above its performance in 2021. 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 burgeoning RTD segment in collaboration with Sprite.
So far this year, we’ve seen a number of new releases from Absolut, including a honey-flavored vodka and two ready-to-drink cocktails. If these launches can resonate with consumers, the brand has every chance of returning to growth in 2024.
1. Smirnoff
2023: 26.0 m
2022: 28.1 m
% Change: -7.7%
Last year’s place: 1
Will Smirnoff ever be dethroned as the world’s best-selling vodka brand? Catching up to the 26 meter mark will take some performance.
Despite falling 7.7% in 2023, the Diageo-owned vodka brand remains the world’s largest vodka by volume. However, its sales volume in 2023 fell below the level of 2021 (26.5 million). Diageo reported a “challenging” six months to the end of 2023, following a strong 2022 and an “uneven global consumer environment” last year.
However, its outlook for the rest of 2024 and into 2025 remains optimistic. With the right marketing and products, Smirnoff could return to growth by next year’s report.