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The International Spirits Market is Very Remarkably Local

There are national brands holding 9 out of 10 spirit categories by volume. The international spirits is usually associated with a few mega-brands found globally supported by multimillion-dollar marketing budgets. However, International Wine & Spirits Research group (IWSR) recorded that the world spirits market is in fact very local with national brands making top ranks internationally such as Smirnoff vodka which is ranked 6th among the top 10 international brands. National spirit brands have a strong dominance in the local markets and are very competitive against international spirit companies worldwide.

Source: Forbes, July 2018