Smirnoff retains top ranking in The IWSR’s international spirits list

Via The Moodie Report

Diageo-owned Smirnoff vodka remains the biggest-selling international spirits brand, with a lead of over 5 million nine-litre cases on its nearest rival, Bacardi. That’s according to the latest figures (for 2010) from The IWSR.

The top three international brands remain unchanged on last year, with Bacardi in second and Johnnie Walker in third position, growing over 1.2 million cases in 2010 – the largest volume growth of any brand in the top 50. Diageo owns four of the top 10 international brands.

The IWSR’s Top 50 International Spirits Brands list is decided as follows: an international brand is considered to be a brand that can demonstrate sales of over 20,000 nine-litre cases in at least three geographical regions – including travel retail as one region, due to its inherently international nature. Brands are then ranked on their global sales volumes in nine-litre cases.

Pernod Ricard’s Havana Club is the fastest-growing brand in the top 25, growing by +12.4% in 2010. A further five brands in the top 50 grew by more than +10% in 2010: Jameson, Fernet-Branca, Blenders Pride, Russian Standard and Eristoff.

There are three new entrants to this year’s list as they broaden their international availability. CEDC’s Green Mark vodka, which sells primarily in Russia, and Ukrainian vodka Khlibniy Dar, owned by Bayadera Group, have both entered high up, at positions four and nine respectively. Each have predominantly old volumes in the CIS, but now sell more than 20,000 cases in the Middle East and Africa, primarily through increased sales in Israel.

Edrington’s Brugal rum joined the list through its increased presence in travel retail; this became the brand’s third region to clock up over 20,000 cases in 2010, after the Americas – where the bulk of its sales are in its home, the Dominican Republic – and Europe, where Spain generates most sales.

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About The IWSR
The IWSR’s database is a leading wine and spirits industry source of global data and analyses the alcoholic drinks market in over 125 countries. The information is not only compiled from all published sources, but also from over 1,200 interviews with leading distributors, producers, retailers and other companies relevant to the trade.

The IWSR Magazine, published monthly, covers wine and spirits globally through a mix of articles covering news items, country, region and category profiles, interviews with senior management in the leading international companies, IWSR exclusive news, new products and brand news.

Google's 9 Principles of Innovation

 
Google's VP of search products and user experience shares the rules that gives the search company its innovative edge.
 
  • 1. INNOVATION, NOT INSTANT PERFECTION.

"There are two different types of programmers. Some like to code for months or even years, and hope they will have built the perfect product. That's castle building. Companies work this way, too. Apple is great at it. If you get it right and you've built just the perfect thing, you get this worldwide 'Wow!' The problem is, if you get it wrong, you get a thud, a thud in which you've spent, like, five years and 100 people on something the market doesn't want. Others prefer to have something working at the end of the day, something to refine and improve the next day. That's what we do: our 'launch early and often' strategy. The hardest part about indoctrinating people into our culture is when engineers show me a prototype and I'm like, 'Great, let's go!' They'll say, 'Oh, no, it's not ready. It's not up to Google standards. This doesn't look like a Google product yet.' They want to castle-build and do all these other features and make it all perfect.

I tell them, 'The Googly thing is to launch it early on Google Labs and then iterate, learning what the market wants--and making it great.' The beauty of experimenting in this way is that you never get too far from what the market wants. The market pulls you back."

  • 2. IDEAS COME FROM EVERYWHERE

"We have this great internal list where people post new ideas and everyone can go on and see them. It's like a voting pool where you can say how good or bad you think an idea is. Those comments lead to new ideas."

  • 3. A LICENSE TO PURSUE YOUR DREAMS

"Since around 2000, we let engineers spend 20% of their time working on whatever they want, and we trust that they'll build interesting things. After September 11, one of our researchers, Krishna Bharat, would go to 10 or 15 news sites each day looking for information about the case. And he thought, Why don't I write a program to do this? So Krishna, who's an expert in artificial intelligence, used a Web crawler to cluster articles. He later emailed it around the company. My office mate and I got it, and we were like, 'This isn't just a cool little tool for Krishna. We could add more sources and build this into a great product.' That's how Google News came about. Krishna did not intend to build a product, but he accidentally gave us the idea for one. We let engineers spend 20% of their time working on whatever they want, and we trust that they'll build interesting things."

  • 4. MORPH PROJECTS DON'T KILL THEM

"Eric [Schmidt, CEO] made this observation to me once, which I think is accurate: Any project that is good enough to make it to Labs probably has a kernel of something interesting in there somewhere, even if the market doesn't respond to it. It's our job to take the product and morph it into something that the market needs."

  • 5. SHARE AS MUCH INFORMATION AS YOU CAN

"People are blown away by the information you can get on MOMA, our intranet. Because there is so much information shared across the company, employees have insight into what's happening with the business and what's important. We also have people do things like Snippets. Every Monday, all the employees write an email that has five to seven bullet points on what you did the previous week. Being a search company, we take all the emails and make a giant Web page and index them. If you're wondering, 'Who's working on maps?' you can find out. It allows us to share what we know across the whole company, and it reduces duplication."

  • 6. USERS, USERS, USERS

"I used to call this 'Users, Not Money.' We believe that if we focus on the users, the money will come. In a truly virtual business, if you're successful, you'll be working at something that's so necessary people will pay for it in subscription form. Or you'll have so many users that advertisers will pay to sponsor the site."

  • 7. DATA IS APOLITICAL.

"When I meet people who run design at other organizations, they're always like, 'Design is one of the most political areas of the company. This designer likes green and that one likes purple, and whose design gets picked? The one who buddies up to the boss.'

Some companies think of design as an art. We think of design as a science. It doesn't matter who is the favorite or how much you like this aesthetic versus that aesthetic. It all comes down to data. Run a 1% test [on 1% of the audience] and whichever design does best against the user-happiness metrics over a two-week period is the one we launch. We have a very academic environment where we're looking at data all the time.

We probably have somewhere between 50 and 100 experiments running on live traffic, everything from the default number of results to underlined links to how big an arrow should be. We're trying all those different things."

  • 8. CREATIVITY LOVES CONSTRAINTS

"This is one of my favorites. People think of creativity as this sort of unbridled thing, but engineers thrive on constraints. They love to think their way out of that little box: 'We know you said it was impossible, but we're going to do this, this, and that to get us there.'"

  • 9. YOU'RE BRILLIANT? WE'RE HIRING

"When I was a grad student at Stanford, I saw that phrase on a flyer for another company in the basement of the computer-science building. It made me stop dead in my tracks and laugh out loud. A couple of months later, I'm working at Google, and the engineers were asked to write job ads for engineers. We had a contest. I put, 'You're brilliant? We're hiring. Come work at Google,' and got eight times the click rate that anyone else got.

Google now has a thousand times as many people as when I started, which is just staggering to me. What's remarkable, though, is what hasn't changed--the types of people who work here and the types of things that they like to work on. It's almost identical to the first 20 or so of us at Google. There is this amazing element to the culture of wanting to work on big problems that matter, wanting to do great things for the world, believing that we can build a successful business without compromising our standards and values.

If I'm an entrepreneur and I want to start a Web site, I need a billing system. Oh, there's Google Checkout. I need a mapping function. Oh, there's Google Maps. Okay, I need to monetize. There's Google AdSense, right? I need a user name and password-authentication system. There's Google Accounts. This is just way easier than going out and trying to create all of that from scratch. That's how we're going to stay innovative. We're going to continue to attract entrepreneurs who say, 'I found an idea, and I can go to Google and have a demo in a month and be launched in six.'"

Diageo targets US shoppers

NEW YORK: Diageo, the spirits group, is heightening its focus on shopper marketing as it tries to engage American consumers in new ways.

The owner of Johnnie Walker and Guinness has been exploring this area for three years, developing a rigorous model attuned to the preferences of both retail customers and the public.

In reflecting a greater commitment to the discipline, Diageo appointed Jonathan Nell as director of shopper marketing two years ago.

"It's a lot about getting aligned behind what you're trying to achieve, and sometimes even at the senior level we hadn't really worked through, internally, what that meant,"he told CPG Matters.

Another key component of its strategy is guaranteeing the activity across such an emerging format is coordinated with wider communications efforts.

"We needed to make sure it connects with what we're doing in consumer marketing, and maximising investments," Nell added.

Securing support from retailers also holds an essential status, meaning acquiring a clear understanding of the whole path to purchase, and executing simultaneous trials in multiple outlets.

"It has been critical to work with those customers because they have the data that can really validate the performance of the exercise," Nell said.

The firm draws on statistics concerning demographics, purchase events and usage occasions, and reported sales growth topping 10% in branches where programmes have been fully implemented.

Indeed, in a demonstration of the potential impact offered by this approach, Diageo has uncovered several pieces of vital information.

"Our shoppers are - more so than anybody had thought - the typical shopping moms," Shawn Fitzgerald, Diageo's shopper planning director.

"It's women who are making the purchasing decisions in our category and going on the shopping trips."

"It helped us produce a model that we used to really change people's way of thinking about who we should be talking to - and why females are important."

Similarly, in-depth investigations revealed chances for sales Diageo had previously missed, as its brands are integral to many comparatively everyday gatherings.

"We had a tendency to focus on the big events - big parties where spirits in particular play a prominent role," Fitzgerald said.

"There are a lot of other, more frequent occasions that happen throughout the year, and tapping into shoppers for those occasions is a bigger opportunity.

"We reframed our thinking about how to focus on more year-round events," he added. "It sounds simple after the fact, but it's actually a very powerful change and transformation in our thinking."

Recent campaigns include the "Simply Cocktails" merchandising schemes aimed at irregular buyers keen on mixing drinks, but generally lacking confidence, and thus appreciating guidance.

This platform is divided into three separate levels of complexity, to ensure consumers and retailers can fulfil their individual requirements.

Given the target audience increasingly look online before buying items in store, Diageo adopted an integrated stance, suggesting cocktail recipes and food pairings for its drinks on retailers' websites.

"This is a journey. We've got some really large-scale tests in place right now," Fitzgerald said.

"All of the test results we've gotten are directionally consistent not only with growing our brands, but also growing the entire category."

He added: "The bottom line is that our customers gain from the insights behind the tests, and we're fulfilling shopper needs."

Biggest deals in the drinks industry

Via The Telegraph

1997 - Diageo formed through the merger of Guinness and Grand Metropolitan

The distiller and brewer merged to create a $33bn (£20.5bn) conglomerate, which also included food brands Pilsbury and Burger King at the time. The merged wine and spirits business was three times as large as those of its nearest rivals at the time, Seagram and Allied Domecq.

2000 - Diageo and Pernod Ricard buy Seagram's wine and spirits business for $8.15bn

The rival spirits companies bought up Canada's Seagram and split the assets, which included Captain Morgan's rum and Chivas Regal scotch. Diageo increased its market share in the US – now its biggest and most profitable market – from 15pc to 22pc. Pernod jumped from being the world's fifth largest drinks company to take third place.

2005 - Pernod Ricard and Fortune buy Allied Domecq

Allied Domecq, then the world's second-largest spirits company, was snapped up by Pernod Ricard for £7.4bn. As part of the deal, Pernod immediately sold Allied brands such as Canadian Club and Courvoisier to Fortune for £2.8bn.

2008 - Heineken and Carlsberg buy Scottish & Newcastle

Merger fever hit the brewing and spirits industries in 2008, before the financial crisis put paid to deal-making. After an acrimonious battle, Britain's biggest brewer, Scottish & Newcastle, succumbed to a joint bid from Heineken and Carlsberg. The latter jointly owned Russia's largest brewer with S&N and wanted to take full control.

2008 - Pernod Ricard buys Absolut maker Vin & Sprit

Pernod paid top dollar – €5.3bn (£4.5bn) – to get its hands on premium Swedish vodka brand Absolut, in order to challenge Diageo's dominance of the vodka market. The deal also increased Pernod's share of the US spirits market, the world's largest.

2008 - Anheuser Busch buys InBev

In the final merger of the 2008 spree, Budweiser brewer Anheuser-Busch InBev agreed to be taken over by InBev, the Belgian owner of Stella Artois, in a $52bn deal. It was the biggest-ever deal in the brewing industry.

2011 - What next?

As well as Fortune's sale of its spirits brands, investors are also keeping a close eye on Diageo's relationship with Moet Hennessy. The UK company already has a 34pc stake in Moet Hennessy, part of the French luxury conglomerate LVMH, and has admitted it would love to own the rest if it was up for sale.

Three steps to building a better top team

Via mckinseyquarterly

Few teams function as well as they could. But the stakes get higher with senior-executive teams: dysfunctional ones can slow down, derail, or even paralyze a whole company. In our work with top teams at more than 100 leading multinational companies,1 including surveys with 600 senior executives at 30 of them, we’ve identified three crucial priorities for constructing and managing effective top teams. Getting these priorities right can help drive better business outcomes in areas ranging from customer satisfaction to worker productivity and many more as well.

1. Get the right people on the team . . . and the wrong ones off

Determining the membership of a top team is the CEO’s responsibility—and frequently the most powerful lever to shape a team’s performance. Many CEOs regret not employing this lever early enough or thoroughly enough. Still others neglect it entirely, assuming instead that factors such as titles, pay grades, or an executive’s position on the org chart are enough to warrant default membership. Little surprise, then, that more than one-third of the executives we surveyed said their top teams did not have the right people and capabilities.

The key to getting a top team’s composition right is deciding what contributions the team as a whole, and its members as individuals, must make to achieve an organization’s performance aspirations and then making the necessary changes in the team. This sounds straight-forward, but it typically requires conscious attention and courage from the CEO; otherwise, the top team can underdeliver for an extended period of time.

That was certainly the case at a technology services company that had a struggling top team: fewer than one in five of its members thought it was highly respected or shared a common vision for the future, and only one in three thought it made a valuable contribution to corporate performance. The company’s customers were very dissatisfied—they rated its cost, quality, and service delivery at only 2.3 on a 7-point scale—and the team couldn’t even agree on the root causes.

A new CEO reorganized the company, creating a new strategy group and moving from a geography-based structure to one based on two customer-focused business units—for wholesale and for retail. He adapted the composition of his top team, making the difficult decision to remove two influential regional executives who had strongly resisted cross-organizational collaboration and adding the executive leading the strategy group and the two executives leading the retail and the wholesale businesses, respectively. The CEO then used a series of workshops to build trust and a spirit of collaboration among the members of his new team and to eliminate the old regional silo mentality. The team also changed its own performance metrics, adding customer service and satisfaction performance indicators to the traditional short-term sales ones.

Customers rated the company’s service at 4.3 a year later and at 5.4 two years later. Meanwhile, the top team, buoyed by these results, was now confident that it was better prepared to improve the company’s performance. In the words of one team member, “I wouldn’t have believed we could have come this far in just one year.”

2. Make sure the top team does just the work only it can do

Many top teams struggle to find purpose and focus. Only 38 percent of the executives we surveyed said their teams focused on work that truly benefited from a top-team perspective. Only 35 percent said their top teams allocated the right amounts of time among the various topics they considered important, such as strategy and people.

What are they doing instead? Everything else. Too often, top teams fail to set or enforce priorities and instead try to cover the waterfront. In other cases, they fail to distinguish between topics they must act on collectively and those they should merely monitor. These shortcomings create jam-packed agendas that no top team can manage properly. Often, the result is energy-sapping meetings that drag on far too long and don’t engage the team, leaving members wondering when they can get back to “real work.” CEOs typically need to respond when such dysfunctions arise; it’s unlikely that the senior team’s members—who have their own business unit goals and personal career incentives—will be able to sort out a coherent set of collective top-team priorities without a concerted effort.

The CEO and the top team at a European consumer goods company rationalized their priorities by creating a long list of potential topics they could address. Then they asked which of these had a high value to the business, given where they wanted to take it, and would allow them, as a group, to add extraordinary value. While narrowing the list down to ten items, team members spent considerable time challenging each other about which topics individual team members could handle or delegate. They concluded, for example, that projects requiring no cross-functional or cross-regional work, such as addressing lagging performance in a single region, did not require the top team’s collective attention even when these projects were the responsibility of an individual team member. For delegated responsibilities, they created a transparent and consistent set of performance indicators to help them monitor progress.

This change gave the top team breathing room to do more valuable work. For the first time, it could focus enough effort on setting and dynamically adapting cross-category and cross-geography priorities and resource allocations and on deploying the top 50 leaders across regional and functional boundaries, thus building a more effective extended leadership group for the company. This, in turn, proved crucial as the team led a turnaround that took the company from a declining to a growing market share. The team’s tighter focus also helped boost morale and performance at the company’s lower levels, where employees now had more delegated responsibility. Employee satisfaction scores improved to 79 percent, from 54 percent, in just one year.

3. Address team dynamics and processes

A final area demanding unrelenting attention from CEOs is effective team dynamics, whose absence is a frequent problem: among the top teams we studied, members reported that only about 30 percent of their time was spent in “productive collaboration”—a figure that dropped even more when teams dealt with high-stakes topics where members had differing, entrenched interests. Here are three examples of how poor dynamics depress performance:

The top team at a large mining company formed two camps with opposing views on how to address an important strategic challenge. The discussions on this topic hijacked the team’s agenda for an extended period, yet no decisions were made.

The top team at a Latin American insurance company was completely demoralized when it began losing money after government reforms opened up the country to new competition. The team wandered, with little sense of direction or accountability, and blamed its situation on the government’s actions. As unproductive discussions prevented the top team from taking meaningful action, other employees became dissatisfied and costs got out of control.

The top team at a North American financial-services firm was not aligned effectively for a critical company-wide operational-improvement effort. As a result, different departments were taking counterproductive and sometimes contradictory actions. One group, for example, tried to increase cross-selling, while another refused to share relevant information about customers because it wanted to “own” relationships with them.

CEOs can take several steps to remedy problems with team dynamics. The first is to work with the team to develop a common, objective understanding of why its members aren’t collaborating effectively. There are several tools available for the purpose, including top-team surveys, interviews with team members, and 360-degree evaluations of individual leaders. The CEO of the Latin American insurance company used these methods to discover that the members of his top team needed to address building relationships and trust with one another and with the organization even before they agreed on a new corporate strategy and on the cultural changes necessary to meet its goals (for more on building trust, see “Dispatches from the front lines of management innovation”). One of the important cultural changes for this top team was that its members needed to take ownership of the changes in the company’s performance and culture and to hold one another accountable for living up to this commitment.

Correcting dysfunctional dynamics requires focused attention and interventions, preferably as soon as an ineffective pattern shows up. At the mining company, the CEO learned, during a board meeting focused on the team’s dynamics, that his approach—letting the unresolved discussion go on in hopes of gaining consensus and commitment from the team—wasn’t working and that his team expected him to step in. Once this became clear, the CEO brokered a decision and had the team jump-start its implementation.

Often more than a single intervention is needed. Once the CEO at the financial-services firm understood how poorly his team was aligned, for example, he held a series of top-team off-site meetings aimed specifically at generating greater agreement on strategy. One result: the team made aligning the organization part of its collective agenda, and its members committed themselves to communicating and checking in regularly with leaders at lower levels of the organization to ensure that they too were working consistently and collaboratively on the new strategy. One year later, the top team was much more unified around the aims of the operational-improvement initiative—the proportion of executives who said the team had clarity of direction doubled, to 70 percent, and the team was no longer working at cross-purposes. Meanwhile, operational improvements were gaining steam: costs came down by 20 percent over the same period, and the proportion of work completed on time rose by 8 percent, to 96.3 percent.

Finally, most teams need to change their support systems or processes to catalyze and embed change. At the insurer, for example, the CEO saw to it that each top-team member’s performance indicators in areas such as cost containment and employee satisfaction were aligned and pushed the team’s members to share their divisional performance data. The new approach allowed these executives to hold each other accountable for performance and made it impossible to continue avoiding tough conversations about lagging performance and cross-organizational issues. Within two years, the team’s dynamics had improved, along with the company’s financials—to a return on invested capital (ROIC) of 16.6 percent, from –8.8 percent, largely because the team collectively executed its roles more effectively and ensured that the company met its cost control and growth goals.

Each top team is unique, and every CEO will need to address a unique combination of challenges. As the earlier examples show, developing a highly effective top team typically requires good diagnostics, followed by a series of workshops and field work to address the dynamics of the team while it attends to hard business issues. When a CEO gets serious about making sure that her top team’s members are willing and able to help meet the company’s strategic goals, about ensuring that the team always focuses on the right topics, and about managing dynamics, she’s likely to get results. The best top teams will begin to take collective responsibility and to develop the ability to maintain and improve their own effectiveness, creating a lasting performance edge.