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17 June, 2026

The Millionaires’ Club 2026: the world’s bestselling tequila brands

There are no fireworks this year, but the signs point to greater upcoming competition between mainstream and premium brands 

For the first time since IWSR records began in 1990, the total volume of spirits consumed worldwide exceeded the total volume of wine consumed.

Scotch whisky had a difficult year in The Millionaires’ Club, with combined volumes among the Scotch brands falling from 69.5 million to 67.4 million cases. 

The Regulatory Council of the Cava Designation of Origin has elected Marta Vidal as its new president for the next four years. 

Analysis

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Decline among the top names is the main subject of the picture, but some new entries make for interesting reading

Stoli Group has announced it has started production overhauling Bayou Rum’s core portfolio.

Belfast-based spirits business, Drinksology Kirker Greer (DKG), has appointed Mike Birch as non-executive director, strengthening its board as the group accelerates its international growth strategy.

Lucas Bols USA has selected Johnson Brothers, Martignetti Companies, Reyes Beverage Group and Southern Glazer's Wine & Spirits as its new distribution partners throughout the US.

González Byass UK has announced that it is now the UK distributor of G.H. Martel’s Champagne brands, G.H. Martel, Maison Vieille France and Cuvée Victoire, from 1 July 2026.

Indian whisky remains one of the most important engines of The Millionaires’ Club, with brands growing from 157.9 million to 163.1 million cases – a 3.3% increase. 

Domestic speci­ficity seems to be leading the major growth this year while international markets cope with disruption from various quarters

Non-alcoholic brand Botivo has joined the Mangrove Global portfolio of spirits, world whiskies and non-alcoholic drinks.

Bardinet, the Spanish subsidiary of La Martiniquaise-Bardinet, has entered into a strategic partnership with Street Liquors, the company behind liqueur brand Plata o Plomo.

Familia Muga has been involved in the launch of alcohol-free wine brand Paragraph across the US and Europe.

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Danil Nevsky

The bar industry community is dead

Danil Nevsky mourns the demise of a time when contact was physical, not digital, and when connections meant more than a swipe of a screen. But he holds out hope that real community will return for younger generations

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