Which are the top supermarket brands across beer, cider, spirits and wine? In the latest Drinks Retailing Trends Report, NIQ shares key data from the grocery multiples


In good news for beer, four out of 10 brands experienced a rise in sales value, compared to only two brands in last year’s Trends Report. AB Inbev’s Stella Artois and Budweiser brands hold the top spots in the beer category (excluding low/ no), with Stella seeing a modest uplift. Corona has climbed considerably compared to last year, with a bigger jump in sales value than any other brand, while San Miguel also boasts strong growth. In the middle, Birra Moretti and Peroni saw marginal changes in sales value. And despite a significant boost in sales last year, Kronenbourg 1664 has slipped down the rankings, now overtaken by Heineken 5%.


While Strongbow Original remains the bestselling cider, the brand’s Dark Fruit variant has fallen from second to fourth place with a decline in sales value. With Kopparberg’s Strawberry & Lime and Mixed Fruit ciders also experiencing a drop in sales in favour of Thatchers Gold and Henry Westons Vintage, it seems that flavoured ciders may be slowing as consumers opt for more traditional options. Heineken’s Inch’s brand has sustained its upwards trajectory, although not at the same rate as the previous year when sales doubled. Thatchers Haze also tipped the scales from last year and has moved back into positive growth, while Magners Original continued its downward path.


Diageo dominates the spirits top 10 with three of the top four brands and half of the top 10. Smirnoff has retained a massive lead over Edrington’s steadily-growing Famous Grouse, despite the vodka recording a small drop in sales value. Grouse, and Smirnoff stablemate Baileys, have both moved up a place since 2023’s report, getting ahead of Gordon’s. Baileys was the fastest-growing brand in the top 10, and another Diageo brand, Captain Morgan Spiced, was also in growth. Seven of the brands to feature on the list saw sales declines, the biggest drop coming for Bell’s whisky. Although Bombay Sapphire sales fell slightly, the Bacardi-owned premium gin secured a top 10 berth, knocking out rival Gordon’s Pink, which declined faster.


Knocking Yellow Tail off the number one spot, Hardys experienced substantial growth, with the brands almost neck and neck as the top two. More than half the top 10 still wine brands – excluding low/no – enjoyed a boost in sales value, and despite holding the same position as last year, Casillero Del Diablo’s growth was particularly noticeable, as was Accolade’s Jam Shed, Trivento and Villa Maria, which all surged in sales value. Barefoot and McGuigan, on the other hand, both underwent further decline while maintaining their place in the upper half of the top 10. 


In spite of a moderate decline in sales value, sparkling wine giant Freixenet is significantly ahead of its competitors. Freixenet Copestick’s I Heart brand is also in the top four, but with a drop in sales value compared to last year. The middle of the table is largely dominated by Prosecco brands. English sparkling is going from strength to strength, with both Chapel Down and Nyetimber continuing their growth trend, although the latter sits just outside the top 10. Kylie Minogue’s wine brand also benefited from a healthy boost in sales. Data excludes Champagne and low/no.