In the 12 months to 25 July 2021, NED Australian Whisky was the fastest growing whisky in Australia, with growth of 457% across bottle and ready-to-drink (RTD) formats.
According to IRI, which measures sales data for Coles and the ALM independent bottleshop network across >6,000 stores nationally, NED was clearly the fastest growing whisky among brands with more than $1m in retail sales value over the 12-month period.
NED's growth in the bottled spirit segment was 322% and 569% in RTD, with NED outpacing all dark spirit RTD brands for the period.
NED’s partnership and national ranging with Independent Brands Australia, a retail network that includes Cellarbrations, IGA Liquor and The Bottle-O among other banner groups, has given NED the platform to achieve such significant growth and relevance. It was also achieved with limited inventory and a national ranging agreement that only came into effect in Q2 FY21.
The result has also been supported through the portfolio expansion and premiumisation of the NED brand via the launch of The Wanted Series and the 8% Cola RTD products.
These new products also assisted in helping NED achieve a 23% increase in its average net sales value per litre in H2 FY21 compared to H1.
*Source: IRI AU Liquor (CLG and ALM ww), Dollars Growth vs. YAGO, MAT to 25/07/21