As summer season reaches its peak in the enchanting island of Mykonos, who are the brands that have secured the most listings and gained cocktails visibility in the high image venues? What players are strengthening their position and are increasing their market shares? 

From Alemagou, Scorpios, Moni, Cavo Tagoo to Interni, here is a recap of the most visible brands this summer on the island*: 

Vodka 

The brands that have meticulously secured the most coveted listings are Belvedere (Moet Hennessy), Beluga and Ciroc (Diageo) then followed by Tito´s, Grey Goose (Bacardi) and Ketel One. Belvedere stands as the leader with a strong position in the cocktail pouring compared to its competitors. Additionally, Ciroc has strategically secured a strong visibility especially investing backbar like at Alemagou. 

APTD insights: Many players in the vodka segment with a large pool of brands fighting for visibility. Belvedere is asserting its dominance in the cocktails pouring partially catalyzed by rising awareness around Belvedere 10. 

Gin 

The Gin brands that have gained the most listings are Monkey 47 (Pernod Ricard), Tanqueray (Diageo) and Hendrick´s (William Grant & Sons), followed closely by Gin Mare (Brown-Forman). Tanqueray has secured listings in most of the leader and iconic venues as well as a strong cocktail visibility in the restaurants and cocktails menus. 

APTD insights: A very strong Tanqueray this year with numerous cocktails presence with often several cocktail proposition (well visible at Alemagou with 5 cocktails on the menu). Opportunities for NoLow Gin proposed in Mocktails with Seedlip and Tanqueray 0.0% as the two only main players. 

From Left to right: different backbar and visibility promotion at Santana, Lio, Alemagou, Zuma

Tequila & Mezcal 

The Tequila brands with most of the listings are Diageo owned Don Julio (mostly with Don Julio 1942) and Casamigos as well as Clase Azul range on the Ultra-Premium segment. Don Julio has notably secured a strong visibility at Lio. Volcan de mi Tierra (Moet Hennessy) has also gained some strategic listings and cocktails at Coya, Interni, etc. The Mezcal brands that secured most of the listings are Casamigos Mezcal, Clase Azul Mezcal and Del Maguey (Pernod Ricard). The three are listed in most of the high image venues on the Island. 

APTD insights: The battle for Tequila is fierce on the Super-Premium segment with mostly global brands owned by the big players under the spotlights but also actors that begin to have a sit at the table such as Komos Tequila with a differentiating offer including a Reposado Rosa.  

Rum 

The two Rum brands that have secured most of the listings are Zacapa (Diageo) and recently acquired by Brown-Forman Diplomatico. Then follows Eminente (Moet Hennessy), Bacardi and Pampero. Zacapa holds a very strong leader position as the brand is listed in 90% of the high image accounts. 

APTD insights: Zacapa´s market leadership is unrivalled with a wide range offer up to Royal Gran Riserva and even sometimes in Super-Premium cocktails that can go up to 100€ for a Zacapa X.O cocktail. Spiced rum is also ascending and gaining strong market shares with Sailor Jerry spiced leading the category forward. 

Others 

The Aperitivo segment is still dominated by Aperol (Campari) when it comes to listings and in cocktails followed by Campari. However, an increasing number of listings and cocktails have been gained by Italicus (Pernod Ricard) as an alternative, either in Spritz or more complex offers. 

Noam beer, a premium lager with a strong positioning on high-end image accounts has been spotted in some venues with an offer evolving around 13-15€ for a 33cl. 

Distribution and key accounts  

Moet Hennessy and Diageo’s brands remain leaders when it comes to market shares thanks to their alliance and distribution partnership with Amvyx. In Greece, numerous brands don’t have their own distribution and the ones that succeed do to so by having the right distribution partner and boots on the ground salesforce to secure listing in iconic accounts. Feel free to consult us if you would like to have more visibility in Mykonos and other greek destinations. 

*Note that the above is based on a visit of 16 high image accounts: Alemagou, Bagatelle, Zuma, Beef Bar, Cavo Tagoo/Meraki, Hippie Fish, Coya, Ftelia, Katrin, Lio, Moni, Nammos, Noema, Santana, Scorpios, Interni.