Smirnoff vodka's global sales volume 2009-2023

In 2023, 26 million 9-liter cases of Smirnoff vodka were sold globally, a decrease of two million cases compared to the previous year. Smirnoff is a vodka brand produced and marketed by British multinational alcohol company Diageo.

Vodka industry

Globally, Smirnoff was the largest vodka brand in 2023 in terms of sales volume, generating more than double the sales of competitors such as Tito's Handmade and Absolut. Smirnoff was also an established market leader in the United States, where it currently controls around 11 percent share of the vodka market.

Diageo brands

Diageo operates a stellar brand portfolio across all spirit categories, including Johnnie Walker whiskey, Smirnoff vodka, Captain Morgan rum, and Guinness beer amongst others. Vodka sales contributed nine percent share of Diageo’s global net sales. Other than Smirnoff, Diageo also produces other notable vodka brands such as Ciroc and Ketel One.