Now in its fourth year, The Power 100, produced by IntangibleBusiness, highlights the key issues and trends in the spirits and wine industry. Nearly 10,000 brands in the spirits and wine sectors were researched for this ranking. A panel of eight leading experts in the drinks industry independently ranked each selected brand to derive a list of the 100 most powerful spirits and wine brands in the world. Power is defined by a brand’s ability to generate value for its owner. The global recession is obviously the major issue of 2009 and beyond.
Highlights from the report:
This year all brands in the top 10 held their positions, increasing their total score by an average of 4%. The report argues that there are a number of elements contributing to this trend. Consumers are experiencing an aversion to risk, reverting to the safe havens of the big, established brands rather than experimenting with new, unproven alternatives. Brand owners, too, are focusing on maintaining and growing the positions of their flagship brands.
The Top Ten
2. Johnnie Walker
4. Martini Vermouth
7. Jack Daniels
8. Chivas Regal
This year the vodka market has surpassed all expectations. Led by Smirnoff, Absolut and others including Grey Goose, Stolichnaya, Skyy and Finlandia, this underlines vodka’s power in the market, fuelled by powerful branding, its versatility as a cocktail and mixer ingredient, its alignment with sophisticated marketing programmes and its capture of a still buoyant US market which may come under threat as the recession takes hold. Johnnie Walker dominates its category. With an impressive increase in volumes coupled with a 2% improvement in its brand score, Johnnie Walker increased its total score by 6% in 2009. Being under the same ownership as Smirnoff, with Diageo, Johnnie Walker is in a privileged position within a company that appears able to do no wrong.
Click here to see the full ranking