Smirnoff has retained its position as the world’s leading alcoholic drinks brand according to the latest Power 100, the annual survey of the world’s leading drinks brands published by brand valuation and strategy consultancy Intangible Business.
For this year’s survey nearly 10,000 brands in the spirits and wine sectors were researched. A panel of leading experts ranked each selected brand according to share of market, future growth, premium price position, awareness, relevance, heritage and brand perception.
Highlights from this year’s ranking:
Johnnie Walker remains the world’s leading whisky brand, despite slipping one place to number three in The Power 100, keeping it ahead in the whisky sector from Jack Daniel’s (6 overall), Chivas Regal (8 overall), Ballantine’s (10 overall) and Dewar’s (up two places to 14 overall).
Biggest climbers include Gallo’s E&J brandy, which climbs 16 places to number 48; Italian liqueur Disaronno, up 14 places to number 84, and Bombay Sapphire up 11 places to number 41
The biggest faller this year is Cointreau which drops 16 despite a slight increase in volume sales. The fall was due largely to the brand score falling 5% and the better performance of other featured brands.
Pernod Ricard’s leading wine brand, Jacob’s Creek, also suffered this year – falling ten places - as a consequence of both declining brand score and volume sales which were among the greatest of wine brands featured.
There are only two new brands in this year’s ranking, Italian bitters brand Ramazzotti Amaro, re-enters the top 100 this year having fallen out last year and Larios, the best-selling gin in Spain, enters The Power 100 for the first time at No.98.
The Power 100 2011 report is available for download from http://www.drinkspowerbrands.com/.