Olly Wehring

just the Facts – The Power 100 2013

By | 24 May 2013

Earlier this week, brand valuation consultancy Intangible Business released the results of its latest survey of the world's spirits brands. Here's a look at 'The Power 100', along with the methodology used to draw up the list.

RankRank changeBrandOwnerTotal score 2013
1 1 Johnnie Walker Diageo 90.7%
2 -1 Smirnoff Diageo 84.4%
3 0 Bacardi Bacardi 69.8%
4 0 Martini Martini 37.8%
5 0 Hennessy LVMH 37.3%
6 1 Jack Daniel's Brown-Forman 36%
7 -1 ABSOLUT Pernod Ricard 35.3%
8 1 Captain Morgan Diageo 31.9%
9 -1 Chivas Regal Pernod Ricard 30.8%
10 0 Ballantine's Pernod Ricard 22.5%
11 0 Jägermeister Mast-
Jagermeister
19.9%
12 6 Dewar's Bacardi 18.2%
13 -1 Baileys Diageo 18.2%
14 1 Jim Beam Beam Inc 16.9%
15 7 Jameson Pernod Ricard 15.1%
16 1 Moët et Chandon LVMH 14.1%
17 2 Grey Goose Bacardi Martini 12.6%
18 -4 Gallo Gallo 12.2%
19 2 Crown Royal Diageo 12.2%
20 -7 Jose Cuervo Diageo 11.5%
21 4 Grant's Scotch William Grant &
Sons
11.3%
22 -2 Ricard Pernod Ricard 11.3%
23 0 Havana Club Pernod Ricard 11.2%
24 9 Martell Pernod Ricard 11.1%
25 3 Gordon's Gin Diageo 10.9%
26 8 Hardys Accolade Wines 10.7%
27 -3 J&B Diageo 10.3%
28 -1 Veuve Clicquot LVMH 10%
29 -13 Concha y Toro Concha y Toro 10%
30 7 Stolichnaya SPI Group 9.5%
31 5 Malibu Pernod Ricard 9.5%
32 -2 Robert Mondavi Constellation 9.5%
33 -7 De Kuyper De Kuyper and Beam Inc 9.4%
34 -5 Patrón Patron Group 9.4%
35 -3 SKYY Campari 8.6%
36 23 Rémy Martin Remy Cointreau 8.5%
37 - Brugal Edrington Group 8.4%
38 6 Fernet-Branca Frantelli Branca 8.3%
39 -8 SVEDKA Constellation 8.2%
40 - CÎROC Diageo 8.1%
41 -6 Yellowtail Casella Wines 8.1%
42 -4 Finlandia Brown-Forman 7.8%
43 14 Bombay Sapphire Bacardi Martini 7.7%
44 23 Sutter Home Sutter Home Winery 7.6%
45 -2 Famous Grouse Edrington Group 7.1%
46 -5 Beefeater Pernod Ricard 6.7%
47 -8 Dreher Campari 6.6%
48 4 Tanqueray Diageo 6.1%
49 49 Pinnacle Beam Inc. 6.1%
50 19 Lindemans Treasury Wine Estates 5.7%
51 -1 Ketel One Diageo and Nolet family 5.6%
52 -5 Seagram's Gin Pernod Ricard 5.6%
53 1 Russian Standard Vodka Russian Standard 5.6%
54 -12 Sauza Beam Inc 5.5%
55 -7 Aperol Campari 5.5%
56 -16 E&J Brandy E&J Gallo 5.3%
57 -2 William Lawson's Bacardi Martini 5.2%
58 -12 Bell's Diageo 5.2%
59 -1 Maker's Mark Beam Inc 5.2%
60 -9 Freixenet Freixenet 5.1%
61 -12 Southern Comfort Brown-Forman 5.1%
62 -2 Teacher's Beam Inc 5%
63 -10 Beringer Treasury Wine Estates 4.9%
64 0 Canadian Club Beam Inc 4.8%
65 -2 Jacob's Creek Pernod Ricard 4.8%
66 -10 Cinzano Campari 4.7%
67 -5 Black Velvet Constellation 4.4%
68 9 Glenfiddich William Grant & Sons 4.4%
69 -4 Blossom Hill Diageo 4.4%
70 36 Dom Pérignon LVMH 4.2%
71 -26 Seagram's 7 Crown Diageo 4.2%
72 -1 Courvoisier Beam Inc 4.1%
73 -3 Kahlúa Pernod Ricard 3.8%
74 -13 Campari Bitters Campari 3.6%
75 - Buchanan's Diageo 3.4%
76 34 The Glenlivet Pernod Ricard 3.3%
77 1 Three Olives Proximo Spirits 3.2%
78 -4 Wyborowa Pernod Ricard 3.2%
79 14 G. H. Mumm Pernod Ricard 3.1%
80 14 El Jimador Brown-Forman 3%
81 18 Disaronno Illva Saronno 3%
82 -2 Cacique Diageo 2.9%
83 -11 100 Pipers Pernod Ricard 2.9%
84 -2 Torres Torres Family 2.9%
85 11 Laurent-Perrier Bernard de Nonancourt 2.9%
86 -11 Eristoff Bacardi Martini 2.9%
87 -19 Canadian Mist Brown-Forman 2.9%
88 -5 Wild Turkey Campari 2.9%
89 -3 Martini Sparkling Wine Bacardi Martini 2.8%
90 13 The Macallan Edrington Group 2.8%
91 -18 Clan Campbell Pernod Ricard 2.8%
92 0 Wolf Blass Treasury Wine Estates 2.7%
93 -12 Cointreau Remy Cointreau 2.6%
94 -6 Nicolas Feuillatte CV-CNF 2.5%
95 -19 Bols Liqueurs Lucas Bols BV 2.5%
96 -17 Ramazzotti Amaro Pernod Ricard 2.3%
97 10 Grand Marnier Marnier- Lapostolle 2.3%
98 13 Piper Heidsieck EPI 2.3%
99 -9 Kendall Jackson Jackson Family Wines 2.2%
100 -15 Inglenook The Wine Group 2.2%

Methodology

Nearly 10,000 brands in the spirits and wine sectors were researched to create 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, with value being classified by a series of measures, identified below. The population for the research comprises current and potential users of alcoholic drinks.

Scoring

Hard Measures

Share of market: volume-based measure of market share

Future growth: projected growth based on 10 years’ historical data and future trends

Price Positioning: a measure of a brand’s ability to command a premium

Market Scope: number of markets in which the brand has a significant presence

Soft Measures

Brand Awareness: a combination of prompted and spontaneous awareness

Brand Relevancy: capacity to relate to the brand and a propensity to purchase

Brand Heritage: a brand’s longevity and a measure of how it is embedded in local culture

Brand Perception: loyalty and how close a strong brand image is to a desire for ownership

A panel of “leading experts” in the drinks industry independently ranked each selected brand out of 10 on the above measures (10 = high, 0 = low). The scores given by the individual panel members were aggregated and averaged to reach a total score for each brand. A total score was achieved by multiplying a brand’s weighted volume by its brand score, within a defined range. The weighting is designed to adjust the volumes to a comparable level. Brand score is a derivative of the eight measures of brand strength. This results in a ranking of the world’s most powerful spirits and wine brands.

Sectors: Spirits, Wine

Companies: Ricard, Diageo, Pernod, Bacardi, Beam Inc, Campari, LVMH, Brown-Forman, Gallo, Constellation, Edrington, Concha y Toro, Treasury Wine Estates, William Grant, Cointreau, Johnnie Walker, Smirnoff, Jack Daniel’s, Captain Morgan, Chivas Regal, Ballantine’s, Remy, Jameson, Crown Royal, Havana Club, Martell, Stolichnaya, Finlandia, Famous Grouse, Tanqueray, Bell’s, Southern Comfort, Jacob’s Creek, Glenfiddich, Blossom Hill, Seagram’s 7, Bols, The Glenlivet, Wyborowa, Disaronno, Perrier, Eristoff, Canadian Mist, The Macallan

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