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.