Diageos Johnnie Walker remains top of Intangible Business chart of wine and spirits brands

Diageo's Johnnie Walker remains top of Intangible Business' chart of wine and spirits brands

Earlier today (10 June), brand valuation consultancy Intangible Business released the results of its latest survey of the world's wine and spirits brands. Here's a look at 'The Power 100', along with the methodology used to draw up the list.

RankRank changeBrandOwnerTotal score 2015
10Johnnie Walker Diageo 85.90%
20Smirnoff Vodka Diageo 85.70%
30Bacardi Bacardi Martini 64.50%
40Jack Daniel's Brown-Forman 49.90%
50Hennessy LVMH 41.60%
62Captain Morgan Diageo 36.10%
70Absolut Pernod Ricard 35.60%
8-2Martini Vermouth Bacardi Martini 33.00%
90Chivas Regal Pernod Ricard 28.60%
103Jägermeister Mast-Jägermeister 22.70%
11-1Ballantine's Pernod Ricard 22.60%
12-1Jim Beam Beam Suntory 22.10%
13-1Baileys Diageo 19.20%
141Jameson Pernod Ricard 18.80%
15-1Suntory Whisky Beam Suntory 17.90%
162Cuervo Proximo Spirits 17.30%
17-1Dewar's Bacardi Martini 16.10%
183Concha y Toro Concha y Toro 15.90%
190Moët et Chandon LVMH 14.80%
20-3Crown Royal Diageo 14.70%
21-1Grey Goose Bacardi Martini 14.20%
223Fernet-Branca Frantelli Branca 14.00%
239Barefoot Wine E & J Gallo 13.20%
24-1Gordon's Gin Diageo 11.70%
258Havana Club Pernod Ricard 11.30%
260Stolichnaya SPI 11.30%
279Ricard Pernod Ricard 11.30%
28-1Gallo E & J Gallo 10.90%
29-3Grant's Scotch William Grant & Sons 10.80%
30-2Robert Mondavi Constellation 10.70%
31-7Martell Pernod Ricard 10.50%
323Veuve Clicquot LVMH 10.40%
33-2Patrón Patron Group 9.50%
345Svedka Constellation 9.50%
353Skyy Campari 9.10%
36-7J & B Diageo 8.90%
373CÎROC Diageo 8.80%
38-4Malibu Pernod Ricard 8.70%
397Finlandia Brown-Forman 8.30%
404Tanqueray Diageo 8.20%
411Bombay Sapphire Bacardi Martini 8.10%
425Famous Grouse Edrington Group 7.90%
43-2Yellowtail Casella Wines 7.70%
44-1Sutter Home Sutter Home Winery 7.70%
450Ketel One Diageo and Nolet family 7.60%
46-16Hardys Accolade Wines 7.60%
471Beefeater Pernod Ricard 7.20%
48-11Brugal Edrington Group 6.90%
495Sauza Beam Suntory 6.80%
501Maker's Mark Beam Suntory 6.50%
517Dreher Campari 6.30%
5213Lindeman's Treasury Wine Estates 6.10%
530William Lawson's Bacardi Martini 6.10%
54-5De Kuyper De Kuyper and Beam Suntory 5.90%
55-5Rémy Martin Rémy Cointreau 5.70%
5613Southern Comfort Brown-Forman 5.70%
570E & J Brandy E & J Gallo 5.70%
583Pinnacle Beam Suntory 5.60%
591Russian Standard Russian Standard 5.50%
60-4Beringer Treasury Wine Estates 5.30%
615Freixenet Freixenet 5.30%
62-7Seagram's Gin Pernod Ricard 5.20%
63-11Aperol Campari 5.10%
64-1Bell's Diageo 5.00%
656Black Velvet Constellation 5.00%
661Teacher's Beam Suntory 4.90%
675Canadian Club Beam Suntory 4.70%
68-9Jacobs Creek Pernod Ricard 4.60%
69-7Dom Pérignon LVMH 4.50%
70-6Cinzano Vermouth Campari 4.50%
714Campari Bitters Campari 4.50%
721Seagram's 7 Crown Diageo 4.30%
73-5Glenfiddich William Grant & Sons 4.30%
74-4Courvoisier Beam Suntory 4.20%
753The Glenlivet Pernod Ricard 4.10%
760Kahlúa Pernod Ricard 3.70%
776The Macallan Edrington Group 3.50%
787Wyborowa Pernod Ricard 3.40%
79-2Blossom Hill Diageo 3.40%
804Disaronno Illva Saronno 3.20%
8110Canadian Mist Brown-Forman 3.00%
820Wild Turkey Campari 3.00%
83-9Buchanan's Diageo 3.00%
84-5Clan Campbell Pernod Ricard 2.90%
8511Cointreau Rémy Cointreau 2.90%
866Mumm Pernod Ricard 2.80%
*87 17Kendall Jackson Jackson Family Wines 2.80%
882Cacique Diageo 2.80%
89-1Martini Sparkling Wine Bacardi Martini 2.70%
*90 12Paul Masson Grande Amber Brandy Constellation 2.70%
*91 12Black Box Wines Constellation 2.60%
92-3Bols Liqueurs Lucas Bols BV 2.60%
93-6Wolf Blass Treasury Wine Estates 2.50%
94-14Three Olives Proximo Spirits 2.50%
95-14100 Pipers Pernod Ricard 2.50%
96-1Grand Marnier Marnier-Lapostolle 2.40%
971Nicolas Feuillatte CV-CNF 2.40%
98-5El Jimador Brown-Forman 2.30%
99-5Pastis 51 Pernod Ricard 2.30%
1000Taittinger Taittinger 2.20%

* New Entry


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

Scoring - 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.