Market research
Earlier today (2 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.
Rank | Rank change | Brand | Owner | Total score 2014 |
---|---|---|---|---|
1 | 0 | Johnnie Walker | Diageo | 97% |
2 | 0 | Smirnoff Vodka | Diageo | 89.1% |
3 | 0 | Bacardi | Bacardi Martini | 65.1% |
4 | 2 | Jack Daniel's | Brown-Forman | 42.6% |
5 | 0 | Hennessy | LVMH | 35.9% |
6 | -2 | Martini Vermouth | Bacardi Martini | 35.7% |
7 | 0 | Absolut | Pernod Ricard | 32.9% |
8 | 0 | Captain Morgan | Diageo | 32.5% |
9 | 0 | Chivas Regal | Pernod Ricard | 27.3% |
10 | 0 | Ballantine’s | Pernod Ricard | 21.7% |
11 | 3 | Jim Beam | Beam Inc | 19% |
12 | 1 | Baileys | Diageo | 18.7% |
13 | -2 | Jägermeister | Mast- Jägermeister | 18.3% |
14 | - | Suntory Whisky | Suntory | 16.9% |
15 | 0 | Jameson | Pernod Ricard | 15.7% |
16 | -4 | Dewars | Bacardi Martini | 15.6% |
17 | 2 | Crown Royal | Diageo | 14.8% |
18 | 2 | Cuervo | Diageo | 14% |
19 | -3 | Moët et Chandon | LVMH | 13.7% |
20 | -3 | Grey Goose | Bacardi Martini | 13.6% |
21 | 8 | Concha y Toro | Concha y Toro | 13% |
22 | 8 | Stolichnaya | SPI | 11.8% |
23 | 2 | Gordon's Gin | Diageo | 11.6% |
24 | 0 | Martell | Pernod Ricard | 10.7% |
25 | 13 | Fernet-Branca | Fratelli Branca | 10.7% |
26 | -5 | Grant’s Scotch | William Grant & Sons | 10.5% |
27 | -9 | Gallo | E & J Gallo | 10.4% |
28 | 4 | Robert Mondavi | Constellation | 10.4% |
29 | -2 | J & B | Diageo | 10.3% |
30 | -4 | Hardys | Accolade Wines | 10.2% |
31 | 3 | Patrón | Patrón Group | 10.1% |
32 | - | Barefoot | E & J Gallo | 9.8% |
33 | -10 | Havana Club | Pernod Ricard | 9.7% |
34 | -3 | Malibu | Pernod Ricard | 9.6% |
35 | -7 | Veuve Clicquot | LVMH | 9.3% |
36 | -14 | Ricard | Pernod Ricard | 9.3% |
37 | 0 | Brugal | Edrington Group | 8.7% |
38 | -3 | Skyy | Campari | 8.7% |
39 | 0 | Svedka | Constellation | 8.6% |
40 | 0 | Cîroc | Diageo | 8.4% |
41 | 0 | Yellowtail | Casella Wines | 7.7% |
42 | 1 | Bombay Sapphire | Bacardi Martini | 7.7% |
43 | 1 | Sutter Home | Sutter Home Winery | 7.6% |
44 | 4 | Tanqueray | Diageo | 7.4% |
45 | 6 | Ketel One | Diageo and Nolet family | 7.2% |
46 | -4 | Finlandia | Brown-Forman | 7.2% |
47 | -2 | Famous Grouse | Edrington Group | 7.1% |
48 | -2 | Beefeater | Pernod Ricard | 6.6% |
49 | -16 | De Kuyper | De Kuyper and Beam Inc | 6.6% |
50 | -14 | Rémy Martin | Rémy Cointreau | 6.4% |
51 | 8 | Maker's Mark | Beam Inc | 6.2% |
52 | 3 | Aperol | Campari | 5.5% |
53 | 4 | William Lawson's | Bacardi Martini | 5.3% |
54 | 0 | Sauza | Beam Inc | 5.3% |
55 | -3 | Seagram Gin | Pernod Ricard | 5.3% |
56 | 7 | Beringer | Treasury Wine Estates | 5.3% |
57 | -1 | E & J Brandy | E & J Gallo | 5.2% |
58 | -11 | Dreher | Campari | 5.1% |
59 | 6 | Jacobs Creek | Pernod Ricard | 5% |
60 | -7 | Russian Standard | Russian Standard | 4.9% |
61 | -12 | Pinnacle | Beam Inc | 4.8% |
62 | 8 | Dom Pérignon | LVMH | 4.8% |
63 | -5 | Bell's | Diageo | 4.7% |
64 | 2 | Cinzano Vermouth | Campari | 4.7% |
65 | -15 | Lindeman's | Treasury Wine Estates | 4.7% |
66 | -6 | Freixenet | Freixenet | 4.6% |
67 | -5 | Teacher's | Beam Inc | 4.6% |
68 | 0 | Glenfiddich | William Grant & Sons | 4.4% |
69 | -8 | Southern Comfort | Brown-Forman | 4.4% |
70 | 2 | Courvoisier | Beam Inc | 4.4% |
71 | -4 | Black Velvet | Constellation | 4.3% |
72 | -8 | Canadian Club | Beam Inc | 4.3% |
73 | -2 | Seagram's 7 Crown | Diageo | 4.1% |
74 | 1 | Buchanan's | Diageo | 4% |
75 | -1 | Campari Bitters | Campari | 4% |
76 | -3 | Kahlua | Pernod Ricard | 3.8% |
77 | -8 | Blossom Hill | Diageo | 3.7% |
78 | -2 | The Glenlivet | Pernod Ricard | 3.6% |
79 | 12 | Clan Campbell | Pernod Ricard | 3.4% |
80 | -3 | Three Olives | Proximo Spirits | 3.2% |
81 | 2 | 100 Pipers | Pernod Ricard | 3% |
82 | 6 | Wild Turkey | Campari | 2.9% |
83 | 7 | The Macallan | Edrington Group | 2.8% |
84 | -3 | Disaronno | Illva Saronno | 2.8% |
85 | -7 | Wyborowa | Pernod Ricard | 2.7% |
86 | -1 | Laurent Perrier | Bernard de Nonancourt | 2.6% |
87 | 5 | Wolf Blass | Treasury Wine Estates | 2.6% |
88 | 1 | Martini Sparkling Wine | Bacardi Martini | 2.6% |
89 | 6 | Bols Liqueurs | Lucas Bols BV | 2.6% |
90 | -8 | Cacique | Diageo | 2.5% |
91 | -4 | Canadian Mist | Brown-Forman | 2.5% |
92 | -13 | Mumm | Pernod Ricard | 2.4% |
93 | -13 | El Jimador | Brown-Forman | 2.3% |
94 | 9 | Pastis 51 | Pernod Ricard | 2.2% |
95 | 2 | Grand Marnier | Marnier- Lapostolle | 2.2% |
96 | -3 | Cointreau | Rémy Cointreau | 2.2% |
97 | -11 | Eristoff | Bacardi Martini | 2.2% |
98 | -4 | Nicolas Feuillatte | CV-CNF | 2.1% |
99 | 13 | Bushmills | Diageo | 2.1% |
100 | 1 | Taittinger | Taittinger | 2.1% |
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
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.
Companies: Diageo, Brown-Forman, Pernod Ricard, Constellation Brands, E&J Gallo, Suntory, LVMH Group, Absolut, Jack Daniel’s Tennessee Whiskey, Southern Comfort, Disaronno, SKYY Vodka, Cointreau, Campari, Lucas Bols, Bacardi Ltd, Bell’s, Seagram’s 7, Ricard, Perrier, Smirnoff, Blossom Hill Wines, Captain Morgan, The Edrington Group, Crown Royal, Johnnie Walker, Tanqueray, Chivas Regal, Kahlua, Havana Club, Jameson, Martell, The Glenlivet, Jacob’s Creek, Stolichnaya, Finlandia Vodka, Eristoff, Wyborowa, Glenfiddich, Dewars, The Famous Grouse, The Macallan, Canadian Mist, Concha y Toro, Treasury Wine Estates, Beam Global Spirits & Wine, Russian Standard, Accolade Wines