just the Facts – The Power 100 2014

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.

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