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.