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Beverage industry scores below average in "brand intimacy" ranking

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Beverages have been placed ninth out of 15 in a list of industries ranked by their "brand intimacy".

The Coca-Colas Coke brand was the leading beverage on the list

The Coca-Cola's Coke brand was the leading beverage on the list

The list, compiled by marketing agency MBLM, values industries on their relationship with consumers, using variables such as nostalgia, fulfilment and indulgence. In the 2018, ranking, released today, beverages scored just above financial services but below health & hygiene. Other industries that ranked higher than drinks include fast food, automotive and top-ranked media & entertainment, which includes brands such as Apple and Netflix.

Overall, The Coca-Cola Co's Coke was the leading beverage brand, coming in 24th out of all the products listed. The brand scored highly for nostalgia and indulgence, but still dropped one place from last year.

Molson Coors' Coors was the second-placed drinks brand in 62nd spot, beating Anheuser-Busch InBev rival Budwesier, which was in 70th position overall. PepsiCo's Pepsi was the fourth beverage on the list with Red Bull coming in fifth.

To create the list, MBLM interviewed about 6,000 consumers in 2017.

To read the full list, click here.

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