UK: Smirnoff named "world's most powerful" spirits brand
Smirnoff has today (8 May) been named the world's most powerful spirit brand, in a survey outlining the top 100 wine and spirits on the planet.
The analysis, carried out by independent brand consultants Intangible Business, also named Smirnoff stablemates Johnnie Walker Scotch whisky and Baileys cream liqueur in the top 10.
An independent panel ranked the brands according to a series of 'hard' and 'soft' measures. 'Hard' measures included market share, historic and projected sales growth and the number of markets in which a brand was sold.
'Soft' measures included factors that were less easy to gauge including consumer awareness and brand heritage. The scores were combined to draw up a league table of the most 'powerful' wine and spirits brands - with power defined as "a brand's ability to generate value for its owner", the consultants said.
Bacardi was second in the poll, with Johnnie Walker third and Martini fourth. The top 10 also included Stolichnaya vodka at five, Hennessy Cognac at six and Jack Daniel's in the number seven spot. Absolut vodka, Ballantine's Scotch whisky and Baileys made up the rest of the top 10.
Nine still wine brands made the list with Gallo leading the sector's charge at number 20.
Whisky, however, was the most powerful sector, according to the survey. The top gin brand was Gordon's at number 15 while the leading Tequila, Cuervo, was a position higher, at 14. No fewer than 12 Champagne brands made the top 100, led by Moët & Chandon at number 18.
The panel - made up of five industry 'experts' - looked at nearly 10,000 brands across the world.
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