Wednesday, April 18, 2007

Spirt Power Rankings

Intangible Business Limited based on London England has produced a list of the 100 most powerful spirits and wine brands. Power is defined by a brand’s ability to generate value for its owner. Value is classified by the following series of measures:

Hard measures

  • Market Share
  • Brand growth
  • Price positioning
  • Market scope

Soft measures

  • Brand awareness
  • Brand relevancy
  • Brand heritage
  • Brand perception

The Power Top 10 is:

  1. Smirnoff
  2. Bacardi
  3. Johnnie Walker
  4. Martini
  5. Stolichnaya
  6. Hennessy
  7. Jack Daniels
  8. Absolut
  9. Ballantines
  10. Baileys

Interestingly not a single wine made the top ten and 7 of the top ten spirits are owned the same company - Diageo based in Russia. If you include the top 20 you would find several more Diageo properties - Captain Morgan [12], Cuervo [14], Gordons [15], and J & B [16] - on the list. A wine producer does not appear on the list until # 20 [Gallo] so it would seem that the wine industry has to put some effort into sales or marketing [or both] to help build more power in the market.

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