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.