New World wines dominate the wine brands in The Power 100, 2010, accounting for over 90% of the wine brands featured in the study of the world’s leading spirits and wine brands, by brand valuation and strategy consultancy Intangible Business.
There are 15 wine brands included in the table, second only to whisky, which has 27 brands included, though only two wine brands – Gallo at 14th overall and Concha y Toro at 17th – make it into the overall Top 20.
Gallo climbed four places in this year’s The Power 100 after seeing its brand score increase by 5%. The Chilean brand Concha y Toro climbed five places.
However, brands in the vodka, flavoured spirits and rum/cane sectors respectively scored higher aggregate totals than that of the combined wine brands.
The Power 100 includes seven US wine brands: Gallo, Robert Mondavi, Hardy’s, Beringer, Sutter Home, Blossom Hill and Kendall Jacskon; five Australian brands: Yellowtail, Jacob’s Creek, Lindemans, Wolf Blass and Penfolds. Spain has the only European wine brand in The Power 100, with Torres Wine down two places at number 79.
However, it has not been such a good year for Champagne brands as Dom Perignon, Lanson, Nicolas Feuillatte and Taittinger all fell out of The Power 100.
Intangible Business researched nearly 10,000 spirit and wine brands across the globe to produce The Power 100, now in its fifth year.
The league table, which assesses both the financial contribution of each brand alongside its strength in the eyes of the consumer, has been compiled by combining scores from a panel of some of the world’s leading drinks industry experts with hard data.
The brands are rated according to share of market, future growth, premium price position, awareness, relevance, heritage and brand perception.
Overall, Smirnoff tops The Power 100 table again having achieved an overall score of 93.6%, giving it a significant margin over the other brands that make up the top ten.
Johnnie Walker remains the world’s leading whisky brand at number two in The Power 100, despite seeing its score fall by 20%, keeping it ahead in the whisky sector from Jack Daniel’s (6th overall), Chivas Regal (8th overall), Ballantine’s (10th overall) and Jim Beam (15th overall).
Bacardi, the number one rum brand and number 3 in the overall The Power 100, came narrowly behind Johnnie Walker, but comfortably ahead of Martini Vermouth in 4th place and Hennessy in 5th place.
There are nine new brands in this year’s The Power 100, the highest of which – Swedish vodka brand Svedka – comes straight in at number 46. It replaces established brands in The Power 100 including Banrock Station, Dom Perignon, Kumala, Lanson and Tattinger.
The USA is the country with the most brands in The Power 100 with 18 brands, led by Jack Daniel’s, Gallo and Jim Beam. France has 14 brands, led by Hennessy, Moet et Chandon and Ricard, although France has four fewer brands in this year’s table compared to last.
Stuart Whitwell, joint managing director of Intangible Business, says: “The years of French wine dominating are truly over. Wines from the New World are the new powerhouses. They are extending their relevance with quality products, sophisticated management and powerful brands.”
Whitwell added: “Global wine brands used to be anathema. The first truly global wine brands are now emerging, with Gallo and Concha y Toro leading the pack. Others, such as Yellowtail, Hardys and Jacob’s Creek are following close behind. Heritage, grape variety and provenance still matter, but brands now dominate.”
Source: Intangible Business
