By Amy Looker
Smirnoff has retained its position as the world’s most powerful alcohol brand, according to The Power 100 annual survey of alcohol brands.
However, Smirnoff has lost brand value for the second year running as rival vodka brand, Absolut, moves up into the top five.
Rounding out the top ten is a who’s who of spirits brands, including:
1. Smirnoff
2. Bacardi
3. Johnnie Walker
4. Martini Vermouth
5. Absolut
6. Jack Daniel’s
7. Hennessy
8. Chivas Regal
9. Captain Morgan
10. Ballantines
Casella’s Yellow Tail wine label was the strongest performing Australian brand, coming in at number 37 in the top 100, down from 34 last year.
The Power 100 report is compiled by UK-based global brand valuation firm, Intangible Business.
Stuart Whitwell, joint managing director of Intangible Business, said the report showed that confidence is returning to the drinks sector on the back of emerging markets in Central and Eastern Europe, China and other Asian markets.
“The world has clearly changed following the recession with the balance of power shifting further east. No Chinese or Asian brands have yet made it into the top 100 but with the big groups increasing their presence there it is only a matter of time,” said Whitwell.
“Consumers have also been exposed to and experimented with more value-orientated brands, developing a wider repertoire of options rather than sticking to the old favourites. While many of the big brands have been able to withstand much of this pressure there are signs that times are changing. There are interesting times ahead.”
Diageo recently retained its position atop the Impact Databank’s Top 100 Premium Spirits list, with its brands leading both the volume and value league tables.
Smirnoff remains the world’s number one premium spirit by volume while Johnnie Walker remains the world’s number one premium spirit by value, according to that list.