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Friday 19 December 2014

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Top 10 most powerful drinks brands

9th June, 2014 by Lauren Eads

This year’s Drinks Business Power Brands Report shows plenty of movers and shakers across every category in what has been a turbulent year for drinks, as Richard Woodard discovers.

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Compiled by the drinks business together with Intangible Business, the top 100 Power Brands shows that only 23 brands suffered case sale declines. Focus on the top 15 and you’ll see that they put on a combined 4.4m cases last year. But, even as we hail this positive general trend, one brand stands head and shoulders above the rest: Johnnie Walker.

The full report is published in this month’s drinks business magazine. Please note, only international brands with a global distribution are featured in this report.

Scroll through for this year’s top 10 Power Brands…

Methodology 

Nearly 200 of the largest brands in the wine and spirits industries were scored by nine panelists to derive a list of the 100 most powerful alcoholic drinks brands. Power is defined by a brand’s ability to generate value for its owner. Value is classified by a series of measures as identified below.

Hard measures

• Share of market: volume-based measure of market share

• Brand growth: projected growth based on five years’ historical data and future trends

• Price positioning: a measure of a brand’s ability to command a premium • Market scope: the number of markets in which the brand has a significant presence

Soft measures

• Brand awareness: a combination of both prompted and spontaneous awareness

• Brand relevancy: capacity to relate to the brand and a propensity to purchase

• Brand heritage: a brand’s longevity and a measure of how it is embedded in local culture

• Brand perception: loyalty and how close a strong brand image is to a desire for ownership

A panel independently ranked each brand out of 10 on the above measures (10 = high, 0 = low). The scores were aggregated and averaged to reach a total score for each brand. A total score was achieved by multiplying a brand’s weighted volume by its brand score (a derivative of the eight measures of brand strength), within a defined range. The weighting is designed to adjust the volumes to a comparable level.

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