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Friday 3 July 2015

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Top 10 most powerful wine brands 2014

27th June, 2014 by Lauren Eads

In a list dominated by Australian and Californian wineries, one South American brand stood out as the world’s most powerful of 2014.

pinotgrigioglassesThe Drinks Business Power Brands Report, compiled by the drinks business together with Intangible Business, sees the world’s most influential wine and spirits brands pitted against each other to determine the world’s most powerful based on a scoring matrix. (see below)

Focusing on the wine sector, many of the industry’s big hitters returned this year to take their place in the top 10, with some significant shifts.

In a top 10 dominated almost entirely by US and Australian wineries, one Chilean winery stood out as the world’s most powerful climbing two spots to be crowned the world’s most powerful wine brand.

Barefoot, owned by California’s E&J Gallo winery, made its debut in the power 10 sliding comfortably into 5th place, while US wine giant Blossom Hill narrowly missed out on a top 10 place having been pushed to 11th.

The full report of the wine and spirits industry’s top 100 power brands can be found in June’s issue of the drinks business magazine. 

Please note, only international brands with a global distribution are featured in this report.

Scroll through to see which wine brands were deemed 2014’s most powerful….

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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