Top 10 most powerful wine brands 2014

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.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Administrator

Ellis Wines
Hanworth, Middx, IU

Sales Support Executive

Davy's
London, UK

Partner Manager – On-trade - Greater London

Maverick Drinks
London/M25 belt, UK

Partner Manager – On-trade - North West

Maverick Drinks
Manchester, UK

Partner Manager – On-trade - West & Wales

Maverick Drinks
Bristol, UK

Partner Manager – On-trade - South East

Maverick Drinks
Brighton, UK

Events Sales Executive

The Drinks Business
Central London, UK

Sale & Operations Manager

Marussia Beverages
Marylebone, London, UK

Pink Rosé Festival

Cannes,France
7th Feb 2018

VinoVision Paris

Paris,France
12th Feb 2018

Vinisud

Montpellier,France
18th Feb 2018
Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more