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Tuesday 30 June 2015

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Top 10 most powerful whisky brands

7th July, 2014 by Lauren Eads

In the next instalment of our Power Brands series, we take a look at the world’s most powerful whisky brands of 2014.

Scotch Whisky

The 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.

The whisky category is undoubtedly a goliath within the drinks industry with many of its brands making it into the top 100 most powerful drinks brands in the world.

Fighting it out in the category’s top 10 are global favourites such as Jameson, Dewars and Jim Beam which have again jostled for position.

Shaking things up is Suntory which entered the charts for the first time this year. The Japanese whisky brand made a comfortable start as the 6th most powerful whisky brand in the world and, perhaps more impressively, the 14th most powerful drinks brand in the world.

To see which wine brands were deemed 2014’s most powerful click here.

Scroll through to see which whisky brands were deemed the most powerful of 2014…

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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