In the fourth of our Power Brand round ups, our attention turns to the world of Champagne and sparkling wines.
Compiled by the drinks business together with Intangible Business, the Drinks Business Power Brands Report sees the world’s most influential wine and spirits brands pitted against each other to determine the world’s most powerful.
With regard to Champagne, it hasn’t been a great year with both the LVMH powerhouses – Möet & Chandon and Veuve Clicquot – falling a few places in the rankings despite solid volume performances.
Luxury stablemate Dom Pérignon fared better, while Laurent-Perrier enjoyed a solid if unspectacular year and Mumm suffered a notable decline.
Stuart Whitwell, Intangible Business MD, expects great things for the luxury end of the market in the near future – he name checks Perrier-Jouët in the US, for instance – and a worthy mention must go to Taittinger which crept into this year’s charts in 100th position.
Scroll through to see which Champagne and sparkling brands made our Power Brands Top 10…
Check out our most powerful whisky and wine lists here.
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.
• 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
• 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.