Top 10 most powerful drinks brands

8. Captain Morgan


Captain Morgan continues to eat into its leadership margin, bursting through the 10m-case barrier in 2013 with its mastery of the spiced rum segment. It maintained its position with little change to its total score, other than a slight 1% uplift. Nonetheless, the Diageo brand remains well over 8m cases behind its main rival Bacardi.

Sub category: Rum/cane

Owner: Diageo

Country: Dominican Republic 

Total score: 32.5%

Change: 1%

Brand score: 71% 

Change: 0%

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