Smirnoff worlds most powerful alcohol brand
Intangible Business has released ‘The Power 100: The World’s Most Powerful Spirits and Wine Brands, 2010′.
Smirnoff has been crowned the most powerful, followed by Johnnie Walker, Bacardi, Martini Vermouth, Hennessy, Jack Daniel’s, Absolut, Chivas Regal, Captain Morgan and Ballantine’s.
The ranking is based on share of market, brand growth, price positioning, market scope, brand awareness, relevancy, heritage and perception.
The report says of Smirnoff:
“Its brand score increased by 8% but it faces fresh challenges at the top end from Absolut, now in its second year under Pernod Ricard’s management, and others such as Russian Standard, Skyy and Grey Goose. It is also being undermined from below, from the likes of Svedka – the highest new entrant in 2010 – and Eristoff. Diageo’s plans for its own value vodkas may protect its decline but whatever happens, Smirnoff will have to fight hard.”
The biggest upward movement was from Metaxa, a Greek brandy, jumping 17 places. Slipping 37 places on the other end of the spectrum was el Jimador tequila.
The full report can be downloaded here.