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Nearly 10,000 brands in the spirits and wine sectors were researched to derive a list of the 100 most powerful spirits and wine brands in the world. The population for the research is all current and potential users of alcoholic drinks. 

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 10 years historical data and future trends
  • Price positioning: a measure of a brand’s ability to command a premium
  • Market scope: number of markets in which the brand has a significant presence

Soft measures

  • Brand awareness: a combination of 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 of leading experts in the drinks industry independently ranked each selected brand out of 10 on the above measures (10 = high, 0 = low). The scores given by the individual panel members 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, within a defined range.

The weighting is designed to adjust the volumes to a comparable level. Brand score is a derivative of the eight measures of brand strength. This results in a ranking of the world’s most powerful spirits and wine brands.