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The Power 100 - Top 10

Which spirits and wines brands performed the best in 2014?

10
Jägermeister logo

Jägermeister

After nine years of steady growth, Jägermeister has finally broken into the top 10, dislodging Ballantine’s from 10th place. The brand has gone from strength to strength, and despite reporting a dip in sales volumes due to increased competition in the US market, the herbal liqueur has witnessed notable growth within Europe. Launching its first TV advertising campaign in 2014 as well as introducing flavoured variant Jägermeister Spice has all contributed to a mammoth 12% increase in brand score and a 4% elevation in total score.

9
Chivas Regal

Chivas Regal

Much like other brands in the whisky category, Chivas Regal sales were affected by the slowing Chinese market and the maturity of other key markets; however the blended 12 year old scotch achieved an impressive 8% increase in brand score. Pernod Ricard introduced new special edition Chivas Regal Mizunara, in an effort to rejuvenate the mature Japanese market as well as other special editions throughout the year, demonstrating Chivas Regal’s ability to refocus to additional core markets such as Thailand and the US, in the face of adverse market conditions. Holding on to ninth place is testament to the strong heritage of Chivas Regal and its ability to diversify and penetrate smaller markets.

8
Martini Vermouth

Martini Vermouth

Martini Vermouth remains in the top 10, despite dropping two places to eighth. The brand has maintained its position as leader of the light aperitif category having built a considerable gap between itself and its direct competitors, Campari and Cinzano Vermouth. The panel scored the brand highly in terms of share of market and awareness, with Martini Vermouth continuing to be a key ingredient in classic vodka and gin based cocktails across U.S and Continental Europe.

7
Absolut

Absolut

Pernod Ricard’s iconic vodka brand Absolut achieved a note-worthy total score increase of 3% and brand score growth of 8%, primarily due to the panel’s recognition of its prolific brand awareness and celebrated heritage. The brand’s close connection with music, art and culture drives innovation and growth, with a recent marketing campaign integrating creative technology to engage consumers. Such collaborations emphasise the brands relevance to the youth and its commitment to recognising new talent.

6
Captain Morgan

Captain Morgan

Captain Morgan has gone from strength to strength, leaping two places to sixth position this year. A series of strong marketing campaigns over the years has helped to evolve the Captain Morgan ‘character’ - attributing to strong brand awareness and relevancy. This is reflected in the rise of 2% in brand score and 4% in total score, making it a worthy contender for a top five position next year.

5
Hennessy

Hennessy

Cognac was severely affected in the past year with the slowdown in one of their core markets, China. The crackdown on conspicuous consumption meant a dip in volumes for most of the category. However Hennessy managed to maintain its position with a 6% increase in total score and an 8% increase in brand score, proving that despite market conditions, the brand is still as strong as ever.

4
Jack Daniel's

Jack Daniel's

Jack Daniel’s renowned branding and quick growth from variants including Jack Daniel’s Honey, has helped the brand maintain its position in the top 10 almost effortlessly. High scores in brand perception, share of the market, awareness and relevancy confirmed the whisky’s prominent position in not just its own category, but the entire spirits industry.

3
Bacardi logo

Bacardi

2015 has seen a boost in the rum category in terms of total score and brand score, and Bacardi has repeated its success by holding on to third place for the fourth consecutive year. Its iconic bat logo has undergone a transformation, in Bacardi’s first rebrand in over a decade, paying homage to the brands heritage and provenance. With a 1% increase in brand score and a 14.6% total score advantage over its nearest rival, Bacardi has cemented its reputation as a leading power brand.

2
Smirnoff Vodka

Smirnoff

Smirnoff proved its might once again by holding on to the number two spot and reaffirming the power of brand owner Diageo which retains the two top spots for the fourth consecutive year. Smirnoff stands firmly as the number one vodka brand, solidifying its position by introducing new variants such as Espresso vodka and Apple Bite. With the panel awarding Smirnoff the maximum for share of market, the vodka brand has secured a strong position in this highly saturated market.

1
Johnnie Walker

Johnnie Walker

A reduction in conspicuous consumption in China has triggered a substantial drop in sales of premium whisky this year. In spite of this, and the 11% drop in total score, Johnnie Walker retains its status as the most powerful spirits and wine brand. It is a testament to Johnnie Walker’s market share, brand heritage and awareness that the brand was able to withstand such a blow. Innovation has aided waning sales, with the unveiling of Johnnie Walker’s Gold Label Reserve Exclusive Travellers Edition, proving that despite market conditions the super-premium brand is not going down without a fight.