Top 100 Spirits Brands "Intangible Business The Power 100 2013"

THE POWER 100 THE WORLDS MOST POWERFUL SPIRITS & WINE BRANDS, 2013
The Power 100. The Worlds Most Powerful Spirits & Wine Brands, 2013 www.drinkspowerbrands.com
CONTENTS PAGE
1. INTRODUCTION 2. METHODOLOGY 3. KEY ISSUES 4. BIGGEST MOVERS: GOING UP 5. BIGGEST MOVERS: GOING DOWN 6. THE TOP 10 7. STAR PERFORMERS 8. TOP SECTORS 9. STRONGEST BRANDS 10. BIGGEST BRAND OWNERS 11. COUNTRIES OF ORIGIN 12. THE TOP 100
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The Power 100. The Worlds Most Powerful Spirits & Wine Brands, 2013
www.drinkspowerbrands.com
1 INTRODUCTION
Whilst the far eastern markets enjoy their newfound wealth - and brand owners benefit from their spending power and desire for premium brands - stagnant conditions in Japan and the stunted European market conversely cause problems. The brands that have performed best this year have managed to capitalise on the developing economic markets, which has certainly been the case for Diageos star Johnnie Walker. The buoyant US market, whilst being over-saturated with Vodka brands, has also led growth particularly in the Irish Whisky category. There have been some interesting rivalries within the top 10 this year, with Johnnie Walker knocking Smirnoff off the top spot to become the first Blended Scotch to claim 1st place; Jack Daniels has overtaken ABSOLUT to take 6th place and Captain Morgan has leapfrogged Chivas Regal to claim 8th position. There has also been some real movement outside the top 10, as market conditions make strategic brand decisions evermore paramount to success. This is further apparent when we consider that there are 8 new entrants this year, compared to just 2 in 2011. Scotch Whisky continues its reign as the most powerful category, as renewed interest from the US market and strong sales in the Far East bolster growth. The Rum category has also overtaken the flavoured spirits category with Brugals inclusion, and strong performances from the entire category indicating the world has a revived interest in Rum. The Champagne category has also made somewhat of a comeback this year through strategic valueofferings in the US market. By country, Scotland came out on top again this year, with 16 power brands accumulating a total score of 226% - this is hardly surprising when we consider the enviable brand equity of Scotch Whisky brands including the likes of Johnnie Walker, Chivas Regal, Ballantines, J&B, Teachers, Glenfiddich - and the list goes on. Its an exciting time for drinks brands, with new market opportunities as the east opens its doors to established western brands. We are also hoping to see an eastern brand make it into the Power 100 soon interesting times are ahead.
2 METHODOLOGY
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 brands ability to generate value for its owner. Value is classified by a series of measures as identified below.
SCORING 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 brands 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 brands 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 brands 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 worlds most powerful spirits and wine brands.
2 THE PANELISTS
The panel of drinks experts has over 200 years combined experience in the global drinks industry. They have been involved with all of the major drinks companies and held positions of responsibility in virtually every market. Between them they hold detailed financial and marketing knowledge of every brand covered in this report, and many more besides. Nearly 10,000 brands were looked at in the compilation of this research, across all markets, in every territory.
STUART WHITWELL, Joint Managing Director of Intangible Business

Stuart spent 10 years with Hiram Walker in Europe and Asia Pacific, specialising in brand and market business development projects, holding various senior positions in finance, business development and general management, latterly as regional director of finance and business development for Asia Pacific. Since leaving Hong Kong, where he set up a consultancy undertaking projects for Brown-Forman, Pernod Ricard and Jose Estevez in China and the Philippines, Stuart has carried out many projects for drinks companies such as Absolut, Allied Domecq, Campari, Pernod Ricard, Fortune Brands and Angostura. Stuart is co-founder and joint managing director of Intangible Business.
ALAN CRAIG, Director at Intangible Business

Alan has dedicated his business life to the drinks industry, working for companies including Whitbread and Allied Domecq. He has held numerous senior positions, such as head of customer services for Long John Whisky Distillers, financial controller for brands such as Ballantines and Teachers and was finance director for a number of spirits brands including Beefeater Gin and Lambs Navy Rum. He has also been further involved in the drinks industry through his work with Intangible Business.
ALLAN CALDWELL, Director at Intangible Business

Allan has considerable international drinks experience working throughout Europe, North and South America and the Far East. For 10 years he held a variety of senior, commercial and finance roles and was responsible for numerous business restructurings, acquisitions and sustained profit growth, latterly as finance & commercial services director for Allied Domecqs Duty Free division. He has since been heavily involved in the drinks industry through his work with Intangible Business.
DONARD GAYNOR, Senior Vice President Corporate Development Beam Global Spirits & Wine
Donard is responsible for the companys industry relations and advancing the companys growth strategy by building strategic commercial business partnerships. Donard served as Senior Vice President and Managing Director International from 2003 to 2010, responsible for Beam Globals international business, credited with leading the Allied brand acquisition and integration. Prior to joining Beam, Donard spent nearly 10 years at The Seagram Spirits & Wine Group in a variety of executive leadership positions, including SVP of human resources, CIO, SVP Operations and CFO. Donard also helped to lead the sale of Seagrams global business to Diageo and PernodRicard. Prior to his spirits and wine experience, Donard spent more than 14 years in the New York office of PwC.
LOU APPLEBAUM, SVP , Strategy and Business Development, Constellation Brands

Lou oversees the global marketing council and focuses on commercial aspects of mergers and acquisitions and corporate strategy at Constellation Brands. Along with these duties, he is also responsible for the strategic planning process which includes updating and internally communicating the companys overarching strategy, integrating the strategy with the companys long term financial vision, and working with the operating companies to ensure alignment of strategies across the organization.
MALCOLM DAVIS, Executive Director of Duval-Leroy Champagne

Malcolm has held many senior positions in international drinks management, notably in Asia Pacific markets. He has worked at Hiram Walker and Allied Domecq and was a senior director at Harveys of Bristol Ltd, Suntory and Baskin Robbins. Malcolm is currently an executive director of Duval-Leroy Champagne and a director of Intangible Business.
PATRICK GILLON, Director of Brand Strategy and Development, Intangible Business

Continental Europe and Latin America are Patricks specialist markets. His career spans senior marketing and management positions in UDV, Hiram Walker and Allied Domecq, with whom he was president of Latin America for four years. Patrick is currently involved in several Continental Europe initiatives.
PATRICK SCHMITT, Editor of The Drinks Business

Patrick Schmitt is editor of The Drinks Business, a leading international drinks trade publication at the forefront of what is happening in the industry. Published monthly, The Drinks Business is often the first to hear about new development. It launched a new research arm, Drinks Insight with more research and data analysis than in any other trade title. This, combined with its many reports and continued attendance at all the international fairs, give the Drinks Business team a privileged insight into the latest industry trends.
PAUL WAYVON, Managing Director of Intangible Business, US

Paul Wayvon became Managing Director of Intangible Business US in 2008. He qualified as a Chartered Accountant with PriceWaterhouseCoopers in 1982 and earned his MBA with Michigan State University in 1992. Paul is a former CFO and COO of major international drinks businesses in the US including Hiram Walker, Allied Domecq and Fleming Packaging Corporation, working with brands including Makers Mark, Clos du Bois, Callaway, Bacardi and Malibu. He is also on the faculty at Bradley University with instructing and lecturing responsibilities in their undergraduate, graduate and MBA programs.
3 KEY ISSUES
It has been a record breaking year for Diageo, who have really broken away from their main competitors with a sublime performance, particularly from Johnnie Walker and Smirnoff who secured the top spots once again. These two brands alone contribute a staggering 42.4 million cases to Diageos volumes, overshadowing its main rivals. Pernod Ricards total score has slipped 15% this year, although the group still boasts the greatest number of Power Brands, at 18, and share a total score of 1009%. Overall it has been a positive year for the group, who have documented record volumes for ABSOLUT, Chivas Regal, Beefeater and The Glenlivet, which has helped Pernod maintain arms length from the next biggest owner Bacardi Martini. However, as Pernods total score drops and Diageos increases by 7%, the gap between the top 2 groups is growing. 3rd biggest brand owner Bacardi Martini have really strengthened their portfolio this year, growing all their brands bar 1. The panel were impressed with their efforts, increasing their brand score by 28%. Brandby-brand there are some extremely impressive performances by Bombay Sapphire and Eristoff, but even their volume movements simply cannot compete with Diageos top Vodka and Blended Scotch. Nevertheless, Bacardi have the momentum to challenge Pernods position at the number 2 spot if they continue this form. Another impressive performance is that of The Erdington Group, who have shot up 10 places in the brand owner rankings as Brugals global presence is included in the Power 100 for the first time - coming in at an impressive 37th. The Macallan jumped 13 places to make it in at 90 in the rankings, alongside a solid performance from the Famous Grouse. The group are capitalising on their Asian offices understanding of the Eastern market, to grow their brands in this region. The emerging markets, particularly the increasing Chinese middle class, have become key growth markets for our brand owners, as aspirational regions develop a taste for premium branded alcohol. This has propelled the Brandy, Blended Scotch and Whiskey categories, as well as the Rum category, where Eastern European markets have further driven demand. Cognac has also emerged as a favourite in China, in conjunction with growing US demand, which LVMHs Hennessy has certainly leveraged.
LVMH has put in a strong performance this year, as they retain 4th place in the brand owner rankings with a brand score of 287% - up 28% on last year. Market conditions are favourable for the group as there is a resurgence of demand for premium priced Champagne, explaining the mammoth rank jump of 36 places by Dom Prignon. The group implemented valuecreation strategies and innovation for growth in mature markets, whilst also performing well in developing markets, where newfound spending power and upmarket Champagne go hand in hand. Elsewhere, the saturation of the US Vodka market has resulted in a fiercely competitive market, particularly in terms of price - making it difficult for brands to retain price premium. Whilst Smirnoff steals the show, Pinnacle, CROC and Erisoff have reported impressive year on year (yoy) growth, demonstrating that it is possible to stand out from the crowd of well-established brands. The Campari Group have also had an excellent year for growth, with some impressive volume increases across their portfolio, in particular Cinzano Vermouth and Wild Turkey. Campari are committed to diversifying their brands and extending into overseas markets. Their 2012 acquisition of Lascelles de Mercado & Co., including the Jamaican Appleton Rum brand, demonstrates their developmental mind-set. We hope to see more of them in the Power 100 next year.
Such large success stories in the drinks industry inevitably lead to misfortune for others, as Beams Whiskey, Brandy and Tequila brands slip in the rankings and total scores. Whisky DYC has slipped out of the rankings, contributing to Beam Inc.s 6% loss in total score this year. However this is relative to the accomplishments of other brand owners, as the volumes for all Beams brands in the Power 100 have actually increased with a stand-out performance from Pinnacle Vodka, allowing them to retain the number 6 spot in brand owner rankings. The competition has been tough this year due to vast differences in global market conditions. Mature markets continue to struggle, juxtaposed by flourishing developing eastern economies. This creates a volatile global environment for brand owners and opens up opportunities for diversification and change in the drinks industry.
NEW ENTRANTS
BRAND PIPER HEIDSIECK GRAND MARNIER THE MACALLAN THE GLENLIVET BUCHANANS DOM PERIGNON CIROC BRUGAL RANK 98 97 90 76 75 70 40 37
THE BIGGEST MOVERS GOING UP

PINNACLE +49 PLACES
Pinnacle has shot up the rankings an impressive 49 places, boosted by a 9% yoy volume growth. The Vodka has gone from strength to strength for several years, demonstrating fast growth in a competitive market. Beam has been managing the brand since June 2012 after acquiring it from White Rock Distillers. The brand is very popular with young people in the US.
DOM PRIGNON +36 PLACES

Having just missed out in 2012 ranking 106, an 11% increase in brand score has propelled the prestigious Dom Prignon brand into the 2013 Power 100 jumping up 36 places in the ranks. The leap comes as a result of renewed interest in super premium Champagne.
THE GLENLIVET +34 PLACES

A noteworthy 15% increase in brand score has seen The Glenlivet move 34 places up the ranks, after coming in at rank 110 in 2012. The brand has grown consistently for several years as Pernod Ricard develop the respected high-quality Malt Scotch.
RMY MARTIN +23 PLACES

This French brand has moved up 23 places. Rmy Martins volume is up 11% on last year, fuelled by high demand from the growing Chinese market that has continued their taste for Cognac.
SUTTER HOME +23 PLACES

Another year of strong growth sees Sutter Home shoot up 23 places. The panel were impressed with the wines awareness and market share, giving the brand a 9% increase on its brand score this year to complement its 3% volume movement.
LINDEMANS +19 PLACES

After falling 11 places last year, Treasury Wine Estates Lindemans has made a come-back, as high market share and awareness drive their 4% volume growth.
DISARONNO +18 PLACES

This classic Liqueur has made it into the biggest movers for the third year running, with a combined rank climb of 44 places since 2010. They have captured the top-end of the young persons segment with a marketing drive which promotes it in cocktails such as Amaretto Sours.
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BOMBAY SAPPHIRE +14 PLACES

Bombay Sapphire has outperformed rivals in terms of growth, boasting a 16% brand score increase, bolstered by impressive volume movements as it steals market share from its competitors in the Gin category.
MUMM +14 PLACES

Another impressive movement in the Champagne category, Pernod Ricards Mumm has lifted 14 places, boosted by 7% yoy growth and a 7% brand score difference from 2012. Mumm is starting to show its potential.
EL JIMADOR +14 PLACES

As rival Jose Cuervo has seen its volumes shrink, el Jimador storms ahead with 7% yoy growth. The panel were particularly impressed with the brands heritage.
BIGGEST RISERS
BY TOTAL SCORE BRAND JOHNNIE WALKER BACARDI DEWARS PINNACLE JAMESON RMY MARTIN SUTTER HOME CAPTAIN MORGAN DOM PRIGNON BOMBAY SAPPHIRE CHANGE 17% 5% 5% 3% 3% 3% 3% 2% 2% 2%
BY BRAND SCORE BRAND BOMBAY SAPPHIRE THE GLENLIVET DEWARS BACARDI MARTELL LAURENT-PERRIER JAMESON DOM PRIGNON RMY MARTIN JOHNNIE WALKER CHANGE 16% 15% 15% 13% 13% 12% 12% 11% 11% 11%
BY RANK BRAND PINNACLE DOM PRIGNON THE GLENLIVET RMY MARTIN SUTTER HOME LINDEMANS DISARONNO BOMBAY SAPPHIRE MUMM EL JIMADOR CHANGE 49 36 34 23 23 19 18 14 14 14
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THE BIGGEST MOVERS GOING DOWN

SEAGRAMS 7 CROWN, -26 PLACES
A modest volume decline of 1% and brand score of 3% has seen Seagrams 7 Crown Whisky cascade down the ranks Diageos focus may have been diverted by other brands in its portfolio, which is evident from the huge volume increases elsewhere for the group.
BOLS LIQUEURS, -19 PLACES

Bols Liqueurs has dropped 19 places this year despite a 6% volume movement. This is largely due to the panel marking the brand down on the share of market and future growth potential, giving it a brand score difference of -10% on last year.
CANADIAN MIST, -19 PLACES

For 9 consecutive years Brown Formans Canadian Whisky brand has suffered volume decline. The panellists confidence in the future growth, market scope and share of market has consequently waned, despite the brands heritage.
CLAN CAMPBELL, -18 PLACES

Clan Campbell has seen another consecutive year of volumes decline since the Blended Whisky peaked in 2009. The brand ranks last in the Whisky brands in the Power 100 and faces stiff competition in a crowded marketplace.
RAMAZOTTI AMARO, -17 PLACES

Ramazotti Amaro had stagnant growth this year and a brand score decrease of 13%, contributing to its 17 place dip in the rankings.
E & J BRANDY, -16 PLACES

Gallos Brandy sunk 16 places this year due to a small 1% volume decline and a larger brand score decrease of 14%. The panellists discounted the brand on market scope and future growth potential E&J are losing market share to their competitors, some of whom are displaying large growth of 11% plus.
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INGLENOOK, -15 PLACES

Despite a volume increase of 5%, Inglenook has made it into the biggest fallers with a 15 place drop in the ranks. This is due to a -5% brand score on last year as the panel cast doubt on its premium price positioning and future growth compared to other brands.
CONCHA Y TORO, -13 PLACES

Relative to other power brands, Concha y Toro has not fared so well, falling 13 places. The panel scored it poorly on future growth, contributing to its brand score decline of 10% since 2012.
CAMPARI BITTERS, -13 PLACES

Campari Bitters is another faller in the flavoured spirits category, despite growing volumes by 3% and a brand score increase of 6%. This result is rooted more in other brands strong performances than Campari Bitters losing momentum.
BIGGEST FALLERS
BY TOTAL SCORE BRAND MARTINI JOSE CUERVO CONCHA Y TORO GALLO ABSOLUT SEAGRAM'S 7 CROWN MOT ET CHANDON E & J BRANDY JGERMEISTER DE KUYPER CHANGE -17% -8% -8% -7% -4% -3% -3% -3% -2% -2% BY BRAND SCORE BRAND CANADIAN MIST SEAGRAM'S 7 CROWN CINZANO VERMOUTH E & J BRANDY RAMAZZOTTI AMARO WILD TURKEY COINTREAU 100 PIPERS BLACK VELVET DREHER CHANGE -17% -16% -16% -14% -13% -12% -12% -11% -11% -10% BY RANK BRAND SEAGRAM'S 7 CROWN CANADIAN MIST BOLS LIQUEURS CLAN CAMPBELL RAMAZZOTTI AMARO E & J BRANDY CONCHA Y TORO CAMPARI BITTERS SAUZA BELL'S CHANGE -26 -19 -19 -18 -17 -16 -13 -13 -12 -12
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THE TOP 10
JOHNNIE WALKER
Johnnie Walker has knocked Smirnoff off the top spot in a staggering performance by Diageo, showcasing how to manage megabrands. Diageo reported an impressive 15% net sales and 7 % volume movement for the Johnnie Walker brand which has wide appeal due to a variety of offerings, from the top end Blue Label to the accessible Red Label and iconic Black Label brand variants. The panel gave Johnnie Walker an 11% brand score increase on last year, and have confidence in its continued growth. The key issue Diageo faces is maturing stock for their Black 12 year plus blend Diageo are rising to the challenge, making a $1 billion investment in maturation of Whisky in Scotland the largest investment of its kind ever made. Expect to see more great things next year.
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SMIRNOFF
After losing ground in the last few years and being forced to discount to retain its volumes, Smirnoff has bounced back and grown its volumes by 5% to 26 million cases vastly closing in on record 2008 volumes. Its brand score increased by 2% this year as the panels confidence in the brand has improved - but it was not enough to retain leadership over Johnnie Walker, as the panel marked the brand down in terms of premium price positioning and future growth, compared to the king of Scotch. Yet Smirnoff do have the muscle in the saturated US Vodka market, where its status as a local brand gives it an edge over imported competitors. Diageo have set the bar very high this year.
BACARDI
Its been an extremely successful year for the Rum brand with large volume movements and a brand score increase of 13%. Although this cannot compete with Diageos megabrands real volume movements, this reflects a superb year for the top 2 rather than reflecting on Bacardis strength in the market. Bacardi is viewed as a bar staple and has been focussing marketing efforts on the Rums versatility when it comes to cocktails.
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THE TOP 10
MARTINI
Italian Martini has grown this year and retained 4th position, with volumes almost double that of competitors Jgermeister and Cinzano Vermouth. Despite a 7% volume increase the panel gave the brand a 3% lower brand score of 65.3%, comparatively marking the light aperitif down on future growth. Martinis volumes will undoubtedly be propelled by a global rise in demand for chic cocktails in line with growing wealth aspirations, and the brands great heritage, allowing it to retain its price premium.
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HENNESSY
Hennessy retains 5th place, as it grows in line with the dynamic Cognac market, fuelled by growth in China and the US. Hennessy made an impressive jump from 7th to 5th place last year, and has proved it can hold its own as it continues to target the expanding far eastern middle classes. With this market continuing to grow, the panel have confidence in the future growth potential of the brand, which has once again outperformed competitors in terms of both growth and image volume up 6% on the previous year.
JACK DANIELS
In the other great story of this years Power 100, Jack Daniels has overtaken ABSOLUT in the rankings to claim 6th place. Jack Daniels has more momentum in more markets than ABSOLUT which is reflected in its growth with volumes moving 7% compared to ABSOLUTs 2%. As the only Whisky brand to make the top 10, it deserves the hard-fought position as the leader in its category. The brand has focussed marketing efforts on the younger audience and has a strong brand perception built on its heritage, whilst maintaining its status as a bar staple and cocktail ingredient. Brown Formans efforts could be overshadowed by Diageo but this is a really noteworthy performance that should not be undervalued.
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THE TOP 10
ABSOLUT
ABSOLUT has seen modest volume increases of 2% this year, and has slipped a place in the rankings as other brands outperform it in terms of growth. The Swedish brand has continued to perform well in a competitive Vodka market through innovative advertising campaigns such as ABSOLUT unique and its marketing to young professionals. ABSOLUTs total score slipped by 4% this year, as they have been forced to discount their prices in the flooded US market.
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CAPTAIN MORGAN
Captain Morgan has overtaken Chivas Regal, with the Rum now claiming 8th place. Another great success for Diageo, who have grown volumes 9% this year. The panel were impressed scoring the brand 6% higher on brand score, giving it 71.8%. The launch of Captain Morgan Black Spiced Rum in North America and increase in marketing spend has resonated with the male audience, adding to its success.
CHIVAS REGAL
This Blended Scotch has slipped a place in the rankings. Whilst it is respected in the Asian markets it has stood still with negligible volume movements whilst Johnnie Walker powers ahead. The brand is established in more mature markets with less movement in them such as Japan. The market here has been stagnant for some time and there is a large propensity to save rather than spend. Despite these market conditions, the total score of 30.8% shows that the brand still has real strength.
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BALLANTINES
Ballantines has once again retained its position in the top 10, as it overpowers its major competitor J&B in the European market, under Pernod Ricards management. The Blended Scotch has not grown much in way of volumes, reaching a plateau - largely due to its reliance on the falling European market and stagnant Japanese market. The challenge the Blended Scotch faces is growing its volumes in tough market conditions it is only retaining its volumes due to momentum in the Far East markets, which has developed a deep connection with Ballantines 17 year old powered by the South Korean and Japanese markets.
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STAR PERFORMERS
Each year, Intangible Business recognises those brands which warrant particular attention. Not neccesarily the biggest. Not necessarily the best. Just the brands which have performed especially well. This year the Star Performance Award goes to four brands which have performed exceptionally well, increasing their total scores and their brand scores to rise further up the rankings, outdoing the competition. We congratulate these brands and the people who have managed them throughout this challenging period and look forward to charting their continued growth and progress in future years.
ST A R PE RF O RM A N C E
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THE MOST INFLUENTIAL DRINKS INDUSTRY RANKING

The Power 100. The Worlds Most Powerful Spirits & Wine Brands, 2013 www.drinkspowerbrands.com 18
8 TOP SECTORS
MOST POWERFUL SECTORS
RANK 1 2 3 4 5 6 7 8 9 10 CHANGE 1 -1 SECTOR WHISKY VODKA RUM/CANE FLAVOURED SPIRITS STILL LIGHT WINE BRANDY LIGHT APERITIF SPARKLING GIN / GENEVER TEQUILA TOTAL SCORE 330.5% 193.4% 124.2% 107.3% 87.8% 73.0% 48.0% 47.1% 31.4% 18.0% TOTAL BRAND SCORE 1438.3% 697.9% 311.2% 789.6% 756.4% 341.9% 164.0% 551.2% 238.0% 167.5% BRANDS IN TOP 100 25 13 5 15 13 6 3 9 4 5
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9 STRONGEST BRANDS
STRONGEST BRANDS
RANK 1 1 3 4 5 5 7 8 9 9 BRAND JOHNNIE WALKER BACARDI HENNESSY MOT ET CHANDON SMIRNOFF CAPTAIN MORGAN CHIVAS REGAL VEUVE CLICQUOT ABSOLUT JACK DANIEL'S BRAND SCORE 2011 84% 79% 75% 74% 73% 72% 71% 71% 70% 69% CHANGE 8% 13% -1% 4% 2% 6% -1% 7% 1% -7%
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MOST POWERFUL WHISKY BRANDS

RANK 1 2 3 4 5 6 7 8 9 10 11 12 12 12 15 16 17 17 19 20 21 22 22 22 25 25 BRAND JOHNNIE WALKER JACK DANIEL'S CHIVAS REGAL BALLANTINE'S DEWARS JIM BEAM JAMESON CROWN ROYAL GRANT'S SCOTCH J&B FAMOUS GROUSE WILLIAM LAWSON'S BELL'S MAKER'S MARK TEACHER'S CANADIAN CLUB BLACK VELVET GLENFIDDICH SEAGRAM'S 7 CROWN BUCHANAN'S THE GLENLIVET 100 PIPERS CANADIAN MIST WILD TURKEY THE MACALLAN CLAN CAMPBELL OVERALL RANK 1 6 9 10 12 14 15 19 21 27 45 57 58 59 62 64 67 68 71 75 76 83 87 88 90 91 TOTAL SCORE CHANGE 2011 90.7% 36.0% 30.8% 22.5% 18.2% 16.9% 15.1% 12.2% 11.3% 10.3% 7.1% 5.2% 5.2% 5.2% 5.0% 4.8% 4.4% 4.4% 4.2% 3.4% 3.3% 2.9% 2.9% 2.9% 2.8% 2.8% 16.8% -2.0% -2.3% -1.8% 4.8% -1.2% 2.7% -0.4% -0.9% -2.0% -0.6% -0.8% -1.7% -0.7% -0.8% -0.7% -1.3% 0.5% -3.2% NEW ENTRY NEW ENTRY -1.6% -2.0% -0.4% 0.4% -1.5% BRAND SCORE 2011 83.57% 68.93% 70.63% 61.88% 56.79% 61.07% 68.57% 56.96% 51.96% 54.82% 53.57% 45.18% 50.63% 61.70% 52.77% 55.54% 44.29% 59.64% 42.95% 39.46% 61.96% 41.79% 41.43% 47.59% 62.50% 42.14% CHANGE 10.57% -7.07% -1.37% 3.88% 14.79% -0.93% 11.57% 4.96% 2.96% -5.18% -1.43% -6.82% -4.38% -4.30% -4.23% -1.46% -10.71% 6.64% -16.05% NEW ENTRY NEW ENTRY -11.21% -16.57% -12.41% 4.50% -5.86%
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MOST POWERFUL VODKA BRANDS

RANK 1 2 3 4 5 6 7 8 9 9 11 11 13 BRAND SMIRNOFF ABSOLUT GREY GOOSE STOLICHNAYA SKYY SVEDKA CROC PINNACLE KETEL ONE RUSSIAN STANDARD VODKA THREE OLIVES WYBOROWA ERISTOFF OVERALL RANK 2 7 17 30 35 39 40 49 51 53 77 78 86 TOTAL SCORE 2011 84.4% 35.3% 12.6% 9.5% 8.6% 8.2% 8.1% 6.1% 5.6% 5.6% 3.2% 3.2% 2.9% CHANGE -1% -4% -1% 1% -1% -2% NEW ENTRY 3% -1% 0% -1% -1% -1% BRAND SCORE 2011 73.04% 69.64% 59.82% 59.64% 54.29% 47.23% 53.04% 46.25% 50.71% 48.39% 45.54% 45.00% 45.36% CHANGE 2% 1% 50% 10% -4% 46% NEW ENTRY 1% -4% 0% -9% -6% 51%
MOST POWERFUL FLAVOURED SPIRITS BRANDS

RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 14 BRAND JEGERMEISTER BAILEYS RICARD MALIBU DE KUYPER FERNET BRANCA APEROL OVERALL RANK 11 13 22 31 33 38 55 TOTAL SCORE 2011 19.9% 18.2% 11.3% 9.5% 9.4% 8.3% 5.5% 5.1% 3.8% 3.6% 3.0% 2.6% 2.5% 2.3% 2.3% CHANGE 20% 18% 11% 10% 9% 8% 5% 5% 4% 4% 3% 3% 3% 2% NEW ENTRY BRAND SCORE 2011 65.00% 62.86% 48.84% 56.25% 52.86% 47.68% 52.23% 55.36% 50.18% 49.46% 50.18% 53.93% 45.00% 43.21% 56.61% CHANGE -1% -4% 2% 5% 5% 2% -1% -7% -7% 6% -3% -12% -10% -13% NEW ENTRY
SOUTHERN COMFORT 61 KAHLA CAMPARI BITTERS DISARONNO COINTREAU BOLS LIQUEURS RAMAZZOTTI AMARO GRAND MARNIER 73 74 81 93 95 96 97
22
MOST POWERFUL RUM BRANDS

RANK 1 2 3 4 5 BRAND BACARDI CAPTAIN MORGAN HAVANA CLUB BRUGAL CACIQUE OVERALL RANK 3 8 23 37 82 TOTAL SCORE 2011 69.8% 31.9% 11.2% 8.4% 2.9% CHANGE 5% 2% -1% NEW ENTRY -1% BRAND SCORE 2011 79.29% 71.79% 66.25% 51.07% 42.77% CHANGE 13% 6% 2% NEW ENTRY 2%
MOST POWERFUL WINE BRANDS

RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 13 BRAND GALLO HARDYS CONCHA Y TORO ROBERT MONDAVI YELLOWTAIL SUTTER HOME LINDEMANS BERINGER JACOB'S CREEK BLOSSOM HILL TORRES WOLF BLASS KENDALL JACKSON INGLENOOK OVERALL RANK 18 26 29 32 41 44 50 63 65 69 84 92 99 100 TOTAL SCORE 2011 12.2% 10.7% 10.0% 9.5% 8.1% 7.6% 5.7% 4.9% 4.8% 4.4% 2.9% 2.7% 2.2% 2.2% CHANGE -7% 2% -8% -1% -1% 3% 1% -1% -1% -1% 0% 0% -1% -1% BRAND SCORE 2011 57.14% 57.23% 57.50% 63.21% 55.00% 50.00% 53.75% 53.57% 52.14% 49.46% 53.48% 52.68% 53.04% 48.21% CHANGE -5% -3% -10% -1% 2% 9% 4% 6% -4% -9% -3% -7% 1% -5%
MOST POWERFUL BRANDY BRANDS

RANK 1 2 3 4 5 6 BRAND HENNESSY MARTELL RMY MARTIN DREHER E & J BRANDY COURVOISIER OVERALL RANK 5 24 36 47 56 72 TOTAL SCORE 2011 37.3% 11.1% 8.5% 6.6% 5.3% 4.1% CHANGE -2% 2% 3% -2% -3% -1% BRAND SCORE 2011 75.00% 65.89% 64.64% 42.68% 39.46% 54.20% CHANGE -1% 13% 11% -10% -14% -4%
23
MOST POWERFUL LIGHT APERITIF BRANDS

RANK 1 2 3 BRAND MARTINI APEROL CINZANO VERMOUTH OVERALL RANK 4 55 66 TOTAL SCORE 2011 37.8% 5.5% 4.7% CHANGE -17% -1% -1% BRAND SCORE 2011 65.36% 52.23% 46.43% CHANGE -3% -1% -16%
MOST POWEFUL TEQUILA BRANDS

RANK 1 2 3 4 BRAND JOSE CUERVO PATRN SAUZA EL JIMADOR OVERALL RANK 20 34 54 80 TOTAL SCORE 2011 11.5% 9.4% 5.5% 3.0% CHANGE -9% -1% -2% 0% BRAND SCORE 2011 58.57% 60.00% 56.79% 50.71% CHANGE -6% 5% 4% 49%
MOST POWERFUL CHAMPAGNE & SPARKLING WINE BRANDS

RANK 1 2 3 4 5 6 7 8 9 BRAND MOT ET CHANDON VEUVE CLICQUOT FREIXENET DOM PRIGNON MUMM LAURENT PERRIER MARTINI SPARKLING WINE NICOLAS FEUILLATTE PIPER HEIDSIECK OVERALL RANK 16 28 60 70 79 85 89 94 98 TOTAL SCORE 2011 14.1% 10.0% 5.1% 4.2% 3.1% 2.9% 2.8% 2.5% 2.3% CHANGE -3% -2% -1% NEW ENTRY 0% 0% 0% 0% NEW ENTRY BRAND SCORE 2011 73.75% 70.63% 57.32% 67.68% 60.71% 56.79% 57.86% 50.36% 56.07% CHANGE 4% 7% 0% NEW ENTRY 7% 12% -2% -8% NEW ENTRY
MOST POWERFUL GIN BRANDS

RANK 1 2 3 4 5 6 BRAND GORDON'S GIN BOMBAY SAPPHIRE BEEFEATER TANQUERAY SEAGRAM'S GIN LARIOS OVERALL RANK 25 43 46 48 52 98 TOTAL SCORE 2011 10.9% 7.7% 6.7% 6.1% 5.6% 2% CHANGE -1% 2% -1% 0% 3% NEW ENTRY BRAND SCORE 2011 56.25% 66.52% 60.09% 55.18% 44.29% 42% CHANGE 2% 16% -8% 1% -6% NEW ENTRY
24
SHARE OF MARKET
RANK 1 2 3 3 5 6 7 8 8 8 BRAND JOHNNIE WALKER SMIRNOFF BACARDI GALLO HENNESSY MOT ET CHANDON MARTINI JGERMEISTER BAILEYS CONCHA Y TORO SCORE 9.4 9.1 8.9 8.9 8.6 8.4 8.0 7.9 7.9 7.9
FUTURE GROWTH
RANK 1 2 3 3 5 5 5 5 9 10 10 BRAND JOHNNIE WALKER JAMESON MARTELL MAKER'S MARK BACARDI CAPTAIN MORGAN BOMBAY SAPPHIRE CROC HAVANA CLUB HENNESSY JACK DANIEL'S SCORE 7.7 7.3 6.7 6.7 6.3 6.3 6.3 6.3 6.0 5.9 5.9
PREMIUM PRICE POSITIONING

RANK 1 2 3 4 5 5 5 8 8 10 BRAND DOM PRIGNON HENNESSY JOHNNIE WALKER PATRN BOMBAY SAPPHIRE CHIVAS REGAL GREY GOOSE MAKER'S MARK THE MACALLAN VEUVE CLICQUOT SCORE 8.7 8.1 7.4 7.3 7.1 7.1 7.1 7.0 7.0 6.9
25
MARKET SCOPE
RANK 1 2 3 4 5 6 6 8 8 10 BRAND BACARDI JOHNNIE WALKER SMIRNOFF MOT ET CHANDON CHIVAS REGAL ABSOLUT JAMESON VEUVE CLICQUOT CAPTAIN MORGAN HENNESSY SCORE 8.7 8.6 8.3 8.0 7.9 7.7 7.7 7.6 7.6 7.4
AWARENESS
RANK 1 1 3 4 4 6 6 8 9 9 BRAND BACARDI SMIRNOFF JOHNNIE WALKER MOT ET CHANDON ABSOLUT CAPTAIN MORGAN DOM PRIGNON BAILEYS VEUVE CLICQUOT MARTINI SCORE 9.3 9.3 8.9 8.4 8.4 8.0 8.0 7.9 7.7 7.7
RELEVANCE
RANK 1 2 3 4 5 5 5 8 8 10 10 BRAND JOHNNIE WALKER BACARDI SMIRNOFF CAPTAIN MORGAN MOT ET CHANDON CHIVAS REGAL HENNESSY ABSOLUT VEUVE CLICQUOT JACK DANIEL'S BOMBAY SAPPHIRE SCORE 8.0 7.7 7.4 7.3 7.1 7.1 7.1 7.0 7.0 6.9 6.9
26
HERITAGE
RANK 1 2 3 3 5 6 6 8 8 8 8 BRAND BACARDI JOHNNIE WALKER MOT ET CHANDON DOM PRIGNON HAVANA CLUB CHIVAS REGAL VEUVE CLICQUOT CAPTAIN MORGAN HENNESSY RMY MARTIN STOLICHNAYA SCORE 8.6 8.3 8.0 8.0 7.9 7.7 7.7 7.6 7.6 7.6 7.6
BRAND PERCEPTION
RANK 1 2 3 4 5 6 7 7 7 7 BRAND JOHNNIE WALKER DOM PRIGNON HENNESSY BACARDI CHIVAS REGAL BOMBAY SAPPHIRE MOT ET CHANDON CAPTAIN MORGAN ABSOLUT MAKER'S MARK SCORE 8.6 8.1 7.9 7.7 7.6 7.4 7.3 7.3 7.3 7.3
27
10 BIGGEST BRAND OWNERS

RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 CHANGE 1 10 -2 2 2 -5 2 -3 -5 1 -3 4 -1 -2 2 7 7 -4 NEW ENTRY NEW ENTRY -3 -2 OWNER DIAGEO PERNOD RICARD BACARDI MARTINI LVMH BROWN-FORMAN BEAM INC CAMPARI CONSTELLATION MAST-JGERMEISTER GALLO TOTAL SCORE TOTAL 304.4% 185.4% 157.0% 65.6% 54.7% 47.7% 31.8% 22.1% 19.9% 17.5% CHANGE 7% -15% -9% -2% -6% -6% -8% -4% -2% 10% -10% 0% -1% -2% 2% -8% 1% -1% -3% 0% -1% 3% -1% 0% -1% -1% 0% 0% 0% -1% -2% -1% -1% BRAND SCORE TOTAL 851% 1009% 476% 287% 272% 388% 293% 155% 65% 167% 97% 112% 160% 119% 57% 58% 60% 60% 53% 48% 55% 50% 51% 48% 57% 46% 50% 57% 54% 50% 45% 57% 56% 48% 53% CHANGE 28% -5% 28% 77% -31% -70% -36% -19% -1% 112% -18% 10% 2% -1% -3% -9% 10% 5% 5% 2% 2% 9% -4% 0% 0% -9% -3% 12% -2% -8% -10% -5% 1% NUMBER IN TOP CHANGE 100 15 18 8 4 5 7 6 3 1 3 2 2 3 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 NEW ENTRY NEW ENTRY 1 1 -1 -1 2 -
THE ERDINGTON GROUP 18.4% WILLIAM GRANT & SONS 15.7% TREASURY WINE ESTATES 13.3% RMY COINTREAU ACCOLADE WINES CONCHA Y TORO SPI PATRN GROUP FRANCELLI BRANCA CASELLA WINES SUTTER HOME WINERY DIAGEO AND NOLET FAMILY RUSSIAN STANDARD VODKA FREIXENET PROXIMO SPIRITS ILLVA SARONNO BERNAD DE NONANCO TORRES FAMILY CV-CNF LUCAS BOLS BV (FORMERLY MARNIER-LOPOSTOLLE EPI THE WINE GROUP
ABN AMRO CAPTIAL & MANAGEMENT)
11.1% 10.7% 10.0% 9.5% 9.4% 8.3% 8.1% 7.6% 5.6% 5.6% 5.1% 3.2% 3.0% 2.9% 2.9% 2.5% 2.5% 2.3% 2.3% 2.2%
DE KUYPER AND BEAM INC 9.4%
JACKSON FAMILY WINES 2.2%
28
11 COUNTRIES OF ORIGIN
MOST POWERFUL COUNTRIES OF ORIGINS
RANK CHANGE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 0 0 0 0 -1 1 0 0 0 0 0 2 0 4 3 3 3 4 4 4 4 COUNTRY OF ORIGIN SCOTLAND USA FRANCE RUSSIA CUBA ITALY SWEDEN DOMINICAN REPUBLIC ENGLAND MEXICO IRELAND CANADA AUSTRALIA GERMANY HOLLAND CHILE SPAIN FINLAND BRAZIL POLAND VENEZUELA TOTAL SCORE CHANGE TOTAL 226% 153% 143% 102% 81% 68% 44% 40% 35% 33% 33% 24% 21% 20% 18% 10% 8% 8% 7% 3% 3% 13% -25% 14% -2% 4% -23% -6% 10% -4% -13% 1% -7% -1% -8% -5% -8% -8% -1% -2% -1% -1% TOTAL BRAND SCORE 889% 964% 1014% 226% 146% 412% 117% 123% 284% 276% 131% 198% 214% 65% 149% 58% 111% 56% 43% 45% 43% CHANGE 100% -126% 269% 3% 16% -29% -7% 57% -46% 49% 7% -74% -5% -106% -9% -10% -107% -4% -10% -6% 2% NUMBER IN TOP 100 16 18 17 4 2 8 2 2 5 5 2 4 4 1 3 1 2 1 1 1 1 CHANGE 2 -1 4 0 1 0 0 0 -1 0 0 -1 0 -2 0 0 -2 0 0 0 0
29
SCOTLAND
RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 BRAND JOHNNIE WALKER CHIVAS REGAL BALLANTINES DEWARS GRANT'S SCOTCH J&B FAMOUS GROUSE WILLIAM LAWSON'S BELL'S TEACHER'S GLENFIDDICH BUCHANAN'S THE GLENLIVET 100 PIPERS THE MACALLAN CLAN CAMPBELL SUB CATEGORY BLENDED SCOTCH BLENDED SCOTCH BLENDED SCOTCH BLENDED SCOTCH BLENDED SCOTCH BLENDED SCOTCH BLENDED SCOTCH BLENDED SCOTCH BLENDED SCOTCH BLENDED SCOTCH MALT SCOTCH BLENDED SCOTCH MALT SCOTCH BLENDED SCOTCH MALT SCOTCH BLENDED SCOTCH OWNER DIAGEO PERNOD RICARD PERNOD RICARD BACARDI MARTINI WILLIAM GRANT & SONS DIAGEO EDRINGTON GROUP BACARDI MARTINI DIAGEO BEAM INC WILLIAM GRANT & SONS DIAGEO PERNOD RICARD PERNOD RICARD EDRINGTON GROUP PERNOD RICARD OVERALL RANK 1 9 10 12 21 27 45 57 58 62 68 75 76 83 90 91
USA
RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 BRAND JACK DANIEL'S JIM BEAM GALLO HARDYS MALIBU ROBERT MONDAVI SKYY SUTTER HOME SEAGRAM'S GIN E & J BRANDY MAKER'S MARK SOUTHERN COMFORT BERINGER BLOSSOM HILL SEAGRAM'S 7 CROWN WILD TURKEY KENDALL JACKSON INGLENOOK SUB CATEGORY US WHISKEY US WHISKEY STILL LIGHT WINE STILL LIGHT WINE LIQUEURS STILL LIGHT WINE US VODKA STILL LIGHT WINE GIN / GENEVER OTHER BRANDY US WHISKEY LIQUEURS STILL LIGHT WINE STILL LIGHT WINE US WHISKEY US WHISKEY STILL LIGHT WINE STILL LIGHT WINE OWNER BROWN-FORMAN BEAM INC GALLO ACCOLADE WINES PERNOD RICARD CONSTELLATION CAMPARI SUTTER HOME WINERY PERNOD RICARD GALLO BEAM INC BROWN-FORMAN TREASURY WINE ESTATES DIAGEO DIAGEO CAMPARI JACKSON FAMILY WINES THE WINE GROUP OVERALL RANK 6 14 18 26 31 32 35 44 52 56 59 61 63 69 71 88 99 100
30
FRANCE
RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 BRAND HENNESSY MOT ET CHANDON GREY GOOSE RICARD MARTELL VEUVE CLICQUOT RMY MARTIN CROC PINNACLE DOM PRIGNON COURVOISIER MUMM LAURENT-PERRIER COINTREAU NICOLAS FEUILLATTE GRAND MARNIER PIPER HEIDSIECK SUB CATEGORY COGNAC CHAMPAGNE FRENCH VODKA ANISEED COGNAC CHAMPAGNE COGNAC VODKA FRENCH VODKA CHAMPAGNE COGNAC CHAMPAGNE CHAMPAGNE LIQUEURS CHAMPAGNE LIQUEURS CHAMPAGNE OWNER LVMH LVMH BACARDI MARTINI PERNOD RICARD PERNOD RICARD LVMH REMY COINTREAU DIAGEO BEAM INC. LVMH BEAM INC PERNOD RICARD BERNARD DE NONANCOURT REMY COINTREAU CV-CNF MARNIER-LAPOSTOLLE REMY COINTREAU OVERALL RANK 5 16 17 22 24 28 36 40 49 70 72 79 85 93 94 97 98
RUSSIA
RANK 1 2 3 4 BRAND SMIRNOFF STOLICHNAYA RUSSIAN STANDARD ERISTOFF SUB CATEGORY WHITE SPIRITS WHITE SPIRITS WHITE SPIRITS WHITE SPIRITS OWNER DIAGEO SPI RUSSIAN STANDARD BACARDI MARTINI OVERALL RANK 2 30 53 86
CUBA
RANK 1 2 BRAND BACARDI HAVANA CLUB SUB CATEGORY RUM / CANE RUM / CANE OWNER BACARDI MARTINI PERNOD RICHARD OVERALL RANK 3 23
ITALY
RANK 1 2 3 4 5 6 7 8 BRAND MARTINI FERNET-BRANCA APEROL CINZANO VERMOUTH CAMPARI BITTERS DISARONNO MARTINI SPARKLING WINE RAMAZZOTTI AMARI SUB CATEGORY LIGHT APERITIF BITTERS / SPIRIT APERITIFS LIGHT APERITIF LIGHT APERITIF BITTERS / SPIRIT APERITIFS LIQUEURS OTHER SPARKLING BITTERS / SPIRIT APERITIFS OWNER BACARDI MARTINI FRANTELLI BRANCA CAMPARI CAMPARI CAMPARI ILLVA SARONNO BACARDI MARTINI PERNOD RICARD OVERALL RANK 4 38 55 66 74 81 89 96
31
SWEDEN
RANK 1 2 BRAND ABSOLUT SVEDKA SUB CATEGORY SWEDISH VODKA SWEDISH VODKA OWNER PERNOD RICARD CONSTELLATION OVERALL RANK 7 39
MEXICO
RANK 1 2 3 4 5 BRAND EL JIMADOR JOSE CUERVO PATRN SAUZA KAHLA SUB CATEGORY TEQUILA TEQUILA TEQUILA TEQUILA LIQUEURS OWNER BROWN-FORMAN DIAGEO PATRON GROUP BEAM INC PERNOD RICARD OVERALL RANK 20 34 54 73 80
ENGLAND
RANK 1 2 3 4 5 BRAND GORDON'S GIN BOMBAY SAPPHIRE BEEFEATER TANQUERAY THREE OLIVES SUB CATEGORY GIN / GENEVER GIN / GENEVER GIN / GENEVER GIN / GENEVER ENGLISH VODKA OWNER DIAGEO BACARDI MARTINI PERNOD RICARD DIAGEO PROXIMO SPIRITS OVERALL RANK 25 43 46 48 77
IRELAND
RANK 1 2 BRAND BAILEYS JAMESON SUB CATEGORY LIQUEURS OWNER DIAGEO OVERALL RANK 13 15
BLENDED IRISH WHISKEY PERNOD RICARD
AUSTRALIA
RANK 1 2 3 4 5 6 BRAND YELLOWTAIL LINDEMANS JACOB'S CREEK WOLF BLASS WOLF BLASS PENFOLDS SUB CATEGORY STILL LIGHT WINE STILL LIGHT WINE STILL LIGHT WINE STILL LIGHT WINE STILL LIGHT WINE STILL LIGHT WINE OWNER CASELLA WINES PERNOD RICARD FOSTERS FOSTERS OVERALL RANK 41 65 90 99
TREASURY WINE ESTATES 50 TREASURY WINE ESTATES 92
CANADA
RANK 1 2 3 4 BRAND CROWN ROYAL CANADIAN CLUB BLACK VELVET CANADIAN MIST SUB CATEGORY CANADIAN WHISKY CANADIAN WHISKY CANADIAN WHISKY CANADIAN WHISKY OWNER DIAGEO BEAM INC CONSTELLATION BROWN-FORMAN OVERALL RANK 19 64 67 87
GERMANY
RANK 1 BRAND JGERMEISTER SUB CATEGORY BITTERS / SPIRIT APERITIFS OWNER MAST-JAGERMEISTER OVERALL RANK 11
32
HOLLAND
RANK 1 2 3 BRAND DE KUYPER KETEL ONE BOLS LIQUEURS SUB CATEGORY LIQUEURS DUTCH VODKA LIQUEURS OWNER DE KUYPER AND BEAM INC DIAGEO AND NOLET FAMILY LUCAS BOLS BV OVERALL RANK 33 51 95
CHILE
RANK 1 BRAND CONCHA Y TORO SUB CATEGORY STILL LIGHT WINE OWNER CONCHA Y TORO OVERALL RANK 29
SPAIN
RANK 1 2 BRAND FREIXENET TORRES SUB CATEGORY OTHER SPARKLING STILL LIGHT WINE OWNER FREIXENET TORRES FAMILY OVERALL RANK 60 84
FINLAND
RANK 1 BRAND FINLANDIA SUB CATEGORY FINISH VODKA OWNER BROWN-FORMAN OVERALL RANK 42
BRAZIL
RANK 1 BRAND DREHER SUB CATEGORY OTHER BRANDY OWNER CAMPARI OVERALL RANK 47
POLAND
RANK 1 BRAND WYBOROWA SUB CATEGORY POLISH VODKA OWNER PERNOD RICARD OVERALL RANK 78
VENEZUELA
RANK 1 BRAND CACIQUE SUB CATEGORY RUM / CANE OWNER DIAGEO OVERALL RANK 82
DOMICAN REPUBLIC
RANK 1 2 BRAND CAPTAIN MORGAN BRUGAL SUB CATEGORY RUM / CANE RUM / CANE OWNER DIAGEO ERDINGTON GROUP OVERALL RANK 8 37
33
THE TOP 100

Country Total score 2013 Total score difference Awareness Relevance Heritage Share of market Future Growth Market Scope Brand score 2013 Brand score difference Premium Price Positioning Brand perception
1 Russia Cuba Italy France USA Sweden Dominican Republic Scotland Scotland Germany Scotland Ireland USA Ireland France France USA Canada Mexico Scotland France Cuba France England USA Scotland France Chile 11.1% 10.9% 10.7% 10.3% 10.0% 10.0% 11.2% 11.3% -2% -1% 2% -1% 2% -2% -2% -8% 11.3% -1% 11.5% -8% 12.2% 0% 56.96% 58.57% 51.96% 48.84% 66.25% 65.89% 56.25% 57.23% 54.82% 70.63% 57.50% 12.2% -7% 57.14% -5% 5% -6% 3% 2% 2% 13% 2% -3% -5% 7% -10% 12.6% -1% 59.82% 5% 14.1% -3% 73.75% 4% 8.4 5.1 8.9 6.4 6.6 6.0 6.2 5.7 5.6 7.3 6.9 5.4 6.9 7.9 15.1% 3% 68.57% 12% 6.4 16.9% -1% 61.07% -1% 6.3 5.3 7.3 5.4 5.0 4.6 4.0 3.6 4.0 3.1 6.0 6.7 3.7 4.7 3.4 5.8 4.1 18.2% -2% 62.86% -4% 7.9 3.9 18.2% 5% 56.79% 15% 4.4 5.0 5.6 5.3 4.7 5.9 6.3 7.1 3.9 5.7 4.6 4.3 3.9 6.0 6.7 4.7 4.6 4.7 6.9 4.9 19.9% -2% 65.00% -1% 7.9 5.3 5.7 22.5% -2% 61.88% 4% 6.8 4.9 5.3 30.8% -2% 70.63% -1% 5.9 5.6 7.1 7.9 6.3 6.3 6.1 6.7 5.9 7.7 8.0 5.7 6.7 5.4 6.6 5.6 3.4 6.7 6.6 5.9 6.0 5.3 7.6 6.6 31.9% 2% 71.79% 6% 7.7 6.3 5.7 7.6 35.3% -4% 69.64% 1% 7.4 5.0 6.0 7.7 8.4 8.0 7.6 6.7 7.1 6.3 7.9 7.1 6.9 8.4 6.4 7.3 6.0 7.4 5.7 4.9 6.9 6.9 7.0 6.6 6.6 7.7 6.0 36.0% -2% 68.93% -7% 7.1 5.9 6.3 7.1 7.6 37.3% -2% 75.00% -1% 8.6 5.9 8.1 7.4 7.4 37.8% -17% 65.36% -3% 8.0 4.6 5.4 6.6 7.7 6.1 7.1 6.9 7.0 7.3 7.1 6.1 6.1 5.3 6.4 6.1 6.6 7.1 6.3 4.7 5.6 5.7 4.7 4.3 6.7 6.1 4.9 5.9 5.3 7.0 5.7 69.8% 5% 79.29% 13% 8.9 6.3 6.3 8.7 9.3 7.7 84.4% -1% 73.04% 2% 9.1 5.1 4.7 8.3 9.3 7.4
Rank change
Rank
Brand
Sub category
Owner
Johnnie Walker
Blended Scotch
Diageo
Scotland
90.7%
17%
83.57%
11%
9.4
7.7
7.4
8.6
8.9
8.0
8.3 7.4 8.6 7.3 7.6 7.3 6.9 7.6 7.7 6.7 6.7 6.9 5.9 7.0 7.3 8.0 5.1 5.0 6.4 6.7 6.0 7.4 7.9 7.4 6.1 5.7 6.9 7.7 5.1
8.6 7.0 7.7 6.6 7.9 7.0 7.3 7.3 7.6 6.7 6.9 5.9 6.4 6.4 6.9 7.3 7.0 4.7 6.0 5.7 5.3 5.9 7.1 6.7 5.4 5.4 6.3 7.0 5.7
-1
Smirnoff
Vodka
Diageo
Bacardi
Rum / Cane
Bacardi Martini
Martini
Light Aperitif
Bacardi Martini
Hennessy
Cognac
LVMH
Jack Daniel's
US Whiskey
Brown-Forman
-1
ABSOLUT
Swedish Vodka
Pernod Ricard
Captain Morgan
Rum / Cane
Diageo
-1
Chivas Regal
Blended Scotch
Pernod Ricard
10
Ballantine's
Blended Scotch
Pernod Ricard
11
Jgermeister
Bitters / Spirit
Mast-
Aperitifs
Jagermeister
12
Dewar's
Blended Scotch
Bacardi Martini
13
-1
Baileys
Liqueurs
Diageo
14
Jim Beam
US Whiskey
Beam Inc
15
Jameson
Blended Irish
Whiskey
Pernod Ricard
16
Mot et Chandon Champagne
LVMH
17
Grey Goose
French Vodka
Bacardi Martini
18
-4
Gallo
Still Light Wine
Gallo
19
Crown Royal
Canadian
Whisky
Diageo
20
-7
Jose Cuervo
Tequila
Diageo
21
Grant's Scotch
Blended Scotch
William Grant &
Sons
22
-2
Ricard
Aniseed
Pernod Ricard
23
Havana Club
Rum / Cane
Pernod Ricard
24
Martell
Cognac
Pernod Ricard
25
Gordon's Gin
Gin / Genever
Diageo
26
Hardys
Still Light Wine
Accolade Wines
27
-3
J&B
Blended Scotch
Diageo
28
-1
Veuve Clicquot
Champagne
LVMH
29
-13
Concha y Toro
Still Light Wine
Concha y Toro
34
THE TOP 100

30 USA USA Holland Mexico USA France Dominican 8.4% Republic 1% -2% -1% -1% 2% 3% -1% -1% -2% 0% 3% 1% -1% -1% 0% -2% -1% 5.3% 5.2% 5.2% -3% -1% -2% 53.75% 50.71% 44.29% 48.39% 56.79% 52.23% 39.46% 45.18% 50.63% 46.25% 55.18% 1% 1% 4% -4% -6% 0% 4% -1% -14% -7% -4% 42.68% -10% 60.09% -8% 53.57% -1% 4.1 5.6 5.6 4.1 4.7 6.0 4.4 5.3 4.0 5.1 5.1 4.9 3.4 4.5 50.00% 9% 6.4 66.52% 16% 5.6 6.3 4.3 5.0 4.9 4.0 4.3 5.4 4.6 4.6 3.7 4.9 4.6 5.3 3.4 5.4 3.7 55.71% -4% 5.3 4.6 55.00% 2% 7.0 4.9 53.04% 4.4 6.3 6.6 5.0 5.4 7.1 4.3 4.9 5.3 4.1 6.4 4.9 5.0 5.9 4.1 5.3 5.0 5.3 3.6 4.4 4.6 47.23% -8% 4.4 5.7 4.7 47.68% 2% 5.3 4.3 4.4 4.9 4.1 5.0 5.3 5.6 6.6 4.9 5.6 6.4 3.6 5.4 4.1 5.1 4.4 3.3 4.4 5.9 4.7 3.3 4.3 4.4 51.07% 4.9 4.4 5.1 4.9 Italy Sweden France Australia Finland England USA Scotland England Brazil England France 5.7% 5.6% 5.6% 5.6% 5.5% 5.5% 6.1% 6.1% 6.6% 6.7% 7.1% 7.6% 7.7% 7.8% 8.1% 8.1% 8.2% 8.3% 8.5% 3% 64.64% 11% 4.9 5.7 6.7 6.4 6.9 5.3 4.7 4.6 4.4 6.4 6.7 6.9 6.1 5.9 7.0 4.0 5.7 4.4 6.0 5.0 5.1 5.1 6.6 5.1 4.1 4.6 6.0 8.6% -1% 54.29% -4% 4.9 5.3 5.7 4.9 6.6 9.4% -1% 60.00% 5% 4.6 5.4 7.3 5.7 5.9 9.4% -2% 52.86% 5% 6.1 4.4 4.6 5.9 6.1 4.9 6.4 5.4 6.7 5.1 4.4 5.0 5.1 5.3 5.3 6.9 4.6 5.7 6.0 4.3 5.4 4.6 5.0 5.7 4.4 5.1 5.7 4.9 4.1 4.1 5.0 9.5% -1% 63.21% -1% 6.7 5.3 6.1 6.4 6.7 6.3 9.5% 1% 56.25% 5% 5.7 5.1 5.4 5.4 6.7 5.1
Rank change
Rank
Brand
Sub category
Owner
Stolichnaya
Latvian Vodka
SPI
Russia
9.5%
1%
59.64%
10%
4.7
4.6
6.0
5.6
6.6
6.1
7.6 5.3 6.6 5.3 5.9 5.1 7.6 5.9 5.1 4.3 4.6 4.9 5.9 6.4 4.4 5.9 6.6 4.6 5.9 4.4 5.6 5.0 4.9 5.0 6.6 5.7 4.0 5.3 6.6
6.6 6.1 6.4 5.0 6.9 5.6 6.9 5.3 5.0 5.0 6.0 5.3 5.9 7.4 5.0 5.9 6.3 4.0 6.9 4.4 5.7 5.6 4.6 4.9 6.0 5.7 4.1 4.7 5.7
31
Malibu
Liqueurs
Pernod Ricard
32
-2
Robert Mondavi
Still Light Wine
Constellation
33
-7
De Kuyper
Liqueurs
De Kuyper and Beam Inc
34
-5
Patrn
Tequila
Patron Group
35
-3
SKYY
US Vodka
Campari
36
23
Rmy Martin
Cognac
Remy Cointreau
37
Brugal
Rum / Cane
Edrington Group
38
Fernet-Branca
Bitters / Spirit Aperitifs
Frantelli Branca
39
-8
SVEDKA
Swedish Vodka
Constellation
40
CROC
Vodka
Diageo
41
-6
Yellowtail
Still Light Wine
Casella Wines
42
-4
Finlandia
Finish Vodka
Brown-Forman
43
14
Bombay Sapphire Gin / Genever
Bacardi Martini
44
23
Sutter Home
Still Light Wine
Sutter Home Winery
45
-2
Famous Grouse
Blended Scotch
Edrington Group
46
-5
Beefeater
Gin / Genever
Pernod Ricard
47
-8
Dreher
Other Brandy
Campari
48
Tanqueray
Gin / Genever
Diageo
49
49
Pinnacle
French Vodka
Beam Inc.
50
19
Lindemans
Still Light Wine
51 USA
-1
Ketel One
Dutch Vodka
Treasury Wine Australia Estates Diageo and Nolet Holland family
52
-5
Seagram's Gin
Gin / Genever
Pernod Ricard
53 Mexico Italy USA Scotland Scotland
Russian Standard Russian Vodka Vodka
Russian Standard Russia
54
-12
Sauza
Tequila
Beam Inc
55
-7
Aperol
Light Aperitif
Campari
56
-16
E&J Brandy
Other Brandy
Gallo
57
-2
William Lawson's
Blended Scotch
Bacardi Martini
58
-12
Bell's
Blended Scotch
Diageo
35
THE TOP 100

59 Spain USA Scotland USA Canada Australia Italy Canada Scotland USA France USA France Mexico Italy Scotland Scotland England Poland France Mexico Italy Venezuela Scotland Spain France Russia Canada 2.9% 2.9% 2.9% 2.9% 2.9% 2.9% 3.0% 0% -1% -2% 0% 0% -1% -2% 3.0% 0% 3.1% 0% 3.2% -1% 45.00% 60.71% 50.71% 50.18% 42.77% 41.79% 53.48% 56.79% 45.36% 41.43% 3.2% -1% 45.54% 3.3% 1% 61.96% 15% -9% -6% 7% 4% -3% 2% -11% -3% 12% -9% -17% 3.4% 39.46% 3.6% -2% 49.46% 6% 4.4 3.1 6.1 3.6 4.0 5.3 4.0 3.3 3.6 3.3 4.2 4.4 3.7 3.6 3.8% -1% 50.18% -7% 4.7 4.1% -1% 54.20% -4% 3.9 4.2% -3% 42.95% -16% 3.8 3.3 5.1 3.7 4.0 4.4 5.3 5.1 4.3 4.9 5.0 4.4 3.9 3.4 4.9 4.9 5.1 3.7 4.2% 2% 67.68% 11% 3.4 4.9 4.4% -1% 49.46% -9% 6.0 4.6 4.1 8.7 4.6 5.7 4.4 4.3 3.6 6.1 5.4 4.6 5.3 5.3 4.9 4.4 3.4 5.0 5.6 4.7 4.1 4.4% 0% 59.64% 7% 6.6 5.0 6.0 4.4% -1% 44.29% -11% 4.1 4.1 4.3 4.0 5.9 4.6 6.6 3.9 5.3 4.9 5.6 3.3 6.1 4.6 4.0 6.3 5.1 5.7 4.0 4.1 5.7 5.9 4.7 3.9 4.7% -1% 46.43% -16% 3.4 3.4 4.3 5.6 4.8% -1% 52.14% -4% 5.7 4.4 4.3 5.6 6.3 5.3 4.7 5.9 6.0 8.0 4.9 5.7 6.4 5.1 4.0 6.3 4.3 5.0 7.1 5.0 5.7 4.0 4.9 5.9 6.3 4.3 4.3 4.8% -1% 55.54% -1% 5.1 4.7 4.9 5.6 6.6 4.9% -1% 53.57% 6% 5.9 4.0 4.9 4.9 5.9 5.0% -1% 52.77% -4% 3.5 5.1 4.9 5.1 6.0 5.6 5.4 4.9 5.0 4.0 4.4 5.6 4.7 6.4 3.9 5.7 4.9 4.7 3.6 6.4 4.7 4.3 6.1 5.1 5.1 4.1 4.6 5.7 5.6 4.4 4.0 5.1% -2% 55.36% -7% 4.3 3.9 5.4 6.0 6.3 6.0 5.1% -1% 57.32% 0% 7.4 4.4 4.6 6.3 6.9 5.0
-1
Rank change
Rank
Brand
Sub category
Owner
Maker's Mark
US Whiskey
Beam Inc
USA
5.2%
-1%
61.70%
-4%
3.8
6.7
7.0
5.1
6.7
6.3
6.4 6.0 6.4 6.4 6.0 7.0 5.3 6.0 5.1 6.6 4.4 8.0 4.9 6.1 5.9 5.9 5.3 6.4 4.3 5.3 7.0 6.1 5.7 5.4 5.4 5.4 6.7 4.3 5.1
7.3 5.3 6.0 5.6 6.0 5.7 5.1 5.1 4.6 6.3 5.1 8.1 5.3 5.9 5.3 5.6 4.3 6.7 4.4 4.6 6.6 4.9 5.3 4.7 4.3 6.0 6.1 5.0 4.4
60
-9
Freixenet
Other Sparkling
Freixenet
61
-12
Southern Comfort Liqueurs
Brown-Forman
62
-2
Teacher's
Blended Scotch
Beam Inc
63
-10
Beringer
Still Light Wine
Treasury Wine Estates
64
Canadian Club
Canadian Whisky
Beam Inc
65
-2
Jacob's Creek
Still Light Wine
Pernod Ricard
66
-10
Cinzano
Light Aperitif
Campari
67
-5
Black Velvet
Canadian Whisky
Constellation
68
Glenfiddich
Malt Scotch
William Grant & Sons
69
-4
Blossom Hill
Still Light Wine
Diageo
70
36
Dom Prignon
Champagne
LVMH
71
-26
Seagram's 7 Crown
US Whiskey
Diageo
72
-1
Courvoisier
Cognac
Beam Inc
73
-3
Kahla
Liqueurs
Pernod Ricard
74
-13
Campari Bitters
Campari
75
Buchanan's
Blended Scotch
Diageo
76
34
The Glenlivet
Malt Scotch
Pernod Ricard
77
Three Olives
English Vodka
Proximo Spirits
78
-4
Wyborowa
Polish Vodka
Pernod Ricard
79
14
G. H. Mumm
Champagne
Pernod Ricard
80
14
El Jimador
Tequila
Brown-Forman
81
18
Disaronno
Liqueurs
Illva Saronno
82
-2
Cacique
Rum / Cane
Diageo
83
-11
100 Pipers
Blended Scotch
Pernod Ricard
84
-2
Torres
Still Light Wine
Torres Family
85
11
Laurent-Perrier
Champagne
Bernard de Nonancourt
86
-11
Eristoff
Georgian Vodka Bacardi Martini
87
-19
Canadian Mist
Canadian Whisky
Brown-Forman
36
THE TOP 100

Country Total score 2013 Total score difference Awareness Relevance Share of market Future Growth Market Scope Brand score 2013 Brand score difference Premium Price Positioning Heritage Brand perception
88 Italy Scotland Scotland Australia France France Holland Italy France France USA USA 2.2% -1% 48.21% -5% 5.1 2.2% -1% 53.04% 1% 5.0 4.3 4.0 2.3% 0% 56.07% 8% 5.1 4.9 2.3% 0% 56.61% 7% 3.1 4.4 6.1 5.1 5.1 4.0 2.3% -1% 43.21% -13% 3.6 3.6 4.6 2.5% -2% 45.00% -10% 3.4 3.9 4.1 5.1 4.3 6.1 5.9 4.4 4.7 2.5% 0% 50.36% -8% 4.6 5.3 5.1 5.0 2.6% -1% 53.93% -12% 3.3 4.4 5.3 6.1 6.0 5.1 5.4 4.4 6.6 5.9 6.1 5.6 2.7% 0% 52.68% -7% 3.9 4.9 5.4 5.4 5.7 2.8% -1% 42.14% -6% 3.4 4.0 3.9 3.9 4.4 2.8% 0% 62.50% 5% 5.1 5.6 7.0 6.0 6.1 6.1 4.0 5.7 5.6 4.7 4.0 3.9 5.6 5.1 6.0 4.6 2.8% 0% 57.86% -2% 5.7 4.4 5.3 6.4 6.7 5.1
-5
Rank change
Rank
Brand
Sub category
Owner
Wild Turkey
US Whiskey
Campari
USA
2.9%
0%
47.59%
-12%
3.3
4.8
5.0
4.3
5.4
4.4
6.0 7.0 6.9 5.4 5.4 6.6 5.6 5.3 5.3 6.7 6.9 5.1 5.3
4.9 5.6 7.1 4.7 5.7 5.9 4.9 4.7 5.0 6.6 6.0 6.3 5.3
89
-3
Martini Sparkling Wine
Other Sparkling
Bacardi Martini
90
13
The Macallan
Malt Scotch
Edrington Group
91
-18
Clan Campbell
Blended Scotch
Pernod Ricard
92
Wolf Blass
Still Light Wine
Treasury Wine Estates
93
-12
Cointreau
Liqueurs
Remy Cointreau
94
-6
Nicolas Feuillatte
Champagne
CV-CNF
95
-19
Bols Liqueurs
Liqueurs
Lucas Bols BV
96
-17
Ramazzotti Amaro
Pernod Ricard
97
10
Grand Marnier
Liqueurs
MarnierLapostolle
98
13
Piper Heidsieck
Champagne
EPI
99
-9
Kendall Jackson
Still Light Wine
Jackson Family Wines
100
-15
Inglenook
Still Light Wine
The Wine Group
37
INTANGIBLE BUSINESS
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Top 100 Spirits Brands "Intangible Business The Power 100 2013"

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THE POWER 100 THE WORLDS MOST POWERFUL SPIRITS & WINE BRANDS, 2013

SCORING HARD MEASURES

STUART WHITWELL, Joint Managing Director of Intangible Business

ALAN CRAIG, Director at Intangible Business

ALLAN CALDWELL, Director at Intangible Business

LOU APPLEBAUM, SVP , Strategy and Business Development, Constellation Brands

MALCOLM DAVIS, Executive Director of Duval-Leroy Champagne

PATRICK GILLON, Director of Brand Strategy and Development, Intangible Business

PATRICK SCHMITT, Editor of The Drinks Business

PAUL WAYVON, Managing Director of Intangible Business, US

THE BIGGEST MOVERS GOING UP

DOM PRIGNON +36 PLACES

THE GLENLIVET +34 PLACES

RMY MARTIN +23 PLACES

SUTTER HOME +23 PLACES

LINDEMANS +19 PLACES

DISARONNO +18 PLACES

BOMBAY SAPPHIRE +14 PLACES

MUMM +14 PLACES

EL JIMADOR +14 PLACES

THE BIGGEST MOVERS GOING DOWN

BOLS LIQUEURS, -19 PLACES

CANADIAN MIST, -19 PLACES

CLAN CAMPBELL, -18 PLACES

RAMAZOTTI AMARO, -17 PLACES

E & J BRANDY, -16 PLACES

INGLENOOK, -15 PLACES

CONCHA Y TORO, -13 PLACES

CAMPARI BITTERS, -13 PLACES

THE MOST INFLUENTIAL DRINKS INDUSTRY RANKING

MOST POWERFUL WHISKY BRANDS

MOST POWERFUL VODKA BRANDS

MOST POWERFUL FLAVOURED SPIRITS BRANDS

MOST POWERFUL RUM BRANDS

MOST POWERFUL WINE BRANDS

MOST POWERFUL BRANDY BRANDS

MOST POWERFUL LIGHT APERITIF BRANDS

MOST POWEFUL TEQUILA BRANDS

MOST POWERFUL CHAMPAGNE & SPARKLING WINE BRANDS

MOST POWERFUL GIN BRANDS

PREMIUM PRICE POSITIONING

10 BIGGEST BRAND OWNERS

DE KUYPER AND BEAM INC 9.4%

JACKSON FAMILY WINES 2.2%

BLENDED IRISH WHISKEY PERNOD RICARD

TREASURY WINE ESTATES 50 TREASURY WINE ESTATES 92

THE TOP 100

Mot et Chandon Champagne

Still Light Wine

William Grant &

Still Light Wine

Still Light Wine

THE TOP 100

Still Light Wine

De Kuyper and Beam Inc

Bitters / Spirit Aperitifs

Still Light Wine

Bombay Sapphire Gin / Genever

Still Light Wine

Sutter Home Winery

Still Light Wine

Treasury Wine Australia Estates Diageo and Nolet Holland family