The Power Top 100

The Power 100 was created 6 years ago in order to monitor a brand’s power of the world's leading spirits and wine. During these years The Top 100 is valued as an industry benchmark of performance and recognizing brands. The aim of theis award to evaluate the level of brand’s activitiy. There are special rates which a

ssess each brand’s strengths and weaknesses, showing exclusively what is the best on the world market of spirits and wine brands.

For every brand to reach The Power Brand status is a great achievement. There are more than 10 000 spirits and wine brands in the world, but only 100 the strongest can be influential and drive the world. Those brand have the

name “Power Brand”.

Smirnoff brand for a long time keeps the leading positions even though it looses its value. According to The Power 100, the king continues to fall. The worlds largest spirits brand and the biggest vodka by over double the size of its nearest competitor continued its decline this year, with its total score down 5% on top of a 3% decline the previous year. Smirnoff's 1% volume decline and 4% value decline is symptomatic of its 'middle of the road' positioning.

The First 10 Leaders of The Power 100:

1. Smirnoff

2. Bacardi

3. Johnnie Waiker

4. Martini Vermouth

5. Absolut

6. Jack Daniel's

7. Hennessy

8. Chivas Regai

9. Captain Morgan

10. Ballantines

The Smirnoffs main competitor - Absolut is in the Top 5 in it is rapidly gaining the market share. But still it is The Power Brand.

The Power Top 100 report was made by Intangible Business - UK-based global brand valuation firm. Stuart Whitwell, joint managing director of Intangible Business, noticed, that according the report there is a tendency of increase in the drinking sector for the reason of the emerging markets in Central and Eastern Europe, China and other Asian markets. He emphasized: “The world has clearly changed following the recession with the balance of power shifting further east. No Chinese or Asian brands have yet made it into the top 100 but with the big groups increasing their presence there it is only a matter of time”. Whitwell also added, that consumers have also been exposed to and experimented with more value-orientated brands, developing a wider repertoire of options rather than sticking to the old favourites. He thinks, that while many of the big brands have been able to withstand much of this pressure there are signs that times are changing. “There are interesting times ahead”, said Whitwell.

References:

http://www.drinkspowerbrands.com

POWER 100 NAMES TOP ALCOHOL BRANDS. National Liquor News [serial
online]. June 2011;30(5):9. Available from: Business Source Complete,
Ipswich, MA. Accessed November 12, 2011.