Smirnoff value and volume fell by five per cent in the 2010 table, achieving an overall score of 88.9 per cent which nevertheless provided it with a significant margin over its nearest rivals. The main contender to Smirnoff’s crown arises from Bacardi following a five per cent increase in its total score to retake its Number Two spot.
Closing in too, thanks to a six per cent increase in sales volumes, is Absolut from Pernod Ricard which gets into the Top Five now.
Just under 10,000 spirits and wine brands are researched to produce the 2001 Power 100 World’s Most Powerful Spirits & WIne Brands, now in its sixth year, with brands rated according to market share, future growth, premium price position, awareness, relevance, heritage and brand perception.
The biggest faller this year is Cointreau, dropping 16 places despite a slight increase in volumes. The fall was due largely to the brand score falling five per cent and the better performance of other featured brands.
With 17 brands, the US enjoys the most brands in the Power 100. Scotland takes second place with 16 and France third with 14, mainly through Hennessy and Moet et Chandon.
Stuart Whitwell, Joint Managing Director of Intangible Business, points out that confidence is clearly returning to the sector with opportunities in emerging markets such as Central and Eastern Europe, China and other Asian markets creating an interesting dynamic.
“The world has clearly changed following the recession with the balance of power shifting further east,” he states, “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.
“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. Whilst many of the big brands have been able to withstand much of this pressure there are signs that times are changing. Interesting times ahead.”