Smirnoff “most powerful” alcohol brand

Smirnoff has retained its position as the world’s leading alcoholic drinks brand, according to a study.

Smirnoff campaign
Smirnoff campaign

The Diageo-owned vodka brand again topped the Power 100, an annual survey of the world’s leading drinks brands by brand consultancy Intangible Business.

The survey looked at the financial contribution of each brand alongside consumer perception. The brands are then rated by industry experts according to data including market share and factors such as future growth potential, awareness and premium price positioning.

Smirnoff achieved an overall score of 93.6%.

The vodka brand launched a fresh global positioning last year. The “Be there” campaign aimed to position the drink as a lifestyle brand.

Whiskey brand Johnnie Walker, also Diageo owned, came in second while Barcadi Ltd’s rum brand Bacardi was third.

Intangible Business says the recession has driven down scores across most of the top brands. Champagne brands Dom Perignon, Lanson, Nicolas Feuillatte and Taittinger all dropped out of the top 100 while less premium drinks benefited.

Stuart Whitwell, joint managing director of Intangible Business, says the 2010 list “marks the end to a 15 year drive to premiumisation”.

“This has been replaced with a drive to value which new entrants are taking advantage of. Vodka is still a high growth area with fewer barriers to entry and greater consumer choice emerging from both established companies and new value entrants,” he adds.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here