With a brand value of $4,823million, Diageo is up 2% from the 2013 report. Smirnoff’s brand value is reported to have increased by 8% to $4,609m in 2014 to make it the 90th Best Global Brand. Johnnie Walker was ranked 86th. Including two from Diageo, only six alcohol brands made the list.
Syl Saller, Diageo chief marketing officer, said: "John Walker and Pyotr Smirnov were two pioneering entrepreneurs who created brands of exceptional quality that would be known and trusted for nearly two centuries.
“For Johnnie Walker and Smirnoff to be recognised on the Best Global Brands list is a tribute to the vision of their founders and to the marketing teams all over the world who keep them fresh and relevant today,” said Saller.
Interbrand publishes the ranking based on three key aspects: the financial performance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand to command a premium price or secure earnings for the company.
The other alcohol brands rank as follows: Budweiser (34th) with a 3% increase to $12, 024; Jack Daniel’s (85th) with a 5% increase to $4,884m; Corona (93rd) with a 3% increase to $4,387 and Heineken (95th) with a 3% decrease at $4,221.