New World leads Old in battle of the wine brands

16 May, 2011

New World brands continue to dominate the global wine sector and now constitute 13 of the top 15 wine brands, according to a recent study.

The Power 100, now in its fifth year, looked at almost 10,000 brands in the spirits and wine sectors to form a list of the 100 most powerful.

Intangible Business, author of the research, defined ‘power’ as “a brand’s ability to generate value for its owner”.

Gallo was found to be the number one wine brand and 16th in the overall league of 100, while Concha Y Toro came second (18th overall) and Robert Mondavi was third (32nd overall).

Yellow Tail and Hardys completed the top five and finished 37th and 39th respectively in the overall league.

The league table, which assesses both the financial contribution of each brand and its strength in the eyes of the consumer, was compiled by combining scores from a panel of “leading drinks industry experts” and hard data.

According to Intangible Business, the brands are rated according to share of market, future growth, premium price position, awareness, relevance, heritage and brand perception.

Stuart Whitwell, joint managing director of Intangible Business said: “Although this hasn’t been a spectacular year for the wine sector, the domination of wines from the New World is increasingly evident.

“It shows the dominance of the brand in the wine sector rather than the traditional focus on grape and variety, but the wine sector needs to take account of the growing attraction of flavoured spirits like Jagermeister, Ricard and Southern Comfort, which performed particularly year and may be drawing consumers away from wine.”

The top fifteen wine brands, as defined by The Power 100, are:

1 Gallo

2 Concha y Toro

3 Robert Mondavi

4 Yellow Tail

5 Hardys

6 Beringer

7 Sutter Home

8 Jacob’s Creek

9 Lindemans

10 Blossom Hill

11 Torres Wine

12 Kendall Jackson

13 Wolf Blass

14 Inglenook

15 Penfolds

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