Penfolds crowned World's Most Admired Wine Brand

04 March, 2016

Treasury Wine Estates' Penfolds has been voted The World’s Most Admired Wine Brand, usurping two-time winner Torres. 

Torres finished second with Ridge Vineyards in third after climbing four places to complete the podium.

The Australian brand heads up a very different list. Twenty-one brands have slipped down the ranks this year – six fell by double digits in the past 12 months. At the other end of the spectrum, 14 brands climbed up the list.

This year, Drinks International polled more than 200 of the world’s top masters of wine, sommeliers, commerical wine buyers, educators and journalists.

The World’s Most Admired Wine Brands editor, Holly Motion, said: “You cannot buy your way into the list or rely on marketing spend to secure a place. Some of the biggest ‘brands’ do not appear. Five million-case brands are trounced by brands that sell 100th of that. Old and New World wines sit in an order many would not expect or necessarily agree with.

“There is no sure-fire way of getting into the top 50 and Penfolds’ ability to appear in all six lists is a testament to its brand identity and ability to not only stay in the Academy’s consciousness but to push to the forefront of it.”

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