LONDON--Smirnoff vodka, the liquor label owned by U.K. drinks
giant Diageo PLC (DGE.LN), remains the world's leading drinks
brand, even though its image in the past year has been scarred by
promotional pricing activity in the key U.S. market, according to a
study Tuesday.
Ranked No. 2 is a fellow brand in the Diageo stable, Johnnie
Walker Scotch whisky, said Intangible Business, a brand-valuation
consultancy that measures the performances of liquor and wine
brands by assessing financial performance alongside consumer
perception.
The brands are rated by industry experts according to their
share of market, prospects for future growth, premium price
position, awareness, relevance, heritage and brand perception.
Smirnoff has been at top spot for seven consecutive years, while
Johnnie Walker has moved from third place into second.
Johnnie Walker has performed particularly well in Asia, which is
a "hugely influential and important market" for the future growth
of many top spirits brands, and in Brazil, the biggest growth
market for Scotch, the study said.
"The ascent of Johnnie Walker in the emerging markets of Asia
and Brazil really signifies the future direction of travel for the
alcoholic drinks market. In China particularly, Scotch and cognac
brands are proving particularly popular and Diageo, Pernod Ricard
and Remy Cointreau have done well to capitalize on this shift in
the market," said Stuart Whitwell, joint managing director of
Intangible Business.
No. 3 and 4 in the table are Bacardi rum and Martini vermouth,
both owned by Bacardi International Ltd., respectively. LVMH Moet
Hennessy Louis Vuitton SA's (MC.FR) cognac brand Hennessy is No.
5.
Write to Simon Zekaria at simon.zekaria@dowjones.com