Whisky Focus - Scotch Whisky Dominates The Power 100 Survey

Whisky brands continue to dominate the annual The Power 100 table of the world’s leading alcoholic drinks brands, published this week by brand valuation and strategy consultancy Intangible Business, with whisky contributing more than a quarter of the brands in the survey and three more than last year.

Whisky has retained its sector dominance in the global alcoholic drinks industry, ahead of vodka, flavoured spirits, rum/cane and still light wine. There are 27 whisky brands included in the table, with seven brands – Johnnie Walker at 2, Jack Daniel’s at 6, Chivas Regal at 8, Ballantine’s at 10, Jim Beam at 15, Dewar’s at 16 and J&B at 19 – in the overall Top 20. However, Johnnie Walker saw its overall score fall by 20% year on year due primarily to its steep volume fall, whilst the other nine of the top ten whisky brands saw their ratings fall by up to 4%.

The Power 100 includes 15 Scotch whisky brands, five American brands and five Canadian brands. Jameson is the only Irish whiskey brand in The Power 100, at number nine in the sector and at number 26 overall, despite a 1% fall in its overall year on year score. There are four new whisky brands in this year’s The Power 100: Clan Campbell, William Lawson’s, Clan MacGregor and Wild Turkey.

Intangible Business, which works extensively in the drinks industry, researched nearly 10,000 spirit and wine brands across the globe to produce The Power 100, now in its fifth year.

Stuart Whitwell, joint managing director of Intangible Business, said Scotland came in ahead of other famous drink producers such as France, England, Russia and Germany.

"Scotland has successfully developed world class brands for a world class product. Scotch whisky is in great shape for the future."

Scotland’s excellent performance on the table is in keeping with its rich tradition in whiskey production.

"We have had this amazing renaissance in whisky’s fortunes and that is represented in this league table," says whiskey expert Ian Buxton proudly.

The league table, which assesses both the financial contribution of each brand alongside its strength in the eyes of the consumer, has been compiled by combining scores from a panel of some of the world’s leading drinks industry experts with hard data. The brands are rated according to share of market, future growth, premium price position, awareness, relevance, heritage and brand perception.
 

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