Whisky takes Scotland to top of spirit world

[John]

SCOTCH whisky remains the world's most powerful part of the spirit and wine sector - while Scotland itself is now the most powerful country of origin for the products, according to a new report.

The Power 100 2006 report, published today by Intangible Business - the respected independent brand valuation consultancy - researched nearly 10,000 brands in the spirit and wine sector to come up with its top 100 most powerful, defined by a brand's ability to generate value, based on share of market, growth, price positioning and the number of markets in which it is sold.

Diageo - which has its production headquarters in Edinburgh Park - topped the league table for the most powerful brand owner, with Glasgow's Edrington Group in at world number 11.

Diageo-owned Smirnoff was named the world's most valuable brand, followed by Bacardi, with Diageo's Johnnie Walker in third place, with an estimated 8.2 per cent of the world whisky market.

Pernod Ricard's Ballantine's whisky was the other Scottish name in the top ten. The top five was completed by Martini and Stolichnaya vodka.

Scotch whisky accounted for 13 of the top 100 brands - Ballantine's was closely followed by Chivas Regal (11), Dewars (13), and J&B (16). Grants appeared at 27, Famous Grouse at 32 and 100 Pipers at 36. Bells was at 53, Glenfiddich 63, Cutty Sark 77, and Drambuie 94.

Whisky is deemed the world's strongest overall spirits brand, ahead of vodka, rum, flavoured spirits and still light wine.

Scotland led Russia, the US, France and Cuba as the five most powerful countries of origin.

Source: The Scotsman Online Newspaper