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Johnny Walker Blue Label voted the top luxury alcohol brand globally

Published:  14 September, 2018

Johnny Walker Blue Label was voted the top luxury brand globally, followed by Louis XIII and Richard Hennessy, in the Kadence International Luxury Study.

The results of the survey of 5,775 consumers across 13 markets, found that these were followed by Dom Perignon and Chateau Lafite Rothschild.

In the UK the top luxury brands were Dom Perignon, L’or De Jean Martell and Chateau Lafite Rothschild.

The study also found that experiential was one of the least important contributors to how global consumers see luxury brands.

It said that the recent trend in experiential marketing in luxury over the last few years could “potentially be a misstep” in most regions with the exception of China and France, where it is looked on more favourably than other regions.

The study also found only a minor uptick for experiential based on age. In Western markets millennials judged luxury brands through the experiential driver more than over 35s.

On a global level, those older than 35 judged luxury through quality, more than those under the age of 35. Millennials perceived luxury more through brand heritage and timelessness than their older counterparts.

Overall, brands that were known for only using the highest quality materials and craftsmanship, or for delivering a service beyond expectations, received a stronger luxury score.

However, the consistency and history of quality combined with an established historical brand story also obtained a stronger luxury score. In contrast, exclusivity - the higher price point or rarity of the brand - had far less impact on the luxury position.

The Kadence International Luxury Study showed that, there were many differences in regional understanding and views of the components of a luxury brand. National pride, culture, and awareness all play key roles in how consumers engage with the brand.

China, one of the biggest luxury markets, was more likely to judge luxury through timelessness and experiential than any other regional market, and the least likely in the Asia-Pacific to judge a brand or product through status.

While, French consumers were more likely to judge a luxury brand by distinctiveness than any other Western region.

The 13 regions covered in the survey included China; France; Germany; Hong Kong; India; Indonesia; Malaysia; Philippines; Singapore; Thailand; UK; US and Vietnam.