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Smirnoff retains top spot in brand survey

Published:  10 May, 2010

Smirnoff has retained its top spot as the global leading alcoholic drinks brand according to an annual drinks industry survey.

The Power 100, 2010, the annual survey of the world's leading drinks brands published by Intangible Business, saw Smirnoff lose value, but hold on to the No1 slot.

The survey revealed the biggest brands are take a battering as economy takes hold.

Occupying second place is whiskey brand Johnnie Walker, which suffered a 20% fall in overall brand value. Bacardi, Martini Vermouth and Hennessy sit in third, fourth and fifth place respectively.

The biggest climber in the Top 20 is Chilean wine brand Concha y Toro, which has climbed five places to number 17. Other big climbers include Havana Club, Rémy Martin and American wine brand Robert Mondavi.

The league table, which combines scores from a panel of some of the world's leading drinks industry experts assesses the brands according to share of market, future growth, premium price position, awareness, relevance, heritage and brand perception.

Stuart Whitwell, joint managing director of Intangible Business, said: 'The biggest brands have taken quite a battering, marking the end to a 15 year drive to premiumisation. This has been replaced with a drive to value which new entrants are taking advantage of. Vodka is still a high growth area with fewer barriers to entry and greater consumer choice emerging from both established companies and new value entrants."