New world wines dominated traditional brands in the Power 100 Drinks Survey 2011

May 14, 2011 - PRLog -- New World wines continue to dominate the wine brands in The Power 100, 2011, accounting all bar two of the wine brands featured in the
study of the world’s leading spirits and wine brands, published today by brand valuation and strategy consultancy Intangible Business.

There are 15 wine brands included in the table, second only to whisky, which has 26 brands included, though only two wine brands –
Gallo at 16th overall and Concha y Toro at 18th – make it into the overall Top 20. Gallo slips two places in this year’s The Power 100
after seeing its brand score drop by 5%. The Chilean brand Concha y Toro falls one place. However, brands in the vodka, flavoured
spirits and rum/cane sectors respectively scored higher aggregate totals than that of the combined wine brands.

Overall, Smirnoff tops The Power 100 table again having achieved an overall score of 88.9%, giving it a significant margin over the
other brands that make up the top ten. Bacardi, the number one rum brand and number 2 in the overall The Power 100, edged Johnnie
Walker into 3rd place, but was comfortably ahead of Martini Vermouth in 4th place and Absolut in 5th place.

The USA is the country with the most brands in The Power 100 with 18 brands, led by Jack Daniel’s, Gallo and Jim Beam; Scotland has 16
brands in The Power 100, led by Johnnie Walker, Chivas Regal and Ballantine’s, and France with 14 brands, led by Hennessy, Moet et
Chandon and Ricard.

The Power 100 includes seven US wine brands: Gallo, Robert Mondavi, Beringer, Sutter Home, Blossom Hill, Kendall Jackson and
Inglenook; six Australian brands: Yellowtail, Hardy’s, Jacob’s Creek, Lindemans, Wolf Blass and Penfolds. Spain has the only European
wine brand in The Power 100, with Torres Wine up five places at number 74.

Two wine brands that didn’t perform particularly well were Pernod Ricard’s leading wine brand, Jacob’s Creek, which fell ten places in
the overall table, and Beringer. The 130 year-old Beringer winery’s fall of seven places can be attributed in part to its brand score
3% lower, the category as a whole struggling and the better performance of brands in other categories. Jacob’s Creek suffered this
year as a consequence of both declining brand score and volume sales which were among the greatest of wine brands featured.


It has been a more stable year for Champagne. Although the sector has yet to sparkle like it did pre-recession both Moët et Chandon
and Veuve Clicquot moved up the rankings with brand scores also on the increase.

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.

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.

RankBrandOverall RankTotal score 2011ChangeBrand score 2011Change
1GALLO1617%-1%57%-5%
2CONCHA Y TORO1816%0%63%-2%
3ROBERT MONDAVI3210%0%64%0%
4YELLOWTAIL378%-1%49%-4%
5HARDYS398%0%55%-5%
6BERINGER496%-1%51%-3%
7SUTTER HOME566%0%47%-4%
8JACOB'S CREEK575%-1%52%-5%
9LINDEMANS585%0%52%-2%
10BLOSSOM HILL605%0%53%5%
11TORRES WINE743%0%56%-1%
12KENDALL JACKSON813%0%52%-3%
13WOLF BLASS903%0%54%-2%
14INGLENOOK942%0%39%-3%
15PENFOLDS992%0%56%-3%

Overall, Smirnoff tops The Power 100 table again having achieved an overall score of 88.9%, giving it a significant margin over the
other brands that make up the top ten.

Bacardi, the number one rum brand and number 2 in the overall The Power 100, edged Johnnie Walker into 3rd place, but was comfortably
ahead of Martini Vermouth in 4th place and Absolut in 5th place.

The USA is the country with the most brands in The Power 100 with 18 brands, led by Jack Daniel’s, Gallo and Jim Beam; Scotland has 16
brands in The Power 100, led by Johnnie Walker, Chivas Regal and Ballantine’s, and France with 14 brands, led by Hennessy, Moet et
Chandon and Ricard.

Stuart Whitwell, Joint Managing Director of Intangible Business, comments: “Although this hasn’t been a spectacular year for the wine
sector, the domination of wines from the New World is increasingly evident. It shows the dominance of the brand in the wine sector
rather than the traditional focus on grape and variety, but the wine sector needs to take account of the growing attraction of
flavoured spirits like Jagermeister, Ricard and Southern Comfort, which performed particularly year and may be drawing consumers away
from wine.”

Ends.


Media Information, please contact:

Howard Robinson
07702 153537
E: howard@astutemarketeer.co.uk


Methodology

Nearly 10,000 brands in the spirits and wine sectors were researched to derive a list of the 100 most powerful spirits and wine brands
in the world. Power is defined by a brand’s ability to generate value for its owner. Value is classified by a series of measures as
identified below. The population for the research is all current and potential users of alcoholic drinks.

Scoring

Hard Measures
Share of market: volume-based measure of market share
Brand growth: projected growth based on 10 years’ historical data and future trends
Price Positioning:a measure of a brand’s ability to command a premium
Market Scope: number of markets in which the brand has a significant presence

Soft Measures
Brand Awareness: a combination of prompted and spontaneous awareness
Brand Relevancy: capacity to relate to the brand and a propensity to purchase
Brand Heritage: a brand’s longevity and a measure of how it is embedded in local culture
Brand Perception: loyalty and how close a strong brand image is to a desire for ownership

A panel of leading experts in the drinks industry independently ranked each selected brand out of 10 on the above measures (10 = high,
0 = low). The scores given by the individual panel members were aggregated and averaged to reach a total score for each brand. A total
score was achieved by multiplying a brand’s weighted volume by its brand score, within a defined range. The weighting is designed to
adjust the volumes to a comparable level. Brand score is a derivate of the 8 measures of brand strength. This results in a ranking of
the world’s most powerful alcoholic drinks brands.

About Intangible Business

Intangible Business was established in 2001 to provide an independent approach to brand valuation, brand strategy and brand
development. As well as experts in brand valuation, Intangible Business is now an internationally recognised leader in all IP
valuation, including copyright valuation, trademark valuation, valuing websites, valuing databases and software.

Brand value, along with other intangible assets such as patents, copyrights, licenses and intellectual property, is often a company’s
most valuable asset. Given this importance, a brand valuation is critical to fully understand and monitor brand equity and to identify
opportunities to realize growth potential. In legal issues, such as trademark disputes, or brand transactions such as M&A and
licensing, a sound brand valuation can also help you make more informed decisions or negotiate better deals.

What qualifies Intangible Business in brand valuation is its global network of people who all focus on brand valuation from various
complementary angles – brands and marketing, finance and accounting, brand management and brand strategy. This focus draws on many
years’ experience, both in business and as brand consultants and has been of measurable benefit to some of the world’s biggest brands.