Bacardi biggest riser in Power Brands 2011

Bacardi is the 2011 Power Brands’ biggest riser, according to the annual analysis of the world’s most powerful wines and spirits reported in the May edition of the drinks business.

The survey rates the volume growth, market share, global scope, and price positioning, as well as awareness and heritage for the world’s largest alcoholic labels to derive a list of the 100 most powerful brands.
 
The results, reported in full in db, shows Bacardi reclaiming its number two position from Johnnie Walker – which has also seen its score increase – but failing to topple Smirnoff from its top spot, despite the vodka’s 5% decline in score.
 
Bacardi, famous for its bat logo and Latin spirit, grew its score by 5%, benefiting from the marketing might and distribution clout of the Bacardi-Martini family, as well as the growth in mixable spirits driven by the expanding interest in cocktails.
 
Scotch powerhouses Johnnie Walker and Chivas Regal, as well as Cognac’s leading power brand Hennessy, have also managed to grow their scores, while affordable vodka Svedka is racing up the charts, after its appearance last year as the highest new entry.
 
Patrick Schmitt, editor of the drinks business, power brands panelist and author of the db Power Brands 2011 survey, said: “The results clearly show that the pre-recessionary profit driver of ‘premiumisation’ is resurfacing, above all in emerging economies, but so too is a deep-seated desire for the affordable, proved by the rising power of inexpensive labels such as Constellation’s entry-level vodka Svedka.”
 
Continuing, he added: “The market is polarising: with growth in affordable labels in mature markets alongside an explosion of interest in luxury lines as the balance of power shifts further east.”

Click here for a full analysis of Power Brands 2011

db, 16.05.2011