A survey released this week has named Gallo Family Vineyards the world’s most powerful wine brand.
In the survey – The Power 100, put together by brand consultants Intangible Business – France had no wine brand in the top 100. Only one European brand – Torres from Spain – slipped in at number 15.
Of the top ten wine brands, five were from the US, four from Australia and one, Concha Y Toro, from Chile.
‘France has the quality but is held back by the traditional infrastructure of the country,’ Stuart Whitwell, organiser and jury member, told decanter.com.
Although he singled out Laroche as being one of the few brands going into a ‘wider market’ and having potential to climb the list, he said the French could learn more from competitors’ successes.
‘Producers there could learn a lot from smaller brands such as Yellowtail, who show that the secret is to get it right in the US market,’ he said.
Yellowtail stands at number 5 in the wine brands and posted the highest new entry in the overall drinks ranking, at number 43.
The Power 100 is decided by share of market, brand growth, price positioning and market scope – plus less tangible criteria such as brand awareness and perception. It looks at the entire drinks industry, from the major players to their individual brands and market segments.
’I was pleased to see brands such as Concha Y Toro doing well,’ said Whitwell. ‘[They] have grown the brand at solid price points and therefore have done a good job for the industry as a whole. But I’m waiting for one of the big names, such as Wolf Blass, to move across countries.
‘When are we going to see a big Australian brand release a Sauvignon from Chile, which would allow them to keep the quality while still growing volume? At the moment brands are limited by the geography of available grapes.’
Diageo and Pernod Ricard secured the first and second spots respectively for overall drink companies, with Beam Global and Bacardi Martini fighting it out for third place.
Written by Jane Anson