Now in its tenth year, Scotland has retained its top spot in the Power 100 for producing powerful drinks brands with Johnnie Walker in the number one position. However, America is quickly closing in on Scotland to clinch the top spot as the research sees a soar in the success of American bourbons and whiskies.
The Power 100 is an annual research study which monitors the power of the world’s leading spirit and wine brands. The research, conducted by Intangible Business, rates brands according to share of market, future growth, premium price position, awareness, relevance, heritage and brand perception. Nearly 10,000 brands were researched by a panel of the world’s leading drinks industry experts.
Stuart Whitwell, joint Managing Director at Intangible Business, said, “These market conditions make Johnnie Walker’s dominance of the Power 100 all the more impressive. Diageo’s ability to retain supremacy with Johnnie Walker and Smirnoff reiterates the sheer market power they possess and their dexterity in reacting to adverse market conditions.”
While Johnnie Walker remained in the top spot, its scores fell 11% from 2014. The report claimed that drinkers appetites are switching from Scotch to American bourbons and whiskeys with Jack Daniels seeing the largest jump with a 7% rise in score.
Mr Whitwell explained Intangible Business predictions for the next ten years,”We expect to see both Irish and American whiskey to continue to capture market share from Scotch whisky. Recent figures show Scotch whisky exports fell in 2014 and this is partly down to China’s dwindling appetite for imported whisky. Equally, renewed interest in bourbon brands such as Jim Beam means that the US is edging closer to Scotland as the number one country of origin for premium spirits brands.”