The fourth annual Wine Intelligence Global Wine Brand Power Index has named Yellow Tail and Casillero del Diablo as the world’s most powerful wine brands.
The 2021 Index incorporates consumer feedback on six key brand health measures and is calculated at a global level, as well as at a country level across 25 key wine markets.
Wine Intelligence says as well as expanding the scope of the Index by one market, the mix of markets has expanded to include a more diverse range and Argentina, Italy, New Zealand, Russia and Singapore have been included for the first time in 2021.
Australia’s Yellow Tail and Chile’s Casillero del Diablo once again claim the top two spots in the 2021 Global Wine Brand Power Index.
Australia also has the number three spot with Jacob’s Creek regaining back its top three position, having lost it in 2020 to Californian winery, Gallo.
Wine Intelligence says notable movers in the 2021 Wine Intelligence Global Wine Brand Power Index include Chile’s Santa Carolina, which rises three places to take a top 10 spot in the Global Index for the first time; Spain’s Torres winery, which has jumped five places to 10th, having entered the top 15 for the first time in 2020 and Spain’s Campo Viejo, which enters the top 15 for the first time.
New Zealand did not feature in the top 15 this year.
CEO Wine Intelligence, Lulie Halstead, says in a year characterised by disruption and lockdown, it has been a challenging year for wine brands.
“Whilst mainstream wine brands have benefited from a consumer shift towards tried and trusted brands, overall, wine brands have lost ground in terms of consumer connection, due to the fact that consumers were not browsing wine aisles as often, and have had other things on their minds in the past 12 months – justifiably so,” she says.
“As we emerge from lockdowns into – we hope – a more stable shopping environment, the key challenge for successful wine brand owners will be restoring the fundamental positive connections that have propelled their brands to such widespread success on the world stage in the first place.”
“This will include: being relevant at more traditional wine occasions as well as the new ones of the COVID era; being available in the channels of distribution that are becoming more popular, and looking the part for a global audience that appears to be seeking reassurance and excitement in equal measure.”
The top 15 most powerful wine brands:
- Yellow Tail (Australia)
- Casillero del Diablo (Chile)
- Jacob’s Creek (Australia)
- Gallo (USA)
- Barefoot (USA)
- GatoNegro (Chile)
- J.P. Chenet (France)
- Mouton Cadet (France)
- Santa Carolina (Chile)
- Torres (Spain)
- Lindeman’s (Australia)
- Frontera (Chile)
- Beringer (USA)
- Robert Mondavi (USA)
- Camp Viejo (Spain)
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