The Wine Intelligence Global Wine Brand Power Index continues to rank the Australian brand Yellow Tail as the world's strongest wine brand. The Chilean brand Casillero del Diablo follows in second place. Both brands also held the first two places last year. Third place is always between the US brand Gallo and the Australian brand Jacob's Creek. This year, Jacob’s Creek came out on top. Campo Viejo from Spain is represented in the Top 15 for the first time this year, displacing the Californian brand Carlo Rossi.
The market research company Wine Intelligence presented its report for the fourth time. More than 25,000 wine consumers in 25 key markets were surveyed. Components such as awareness, recalled purchase, and ”connection” (a blend of affinity, recommendation, and future purchase consideration) are taken into account, from which the "Brand Power Index" of each brand is calculated. The data was collected at the beginning of 2021, and the respondents were selected as representatively as possible according to age, gender and household income.
Overall, a decline in metrics such as purchase recall, affinity, recommendation and future purchase consideration was found. Wine Intelligence attributes this to the impact of Covid-19, such as shop closures during the lockdown, changes in going out and consumption patterns, and reduced time spent in specialty shops.
"It's quite possible that, once the normal route to market service is restored, these measures will bounce back. However, the situation represents a real and immediate challenge to leading brand owners to rebuild their relationships with their global audience, at a time when other beverage categories such as RTDs and spirits are competing strongly for wine's share of drinking occasions," the market researchers summarise. aw