Which wine and spirits brands are the real heroes of the drinks industry?
Power. It’s a subjective concept and, therefore, difficult to calculate – unless you’re talking about engines and the archaic use of horses to gauge output – but that didn’t stop the drinks business in its aim to put together a brands “power” list, a ranking of the 100 most powerful wines and spirits in the world, which has been timed to coincide with the 2006 London International Wine & Spirits Fair. The list is the first of its kind. Sure, there have been many drinks lists, mostly based on measures such as volume or value, but none has ever rated wines and spirits according to the criteria outlined below, to provide, if you like, a close approximation of true brand worth – and on a global scale as well. Selection process. So how was this achieved? A panel of experienced drinks-industry figures, mostly from the brand valuation company Intangible Business, researched nearly 10,000 wines and spirits to derive a core of 100 brands. This initial 100 was decided according to volume sales a
