Global Wine Brand Power Index 2018

Brand Power Index 2018Wine Intelligence’s first Global Wine Brand Power Index puts Yellow Tail and Casillero del Diablo as the world’s strongest wine brands from a consumer point of view.
Building on consumer data from 16,000 wine drinker interviews across 15 markets, representative of over 380 million wine drinkers, the Wine Intelligence Global Wine Brand Power Index 2018 has been compiled to celebrate the company’s 15th anniversary.

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Building on consumer data from 16,000 wine drinker interviews across 15 markets, representative of over 380 million wine drinkers, the Wine Intelligence Global Wine Brand Power Index 2018 has been compiled to celebrate the company’s 15th anniversary.
Rather than being based on volume of sales, the Global Wine Brand Power Index is compiled based on how much of a connection a brand has with consumers. The Index used six input measures from consumers: awareness, recalled purchase in the past three months, conversion rate of awareness into purchase, future purchase consideration, and the brand connection measures of affinity and recommendation. The scores were compiled at a market level and were then weighted to reflect the relative size of each of the 15 markets included.
The most powerful brands, at a global level, are driven by two factors: success in the US market as the largest market for wine globally, and consistently strong rankings across a number of important global markets. Yellow Tail scores well on both counts and is the #1 most powerful brand in both the USA and Canada, as well as top 10 showings in Australia, China, Ireland, Japan, South Korea and the UK. The #2 brand, Casillero del Diablo, holds top five positions in a diverse set of markets including China, UK, South Korea, Sweden, as well as #1 rankings in Ireland, Brazil and its domestic Chilean market. Mouton Cadet and Constellation’s Woodbridge brands take a joint 3rd spot in the global ranking, based on their strong showing in the US market.
In general, Australian and Chilean brands perform strongly across all markets and measures by virtue of the typically extensive international footprint they exhibit. The two countries’ brands account for 7 out of the top 15 in the Global Wine Brand Power Index, despite the two countries collectively accounting for just 9% of world wine production.
The Global Wine Brand Power Index 2018 report includes:
▪The key findings from the Global Wine Brand Power Index 2018 along with the top 15 most powerful brands globally from a consumer perspective
▪Wine Brand Power 2018 by market, 15 markets in total, which includes the top 15 most powerful brands in that market as well as key findings from that market
▪The key principles of delivering brand power and an explanation of the Wine Brand Power Index calculation

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