What makes a wine brand ‘powerful’ from a consumer perspective? Building on the latest thinking in branding theory, we developed the first Global Wine Brand Power Index in 2018. The index was calculated based on the feedback on six key brand health measures from respondents representative of 360 million wine consumers across 15 key global wine markets on both a country and global level, with individual market scores weighted to be reflective of each market’s size (by number of consumers).
This 2019 report brings an expanded scope and we believe an even better picture of brand power in the wine category. We have advanced the index by adding an additional five markets, with the global index now representative of 390 million wine drinkers. Additionally, the Global Wine Brand Power Index 2019 is also compared against the 2018 Global Wine Brand Power Index to measure how top brand performance has changed since a year ago.
So which wine brands are the most powerful globally in 2019 and what has, or has not, changed since the first Global Wine Brand Power Index in 2018?
Some key findings include:
- Across all markets, there have been drops in the overall index scores, driven by one key shift: declining wine brand awareness
- The Global Wine Brand Power Index 2019 has revealed some shifts in ranking positions of the top 15 most powerful brands of 2018. 14 of the 15 most powerful brands of 2018 remain in the top 15 most powerful brands in 2019
- Yellow Tail remains the #1 most powerful wine brand in the world in 2019
- Casillero del Diablo is the #2 most powerful wine brand in the world in 2019
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