Johnnie Walker ousts Smirnoff in Power 100

“Jameson's has dragged the Irish Whisky category up by its bootlaces and in so doing created a positive image for the whole Irish Whisky category, benefitting Tullamore Dew, Bushmills and Kilbeggan - as well as a much-needed boost for the Irish economy.”

Johnnie Walker, which experienced a 15% net sales increase alongside 7% volume growth, has stolen Smirnof's crown as the world's leading alcoholic drinks brand in the eighth edition of 'The Power 100, The World's Most Powerful Spirits & Wine Brands 2013' from brand valuation consultancy Intangible Business.

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Smirnoff volumes grew 5% to 26 million cases but this was not enough remain on top.

But both brands are owned by Diageo and together these two brands alone contribute a staggering 42.4 million cases to Diageo’s volume figure.

‘Bar staple’ Bacardi took third place with Hennessy Cognac growing 6% in volume and thereby retaining fifth place from last year when it jumped up two places.

Besides Johnnie Walker’s rise to the top spot, The Power 100 has also seen Jack Daniel’s overtaking Absolut for the sixth place and Captain Morgan surpassing Chivas Regal for the eighth spot.

Jaegermeister topped the Most Powerful Flavoured Spirits brands table followed by Baileys.

Ireland itself is ranked 11th in The Most Powerful Countries of Origin table, with two brands in the Top 100.
Irish brand Jameson came seventh in the Most Powerful Whisky brands.

Jameson’s place of 15th in overall rank jumped seven places from last year and Baileys was just two places ahead at 13th (down from 12th last year).

Stuart Whitwell, Joint Managing Director of Intangible Business and one of the Power 100 panellists told Drinks Industry Ireland, “Jameson’s consistent growth over the last 10 years is one of the most outstanding achievements in the spirits sector.
“Jameson’s has dragged the Irish Whisky category up by its bootlaces and in so doing created a positive image for the whole Irish Whisky category, benefitting Tullamore Dew, Bushmills and Kilbeggan – as well as a much-needed boost for the Irish economy.”

On Baileys, he commented, “Baileys retains its overall market strength with seven million nine-litre cases in 2013. The brand appears to have reached maturity but still retains remarkable brand equity at number 14 in the world’s rankings and the number One Irish brand”.

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