Smirnoff Retains Top Spot in "Power 100"

The "Power 100," an annual survey of the world's leading drink brands, has just released its 2010 ranking. Topping the list once again is Smirnoff, ahead of second place Johnnie Walker and third place Bacardi.

Last year was particularly difficult for premium spirits as consumer demand for pricey liquor and wine brands shifted to less expensive alternatives. In a clear sign of the times, champagne brands Dom Perignon, Lanson, Nicolas Deuillatte and Taittinger fell out of the Power 100.

Wines generally didn't fare all that well in the new ranking. Only two wine brands, Gallo and Concha y Toro, were listed in the top 20. Seven U.S. wine brands and five Australian labels made the Power 100, but only one European wine was on the list: Spain's Torres Wine.

Nine brands were added to the Power 100 for the first time this year, including Svedka, the Swedish vodka, which debuted at number 46.

The Power 100 evaluates "financial contribution of each brand alongside consumer perception." Industry experts then rate the brands on the basis of such factors as market share and future growth potential.

Stuart Whitwell of Intangible Business commented to Marketing Week that the company's 2010 ranking "marks the end to a 15 year drive to premiumisation."

“This has been replaced with a drive to value which new entrants are taking advantage of. Vodka is still a high growth area with fewer barriers to entry and greater consumer choice emerging from both established companies and new value entrants."