After an evaluation of 10,000 drink industry brands, Chilean winery Concha y Toro appears as number 22 on the recently released Intangible Business list of “Power 100: The world’s most powerful spirits & wine brands 2009.”
The list, now in its fourth year, factors in “hard measures” such as market share, brand growth, price positioning, and market scope, and well as “soft measures” that consider brand awareness, brand relevancy, brand heritage, and brand perception.
While distilled spirits clearly led the way, with Smirnoff Vodka in the number 1 spot (and no wine brands in the top 10), the general sector rating placed Still Light Wine in the 5th position (after whisky, the clear leader, vodka, flavored spirits, and rum). Sparkling wine placed 7th.
When the Wine Brand category was analyzed, Concha y Toro-the only Chilean brand-placed a close third after Gallo and Hardy’s both of the USA,who had slightly higher total scores, although Concha y Toro’s overall brand score was higher
For more information and to download the full report, click here to see Intangible Business: “The Power 100 2009″.