It may be hard to believe, but despite the fact that the vast majority of wine consumers are novices, the world’s most powerful wine brands remain the two that appeal to novices the most: Yellow Tail and Casillero del Diablo, according to a recent report by Wine Intelligence. The report, released in mid-January, is based on the results of Wine Intelligence’s Brand Equity Survey, which is conducted semi-annually to examine how consumers perceive brands. The survey polled more than 20,000 wine consumers in 20 different markets, and Wine Intelligence’s Hans-Peter Bischoff, who is also the company’s CEO, says the survey’s results are “fasc
26. April – Based on feedback from more than 25,000 wine consumers in 25 markets representing more than 400 million wine drinkers worldwide, the fourth annual Wine Intelligence Global Wine Brand Power Index reveals an industry-wide erosion of brand equity due to the disruption of buying and drinking habits during the Covid era, and brand owners will need time to recover.
Wine Intelligence’s 2021 Global Wine Brand Strength Index takes into account consumer feedback on six key indicators of brand health. The index is calculated at both global and national levels in 25 key wine markets. In addition to expanding the index to one market, the range of markets has also been expanded and diversified: Argentina, Italy, New Zealand, Russia and Singapore will be competing for the first time in 2021.
Yellow Tail and Casillero del Diablo have once again taken the first two places in the 2021 Global Wine Brand Power Index. Both brands had lower index scores in 2021 than in 2020, primarily due to lower recall frequency and brand association scores, with the top 15 brands worldwide showing a similar decline.
Jacob’s Creek regained its place in the top three of the index after losing it to Gallo in 2020. It changed its position primarily due to its increased awareness in 2021, becoming one of only six brands in the top 15 to score positively on all indicators.
Notable changes in Wine Intelligence’s 2021 Global Wine Brand Strength Index include Santa Carolina, which moves up three spots to the top 10 of the global index for the first time; Torres, which moves up five spots to 10th and is in the top 15 for the first time in 2020; and Campo Viejo, which is in the top 15 for the first time.
Lulie Halstead, CEO of Wine Intelligence, commented on the ranking results: In a year marked by disruptions and closures, it was a difficult year for wine brands. While major wine brands have benefited from consumers turning to trusted, proven brands, wine brands have lost ground across the board in terms of consumer engagement. This is due to consumers not stopping at wine counters as often and having other concerns over the last 12 months, which is justifiable.
She added: As we move out of lock-in mode and hopefully into a more stable business environment, one of the key challenges for successful wine brand owners will be to restore the fundamental positive bonds that have made their brands so successful on the world stage. These include: Relevance to both more traditional wine events and new era covid events; availability in distribution channels that are gaining popularity; and a look that suits a global audience that seems to be looking for trust and excitement in equal measure.
About Wine Intelligence Ltd :
Wine Intelligence was founded in 2002 to help the global wine industry better understand consumers. The company conducts research and consulting projects with industry and consumer respondents around the world. Today it is a leading consultancy for research, branding and marketing in the wine sector. Our active clients include some of the world’s largest wineries and over 100 companies and organizations.