Yellow Tail and Casillero del Diablo remain the world’s most powerful wine brands amid a decline in brand equity for wine brands worldwide.
The two brands have claimed the top two spots in the 2021 Global Wine Brand Power Index. However, both brands showed lower index scores in 2021 versus 2020
Wine Intelligence attributes this to less recalled purchase incidence and lower brand connection scores, with similar declines affecting all of the top 15 global brands.
Jacob’s Creek has regained its top three position in the Index, having lost it in 2020 to Gallo. It swaps places largely on the strength of having grown its awareness score in 2021, one of only six brands in the top 15 to record a positive result on any measure.
The fourth annual Wine Intelligence Global Wine Brand Power Index builds on feedback from over 25,000 wine consumers in 25 markets – representing over 400 million wine drinkers globally.
It reveals an industry-wide erosion of brand equity arising from the disruption to shopping and consumption patterns experienced during the Covid era, which may take some time for brand owners to restore.
Other notable movers in the 2021 Wine Intelligence Global Wine Brand Power Index include Santa Carolina, which rises three places to take a top 10 spot in the Global Index for the first time; Torres, which has jumped five places to position 10, having entered the top 15 for the first time in 2020 and Campo Viejo, which enters the top 15 for the first time.
Commenting on the rankings, CEO Wine Intelligence Lulie Halstead said: “In a year characterised by disruption and lockdown, it has been a challenging year for wine brands. Whilst mainstream wine brands have benefited from a consumer shift towards tried and trusted brands, overall, wine brands have lost ground in terms of consumer connection, due to the fact that consumers were not browsing wine aisles as often, and have had other things on their minds in the past 12 months – justifiably so.”
She added: “As we emerge from lockdowns into – we hope – a more stable shopping environment, the key challenge for successful wine brand owners will be restoring the fundamental positive connections that have propelled their brands to such widespread success on the world stage in the first place. This will include: being relevant at more traditional wine occasions as well as the new ones of the Covid era; being available in the channels of distribution that are becoming more popular, and looking the part for a global audience that appears to be seeking reassurance and excitement in equal measure.”
The Wine Intelligence Global Wine Brand Power Index 2021 incorporates consumer feedback on six key brand health measures and an index is calculated at a global level as well as at a country level across 25 key wine markets. As well as expanding the scope of the Index by one market, the mix of markets has expanded to include a more diverse range: Argentina, Italy, New Zealand, Russia and Singapore have been included for the first time in 2021.
Source: Wine Intelligence Global Wine Brand Power Index 2021 report