SMIRNOFF IS #1
Smirnoff has retained its position as the leading global drinks brand, according to an annual industry survey. The Power 1OO report, carried out by strategy consultancy Intangible Business, is once more topped by Smirnoff, described as possessing a “modern, cool image”. Whiskey brand Johnnie Walker occupies second place on the list. Bacardi sits at number three in the ranking, with Martini Vermouth in fourth and Hennessy in fifth place. The biggest climber in the top 2O is Chilean wine brand Concha y Toro, climbing five places to number 17, while Cuban rum brand Havana Club is up seven places to number 25. New brands in the ranking include Svedka vodka at 46, Russian Standard vodka at 54 and Wild Turkey at 1OO.