Smirnoff has hung on to its crown as the most influential brand in the global drinks industry in a new poll.
The Diageo-owned vodka emerged on top of the latest Power 100 list compiled by brand valuation consultancy Intangible Business.
Diageo stablemate Johnnie Walker placed second, with rum brand Bacardi, owned by Brown-Foreman Brands, completing the top three. Jack Daniel’s placed sixth, with Absoult vodka one spot further back.
"The biggest brands have taken a battering, marking the end to a 15-year drive to premiumisation,” said Stuart Whitwell, joint managing director of Intangible Business.
“This has been replaced with a drive to value. 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.”
He added: “It will be interesting to see if consumers return to the big brands once their economic situation improves or if greater choice and innovation has changed the landscape for good."
The rankings took in research on 10,000 drinks brands around the globe, combining sales data with ratings from industry experts on factors such as heritage and brand perception.
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