What are the top ten whisky brands in world?

Answer 1

The Top 10 Every brand in the top 10 lost value in this year's The Power 100. They lost nearly as much value as the remaining brands put together. This symptom of the recession proves the adage the bigger you are, the harder you fall. These brands fell especially hard with the added threat from value options and a greater variety of choice - consumers reacted against the big brands and migrated to newer, cheaper alternatives.

As the world comes out of recession and affluence returns, the challenge for these biggest brands will be to attract consumers back.

1. SmirnoffSmirnoff the untouchable' has become 'Smirnoff the vulnerable'. Despite launching a wide range of flavoured variants and a number of quality variants, Smirnoff was unable to stop the inevitable decline in volume. Its brand score increased by 8% but it faces fresh challenges at the top end from Absolut, now in its second year under Pernod Ricard's management, and others such as Russian Standard, Skyy and Grey Goose. It is also being undermined from below, from the likes of Svedka - the highest new entrant in 2010 - and Eristoff. Diageo's plans for its own value vodkas may protect its decline but whatever happens, Smirnoff will have to fight hard. 2. Johnnie WalkerJohnnie Walker has had a pretty tough year with volumes down 11% and its brand rating falling 4%. However, Johnnie Walker still remains the most powerful whiskey brand in the world outstripping its nearest rivals by some margin - three times bigger than its nearest Scotch rival, J&B, and 50% bigger than its nearest US whiskey rival, Jack Daniel's. With a heritage dating back 200 years, an inventory that can date back a generation, and a five-strong product range that successfully segments taste and quality profiles, Johnnie Walker will take some catching. 3. BacardiBacardi is a consistent strong performer in this year's The Power 100, virtually being the rum market. However, even this power brand was not immune to the forces of economic malaise. Its volumes fell as did its brand rating although it managed to keep its bronze position in The Power 100, 2010. As Barcardi Martini's flagship brand, Bacardi enjoys significant attention and resource to maintain its dominance of the rum market, successfully leveraging its relationship with music which helps drive relevance and volume in the nightclubs and bars on which it so much depends. 4. Martini VermouthThe sustained appeal of cocktails and Martini's consistent association and sponsorship of glamorous events such as motor sport helped prevent a significant fall in sales this year. Its brand rating was 2% lower than last year which resulted in an overall decline of 6%. Positioning Martini as a versatile summer long drink and pitcher option when mixed with fruit juice will extend the brand's relevance and opportunities for consumption. Martini's domestic market continues to provide a firm base from which further international penetration is managed. 5.HennessyFrench brand Hennessy is the most powerful cognac brand in the world. Luxuries, such as Hennessy, are one of the first discretionary purchases to be avoided in a recession, which inevitably had a negative impact on its volumes, affecting its score in The Power 100, 2010. The Hennessy brand remains incredibly strong and continues to be a hit with the rap community which has adopted the brand as its own. This association with some of the world's hippest stars ensures Hennessy's continued cultural relevance and presence among the world's most powerful spirits brands. 6.Jack Daniel'sIts iconic square bottle and black and white label help differentiate Jack Daniel's from the rest of the whiskey market. Jack Daniel's volumes increased slightly in one of the most difficult years for a generation, testament to the brand's strength and loyal following. It is rewarded by moving up one place in The Power 100, 2010. 7.AbsolutAbsolut's transition to the Pernod Ricard stable has inevitably resulted in a, most likely temporary, decline in volume. The brand has also lost its status as the world's strongest vodka brand to Smirnoff. However, Absolut's history of innovative marketing activities, that have given it its unique position in the market, gives the brand a solid platform from which to regain its crown. 8.Chivas RegalLike most brands, Chivas Regal was affected by the recession, losing volume for the first time in years. The brand's premium range of aged whiskey continues to be appreciated as one of the finest in the world. Pernod Ricard enhances the brand's premium status with sponsorship of premium creative events such as Chivas and Cannes Film Festival. 9.Captain MorganCaptain Morgan enters the top 10 in for the first time in The Power 100, 2010, moving up two places, displacing Baileys whose volumes fell 11%. Captain Morgan, reached the top 10 on its own merits, carefully steered by Diageo and entering into the spirit of social media trend, accumulating over 200,000 Facebook fans. 10.Ballantine'sBallentine's held its position in the top 10 in The Power 100, 2010. Its six-strong range caters for different tastes, giving consumers choice without having to leave the brand. The brand is beginning to make inroads into the lucrative cocktail market which will not only increase its volumes but will introduce the Ballantine's brand to a new generation of loyal followers.

Regard......Fari