New world wines dominate globe
SOME of the biggest wines in Scottish c-stores have come out on top in a global survey investigating the power of brands in the category.
International market research and consultancy firm Wine Intelligence has revealed Australian brand Yellow Tail is the number one wine brand in the world, followed by Casillero del Diablo.
The Global Wine Brand Power Index was constructed from consumer data pulled from 16,000 wine drinker interviews across 15 markets, which Wine Intelligence said is representative of over 380m wine drinkers.
Yellow Tail and Casillero del Diablo were both recognised by Wine Intelligence for ticking the two major boxes in terms of brand power. Both wines are a big hit in the USA, the largest market for wine in the world, while also appealing to consumers in other major markets across the globe.
The success of the most powerful wine brands can be attributed to a number of factors, including alignment with consumer taste expectations, consistency of quality, and focus on building good distribution.
Wine Intelligence found that in addition to being the top brand in the US, Yellow Tail was also a top ten brand in the UK, Australia, China, Ireland, Japan and South Korea.
Casillero del Diablo also enjoys global popularity, finding itself in the top five wine brands in the UK, China, South Korea and Sweden and topping the brand list in Ireland, Brazil and its domestic market of Chile.
Beyond the top two, Wine Intelligence found Australian and Chilean brands perform strongly across all markets, with the two countries’ brands accounting for seven of the top 15 brands in the firm’s brand report, despite being responsible for just 9% of global wine production.
Commenting on the report, Wine Intelligence’s chief executive Lulie Halstead said: “Our first venture into measuring brand power in the global wine market has taught us a number of lessons about how to develop effective wine brands in a diverse set of markets.
“The success of the most powerful wine brands can be attributed to a number of factors, including alignment with consumer taste expectations, consistency of quality, and focus on building good distribution.
“This is supported by memorable, distinctive and consistent branding, investment in marketing, and an overall professional approach to the discipline of brand management.”
John Casella, managing director of Yellow Tail parent firm Casella Family Brands said: “Being recognised as the world’s number one most powerful wine brand by consumers highlights our commitment to embracing innovation while still remaining true to Yellow Tail’s brand promise.”
Cristobal Goycoolea, corporate marketing director for global brands at Casillero del Diablo parent firm Concha y Toro said: “This support is essential for Casillero del Diablo because the index is based on our primary target group – consumers.
“We are very proud of the place we earned, and it is an enormous motivation to keep working to position Casillero del Diablo as one of the most important, most widely recognised, and most appreciated wine brands in the world.”
A UK spokesperson for Casillero del Diablo added: “This is a very exciting time for Casillero del Diablo; we have some major new product launches, as well as more partnership activities, to announce very shortly.”
