• Scottish brands dominate global whisky sector
• Johnnie Walker remains world’s most dominant whisky brand
• America contributes five whisky brands to The Power 100
• Jameson is the only Irish whisky brand to feature

Whisky brands continue to dominate the annual The Power 100 table of the world’s leading alcoholic drinks brands, published this week by brand valuation and strategy consultancy Intangible Business, contributing more than a quarter of the brands in the survey.

Whisky has retained its sector dominance in the global alcoholic drinks industry, ahead of vodka, rum/cane, flavoured spirits, and still light wine. There are 26 whisky brands included in the table, with six brands – Johnnie Walker at 3, Jack Daniel’s at 6, Chivas Regal at 8, Ballantine’s at 10, Dewar’s at 14 and Jim Beam at 19 – in the overall Top 20.

Johnnie Walker posted an impressive performance this year with volumes growing by a striking 11%, due in large part to its penetration of Far East markets, Korea and China in particular, whose economies were less affected by the recession. This is a complete reversal of its performance the previous year where volumes fell by 11%. Because of this change in direction and improvement in the brand score by 4%, Johnnie Walker managed to grow its total score.

The Power 100 includes 16 Scotch whisky brands, five American brands and four Canadian brands. Jameson is the only Irish whiskey brand in The Power 100, at number eight in the sector and at number 22 overall, on the back of a 2% rise in its overall year on year score. The most improved whisky brand in this year’s The Power 100 is Clan MacGregor at number 82 overall and number 25 in the sector, having posted a 12% improvement in its brand score.

Intangible Business, which works extensively in the drinks industry, researched nearly 10,000 spirit and wine brands across the globe to produce The Power 100, now in its fifth year.

The league table, which assesses both the financial contribution of each brand alongside its strength in the eyes of the consumer, has been compiled by combining scores from a panel of some of the world’s leading drinks industry experts with hard data. The brands are rated according to share of market, future growth, premium price position, awareness, relevance, heritage and brand perception.

Overall, Smirnoff tops The Power 100 table again having achieved an overall score of 88.9%, giving it a significant margin over the other brands that make up the top ten.

Bacardi, the number one rum brand and number two in the overall The Power 100, edged Johnnie Walker into 3rd place, but was comfortably ahead of Martini Vermouth in 4th place and Absolut in 5th place.

The USA is the country with the most brands in The Power 100 with 17 brands, led by Jack Daniel’s, Gallo and Jim Beam; Scotland has 16 brands in The Power 100, led by Johnnie Walker, Chivas Regal and Ballantine’s, and France with 14 brands, led by Hennessy, Moet et Chandon and Ricard.

Stuart Whitwell, Joint Managing Director of Intangible Business, comments: “The whisky industry has posted another strong performance this year with more than double the number brands in the top 100 than any other category and continues to connect to new and existing audiences, particularly in emerging markets, with innovative and relevant marketing.

Whitwell continues: “Although not in the top ten in the sector, it’s great to see brands like The Glenlivet among our overall star performers this year.”