Johnnie Walker named number 1 alcohol brand in the world

Johnnie Walker has come out tops in the 2013 edition of the Power 100 survey, earning the title of world’s leading alcohol brand. Nearly 10 000 brands of spirits and wines are researched each year to draw up a list of the 100 most powerful brands worldwide. Rating criteria includes share of the market, potential for future growth and customer awareness.

Stuart Whitwell, of Intangible Business, which produces the Power 100, said: “The growth of Scotch whisky is mostly down to the rising middle classes in China whose thirst for premium brands reflects growing aspirations. A top 10 contender for the past few years, Johnnie Walker, which originated in Kilmarnock, Ayrshire, has overtaken Smirnoff vodka thanks to growing demand in China and Eastern Europe, industry experts said. Aside from Johnnie Walker and Smirnoff, other Diageo brands within the top 10 include Captain Morgan and Bacardi.

“On a local level whisky has also become popular with the aspirational middle class, and it is the fastest-growing spirit in South Africa, with its growth outpacing even cider and beer,” says Melanie Campbell, Johnnie Walker Marketing manager.

According to the SA Wine Industry & Information Systems, South Africa is now the sixth-largest market for whisky by volume and the seventh by value and falls within the top 10 Scotch whisky markets for Diageo.

To download the 2013 Power 100 survey:–2013/1185