Checkout the world’s current top booze brands.

The world’s best-selling liquor, Smirnoff, continues its domination. Last week, it was placed number one again at the top of the Power 100 charts.

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

Premium brands didnt do too well. Out of the top 100 went Dom Perignon and Tattinger. New entrants are Svedka (vodka, Sweden) – comin in straight in at number 46, Russian Standard (54), Wyborowa at 59, Aperol (70), Clan Campbell (73), William Lawson’s (78), Clan MacGregor (89), Three Olives (94) and Wild Turkey (100).

Who da man

‘The biggest brands have taken quite a battering, marking the end to a 15 year drive to premiumization. This has been replaced with a drive to value which new entrants are taking advantage of. Vodka is still a high growth area with fewer barriers to entry and greater consumer choice,” says Stuart Whitwell of IB.

The brands are rated according to share of market, future growth, premium price position, awareness, relevance, heritage and brand perception.

Wines didnt do too good.  Only two wine brands, Gallo and Concha y Toro, got into the top 20. Seven US wine brands and five Australian labels made the Power 100, but only one European wine was on the list: Spain’s Torres Wine.

Other big climbers in The Power 100 include Cuban rum Havana Club (up seven places to 25);  and Cognac brand Rémy Martin (up six places to 27).

Johnnie Walker remains the world’s leading whiskey brand at number 2 in The Power 100, despite seeing its score fall by 20%, keeping it ahead in the whiskey sector from Jack Daniel’s (6 overall), Chivas Regal (8th), Ballantine’s (10th) and Jim Beam (15th).

Bacardi, the number one rum brand and number 3 in the overall The Power 100, came narrowly behind Johnnie Walker, but comfortably ahead of Martini Vermouth in 4th place and Hennessy in 5th place. Capt’n Morgan slashed his way into the Top 10 by gettin rid of Bailey’s. I never knew Bailey’s was waay up there!

Climber, now at 25

The Top 10:

1. Smirnoff

2. Johnnie Walker

3. Bacardi

4. Martini Vermouth

5. Hennessy

6. Jack Daniel’s

7. Absolut

8. Chivas Regal

9. Captain Morgan (yeah! Go Cap’m!))

10. Ballantine’s