The Power 100
: The world’s most powerful spirits & wine brands 20091. Introduction
Now in its fourth year, The Power 100, 2009, highlights the key issues and trends in the spirits and wineindustry. It also identifies which brands are increasing their equity using a unique measure defined bymeasuring brand score and volume data.Big brands have dominated this year, consolidating their positions through astute brand management,the strength of their portfolio, innovative marketing initiatives and playing to the consumers’ desire forquality and reliability. This is illustrated by the lack of movement within the top 10 which all held theirpositions.Intangible Business specialises in valuing brands and other intangible assets and has considerableexperience in the spirits and wine industries. Intangible Business’ experience is augmented by a panelof industry experts who contribute to the production of this list of the most powerful spirits and winebrands in the world.