Wine Intelligence Global Wine Brand Power Index reveals that Yellow Tail and Casillero del Diablo remain the ‘Most Powerful Wine Brands Globally’
Building on feedback from over 25,000 wine consumers in 25 markets – representing more than 400 million wine drinkers globally – the fifth annual Wine Intelligence Global Wine Brand Power Index reveals a stabilisation of wine brand equity, following the steep erosion of brand equity seen in 2021 amid Covid-19 disruptions. The 2022 data suggests that global wine brand equity has yet to recover to pre-pandemic levels.
The Wine Intelligence Global Wine Brand Power Index 2022 incorporates consumer feedback on key brand health measures and an index is calculated at a global level as well as at a country level across 25 key wine markets. This year’s index saw Denmark featuring as a substitute for the Russian market, which was not surveyed.
At an aggregate level, the top 15 global brands collectively scored higher (6.5 points more) in 2022 compared with 2021. However, on a two-year view, scores remain substantially lower than in 2020, noting that the 2020 result was based on consumer surveys that took place in 2019 (before the Covid-19 pandemic). Across the two-year period (2020-22) awareness levels tended to be more resilient; the main driver of change in the index during this period appears to come from the recalled purchase and connection scores, which both fell significantly for the top 15 global brands in 2021.