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ABOUT THE POWER 100

The Power 100 is an annual research study monitoring the power of the world’s leading spirits and wine brands. Now in its sixth year, The Power 100 has become an industry benchmark of performance, recognising brands which have performed well and identifying those which haven’t. The unique brand ratings highlight each brand’s strengths and weaknesses – providing exclusive insight into what drives the world’s most powerful spirits and wine brands.

THE POWER 100 PANELISTS

The panel of drinks experts has over 200 year’s combined experience in the global drinks industry. They have been involved with all of the major drinks companies and held positions of responsibility in virtually every market. Between them they hold detailed financial and marketing knowledge of every brand covered in this report, and many more besides. Nearly 10,000 brands were looked at in the compilation of this research, across all markets, in every territory.

THE TOP 10

Smirnoff

The king continues to fall. The worlds largest spirits brand and the biggest vodka by over double the size of its nearest competitor continued its decline this year, with its total score down 5% on top of a 3% decline the previous year. Smirnoff’s 1% volume decline and 4% value decline is symptomatic of its ‘middle of the road’ positioning that is being threatened from above – from the likes of Absolut up 6% in volume – and from below – from the likes of Svedka, up nearly 20%. Its brand reputation is suffering as a result, scoring 2% lower this year.

Bacardi

Bacardi regains its No.2 spot in this year’s The Power 100, following an impressive performance on all fronts. Its total score moved up 5% and its brand score up 2%. Bacardi enjoys a privileged position by being not only the favoured child in the Bacardi Martini family but also being almost synonymous with the rum market in general. This makes Bacardi a back bar staple and versatile cocktail ingredient helping build its position in the off-trade too.

Johnnie Walker

Johnnie Walker’s tenure as the second most powerful spirits brand in the world was short-lived at only one year. This year it returns to its No.3 position despite an impressive performance 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 and may yet challenge Bacardi again next year.

Martini Vermouth

Martini Vermouth maintains its position in this year’s The Power 100 with no movement in its brand score and a modest 2% increase in its total score. The iconic brand, dating back over 140 years, upholds its relevance with initiatives such as the launch of Martini Gold by Dolce& Gabbana – a collaboration with the famous Italian design duo and an advertising campaign featuring Italian actress Monica Bellucci.

Absolut

As predicted in last year’s report, Absolut has returned to form under Pernod Ricard ownership, following acquisition the previous year. Absolut has returned to growth and its brand score increased by 2% helping it move up two places, ahead of Jack Daniel’s and Hennessy. With Smirnoff’s position in decline, Absolut is a real contender for the vodka top spot with its volumes over three times that of nearest competitor Grey Goose. Although with volumes half Smirnoff’s size it has some way to go yet.

Jack Daniel’s

Jack Daniel’s continued at a steady pace this year with a volume increase of 1% and brand score increase of 2% leading to a total score up a modest 1%. With the US being the major market for Jack Daniel’s and this being rather subdued because of economic challenges, Jack Daniel’s was unable to experience the sorts of growth witnessed by other brands with a greater geographical spread, particularly in the Far East. Never-the-less, the brand enjoyed a good year and is in a good position for this to be repeated next year.

Hennessy

With solid volume growth of 10% combined with a brand score up 6%, Hennessy had a good year. The brand continues to gain traction with contemporary audiences and build its premium credentials under the stewardship of LVMH. The range of half a dozen product variants creates a ladder for the consumer climb, allowing them to remain with the brand as they grow in age and affluence. As the economy returns to normal premium spirits brands are likely to return to vogue which Hennessy is well positioned to capitalise on.

Chivas Regal

Chival Regal had an impressive year with net sales up 5% and volumes up 1%. China is now Chivas Regal’s largest market which, alongside other Asian markets, has helped propel the brand forward. The distinctive ‘Live with Chivalry’ advertising campaign seen throughout the world has helped build the brand’s profile and leadership in the Ultra-Premium Scotch whisky category. Its brand score improved by 5% which contributed to an overall total score increase of 2%.

Captain Morgan

Whilst half the size of category leader Bacardi, Captain Morgan is still a dominant force in rum. Increased marketing spend supporting the ‘Calling All Captains’ campaign, ‘Captain and Cola’ initiative and the launch of Captain Morgan Lime Bite helped boost Captain Morgan’s brand score by 4% this year. This, combined with a steady volume increase of 3% helped its overall score move upwards by the same amount.

Ballantine’s

A strong position in the increasingly affluent and economically protected Asian markets such as China and Korea saw Ballantine’s increase both its volume and value by 4% in the past year. The brand has also been supported by marketing initiatives such as sponsorships of prestigious golf tournaments, special edition bottles and the brand was relaunched to critical acclaim resulting in a strong performance in the important Duty Free market.

 

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Reminder :

Bombay Sapphire is a brand of gin distributed by Bacardi thas was lunch in 1987. Its name originates from the gin’s popularity in India in of the days of the British Raj and the Sapphire in question is the Star of Bombay on display at the Smithsonian Institution Bombay Sapphire is marketed in a flat-sided, sapphire-colored bottle that bears a picture of Queen Victoria on the label.

The flavoring of the drink comes from a recipe of ten ingredients: almond, lemon peel, liquorices, juniper berries, angelica, coriander, cassia, cubed, and grains of paradise.

BOMBAY SAPPHIRE- Imagination Installation

The making of

It is very easy to get caught up in the magical and dreamlike Bombay Sapphire universe.

It is not necessary to be a gin lover to love Bombay Sapphire brand. It is possible to love a product because you like the brand image; you are transported in another world, in a different universe… It is what it is for Bombay sapphire… it’s a particular brand.

They inaugurated its ‘Infused with Imagination’ campaign by paying tribute to the heritage and the origins of its product. And there is no better and intelligent way to launch a new and ambitious global campaign than to incorporate art in order to engage the viewers.

 A magical specially commissioned artwork, designed by London based illustrator Yehrin Tong.

Imagination Installation is a vast three dimensional piece meticulously crafted using more than 75,000 sparking crystals that took more than 2,500 hours to put together. Consisted by a series of illustrated panels, which have been hands crafted based on Tong’s original designs, the piece reveals its true beauty only when seen from the correct position.

The bottle stands as the source of imagination where all the different characters on the illustrated panels come to life. The shimmering of the crystals conveys an unparallel beauty to each one of the characters. When seen from different angles, the piece reveals a new imaginative story and becomes a glorious hymn to the Bombay Sapphire’s story.  The characters, which are part of the installation, represent the different aspects of the story that the brand wishes to convey. The lion and panther convey pride, luxury and sensuality. The peacock stands for exuberance, elegance and the exotic whereas the phoenix represents the idea of imagination encourages rebirth, new ideas and innovation.

And now…

Bombay Sapphire Artisan Series searching new talents.

Russell & Danny Simmons’ Rush Philanthropic Arts Foundation and Complex Media joined forces to continue the last year initiative called Bombay Sapphire Artisan Series that took place last year as well.

Last year there were nearly 2,000 artist entries and over 175,000 fans from across the country voting to select their favorite works. This year the next wave of artists have all chances to become famous.

Artists who are up to the challenge can enter by creating a piece of inspired, original art and submitting it via www.Complex.com/SapphireArt, www.juxtapoz.com, www.curatedmag.comwww.deviantart.com, www.Facebook.com/BombaySapphire by August 31, 2011.

During this time fans can go to the Bombay Sapphire Facebook page and vote for their favorite piece of art.

Very interesting in terms of viral marketing, word of mouth and to touch influencers. Bombay Sapphire have 44 829 likes on facebook and 5 219 followers on twitter and these figures are increasing day by day.

“The Bombay Sapphire Artisan Series has established itself as a platform for emerging artists who seek to shape our contemporary cultural landscape—artists who look to defy boundaries with the power of their imagination,” says Russell  immons, Chairman of GlobalGrind.com and co-founder of the Rush Philanthropic Arts Foundation.

In 2010, Washington, D.C. photographer Stanley Squirewell and Miami artist Jorge Cavelier were announced as the first
ever winners of the Bombay Sapphire Artisan Series and could exhibit their works at Art Basel in Miami, recognized as one of the world’s premiere art events.

This year select artists to display their work at a sequence of gallery exhibits and events, taking place from September through November in Atlanta, Boston, Chicago, Dallas, Houston, Miami, New York, San Francisco and Washington, D.C. Two artists will be chosen from each local event to compete in the finale during Art Basel Miami. Compiling its own collection of works to display at the Miami finale will be the next step of the Bombay Sapphire brand.

The submitted works will be reviewed by the program’s esteemed panel of judges, including Rush Philanthropic Vice Chairman, C -Founder and artist Danny Simmons, program curator Andre Guichard and other guest curators and museum heads from around the country, including famed Miami-based artist Miguel Paredes.

After Art Basel two winners will have their work installed at Rush Arts Gallery and Resource Center in New York City’s Chelsea arts district for the month of February 2012.

There is other activities will include creation of a signature Bombay Sapphire cocktail to be photographed by BevShots and featured with its final images at Art Basel; as well as production of a limited edition gift bags and tins highlighting the works of national Artisan Series winners, Danny Simmons and program curator Andre Guichard.

Caroline D.

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