Jack Daniel’s and Johnnie Walker vie for top spot

Brands: Global shift towards US whiskeys

Johnnie Walker whisky’s status as the world’s top alcohol brand is facing a growing threat from across the Atlantic.

That is according to London-based brand valuation consultancy Intangible Business, whose latest Power 100 survey of alcoholic drinks shows the US is rapidly closing in on Scotland as the world’s number one producer.

Scotland has held the top spot for the past decade, thanks to the success of Johnnie Walker and other leading whisky brands.

But global demand for Scotch has shown signs of slowing down in recent times.

The value of exports shrank by about 7% last year, according to figures released earlier this year by HM Revenue and Customs.

The decrease is partly due to falling consumption in China amid an austerity drive in the Asian powerhouse.

JohnnieWalker retained its place as the top alcohol brand in the latest Power 100survey, butits scorewas down by 11% year-on-year.

Jack Daniel’s, while still in third place, wasupby 7% and Intangible Business said its findings pointed to a shift away from Scotch and towards US whiskeys and bourbon, a trend it expects

“China’s falling appetite for Scotch has certainly hit the market hard”

to continue in the coming years.

Power 100 rates brands based on their market share, future growth, premium price position, awareness, relevance, heritage and brand perception.

Intangible Business joint managing director Stuart Whitwell said: “No brand is unaffected by market conditions and China’s falling appetite for Scotch has certainly hit the market hard.

“Th e US has also emerged as a worthy market competitor, challenging Scotch’s dominance with strong brands such as Jack Daniel’s and pricing advantages.

“Whilst consumers will always be prepared to pay for premium Scotch, other premium whiskey categories such as bourbon, Japanese and Irish whiskey are starting to be genuinely attractive in the premium and super premium segments.”

The ranking’s top five remained unchanged, with Smirnoff Vodka, Bacardi, Jack Daniel’s and Hennessy listed behind Johnnie Walker.

Wine brand Kendall Jackson was the biggest riser in this year’s survey, climbing 17 places, while Lindemans went up 13 spots.

BATTLE OF THE BRANDS: Jack Daniel’s was up by 7% and JohnnieWalker down 11% in the latest survey