Concha y Toro has enjoyed a consistent presence in the Power 100 ranking of the world’s leading spirits and wine brands since 2006. In 2014, however, it has attained the No. 1 spot, unseating such well-known competitors such as Gallo and Robert Mondavi in the U.S. and Australians Hardy’s and Jacob’s Creek. Global brand awareness and market share have combined to boost Concha y Toro’s overall ranking.
“This recognition reinforces the global position, visibility and image that Concha y Toro has worked so hard and for so long to achieve. Over the years our market-focused commercial strategy has enabled us to expand in volume, awareness and reach. Collectively, these attributes have earned us our leadership position. It is a major accomplishment, not only for Concha y Toro, but for Chile and the entire South American wine industry,” said Eduardo Guilisasti, Chief Executive Officer of Viña Concha y Toro.
“Chile’s Concha y Toro has leapt up the rankings to take the sector’s leading spot thanks to consistent quality across a wide range of varieties and styles,” said Stuart Whitwell, Joint Managing Director, Intangible Business.
A panel of experts from the wine and spirits industry, with vast financial and commercial knowledge, analysed over 10,000 brands from all over the world to produce a list of the top 100 most powerful brands. The study defines powerful as a brand that has the ability to generate value for its owners. This value is defined by parameters including share of market, brand growth, price positioning, market scope, brand awareness and relevancy as well as heritage and perception.