After a deep erosion of brand equity in 2021 amid Covid disruptions, wine brand equity is stabilizing but has yet to recover to is pre-pandemic levels, according to Wine Intelligence‘s Global Wine Brand Power report.
The top 15 brands collectively scored 6.5 points higher in 2022 than 2021, but were substantially lower than in surveys conducted in 2019. The main driver of change appears to be the recalled purchase and connection scores, both of which fell significantly for the top 15 global brands last year.
Yellow Tail and Casillero del Diablo again claimed the No. 1 and 2 spots, respectively. Barefoot is now the No. 3 most powerful brand, up from 13th position in 2019.
Commenting on the rankings, Lulie Halstead, COO Wine at the IWSR Group, said: “In a year characterized by relatively less upheaval for consumers, it’s a relief to see equity for wine brands has stabilized in terms of consumer connection as wine drinkers have returned to more frequent touchpoints with wine in both retail and the on-premise.”
She added: “Successful wine brand owners will be those with a focus on restoring the fundamental positive connections that have propelled their brands to such widespread success on the world stage in the first place, while doing their best to maintain availability and the value proposition amid input cost increases and supply chain disruptions.”