Smirnoff brand diminished for second year claims poll
Vodka label Smirnoff remains the world’s foremost alcoholic drinks brand, but has lost brand value for the second consecutive year an annual survey has found.
According to The Power 100, published by brand value and strategy consultancy Intangible business, the dominance of the Smirnoff brand is ‘under threat’ as confidence returns with opportunities in emerging markets developing and mostly Western brands penetrating new markets.
Smirnoff, which still recorded an overall score of 88.9%, has apparently seen a decline of 5% in the last year – a 1% volume decline and 4% value decline - on top of the 3% fall from the previous year. The poll claims this is due to the ‘middle of the road’ positioning taken by the brand which is being threatened by the likes of Pernod Ricard’s Absolut, which grew by 6% and has made it into the top five.
This highest climber on the pole was Svedka, which rose 17 places and grew by 20%, although this mean that it’s brand reputation declined by 2%.
In second place was Bacardi Martini’s flagship brand Bacardi rum.