Alcohol Brand Index 2017 Q4

November 29, 2017

The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the alcohol sector, as determined by real consumers.

What do we mean by ‘platform agnostic’? We mean the results are not influenced by any particular method of obtaining them, such as looking only at social media mentions, or brand search terms. This reduces bias and provides a much more accurate view of a brand’s strength in any given category.

Learn more about why we believe this is the best methodology for Brand Intelligence.

To determine the Alcohol Brand Index, we look at three things.

  1. Percentage of unprompted brand recall within a named category e.g. ‘Alcohol’ ‘Fashion’ or ‘Entertainment’
  2. How likely a person is to purchase your particular brand (purchase intent)
  3. How likely a person is to recommend your brand (net promoter score)

Our data is gathered every quarter from an online survey sent to a nationally representative panel of 1,000 UK consumers aged 18-65.

Top 10 Alcohol Brand Leaders by Total Brand Equity

  1. Smirnoff
  2. Jack Daniels
  3. Fosters
  4. Stella Artois
  5. Carling
  6. Gordon’s
  7. Malibu
  8. Baileys
  9. Budweiser
  10. Strongbow

Key Findings

192 different brands were named.

A brand had to have 0.7% of unprompted brand recall to be in the Top 20 brands, and 2.1% to be in the Top 10.

Alcohol Brand Index Matrix.jpg

(Click the image to enlarge.)

In the Top 17 brands mapped in the Alcohol Brand Index, the average brand strength score is 93. Kopparberg and Malibu had the strongest at 150, while Carlsberg had the weakest at 28.

Alcohol Brand Index Total Equity.png

(Click the image to enlarge.)

Looking at the Top 17 brands again, the average Total Brand Equity score 307, with Smirnoff leading the way with a score of 1,360; Carlsberg and Heineken trailed with scores of 80.

The overall Alcohol industry Net Promoter Score is a healthy 32.1.

Here is how people described the alcohol brands that came top of mind during unprompted brand recall:

Alcohol Brand Index WordCloud black.png

 

The Full Report

 The report includes:

  • The UK's leading alcohol brands for awareness, purchase intent and Net Promoter Score 
  • Overall brand strength and Total Brand Equity index
  • Industry averages and market dynamics
  • Key takeaways 

This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed between 9th and 10th November 2017. 

View the full industry report

 

 

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