Johnnie Walker and Smirnoff named ‘Best Global Brands’

Johnnie Walker and Smirnoff have both ranked in the top 100 most valuable global brands on the Interbrand “Best Global Brands” list.

Johnnie Walker has been named as one of Interbrand’s “Best Global Brands”, along with Smirnoff

The Diageo owned brands are two of only six brands within the alcohol segment to make it onto the list.

Johnnie Walker – which was ranked number 86 on the list – was recognised for its “versatility and its strategy rooted in innovation, leadership and storytelling”.

In addition, Interbrand valued the Scotch whisky brand at US$4,823 million, signifying a 2% growth since 2013.

Closely behind it was Smirnoff – which was placed at number 90 – and was praised for being the world’s leading vodka (Impact Databank 2014).

Furthermore, Smirnoff was mentioned as being “one of the most recognisable spirits brands”, whose value rose 8% from 2013-2014 to US4,609 million, according to Interbrand.

“John Walker and Pyotr Smirnov were two pioneering entrepreneurs who created brands of exceptional quality that would be known and trusted for nearly two centuries,” commented Syl Saller, chief marketing officer, Diageo Plc.

“For Johnnie Walker and Smirnoff to be recognised on the Best Global Brands list is a tribute to the vision of their founders and to the marketing teams all over the world who keep them fresh and relevant today.”

Interbrand takes into account three key aspects that add to a brand’s value, these being he financial performance of the branded products of services, the role of brand in the purchase decision process and the strength of the brand to command a premium price or secure earnings for the company.

In June, The Spirits Business named Johnnie Walker as the Scotch Whisky Brand Champion.