Jack Daniel’s named most valuable global spirit brand
Jack Daniel’s, Johnnie Walker and Smirnoff have been ranked among the top 100 most valuable global brands on the Interbrand Best Global Brands 2017 list.
Brown-Forman-owned Jack Daniel’s – which was ranked 82 on the list – moved three places up from last year to make it the highest-ranking spirit brand for the second year in a row.
Interbrand valued the brand at US$5,332 million, up 3% from 2016.
Diageo-owned Johnnie Walker and Smirnoff made the list at 96 and 97, respectively. Johnnie Walker was valued at US$4,405 million, while Smirnoff was valued at US$4,288 million.
The spirits brands are three of six alcohol brands to make the list.
“The Interbrand Best Global Brands ranking is a prestigious and highly competitive so it’s fantastic to see both Smirnoff and Johnnie Walker on the list,” said Vince Hudson, SVP global brand director, Smirnoff.
“Smirnoff and Johnnie Walker are both brands which are rich in heritage, have compelling and culturally relevant brand purposes and play a real role in the celebrations of consumers around the globe. It’s great to be recognised in this way and I look forward to both brands moving up the list in the future.”
The ranking is based on three key components that contribute to a brand’s cumulative value: the financial performance of the brands and services, the role the brand plays in influencing customer choice, and the strength the brand has to command a premium price or secure earnings for the company.