Wine brands are becoming less important

Wine brands are becoming less important and has led to market fragmentation according the Wine Intelligence Global Brand Power Index.

Each year market research company Wine Intelligence looks at the brands around the world that have the most international awareness. They claim that consumers relying on smart phones has formed a cognitive offloading. That is, instead of having to remember details of brands, our smart phones are being used to store information about wines, and brand recognition is dropping.

The review uses data from 20,000 wine drinkers from 20 markets and shows the dominance of international brands. Comparing the 2018 index to this year’s, there has been a consistent and overall drop in the calculated Global Wine Brand Power Index score itself, which Wine Intelligence said had been driven by one key shift - the ongoing decline in wine brand awareness among wine drinkers.

The top brands are Australian Yellow Tail, Chile’s Casillero del Diablo, Australian Jacobs Creek and the French JP Chenet.