Alcohol Brand Index 2018 Q4

December 21, 2018 - 3 minute read

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:

  • Percentage of unprompted brand recall within a named category e.g. ‘Entertainment’, ‘Technology’ or ‘Fashion’
  • How likely a person is to purchase your particular brand (purchase intent)
  • 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. 

Brand-index-alcohol-2018-Q4

Rounding out the year and making it a full twelve months without direct challenge, Smirnoff remains in 1st place in Q4. Similarly, Jack Daniel’s and Gordon’s retain their 2nd and 3rd place positions making it an unbroken year at the top. Between Q3 and Q4, Smirnoff and Gordon’s manage to drive up their Total Brand Equity, whereas Jack Daniel’s experienced a dip in TBE from 980 to just 660, though this is still plenty to retain their hold over second place.

Reflecting the changing seasons and the cold weather Q4 brings with it, some typically summery drinks including Malibu (8th place in Q3) and Kopparberg (4th place in Q3) are pushed out of the top 10 leaderboard. Replacing them are some firm wintery staples: Baileys who join in 4th place and Guinness who secure 9th spot.

With the departure of Kopparberg and Malibu, who were the number one and two best liked alcohol brands in Q3, Gordon’s becomes the brand with the highest NPS in Q4. Overall, average NPS for the top 10 is down considerably, though, from 51.4 to 44.7, suggesting British consumers are feeling less favourable towards alcohol brands now that beer gardens are well and truly closed for the winter.

This quarter, the brand with the highest Purchase Intent score is Carling, with 74.1% of consumers who recalled Carling voting that they’re ‘Very Likely’ to purchase from the beer brand. This is a considerable feat, as they placed 10th for Purchase Intent just 3 short months ago. Subsequently, the beer brand jumps from 9th place overall to a respectable 5th.

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

AlcoholBI

The 2018 Alcohol Industry Brands Report

The full 2018 report includes:

  • The UK's leading Alcohol brands for Awareness, Purchase Intent and Net Promoter Score from the start of the year, so you can compare where shifts have occurred over time
  • Industry-wide averages and market dynamics
  • Key takeaways for the UK Alcohol industry

 

Read the 2018 Alcohol Industry Brand Report
 

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