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.
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.
The three spirit kings retain their top spots in 2018: Smirnoff in 1st place, Jack Daniel’s in 2nd and Gordon’s in 3rd. The top 10 table also sees two newcomers this quarter, Kopparberg who race to 4th position and Strongbow in 10th place, after a scorching summer undoubtedly filled with barbeques and cold ciders for the UK public. As a result, Bacardi and Baileys might need a stiff drink, as they drop out of the leaderboard this quarter.
The rest of the top 10 also sees some crucial shifts, with last quarter’s 10th place brand, Stella Artois, raising up to 5th spot this time around.
The winner of the Purchase Intent crown this quarter is Stella Artois with 69.2% of Stella drinkers saying they were ‘very likely’ to buy the drink again.
Kopparberg, however, are the overall best-liked brand, winning the NPS category. They scored an impressive 74.1%, clearly having satisfied consumers’ thirst all summer.
At the other end of the scale, Carling scored the lowest Purchase Intent. Astonishingly, though, in last place for NPS is this year’s most-recalled brand: Smirnoff. Despite being at the top of the table, the spirit label only managed an NPS of 25.9%, perhaps due to the drinks overwhelmingly strong taste, and perhaps hungover consequences.
That said, there were no negative NPS scores: clearly the alcohol industry is one people associate with good times. Whether it’s evenings spent in the pub or at home with friends, people’s thoughts about the alcohol industry are mostly positive.
Here is how people described the Alcohol brands that came top of mind during unprompted brand recall:
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