Beverage World - May 2008 - (Page 42) [SPECIALREPORT] Top 10 Global Soft Drink Brands (millions of unit cases) Brand 1. Coca-Cola 2. Pepsi 3. Diet Coke 4. Fanta 5. Sprite 6. Diet Pepsi 7. Gatorade 8. Mountain Dew 9. Tang 10. Dr Pepper 2005 8,530 3,370 1,990 1,490 1,450 1,010 820 820 710 630 2006 8,600 3,400 2,010 1,560 1,460 1,010 890 820 720 640 Percent Growth +0.8% +0.8% +0.9% +4.5% +0.5% +0.3% +9.1% +0.2% +1.4% +1.8% A Growing Chinese Market The Chinese-based brand Master Kong is known for its instant noodles. But since the company, owned by Tingyi Holding Corp., entered the beverage market in 1996 it has demonstrated notable growth. Ten years later, the company’s beverage business surpassed that of its noodle business with a turnover of more than US$900 million, growing 56 percent from the previous year. According to ACNielsen Scan Track Express, the company’s RTD teas gained 53.6 percent of the market share in China based on sales as of December 2006. Aside from Tingyi entering into a soft drinks joint venture with Japan’s top beer maker, Asahi Breweries Ltd., and trading firm Itochu Corp. in early 2004 to further develop its beverage presence, the rapid growth of the brand has been attributed to its offering of RTD tea, juice and bottled water brands that speak to the needs of a fragmented Chinese market. Extending off the existing brand name Master Kong, where “master” is used to describe chefs in China and “kong” meaning health, the brand tapped into local tastes. For example, RTD tea flavors include black with lemon, green with jasmine, original green and black with mint. SOURCE: ZENITH INTERNATIONAL, 2008 Top 10 Fastest Growing Non-Alcohol Large Brands (millions of unit cases) Brand 2005 1. Master Kong 2. President 3. Tropicana 4. Lipton 5. PowerAde 6. Wahaha 7. Robinsons 8. Seven Up 9. Nestea 10. Gatorade 300 234 240 420 237 391 203 515 317 817 2006 364 277 283 493 271 442 227 564 347 891 Percent Growth +21.5% +18.3% +18.2% +17.4% +14.3% +13.1% +12.2% +9.5% +9.3% +9.1% SOURCE: ZENITH INTERNATIONAL, 2008 Top 10 Global Spirit Brands by estimated brand value (Jan. 1, 2007-Dec. 31, 2007) Brand 1. Smirnoff 2. Bacardi 3. Jose Cuervo 4. Johnnie Walker 5. Baileys 6. Jack Daniels 7. Absolut 8. Chivas 9. Gordon’s 10. Martini 1 Brand Value1 (millions US dollars) Brand Contribution2 3 3 2 2 3 3 3 3 2 3 Brand Momentum3 6.5 4.5 5.5 5 5 6.5 6.5 8 4.5 4.5 $4,738 $3,530 $2,289 $1,813 $1,643 $1,608 $1,542 $823 $727 $666 THE FINANCIAL VALUE OF A BRAND DEFINED AS THE SUM OF ALL EARNINGS THAT BRAND IS EXPECTED TO GENERATE; 2 REFLECTS THE SHARE OF EARNINGS ATTRIBUTABLE TO LOYAL CUSTOMERS WHOSE PURCHASE DECISION IS BASED ON BRAND RATHER THAN OTHER FACTORS SUCH AS PRICE, MEASURED ON A SCALE OF 15, 5 BEING THE STRONGEST; 3 AN INDEX OF A BRAND’S SHORT-TERM GROWTH RATE (ONE YEAR) RELATIVE TO THE AVERAGE SHORT-TERM GROWTH RATE OF ALL BRANDS IN THE BRANDZ RANKING. BRAND MOMENTUM IS PRESENTED AS AN INDEX FROM 1-10, WHERE 10 INDICATES BRANDS WITH THE HIGHEST SHORT-TERM GROWTH POTENTIAL. SOURCE: MILLWARD BROWN OPTIMOR, 2008 BRANDZ TOP 100 GLOBAL RANKING 42_BEVERAGE WORLD_MAY 2008 BEVERAGEWORLD.COM http://BEVERAGEWORLD.COM
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.