Yellow Tail and Casillero del Diablo world's favourite wine brands

Yellow Tail and Casillero del Diablo are the world’s strongest wine brands from a consumer point of view.  

This is according to the Wine Intelligence Global Wine Brand Power Index which is based on interviews with more than 16,000 wine drinkers across 15 different markets.  

Rather than based on sales volumes, the Global Wine Power Index is compiled from how much of a connection with a brand that consumers have. These include factors such as awareness, recalled purchase in the past three months, conversion rate of awareness into purchase, future purchase consideration and the brand connection measures of affinity and recommendation.  

And the most powerful brands are driven by two key factors – success in the US market, and consistently strong rankings across a number of other important markets. Yellow Tail, owned by the Yenda-based Casella Family Brands scored well on both counts, and is the number one most powerful brand in both the US and Canada, as well as having top 10 showings in Australia, China, Ireland, Japan, South Korea and the UK.  

The number two brand, Casillero del Diablo owned by Santiago-based Concha y Toro, has two positions in a diverse range of markets including China, the UK, South Korea and Sweden as well as the number one spot in Ireland, Brazil and its domestic Chilean market.  

Mouton Cadet and Constellation’s Woodbridge brands take the joint third spot in the global rankings, based on their strong performance in the US market.  

Australian and Chilean brands generally perform strongly across all markets, said Wine Intelligence, by virtue of the “typically extensive” international footprint they exhibit. The two countries’ brands account for seven out of the top 15 in the Index, despite the two countries accounting for only 9% of the world’s total wine production beteween them.  

“Our first venture into measuring brand power in the global wine market has taught us a number of lessons about how to develop effective wine brands in a diverse set of markets,” said Lulie Halstead, Wine Inteligence’s CEO.

“The success of the most powerful wine brands can be attributed to a number of factors, including alignment with consumer taste expectations, consistency of quality, and focus on building good distribution. This is supported by memorable, distinctive and consistent branding, investment in marketing, and an overall professional approach to the discipline of brand management.