Penfolds has lost its ‘The World’s Most Admired Wine Brand’ crown.
Last year, Treasury Wine Estates’ iconic Penfolds brand knocked Torres into the number two slot in Drinks International’s annual survey. This year, Penfolds has gone down to number three, with previous Most Admired Wine Brands winner, Chile’s Concha y Toro, moving up to number two. New Zealand’s Villa Maria came fourth and Chjile’s Errazuriz came fifth.
The annual survey asks an academy of judges to vote for the brands they most admire based on: consistent and/or improving quality; it should reflect its region or country; it should be well marketed and packaged and have broad appeal among wine consumers.
The judges are drawn from a broad spectrum of the global wine trade, including: commercial buyers, importers, wine professionals, masters of wine, journalists and wine educators.
This year’s list had 18 brands going up, with Château Petrus, the highest climber moving up 22 places to number 14. Bordeaux neighbour, Château Margaux rose 20 places to number nine. Ahead of Petrus at 13 was the highest entry, New Zealand’s Felton Road.
There were six new entries for 2017, including ‘Super Tuscan’ Sassicaia at 15, Sandeman at 38, bringing the number of port brands to four in the top 50 and Spanish cava brand, Freixenet at 39.
As for the Aussies, eight made the list. Penfolds at No.3, Yalumba at No.16, Jacob's Creek at No.25, McGuigan re-entered the list at No.43, YellowTail re-entered the list at No.45 and Hardys at No.49.
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