SuperBrands 97 Category Ranking: BEER, WINE, LIQUOR | Adweek SuperBrands 97 Category Ranking: BEER, WINE, LIQUOR | Adweek
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SuperBrands 97 Category Ranking: BEER, WINE, LIQUOR

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Beer
A 1.2% decline in domestic beer shipments to 174.6 million barrels disguised several encouraging trends. The explosion in higher-priced specialty beers continued, even as consumers generally traded up from popular-price to premium beers, meaning revenues per barrel rose. And imports, generally priced above premium, jumped a healthy 7.1% to 11 million barrels.
Rank....Brand...................... Co. Name, Location
..Lead.Agency, Location
...Sales.(millions.of.barrels):
...Media Expenditures (millions):
1....Budweiser......................Anheuser-Busch, .St. Louis
..DDB Needham, Chicago
...Sales: 37.2
...Media Expenditures: $105.1
2....Bud Light......................Anheuser-Busch, St. Louis
..DDB Needham, Chicago
...Sales: 17.9
...Media Expenditures: $65.9
3....Miller Lite.....................Miller Brewing, Milwaukee
..Leo Burnett USA, Chicago
...Sales: 15.8
...Media Expenditures: $83.4
4... Coors Light................... Coors Brewing, Golden, CO
..Foote, Cone & Belding, Chicago
...Sales: 12.9
...Media Expenditures: $61.2
5....Busch.............................Anheuser-Busch, St. Louis
..DDB Needham, Chicago
...Sales: 8.1
...Media Expenditures: $16.2
6....Natural Light.................Anheuser-Busch, St. Louis
..DDB Needham, Chicago
...Sales: 7.1
...Media Expenditures: $0.8
7....Miller Genuine Draft.....Miller Brewing, Milwaukee
..Bates USA, New York
...Sales: 5.8
...Media Expenditures: $42.8
8....Milwaukee's Best..........Miller Brewing, Milwaukee
..Young & Rubicam, New York
...Sales: 4.7
...Media Expenditures: $0.0
9....Miller High Life.............Miller Brewing, Milwaukee
..Young & Rubicam, .New York
...Sales: 4.4
...Media Expenditures: $3.4
10....Busch Light.Draft.......Anheuser-Busch, St. Louis
..DDB Needham, Chicago
...Sales: 4.2
...Media Expenditures: $5.8
SuperBrands 97 Category Ranking: WINE
Case depletions were up for all. Franzia nudged Gallo, which is on something of an upscale brand drive, out of the top spot, but the Modesto, Calif., grower, still held on to three spots.
Rank....Brand.... Co. Name, Location
..Lead.Agency
...Total Depletions:
...Media Expenditures (millions)
1....Franzia....................................The Wine Group, San Francisco
..In-house
...Total Depletions: 13,000
...Media Expenditures: $3.9
2....Carlo Rossi.............................E. & J. Gallo Winery, Modesto, CA
..In-house
...Total Depletions: 11,695
...Media Expenditures: $0.0
3....Gallo Livingston Cellars.........E. & J..Gallo Winery, Modesto, CA
..In-house
...Total Depletions: 11,230
...Media Expenditures: $0.0
4....Wine Cellars of E & J Gallo.....E & J Gallo Winery, Modesto, CA
..Foote, Cone & Belding, San Francisco
...Total Depletions: 9,300
...Media Expenditures: $5.6
5....Inglenook Vineyards..............Canandaigua Wine, Canandaigua, NY
..Randazzo & Blavins, San Francisco
...Total Depletions: 7,550
...Media Expenditures: $0.0
6....Almaden................................Canandaigua Wine, Canandaigua, NY
..Trone, Greensboro, NC
...Total Depletions: 7,385
...Media Expenditures: $0.0
7....Sutter Home..........................Sutter Home Winery, St..Helena, CA
..Goodby, Silverstein, San Francisco
...Total Depletions: 5,345
...Media Expenditures: $6.6
8....Woodbridge...........................Robert Mondavi Winery, Oakville, CA
..In-house
...Total Depletions: 3,800
...Media Expenditures: $0.0
9....August Sebastiani..................Sebastiani Vineyards, Sonoma, CA
..In-house
...Total Depletions: 3,600
...Media Expenditures: $0.4
10....Glen Ellen............................Heublein, Sonoma, CA
..Huffman/Lewis, San Francisco
...Total Depletions: 3,250
...Media Expenditures: $0.2
SuperBrands 97 Category Ranking: LIQUOR
In a year where volume levels were uniformly flat, Absolut excelled, jumping up two spots under Seagram's stewardship, while Jose Cuervo fell off the list with Gallo's brandy taking its former slot.
Rank....Brand.................... Co. Name, Location
..Lead Agency, Location
...Total Depletions:
...Media Expenditures (millions)
1....Bacardi.........................Bacardi-Martini USA, Miami, FL
..Ammirati & Puris/Lintas, New York
...Total Depletions: 6,120
...Media Expenditures: $21.3
2....Smirnoff Vodka...........Heublein, Farmington, CT
..Lowe, New York
...Total Depletions: 5,800
...Media Expenditures: $8.5
3....Seagram's Gin..............House of Seagram, New York
..Ogilvy & Mather, New York
...Total Depletions: 3,840
...Media Expenditures: $6.4
4....Jim Beam.....................Jim Beam Brands, Deerfield, IL
..Fallon McElligott, Minneapolis
...Total Depletions: .3,260
...Media Expenditures: .$8.4
5....Absolut........................House of Seagram, New York
..TBWA, New York
...Total Depletions: 3,165
...Media Expenditures $26.3
6....Seagram 7 Crown........House of Seagram, New York
..Ogilvy & Mather, New York
...Total Depletions: 3,050
...Media Expenditures: $3.3
7....Popov Vodka...............Heublein, Farmington, CT
..NA
...Total Depletions: 3,000
...Media Expenditures: NA
8....Jack Daniel's Black......Brown-Forman Beverage, Louisville, KY
..Simmons, Durham, St. Louis
...Total Dep;etopms: 3,000
...Media Expenditures: $9.5
9....Canadian Mist.............Brown-Forman Beverage, Louisville, KY
..Hill Holliday/Altschiller, New York
...Total Depletions: 2,960
...Media Expenditures: $2.5
10....E & J. Brandy.............E. & J. Gallo Winery, Modesto, CA
..NA
...Total Depletitions: 2,525
...Media Expenditures NA
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