Wine Lister’s Brand category measures a wine’s performance across two criteria: popularity and distribution. In conjunction with its Quality and Economic performance, this allows a holistic assessment of a fine wine. It also enables a comparison of the performance of entire fine wine regions. Below we look at the average scores over both Brand criteria of the top 50 wines in Bordeaux, Burgundy, California, Italy, and the USA.
Bordeaux dominates, with powerhouses Yquem and Mouton demonstrating the success of its classification system and the centuries-old global repute of its top crus. Its best wines are by far the most popular with consumers – searched for nearly four times more frequently on average than second-placed Italy. They are also the best distributed in the world’s most prestigious restaurants, present in 31% on average, and with 5 references per list.
Whilst Champagne comes second in terms of breadth of presence in restaurants, its top wines don’t achieve much depth in terms of vintages or formats listed – presumably because many of them are non-vintage.
Burgundy competes well in terms of restaurant presence, with the likes of Domaine de la Romanée-Conti Romanée-Saint-Vivant Grand Cru enjoying a strong showing in top restaurants. Meanwhile the region is fourth most popular in terms of searches each month on Wine-Searcher.
Italy is unique in that Sassicaia is both its most popular wine and also its best distributed. However, whilst its top wines are the second most popular overall, they also experience the second lowest level of distribution.
Finally, the USA’s best wines achieve a strong level of vertical restaurant presence, but come last in terms of both horizontal presence and popularity, suggesting the New World still has a way to go in terms of brand strength.
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First published in French in En Magnum.