Here’s the latest instalment of our monthly series on biggest Brand gainers.
The latest Wine-Searcher search frequency data is in, allowing us to update our Brand scores with changes to each wine’s popularity (one of the two criteria contributing to the Wine Lister Brand score, the other being a wine’s presence in the world’s top restaurants).
The chart below gives us a breakdown of the five wines which improved their Wine Lister Brand score most during December:
The top five Brand gainers are not concentrated in any one country or region, with Italy, Australia, and three different French regions all represented.
As in November, Barolo is again represented. With a percentage increase of 28% in Brand score, Marengo’s Barolo Bricco Viole saw a surge in monthly online searches, increasing from an average of 103 to 342.
The second biggest gainer is Magnien’s Charmes-Chambertin Grand Cru, whose average monthly searches have doubled, helping raise its overall Brand score above the Wine Lister average to 545/1000.
We’ll be back next month with an update on January’s biggest Brand changers.
We’ve updated Wine Lister scores to incorporate the latest search frequency data from Wine-Searcher. The higher the relative search frequency of a wine, the higher the popularity score and consequently the better the wine’s Brand score.
The chart below shows the impact of the new online search data on Brand scores, showing the top five biggest gainers.
The brands on the rise in November were spread between several regions, with only the Rhône boasting two in the top five. Gaining most in terms of online searches month on month was Domaines Paul Jaboulet Aîné Cornas Domaine de Saint-Pierre. This saw a recent surge in average monthly searches, from 278 average monthly searches in the three-month period up to the end of October, to 639 now. This resulted in its brand score increasing by 65 points, up to 584 /1000.
Parusso Barolo Mariondino searches also increased substantially in the same period, from 140 to 270, taking its brand score to 434 – still below the average brand strength for wines on Wine Lister.
The graph below shows the average long term price performance of top scoring Wine Lister wines by country, and the USA bucks the trend of elites on top (with an early congratulatory nod from France).
We have split out performance for an elite group of the 15 highest-scoring wines, and compared this to performance for a wider panel of 50 wines. For the majority of countries, the elite wines – let’s call them the establishment – have seen their stock rise over the last three years.
In the USA, it is the broader-based group (the red column) that has trumped the establishment (gaining more than 9%). The same is true in France, where a broader group of wines has penned a tale of higher returns.
Our measure of long term price performance is the 3 year compound annual growth rate (CAGR) which facilitates comparison to other investment products.
Elsewhere, Italian wines have seen the best returns among their elite group, averaging annual price gains of almost 10% – the most impressive of any group analysed here. One of the top performing wines in Italy’s top 15 scorers is Bartolo Mascarello’s Barolo (of “no barrique, no Berlusconi” fame), whose average (cross-vintage) price performance is 23% CAGR over the last 3 years.
The elites also outperform the up-and-comers in Spain, Germany, and Australia, perhaps explained by the fact that there are fewer really well established top-end brands in these countries compared to France, and so their respective top 50 groups are less entrenched, and their top 15 groups still have room to grow in recognition and price.