Which producers will see the largest gain in brand recognition in the next two years? That is one of the many questions we asked in a unique survey of our 42 Founding Members – the majority of the world’s largest merchants, top international wine auctioneers, and several high-end retailers, together representing well over one third of global fine wine revenues.
The chart above shows the top 10 brands expected by Founding Members to see their brand recognition increase in the next two years. Unsurprisingly, Burgundy takes the lead, making up six of the ten places. The trade’s picks included rising stars such as Arnaud Ente and Jean-Marc Roulot. Wine Lister’s Founding Members also believe that superstars such as Armand Rousseau will grow even further in brand recognition.
Penfolds also already possesses a brand so strong it is hard to comprehend how it will grow much further, as the trade predict it will. The appearance of three Bordeaux wines also comes as a surpise, given the preeminent position already occupied by brand Bordeaux in the fine wine market. Our Founding Members see room for burgeoning brand power for Châteaux Figeac, Haut-Brion, and Lynch-Bages. Why?
Figeac is causing a stir and is widely held to be on the path to regaining greatness. Haut-Brion is perhaps viewed as having less renown relative to its fellow first growths in the Médoc, in spite of Samuel Pepys fame (“a good and most particular taste”). However, Lynch-Bages is already so many leagues ahead of its peers in terms of brand recognition (check out its impressive distribution in top restaurants and online search frequency on the site), that it’s hard to see where it can go next. Have our Founding Members got it right?