001 MAW COVER April 2018.indd 1 27/02/2018 11:49 We are thrilled to be recognized, as Argentina’s Most Admired Wine Brand 2014 • 2015 • 2017 • 2018 TRAPICHE has been recognized among the World’s Top 50 Most Admired Wine Brands. Drinks International, London, April 2018. Trapiche Terroir Series Malbec 2013 - Finca Ambrosia Trapiche Terroir Series Malbec 2012 - Finca Ambrosia Trapiche Terroir Series Malbec 2011 - Finca Ambrosia The World´s Favorite Malbec MOST ADMIRED WINES 2018 DRINKS INTERNATIONAL 3 e have been compiling The World’s Most Admired Wine Brands list for seven years now. Looking back, the leading runners and riders have changed hardly at all. Torres, WConcha y Toro and Treasury Wine Estates’ Penfolds have been there or thereabouts throughout. We also have the block of ‘classic’ wines, such as the Bordeaux rst growths and famous names, from châteaux D’Yquem, La te, Petrus, Margaux, Cheval Blanc, Haut-Brion, Latour and Mouton Rothschild, to the Super-Tuscans, such as Tignanello and Sassicaia and Spanish ‘royalty’ – none of which spend much, if anything, on the traditional activities of branding: marketing, merchandising, promotions and PR. Nevertheless, our Academy of voters still admire them by virtue of their excellence as to what they put in their bottles. If any were trading on past glories, we would all soon nd out about it. These sorts of wines go for such sky-high prices that the slightest diminution in quality would be quickly heralded at such events as Bordeaux’s en primeur campaign, where the wines are tasted early on by avid Bordeaux watchers, buyers and négociants, even before they are bottled. So we have a blend, or cuvée, of commercial CONTENTS brands, promoted and supported by traditional marketing and then the elite, intellectual brands, HOW WE DID IT which are on the list by way of history coupled The process by which our Academy with excellence. makes its choices The wine trade is a very broad church so we endeavour to re ect that by seeking out the widest cross-section of participants for the survey, from THE TOP LISTING masters to wine (MWs) to multiple retailer buyers. The de nitive list of The World’s We have no movers at the top but we have a Most Admired Wine Brands selection of uppers and downers, re-entries and more than a brace of newcomers. THE LIST christian davis A snapshot of the movers, new entries, MANAGING EDITOR non-movers and re-entries Editor Production Editor Events Manager NIGEL HUDDLESTON JAQ BAYLES MATERNITY COVER Managing Editor +44 (0)1293 590048 FIONA FORBES CHRISTIAN DAVIS [email protected] +44 (0)1293 590050 +44 (0)1293 590047 Commercial Director [email protected] [email protected] ROB CULLEN Accounts Drinks International Longley House, Editorial Administrator +44 (0)1293 590043 ANNETTE O’CONNELL ANGEL BROWN [email protected] +44 (0)1293 590051 International Drive, Southgate Avenue, +44 (0) 1293 590048 Senior Account Manager [email protected] Crawley, West Sussex [email protected] CARMEN POEL FRANCESCH Managing Director +44 (0)1293 590042 RUSSELL DODD RH10 6AQ United Kingdom Group Art Editor TEL+44 (0)1293 590040 CHRISTINE FREEMAN [email protected] +44 (0)1293 590052 [email protected] FAX:+44 (0) 1293 474010 [email protected] Publisher WWW.drinksint.com Designer JUSTIN SMITH JAMES DOWN +44 (0)1293 590041 CONTENTS IMAGE: IGORR/ISTOCK.COM COVER IMAGE: MALERAPASO/ISTOCK.COM [email protected] [email protected] 003 MAW Contents April 2018.indd 3 27/02/2018 12:34 4 DRINKS INTERNATIONAL MOST ADMIRED WINES 2018 HOW WE DID IT The thinking behind our Academy members’ choices KOVGABOR79/ISTOCK.COM orres tops The World’s slipped down from their 2017 – asking how they can get into • The wine is of consistent or Most Admired Wines placing. The biggest drop was the list. Every year we have to improving quality list for the second for Louis Latour, down 24 places gently reiterate the following: • It re ects its region or country consecutive year, to number 43. Our Academy members are of origin Concha Y Torro Votes for solely sparkling and given three votes and presented • It responds to the needs and Tmanages to lock in second place forti ed wines were excluded this with a list of previous winners tastes of its target audience again, while Penfolds stays year, so only still wine brands and other well-known brands. • It is well marketed and comfortably at third. were taken into consideration Should their admired brands packaged This year, 18 brands moved by our Academy. We polled fail to appear in the list, the • It has strong appeal to a wide up the list, the highest climber wine professionals, journalists, members put forward their own demographic being Château La te, up 25 educators and MWs and, as ever, suggestions for inclusion. They In the case of a tie, a small places to number 15, closely have endeavoured to improve the are able to give reasons for their jury of key voters is assembled followed by Trapiche, up 20 to 24. product again this year. choices or remain anonymous to decide nal positions, but it Canti is welcomed into the We are always on the lookout if they wish. They are asked to should be known this does not family at number 30, one of only for members who are highly base votes on the following: a ect any of the top 10 brands. two new entries so quite a feat respected within the wine There are no ways of buying for the all-rounder. industry and each year our into the list or relying on Emiliana, the Chilean brand aim is to grow the Academy. marketing budgets to secure a which produces its wines from We ask that our members vote place – o en some of the biggest organic grapes, also secures a for brands they admire rather brands do not appear. The order place on the list. than basing their votes on the TEN BRANDS of the list but re ects 100% It isn’t all about the new region’s success or case sales the opinions of our Academy though. Ten brands have and margins. HAVE members. Perceptions can be reappeared in 2018, having Every year we are inundated REAPPEARED incorrect or out of date. For previously dropped o the list, with requests from brands that IN THE LIST those that have dropped down, while 13 of the brands that were have not made the cut – or FOR 2018 or dropped out, there is the also on last year’s list have did one year and not the next challenge for next year. 004 MAW How we did it April 2018.indd 4 26/02/2018 12:38 MOST ADMIRED WINES 2018 DRINKS INTERNATIONAL 7 TORRES COUNTRY OF ORIGIN: SPAIN OWNER: TORRES FAMILY he family-owned Spanish and Chilean wine producer retains the coveted number one spot on the chart Twith no shortage of academy members prepared to eulogise over their reasons for giving Torres the nod again. “Torres is leading in every aspect of the business,” said one, “from viticulture and winemaking to branding, including its commitment to the environment. “It is also one of the rare wine producers that keeps seriously investing in R&D every year.” Another said: “Torres continues to be a brand of good quality at a range of price points, including premium wines, and to be a producer with a strong family tradition and concern for quality.” For another voter Torres scored because of “its work to MAS LA PLANA ESTATE sustain or bring back Spanish grape varieties that have been and part of August, although “It is really exciting to see neglected or forgotten, as well as the average temperatures for the how we are gradually reviving its sustainability policy”. vegetation cycle were normal. So the winemaking heritage and Miguel Torres Maczassek, this, together with a long period richness of the Penedès and who took over as managing of drought from April onwards, Catalonia in general. director of the Torres empire caused a drop of 20-25% in yield TORRES “I think that by returning in 2012 – the fifth-generation and early ripening. IS ALWAYS to the past we can find an head of the family business – As far as vintages currently LOOKING FOR impressive authenticity that will thought one of the highlights of on international markets go, SOMETHING result in extraordinary wines.” 2017 was the harvest. Yes, you the year saw its Grans Muralles NEW Torres Maczassek adds: heard right, after a year when the 2010 awarded best Spanish “During 2017 we grew in value big European wine-producing wine by the Spanish Ministry in almost all our markets, but nations saw vineyards ravaged of Agriculture, while Mas La looking for something new specially in the UK, Germany, by frosts, Torres is excited about Plana 2012 won the International while connecting to the past. Russia and Spain. the prospects for 2017’s wines. Cabernet Sauvignon Trophy “Our ancestral grape varieties “What I am very proud of is “Everything we do starts at the International Wine research project – an initiative that we were able to continue in the vineyard,” says Torres Challenge with Perpetual 2014 my father started more than 30 improving our presence in the Maczassek. “The 2017 harvest taking the Priorat Red Trophy. years ago and which today is high-end restaurants, especially was of excellent quality, but one Another highlight was the led by my sister Mireya and I – in Michelin-starred restaurants of the earliest in the history of acquisition of Torre Penelas, a continues to bear fruit,” says where our single vineyard wines our cellar.