Top 10 Most Powerful Fine Wine Brands

Taken from the 2014 Liv-ex Power 100 list, this top 10 tracks the value share of the most powerful brands traded on the exchange in the 12 months leading up to August 31, 2014.

“The fact that there is nothing on the list outside of Bordeaux is worth noting,” said Anthony Maxwell, director of Liv-ex. “This reflects the size of the properties in Bordeaux. That’s where the volume, quality, and price is, and that’s what people can get. All the Premiers Crus are there, and they are the most sought after wines reflected in the value of the total trade.

Gary Boom MD of Bordeaux Index called it “a true reflection of the market and what people buy”, but insisted that they were not necessarily the most popular wines. “I suspect the top five will still be on this list, but the bottom five will always change. But you need to see which ones have been on the list consistently for three years. Those who have – that’s the power of the brand.

Joss Fowler, director of fine wines at Fine & Rare, said the list raised more questions than it answered. “It’s hard to read it without knowing more numbers. He particularly wanted to know the volumes and vintages that were traded. Speaking of Chateau Mouton Rotheschild, he said: “If it’s 2000, I would say everything was going to Macau to be drunk. If it’s 2005, it’s the people who are buying speculatively.

Describing the performance of the Premiers Crus as “a losing year for traders and consumers”, the purchasing director of Berry Bros. & Rudd, Max Lalondrell, said the list was “more a reflection of dumping than brand power.” Yes they were traded but at a significant loss. He also mentioned the growth of other regions during the period. “For us, wines outside Bordeaux are up 54%.

Click to see the most traded wines by value on Liv-ex during the year until August 31st.

10. Château Lynch Bages – 2.5% share of trade (value)

Class 42nd in the 2014 Liv-ex Power 100

lynch-bages

“Lynch Bages is one of the strongest brands in Bordeaux,” said Joss Fowler. “They haven’t made bad wine for 30-40 years, and that’s also helped by the fact that we can all pronounce it. It is a burgundy of benchmark quality.

9. Château Pontet Canet – 2.6% share of trade (value)

Class 33rd in the 2014 Liv-ex Power 100

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“This is thanks to the investment in Pontet-Canet since 2003,” said Fowler. “The Tesseron [the family behind the Château] having invested a tremendous amount of time and money to make this best Pauillac non-premier cru.

8. Château Pavie – 2.6% share of trade (value)

Class 1st in the 2014 Liv-ex Power 100

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At Fine & Rare, Joss Fowler believes there is a lot of snobbery surrounding Chateau Pavie linked to its high Parker scores and accusations of over-mining. “But people like it, and if you like the styling, it’s very well executed.”

7. Chateau Petrus – 3.1% share of trade (value)

Class 6th in the 2014 Liv-ex Power 100

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If you’re looking for value, you don’t have to trade a lot of Chateau Petrus to make an impact. The average price of Liv-ex crates over the period was £ 20,000, which in turn reflects its lack of volume.

6. Château Cheval Blanc – 3.2% share of trade (value)

Class 2nd in the 2014 Liv-ex Power 100

White horse

He may have come second in the overall Liv-ex Power 100 list, but Gary Boom didn’t expect to see him in the top ten wines traded by value. “I’m surprised Cheval is here because there isn’t a lot of volume traded to be honest. I am also surprised that La Mission, Léoville-Lascases and Montrose are not there.

5.Château Haut Brion – 4.3% share of trade (value)

Class 5th in the 2014 Liv-ex Power 100

Haut-Brion-1997

The first of the premier crus to make the list – reflecting its relatively low average price of £ 2,800 over the period, and lacking the volume of some of its rivals.

4. Château Margaux – 4.8% share of trade (value)

Class 12th in the 2014 Liv-ex Power 100

13714-250x600-bottle-chateau-margaux-rouge - margaux

If this other wine starting with ‘M’ stole the show among the premier crus, this does not reflect the power of Château Margaux according to Garry Boom. “Our biggest seller last year was Margaux ’96, and we sold 1.3 million pounds of it.”

3. Château Latour – 6.8% share of trade (value)

Class 9th in the 2014 Liv-ex Power 100

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Château Latour is in the middle, slightly ahead of its great rival Margaux, probably due to its average price per case of £ 3,950 over the period, which is 45% higher

2. Château Mouton Rothschild – 9% share of trade (value)

Class 7th in the 2014 Liv-ex Power 100

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The mighty ram is on the rise and not just because it is the symbol of the Chinese New Year. “Mouton recently moved up from fourth to second, and it’s a solid second challenge for Lafite,” said Gary Boom. “I wouldn’t be surprised to see him number one next year, but remember that Lafite is still trading around a 20% premium to the market.”

1. Château Lafite-Rothschild – 15.8% share of trade (value)

Class 18th in the 2014 Liv-ex Power 100

1_ChÉteau-Lafite-Rothschild-20102

Number one… but for how much longer. “The Lafite brand is not what it used to be,” said Joss Fowler of Fine & Rare. “And Mounton’s has been climbing for a long time and the quality of the wine has improved more and more since 2004.”


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Jean H. Vannatta

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