Having a diversified portfolio of brands that includes power brands will protect a company against risks in any industry, especially in the spirits and wine industry.In the spirits and wine sectors it is important to have a strong portfolio of brands that includes several power brands. A power brand can be described as a brand that has done so well historically that it is recognized as a leader by consumers, as well as the sector it is a part of. To compete with established giants of an industry or to move up in the rankings, a company must be diversified in its brand portfolio and have several key brands that will help it excel within any competitive industry. Having a diversified portfolio of quality brands in addition to several power brands is an integral part of being a leader in the spirits and wine sector, and is a helpful lesson for any brand portfolio manager.

The five largest companies in the spirits and wine industry, by volume, are Diageo, Pernod Ricard, Fortune Brands, Bacardi, and Brown-Forman. These rankings have recently been shuffled when Pernod Ricard and Fortune Brands together acquired brands sold off by Allied Domecq, a former player in the industry. The addition of many quality and some key brands by both these companies have strengthened their positions as leaders in the spirits and wine market.

Recently, a study on spirits and wine brands from around the world ranked the 100 most powerful brands. It was the first study of its kind and sheds some light onto the major spirits and wine brands, the owners of those brands, the general make-up of the industry as a whole, and brand portfolio management.

A panel of experienced drinks industry experts conducted research on nearly 10,000 brands of wines and spirits to come up with the world's 100 most powerful brands. This list of 100 power brands was established according to volume sales and each brand's international presence. Many smaller brands that are limited to one market were excluded, but a few brands with low volumes were included because of their categorization as super-premium brands in the industry. These brands were mostly famous brands of champagne.

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