2013 Power 100 annual survey names Johnnie Walker #1

Stuart Whitwell, of Intangible Business, which produces the Power 100, said, "The growth of Scotch whisky is mostly due to the rising middle classes in China whose thirst for premium brands reflects growing aspirations. A top 10 contender for the past few years, Johnnie Walker, which originated in Kilmarnock, Ayrshire, has overtaken Smirnoff vodka, thanks to growing demand in China and Eastern Europe, industry experts said. Aside from Johnnie Walker and Smirnoff, other Diageo brands within the top 10 include Captain Morgan and Bacardi.

"On a local level, whisky has also become popular with the aspirational middle class and it is the fastest-growing spirit in South Africa, with its growth outpacing even cider and beer," says Melanie Campbell, Johnnie Walker marketing manager.

According to the SA Wine Industry & Information Systems, South Africa is now the sixth-largest market for whisky by volume and the seventh by value and falls within the top 10 Scotch whisky markets for Diageo.

Download the full survey.