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Green Mountain Stands Tall Alongside Coke, Gatorade, Lipton, SoBe, vitaminwater, and Poland Spring as Harris Poll EquiTrend® Brands of the Year

April 24, 2012

NEW YORK, April 24, 2012 /PRNewswire/ — There is a drink for every occasion–whether resting at home, working out at the gym, or enjoying a night on the town. The 2012 Harris Poll EquiTrend (EQ) study takes stock of America’s thirst quenchers to find out which beverage brands bubble to the top. EQ is a study of brand health that is conducted yearly by Harris Interactive.

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Green Mountain Peaks over Better Known Competitors

Green Mountain Coffee is the Coffee Brand of the Year in the 2012 Harris Poll EquiTrend study. In a category with thirteen well-known coffee brands such as Folger’s, Dunkin’ Donuts, Eight O’clock, Seattle’s Best, and Starbucks, Green Mountain leads in overall equity.

Although Green Mountain is less well known among consumers than brands like Folger’s, Maxwell House, and Starbucks, it earns the highest quality and purchase consideration ratings within the category.

“One of the great strengths of the Harris Poll EquiTrend study is that it is a measure of brand value rather than just brand recognition,” says Robert Fronk, Executive Vice President at Harris Interactive. “Green Mountain Coffee is by no means the best known coffee brand, but it is clear that those who do know it, love it. Green Mountain’s high standing may also be a reflection of the efficacy in ‘doing well by doing good’. It has attained a reputation as an exceptional corporate citizen. One implication from this study is that good corporate citizens that also produce high-quality products are very likely to generate exceptional levels of brand equity.”

    Harris Poll EquiTrend(R) Coffee Brand of the Year
    -------------------------------------------------
    1          Green Mountain Coffee          65.05
    ---        ---------------------          -----

    2          Folger's Ground Coffee         63.88
    ---        ----------------------         -----

    3           Dunkin' Donuts Ground
                Coffee                        62.98
    ---        ----------------------         -----

    4          Millstone Ground Coffee        60.22
    ---        -----------------------        -----

    5          Eight O'clock Ground Coffee    59.66
    ---        ---------------------------    -----

    6          Maxwell House Ground Coffee    59.62
    ---        ---------------------------    -----

    7          Caribou Ground Coffee          59.25
    ---        ---------------------          -----

               Category Average               58.84
               ----------------               -----

Coke is Still the Highest Ranked Soft Drink

When it comes to carbonated beverages, the Coca-Cola megabrand sweeps the regular and diet soft drink categories. Coca-Cola and Diet Coke are the Soft Drink and Diet Soft Drink Brands of the Year, followed by Pepsi-Cola, Sprite, 7-Up, and Dr Pepper, which all rank above category average in the regular soft drink group. Sprite Zero, Diet Dr Pepper, and Coke Zero are the next highest ranked diet soft drinks.

    Harris Poll EquiTrend(R)
    -----------------------
    Soft Drink Brand of the Year
    ----------------------------
    1          Coca-Cola                    72.30
    ---        ---------                    -----

    2          Pepsi-Cola                   70.07
    ---        ----------                   -----

    3          Sprite                       68.05
    ---        ------                       -----

    4          7-Up                         67.32
    ---        ----                         -----

    5          Dr Pepper                    66.08
    ---        ---------                    -----

               Category Average             65.86
               ----------------             -----

    Harris Poll EquiTrend(R)
    -----------------------
    Diet Soft Drink Brand of the Year
    ---------------------------------
    1          Diet Coke                    57.55
    ---        ---------                    -----

    2          Sprite Zero                  55.53
    ---        -----------                  -----

    3          Diet Dr Pepper               55.06
    ---        --------------               -----

    4          Coke Zero                    54.33
    ---        ---------                    -----

               Category Average             53.62
               ----------------             -----

SoBe Keeps Americans on the Move

As the energy drink market grows, the 2012 Harris Poll EquiTrend study shows that SoBe Adrenaline Rush is the Energy Drink Brand of the Year among Americans looking for an extra something to keep them going. AMP and RockStar also rank above the energy drink category average.

    Harris Poll EquiTrend(R)
    Energy Drink Brand of the Year
    ------------------------------
    1           SoBe Adrenaline Rush Energy
                Drink                             47.59
    ---         ---------------------------       -----

    2          AMP Energy Drink                   47.45
    ---        ----------------                   -----

    3          Rock Star Energy Drink             46.89
    ---        ----------------------             -----

               Category Average                   45.75
               ----------------                   -----

Wet Your Whistle with Water 2.0

Water has been reinvented and is more varied than ever. Goya Coco Water becomes the Coconut Water Brand of the Year, while the highest ranked enhanced water is Glaceau vitaminwater. Gatorade is the top brand among sports drinks. However, when yearning for good, old H2O to quench their thirst, consumers ask for Poland Spring, the 2012 Bottled Water Brand of the Year.

    Harris Poll EquiTrend(R)
    -----------------------
    Coconut Water Brand of the Year
    -------------------------------
    1          Goya Coco Water                         60.17
    ---        ---------------                         -----

               Category Average                        58.37
               ----------------                        -----

    Harris Poll EquiTrend(R)
    -----------------------
    Enhanced Water Brand of the Year
    --------------------------------
    1          Glaceau vitaminwater                    61.13
    ---        --------------------                    -----

               Category Average                        58.43
               ----------------                        -----

    Harris Poll EquiTrend(R)
    -----------------------
    Sports Drink Brand of the Year
    ------------------------------
    1          Gatorade                                64.05
    ---        --------                                -----

               Category Average                        58.34
               ----------------                        -----

    Harris Poll EquiTrend(R)
    -----------------------
    Bottled Water Brand of the Year
    -------------------------------
    1          Poland Spring Bottled Water             64.03
    ---        ---------------------------             -----

    2          Deer Park Bottled Water                 63.35
    ---        -----------------------                 -----

    3          Arrowhead Bottled Water                 63.28
    ---        -----------------------                 -----

    4          Ice Mountain Bottled Water              63.25
    ---        --------------------------              -----

    5          Aquafina Bottled Water                  62.88
    ---        ----------------------                  -----

    6          Dasani Bottled Water                    61.79
    ---        --------------------                    -----

               Category Average                        60.85
               ----------------                        -----

America’s Main Squeeze is Tropicana

When consumers crave fruit juice, they turn to Tropicana–the Fruit Juice Brand of the Year, according to the 2012 Harris Poll EquiTrend study. Other favorite fruit juice brands that rank above category average include Ocean Spray, Florida’s Natural, Welch’s, Minute Maid, and Dole. Meanwhile, Juicy Juice takes the top spot for Fruit Flavored Drink Brand of the Year, followed by Kool-Aid and Capri Sun.

    Harris Poll EquiTrend(R)
    Fruit Juice Brand of the Year
    -----------------------------
    1          Tropicana Juices                 69.14
    ---        ----------------                 -----

    2          Ocean Spray Juices               68.67
    ---        ------------------               -----

    3          Florida's Natural Juices         68.40
    ---        ------------------------         -----

    4          Welch's Juices                   67.88
    ---        --------------                   -----

    5          Minute Maid Juices               67.87
    ---        ------------------               -----

    6          Dole Juices                      67.54
    ---        -----------                      -----

               Category Average                 65.73
               ----------------                 -----

    Harris Poll EquiTrend(R)
    Fruit Flavored Drink Brand of the Year
    --------------------------------------
    1          Juicy Juice                      61.89
    ---        -----------                      -----

    2          Kool-Aid                         59.73
    ---        --------                         -----

    3          Capri Sun                        59.50
    ---        ---------                        -----

               Category Average                 57.71
               ----------------                 -----

It’s Tea Time in America

Lipton Tea products, of both hot and cold varieties, have become the 2012 Hot Tea and Bottled Ice Tea Brands of the Year. Other hot tea brands include Bigelow, Twinnings, Celestial Seasonings, and Tazo, while top bottle iced teas include Luzianne and Turkey Hill.

    Harris Poll EquiTrend(R)
    -----------------------
    Hot Tea Brand of the Year
    -------------------------
    1          Lipton Teas                       70.59
    ---        -----------                       -----

    2          Bigelow Tea                       68.18
    ---        -----------                       -----

    3          Twinnings Tea                     67.89
    ---        -------------                     -----

    4          Celestial Seasonings Tea          67.57
    ---        ------------------------          -----

    5          Tazo Tea                          66.18
    ---        --------                          -----

               Category Average                  65.92
               ----------------                  -----

    Harris Poll EquiTrend(R)
    -----------------------
    Bottled Iced Tea Brand of the Year
    ----------------------------------
    1          Lipton Iced Tea                   69.16
    ---        ---------------                   -----

    2          Luzianne Tea                      64.67
    ---        ------------                      -----

    3          Turkey Hill Tea                   63.94
    ---        ---------------                   -----

               Category Average                  63.57
               ----------------                  -----

Favorite Beer, Whiskey, and Vodka Brands

For consumers that can enjoy it, Yuengling Traditional Lager and Michelob Ultra are the Regular and Light Beer Brands of the Year. Americans savor occasional spirits as well and select Glenlivet Single Malt as the top ranked scotch whiskey brand. Also in the same category and earning above average equity scores are Glenfiddich Scotch, Bushmills Irish Whiskey, Chivas Regal, Jameson Irish Whiskey, and Jack Daniel’s Whiskey. Americans also raise their glasses to Skyy Vodka, the top ranked vodka, followed by Grey Goose, Ketel One, and Svedka.

    Harris Poll EquiTrend(R)
    -----------------------
    Beer Brand of the Year
    ----------------------
    1             Yuengling Traditional Lager
                  Beer                             65.60
    ---           ---------------------------      -----

    2            Blue Moon Beer                    64.97
    ---          --------------                    -----

    3            Sierra Nevada Pale Ale Beer       63.80
    ---          ---------------------------       -----

    4            Newcastle Brown Ale Beer          61.93
    ---          ------------------------          -----

    5            Guinness Stout                    59.40
    ---          --------------                    -----

    6            Samuel Adams Lager                58.55
    ---          ------------------                -----

    7            Modelo Especial Beer              55.86
    ---          --------------------              -----

    8            Becks Beer                        54.70
    ---          ----------                        -----

    9            Heineken Beer                     54.48
    ---          -------------                     -----

    10           Corona Extra Beer                 53.93
    ---          -----------------                 -----

                 Category Average                  53.91
                 ----------------                  -----

    Harris Poll EquiTrend(R)
    -----------------------
    Light Beer Brand of the Year
    ----------------------------
    1            Michelob Ultra Beer               51.13
    ---          -------------------               -----

    2            Corona Light Beer                 50.57
    ---          -----------------                 -----

    3            Heineken Premium Light Beer       50.54
    ---          ---------------------------       -----

    4            Budweiser Select Beer             50.21
    ---          ---------------------             -----

    5            Bud Light Beer                    49.43
    ---          --------------                    -----

    6            Coors Light Beer                  48.76
    ---          ----------------                  -----

    7            Miller Lite Beer                  48.03
    ---          ----------------                  -----

    8            Miller High Life Light Beer       47.99
    ---          ---------------------------       -----

                 Category Average                  47.83
                 ----------------                  -----
    Harris Poll EquiTrend(R)
    -----------------------
    Scotch Whiskey Brand of the Year
    --------------------------------
    1           Glenlivet Single Malt Scotch
                Whisky                          64.07
    ---         ----------------------------    -----

    2          Glenfiddich Scotch               63.85
    ---        ------------------               -----

    3          Bushmills Irish Whiskey          62.92
    ---        -----------------------          -----

    4          Chivas Regal Scotch Whisky       62.04
    ---        --------------------------       -----

    5          Jameson Irish Whiskey            61.23
    ---        ---------------------            -----

    6          Jack Daniel's Whiskey            59.59
    ---        ---------------------            -----

               Category Average                 58.66
               ----------------                 -----

    Harris Poll EquiTrend(R)
    -----------------------
    Vodka Brand of the Year
    -----------------------
    1          Skyy Vodka                       62.64
    ---        ----------                       -----

    2          Grey Goose Vodka                 62.63
    ---        ----------------                 -----

    3          Ketel One                        61.90
    ---        ---------                        -----

    4          Svedka Vodka                     61.03
    ---        ------------                     -----

               Category Average                 60.66
               ----------------                 -----

About Harris Poll EquiTrend ®
Harris Poll EquiTrend® is a leading Brand Equity tracking study conducted by Harris Interactive that measures and compares brand health for more than 1,500 brands. The study was conducted online from January 31 through February 20, 2012 and analyzes the responses of over 38,500 consumers on key measures of brand health – including how well the public knows a brand, how positively they think of the brand and their consideration to do business with or donate to a brand. Each brand is rated 1,000 times among respondents who are familiar with the brand. Harris Interactive has conducted its EquiTrend study regularly since 1989, and can offer yearly trended data from 2005. The Equity Score, a key take-away from EquiTrend, has been validated against financial performance by Georgetown University.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The Harris Poll EquiTrend® study results disclosed in this release may not be used for advertising, marketing or promotional purposes without the prior written consent of Harris Interactive.

Product and brand names are trademarks or registered trademarks of their respective owners.

For a complete listing of all the brands covered in the study, contact Dagney Cassella at 212-539-9600 or dcassella@harrisinteractive.com.

About Harris Interactive
Harris Interactive is one of the world’s leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for The Harris Poll® and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in more than 215 countries and territories through our North American and European offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what’s next. For more information, please visit www.harrisinteractive.com.

Press Contact:
Corporate Communications
Harris Interactive
212-539-9600
press@harrisinteractive.com

SOURCE Harris Interactive


Source: PR Newswire