The world’s most valuable alcohol brands

14 August, 2020 by Andy Young

Leading independent branded business valuation and strategy consultancy, Brand Finance, has published its 2020 Alcoholic Drinks report, which details the world’s most valuable drinks brands across Champagne & wine, beer and spirits.

Earlier this week The Shout reported that Brand Finance has said the world’s most valuable alcoholic drinks brands could lose up to $33bn worth of brand value as a result of the COVID-19 pandemic.

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In addition to its outlook on the impact the pandemic, Brand Finance has also detailed the most valuable brands in the Champagne & Wine, beer and spirits categories.

It almost seems inevitable in the current climate that the most valuable beer brand for 2020 is Corona, with a brand value of US$8.1bn.

Brand Finance said: “The leading Mexican brand is imported into a staggering 120 countries and sales remain solid across its key markets, including China and South Africa.

“The brand has focused on expanding its local production across several countries including China, Colombia, Brazil, Argentina, the UK and Belgium, which not only allows the brand to serve its local communities better but tackles its carbon footprint.

“Corona has sought to broaden its appeal to both a wider range of occasions and consumers, within the US market, through the launch of new drinks Corona Premium and Corona Familiar – marking the first major Corona innovations in more than 25 years – and Corona Refresca, the brand’s foray into the alcohol-spiked refresher market.”

Brand Finance added: “With China being Corona’s largest market, outside of Mexico, the unfortunate combination of the coincidence in name and strict nationwide lockdown across the nation at the beginning of the year over Chinese New Year has caused a decline in sales. The makers of Corona have, however, hit back at allegations that the pandemic has damaged its brand, claiming that consumers understand that there is no link between the two.”

The top 10 most valuable beer brands are:

  1. Corona – US$8.1bn
  2. Heineken – $6.9bn
  3. Budweiser – $6.4bn
  4. Bud Light – $5.8bn
  5. Victoria – $4.6bn
  6. Kirin – $4.4bn
  7. Snow – $4.1bn
  8. Harbin – $4.1bn
  9. Modelo – $3.7bn
  10. Skol – $2.7bn

The most valuable Australian beer is XXXX, although Brand Finance has not published the value of this brand.

In terms of spirits, once again Chinese baijiu brands dominate, making up the top three.

Moutai remains number one, up 29 per cent to a value of $39.3bn.

Brand Finance said: “The spirits market in China is flourishing as disposable income and living standards continue to rise across the nation. Consumers are now turning towards top quality and middle to high end premium baijiu brands. In this year’s ranking, Chinese spirits’ brand values increased by 14% on average, while non-Chinese spirits brands decreased by 0.1 per cent on average.

“Moutai continues to dominate as the biggest player in the Chinese baijiu market and has focused on expanding its footprint and presence globally, with international sales reaching a record US$369 million last year. Wuliangye is the fastest growing brand in the top 10, its brand value rising an impressive 30% – a notable feat given the sheer size of the brand already.

“The brand has recently signed a strategic partnership with Pernod Ricard to support both brands’ goal of accelerated development within the Chinese and wider Asian markets. Furthermore, the brand has opened marketing centres in the Asia Pacific, Europe and America, to promote its ‘East meets West’ liquor.”

The top 10 most valuable spirits brands are:

  1. Moutai – $39.3bn
  2. Wuliangye – 20.9bn
  3. Yanghe – $7.7bn
  4. Luzhou Laojiao – $5.6bn
  5. Jack Daniel’s – $4.1bn
  6. Johnnie Walker – $4bn
  7. Hennessy – $3.6bn
  8. Smirnoff – $3.3bn
  9. Gujing Gong Jiu – $3.3bn
  10. Bacardi – $3.1bn

For Champagne & wine, Moët & Chandon has claimed the title of the most valuable brand in Brand Finance’s inaugural ranking.

Brand Finance said: “As one of the largest and oldest champagne producers in the world, the Moët & Chandon brand is instantly recognisable as a prestigious luxury item – aided by its association with LVMH – and a staple in popular culture, recently celebrating its 29th anniversary as the official champagne of the Golden Globes.

“As the leading Champagne brand in the industry, Moët & Chandon has enjoyed an improved financial performance and brand equity score this year, also remaining a firm favourite amongst consumers, scoring highly for customer recommendation and consideration.

“Over the last year, the brand has worked hard at remaining accessible by focusing on charitable endeavours, sponsoring high-profile events, and most recently launching a social media campaign highlighting its sustainable ingredients and heritage.”

The top 10 most valuable Champagne and wine brands are

  1. Moët & Chandon – $1.4b
  2. Changyu – $1.3b
  3. Chandon – $985m
  4. Veuve Clicquot – $960m
  5. Dom Pérignon – $803m
  6. Lindemans – $534m
  7. Barefoot Wine – $529m
  8. Beringer – $462m
  9. Henkell – $437m
  10. Martini – $373m

Moët & Chandon is also the world’s strongest champagne & wine brand, see this story for more on the world’s strongest brands.