Corona is the most valuable beer brand in the world, valued at US$7.0 billion
Corona (brand value up 21% to US$7.0 billion) retains its top position as the world’s most valuable beer brand, according to a new report from the world’s leading brand valuation consultancy, Brand Finance. Despite the pandemic causing many bars and restaurants to shut, and more recent supply chain constraints, the brand remains the most valuable beer brand in the world, giving the Mexican beer brand a slim margin ahead of second ranked Heineken (brand value up 23% to US$6.9 billion).
Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the world’s biggest brands to the test, and publishes around 100 reports, ranking brands across all sectors and countries. The world’s top 50 most valuable and strongest beer brands are included in the annual Brand Finance Beers 50 ranking.
Over the course of the pandemic, the Corona brand faced some challenges, particularly in the United States, as some consumers were initially hesitant to purchase its products due to its similarity in name to coronavirus. Despite the association between the beer brand’s name and a pandemic which has killed tens of millions of people, Corona has achieved 21% growth in brand value and continues to be the world’s most valuable beer brand.
Over the course of the pandemic, alcoholic brands have been faced with difficult conditions including fluctuating demand due to national lockdowns across the world. The reopening of the economy has driven major growth in the sector with beer brands growing by 7% year-on-year.
Alex Haigh, Managing Director, Brand Finance
Heineken narrows gap as ‘EverGreen’ brand encompasses visual identity and ESG
While Corona leads the industry as the most valuable beer brand, second-ranked Heineken has narrowed the lead with 23% brand value growth this year. Heineken’s brand is now valued at US$6.9 billion, with a rebound in the brand value of Heineken very closely correlated with the recovery of on-premises sales at bars, pubs, events and other social spaces.
Visually, the Heineken brand has long used a green label on a green bottle (with a red star and white lettering). The brand’s new ‘EverGreen’ brand strategy seeks to extend the reach of the ‘green’ connotation to include an improved brand commitment to environmental sustainability.
Brahma is the strongest beer brand with an elite AAA+ brand rating
In addition to brand value, Brand Finance determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sectors. Brahma (brand value up 21% to US$1.7 billion) is the strongest brand in the ranking with a Brand Strength Index (BSI) score of 93 out of 100 and a corresponding brand rating of AAA+.
Brahma is an established brand in the alcoholic drinks sector since the late 1880s and is now owned by Belgian-based brewing company Anheuser-Busch InBev. The brand is a part of a larger network including brands including Budweiser, Hoegaarden, and Stella Artois. The brand has carved a niche for itself with its distinctive creamy malt texture and fruit aroma. Additionally, the brand is strengthening its Brazilian identity by a partnering with Brazilian meat brand Wessel for a recent advertising campaign to promote the pairing of Brazilian barbeque and Brahma.
Brahma’s brand strength kept it ahead of Corona, with the Mexican beer brand has also secured the second position in the Brand Strength Index (BSI) evaluation. Corona climbed 4 ranks from 2021 to be the second-strongest beer brand in the world with a Brand Strength Index (BSI) score 89.8 out of 100 and a corresponding AAA+ brand rating.
Desperados is up 57% as fastest-growing beer brand
Desperados (brand value up 57% to US$564 million) is the fastest-growing beer brand this year, with very strong growth across Europe, and expansions into various African markets. The Desperados brand is being supported by the development of non-alcoholic versions (Desperados Virgin 0.0) and various online platforms such as Rave to Save and Go Desperados.
Further product launches with innovative products such as Desperados Florida Sunrise and Desperados Virgin Mojito are particularly popular in European markets, where the brand is targeted at a younger demographic than other brands in the Heineken portfolio.
New entrant Kronenbourg achieves brand value growth of 40%
Kronenbourg (brand value up 40% to US$601 million) is one of the fastest-growing beer brands in the world with a 40% increase in brand value this year. Remarkably for a very fast-growing brand, Kronenbourg is not a new challenger brand: it has a strong legacy of over 350 years and continues to innovate with its product offering and marketing.
Kronenbourg’s brand value growth is correlated with the introduction of new vegan and non-alcoholic options to increase the number of product offerings and to build the value of its brand through wider product diversification. The brand is increasing its scale worldwide by positioning itself as a premium French product in various promotional campaigns. The brand is building a strong partnership with sporting events, with its non-alcoholic beer Tourtel Twist being selected as the official supplier for the Tour de France until 2025.
Moët & Chandon is the most valuable wine and champagne brand in the world, valued at US$1.4 billion
Moët & Chandon (brand value up 15% to US$1.4 billion) retains its top position as the most valuable brand in the annual ranking of the world’s most valuable brands by the leading brand valuation consultancy, Brand Finance. The luxury champagne brand owned by fashion house LVMH continues to dominate the sector by increasing its network of products and introducing new product options for its growing consumer base.
Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the world’s biggest brands to the test, and publishes around 100 reports, ranking brands across all sectors and countries. The world’s top 50 most valuable and strongest wine and champagne brands are included in the annual Brand Finance Wine and Champagne 50 ranking.
With pandemic travel restrictions ending, there has been a resurgence of in-person celebrations across the world, with delayed weddings, delayed family reunions, and delayed tourism creating celebratory moments for consumers globally. With Moët & Chandon building its distribution network, more customers are choosing to celebrate with their products. The brand has also increased its product offerings with new lines of wine and spirits to meet consumer demand. For instance, the brand recently introduced a new line of rosé to celebrate the Queen’s platinum jubilee over the recent four-day long weekend in the United Kingdom.
Moët & Chandon is also the strongest wine and champagne brand with AAA- brand rating
In addition to brand value, Brand Finance determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sectors. In addition to being the most valuable brand in the ranking, Moët & Chandon (brand value up 15% to US$1.4 billion) is also the strongest brand in the ranking with a Brand Strength Index (BSI) score of 82.1 out of 100 and a corresponding brand rating of AAA-.
Moët & Chandon is strengthening its branding with strong retail partnerships with luxury brands including Harrods and Selfridges. Moët & Chandon has launched a permanent champagne bar in Harrods’s food hall, the first of its kind. In addition to high-end retail partners, the brand also partners with online grocery stores such as Ocado and Whole Foods to ensure availability and a strong distribution network across its target markets.
Over the course of the pandemic, alcoholic brands have been faced with difficult conditions including fluctuating demand due to national lockdowns across the world. The reopening of the economy has allowed the wine and champagne sector to pop many corks in celebration.
Alex Haigh, Managing Director, Brand Finance
Lindeman's achieves brand value growth of 81% and is fastest-growing wine and champagne brand in ranking
Lindeman’s (brand value up 81% to US$664 million) is the fastest-growing brand in the champagne and wine ranking. The brand climbed two ranks from last year and made it into the top ten most valuable brands in this year’s ranking. Earlier this year, the Australian wine brand celebrated reaching its goal of 100% carbon neutrality across its wine portfolio. The brand is also working towards transitioning to 100% renewable energy by 2024 to reduce its carbon footprint and contribute to a sustainable future. To achieve and promote its sustainable goals, Lindeman’s is partnering with organisations such as the Carbon Trust and Ecologi.
Moutai is the most valuable spirits brand in the world, valued at US$42.9 billion
Chinese brand Moutai (brand value down 5% to US$42.9 billion) is the most valuable spirits brand in the world, according to a new ranking from the world’s leading brand valuation consultancy, Brand Finance. The brand retained its top position in the Brand Finance Spirits 50 2022 table and continues to lead the sector with its iconic drink which is a unique, aspirational and market-dominating product in China. The brand has been adept in supplying its product to Chinese customers by leveraging its iMoutai mobile application which has over 10 million users for online payments and e-commerce fulfilment. The app also allows consumers to purchase the special drink in new and engaging ways.
Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the world’s biggest brands to the test, and publishes around 100 reports, ranking brands across all sectors and countries. The world’s top 50 most valuable and strongest spirits brands are included in the annual Brand Finance Spirits 50 ranking.
The brand relies heavily on seasonal sales during the Lunar New Year and the Mid-Autumn Festival, with lower revenues expected in the summer months. Recently, the brand expanded its product range to meet the preferences of a younger demographic in China. To combat this slump in demand, the launch of its new range of alcoholic ice-cream parlours in the Guizhou province in partnership with Mengniu Dairy, one of the largest diary brands in the nation has proved to be quite popular.
Over the course of the pandemic, alcoholic brands have been faced with difficult conditions including fluctuating demand due to national lockdowns across the world. The reopening of the economy has driven major growth in the sector with spirits brands growing by 6% year-on-year.
Alex Haigh, Managing Director, Brand Finance
Wuliangye is the world’s strongest spirits brand with an elite AAA brand rating
In addition to brand value, Brand Finance determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sectors. Wuliangye (brand value up 12% to US$28.7 billion) is the strongest brand in the ranking with a Brand Strength Index (BSI) score of 89.4 out of 100 and a corresponding brand rating of AAA. In addition to being the strongest baijiu brand in the world, Wuliangye has also achieved the largest increase in brand value growth among the top five most valuable baijiu brands in the ranking.
Wuliangye has been successful in achieving the largest brand value increase among the top tier baijiu brands, while brand value of its competitor Moutai has decreased. The baijiu brand has been actively incorporating ‘Internationalise Baijiu’ into its corporate brand messaging strategy as a part of China’s One Belt One Road initiative. by engaging in international events including trade expos, the World Economic Forum in Davos and the Boao Forum for Asia to name just a few. The purpose of involvement in such events would be to promote Wuliangye’s baijiu culture and to actively expand in the international markets.
New entrant, Casamigos, is the fastest-growing spirits brand, almost tripling in value
Casamigos (brand value up 177% to US$450 million) brand value has almost tripled since last year and is now valued at US$450 million. After its sale to the UK-based multinational alcohol company Diageo in 2017 for around US$1 billion, George Clooney’s brand continues to perform strongly with tequila sales skyrocketing globally. Not only has the brand followed sector-wide trends, but it has also pushed further than others by doubling sales this year. The brand has also announced its plans to invest over US$500m to expanding production capabilities in Mexico, with the increased investment expected to assist in securing further growth for the brand in coming years.