Moët & Chandon is the most valuable Wine and Champagne brand with a brand value of USD1.4 billion
Moët & Chandon is the world’s most valuable Wine and Champagne brand with a brand value of USD1.4 billion. Moët & Chandon’s brand value has risen 9% year-on-year, mostly as a result of a strong financial performance. Driven by its value strategy, LVMH’s champagne business posted growth, with strong performances in Europe and Japan, mitigating the impact of an unfavourable macroeconomic environment in the United States.
Moët & Chandon continues to leverage brand ambassadors to enhance awareness, familiarity, and perceptions of prestige. This effort included celebrating global brand ambassador and tennis legend, Roger Federer’s 20-year career with an exclusive limited edition magnum bottle titled “Greatness since 1998.” Federer was also featured in a short film ad campaign for the brand in 2023.
Other well-known French champagne houses, Veuve Clicquot (brand value up 2% to USD959 million) and Dom Pérignon (brand value up 7% to USD780 million), rank as the third and fourth most valuable brands in the wine and champagne sector, each rising one rank from the previous year. US-based Chandon is now the second most valuable brand, with a brand value of USD1 billion. All of the top four most valuable brands in the ranking are owned by parent company LVMH.
Changyu has the highest Brand Strength Index (BSI) rating in the ranking despite a 33% dip in brand value
Chinese wine brand Changyu has the highest Brand Strength Index (BSI) score in the ranking, maintaining its AAA- brand strength rating in 2024 despite a 1.8 point BSI score fall to 81.5 out of 100 and 33% decline in brand value to USD707 million. Brand Finance's research, focused on Changyu's primary market in China, found it excelled in familiarity and consideration metrics; however, the research also revealed a decline in stakeholders’ perceptions of Changyu’s price premium. The decline in price premium perceptions is likely due to the growing number of wine brands entering the Chinese market, challenging Changyu's market presence. This, coupled with poor financial performance over the past year, has contributed to Changyu’s brand value decline.
Australian brand Penfolds (brand value up by 2% to USD 675 million) has the second highest Brand Strength Index score in the ranking with a score of 79.3 out of 100 and AA+ brand strength rating.
Moët & Chandon leads for Sustainability Perceptions Value with consistent performance across ESG metrics
Brand Finance also utilises its Global Brand Equity Monitor (GBEM) research to compile a Sustainability Perceptions Index which determines the role of sustainability in driving brand consideration across sectors. In the wine and champagne sector, sustainability is responsible for driving 10.7% of customer consideration.
This reflects an ongoing transition in the wine and champagne industry, in which many winemakers are revamping their practices to better care for the environment and safeguard vines against climate extremes. Consumers are also becoming more aware of sustainable practices, with some favouring those winemakers that reduce pesticide use, recycle water, and ensure fair treatment for vineyard workers and producers, and communicate this effectively.
Brand Finance’s perceptual data also offers insight into which brands global consumers believe to be most committed to sustainability. For individual brands, the Index displays the proportion of brand value attributable to sustainability perceptions. This Sustainability Perceptions Value is the financial value contingent on a brand’s reputation for acting sustainably.
The 2024 Sustainability Perceptions Index reveals that Moët & Chandon has the highest Sustainability Perceptions Value (SPV) in the wine and champagne ranking - USD150 million. Moët & Chandon performed consistently strongly across all three Sustainability Perception metrics, namely Social, Environmental, and Governance (ESG), highlighting a robust perception for sustainability among stakeholders.