Alcoholic Drinks 2021

The annual report on the most valuable and strongest beer, spirit and champagne & wine brands

Corona Defies Unfortunate Name Association & Crowned World’s Most Valuable Beer Brand 

• World’s top 50 beer brands lose 16% of cumulative brand value due to COVID-19 pandemic 
• Despite unfortunate name association, Corona is once again world’s most valuable beer brand, brand value US$5.8 billion 
• Mexico’s Victoria is strongest beer brand, AAA brand strength rating  
• Chinese baijiu brands dominate spirits sector: Moutai, Wuliangye, Yanghe, Luzhou Laojiao and Gujing Gong Jiu make up top 5
• Don Julio is strongest spirits brand with AAA brand strength rating
• Moët et Chandon is most valuable and strongest wine & champagne brand
• Dom Pérignon only brand in wine & champagne sector to increase brand value, up 2%  

Brand Finance Beers 50  

World’s top beer brands lose 16% of total brand value  

The total value of the world’s top 50 most valuable beer brands has declined by 16%, from US$94.9 billion in 2020 to US$80.2 billion in 2021. Most brands in the Brand Finance Beers 50 2021 ranking have been negotiating the effects of social distancing measures brought about by the widespread global lockdowns over the last year, which severely diminished demand for beers and wider alcoholic drinks. 

The pandemic has undoubtedly forced change upon the world’s beer brands, which have grappled with consumers’ significant lifestyle changes brought about by the limitations on social interaction. Brands with a strong existing reputation and good levels of familiarity amongst consumers are those most primed to weather the storm.

Richard Haigh, Managing Director, Brand Finance

Belgian beer brand, Michelob, bucks industry trends as the fastest growing brand, climbing 13 spots in the ranking following an impressive 39% brand value growth to US$1.2 billion. Over the last year, the brand has cemented its position as an innovative presence within the sector through its digital-based “Ultra Beer Run” campaign – an initiative that offers free beer as a reward for exercising.  

Australian brand, XXXX (brand value US$743 million), and Spain’s Estrella Damm (brand value US$1.0 billion) are the second and third fastest growing brands, up 37% and 31% respectively.   

Corona remains most valuable  

Corona has retained the title of the world’s most valuable beer brand, despite recording a 28% drop in brand value to US$5.8 billion. As the bestselling imported drink in the United States, with an additional presence in over 120 countries, the Mexican brand has also recently become one of the fastest growing grocery products in the United Kingdom.  

Over the last year, the brand has been met with some hesitancy, particularly in the United States, as Americans are hesitant to purchase its products due to its similarity in name to coronaviruses. It is this area of public opinion that could be behind the beer’s slight dip in brand value this year, although it remains exemplary of the resilience of a strong and reputable global brand, recently announcing an initiative to help the restaurant industry recover from the effects of the pandemic. 

Victoria is strongest beer brand  

In addition to measuring overall brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Victoria (down 13% to US$4.0 billion) has jumped ten spots in the brand strength ranking to become the world’s strongest beer brand, with a Brand Strength Index (BSI) score of 87.8 out of 100 and a corresponding AAA brand strength rating.  

As one of the oldest beers produced in Mexico, Victoria has become a firm favourite in its home country, where it is the most traditional out of Grupo Modelo’s brand portfolio. Owned by AB InBev, the Mexican beer brand has undoubtedly benefited from parent company’s positive reputation and the strength of its wider brand portfolio. 

Brand Finance Spirits 50 

Chinese Baijiu brands dominate top 5 

The total value of the world’s top 50 most valuable spirits brands has increased by 5%, up from US$129.7 billion in 2020 to US$135.9 billion in 2021. Performing particularly well in the ranking this year are the Chinese brands, with the nine brands that feature growing 27% in brand value on average. 

Once again, Chinese Baijiu brands dominate the Brand Finance Spirits 50 2021 ranking, claiming the top five spots. Moutai maintains a clear lead at the top with a brand value of US$45.3 billion, up 15% year-on-year. Moutai’s revenues have suffered recently with sales reaching a five-year low, as the brand grapples with the sharp decline in consumer spending, as a result of the pandemic. The brand has been working towards increasing its direct sales channels, however, so that it can control prices more effectively as well as expanding it production capacity.  

Fellow Baijiu brand Wuliangye sits in second with a brand value of US$25.8 billion and celebrates a 24% brand value increase. Wuliangye has thrived since optimising its product structure, streamlining the business by demerging many sub brands, and focusing on the high-end spirits market.  

Yanghe (down 8% to US$7.1 billion), Luzhou Laojiao (up 25% to US$7.0 billion) and Gujing Gong Jiu (up 22% to US$4.0 billion) make up the top five. Following its 22% brand value increase Gujing Gong Jiu – famous for using the oldest existing distilling technique in the world - has climbed four spots to break into the top 5, pushing whiskey giant Jack Daniels (down 17% to US$3.4 billion) into 6th spot.  

Soaring into the Brand Finance Spirits 50 2021 ranking in 28th position is Jiugui Jiu following a staggering 96% brand value increase to US$760 million.  

China is home to the largest spirits market in the world and it has been flourishing in recent years as alcohol consumption increases and purchasing power is on the up. Although we are beginning to witness a rise in popularity of international spirits across the country, the nation’s traditional Baijiu spirit still dominates on home soil with immense volumes sold each year, particularly by market leaders Moutai and Wuliangye. This dominance is reflected in their brand values being significantly ahead compared to other brands across the sector.

Richard Haigh, Managing Director, Brand Finance

Don Julio is strongest spirits brand  

Don Julio (down 3% to US$933 million) is the world’s strongest spirits brand with a Brand Strength Index (BSI) score of 88.8 out of 100 and a corresponding AAA brand strength rating. 

The focus on keeping the authenticity of the brand and maintaining the same processes and quality since it was first created by Don Julio Gonzalez in 1942 remains of paramount importance. Don Julio launched its biggest marketing campaign to date at the end of last year, celebrating its founder and showcasing its commitment to supporting communities, and the restaurant sector.  

Riding on the wave of increased popularity in tequila particularly in the US market – where volume consumption has grown exponentially over the past five years in particular – Don Julio has celebrated strong sales over the previous year. The strong performance of the brand helped to offset losses made in other areas of parent company Diageo’s portfolio.  

Brand Finance Champagne & Wine 10 

Moët et Chandon fizzes in first place 

The total value of the world’s top 10 most valuable champagne and wine brands has declined by 10%, decreasing from US$7.4 billion in 2020 to US$6.7 billion in 2021. This is a natural consequence of the COVID-19 pandemic, where restrictions on socialising and the shutdown of the hospitality sector limited opportunities for wine and champagne brands.  

Despite recording an 11% drop in brand value to US$1.2 billion, Moët et Chandon has retained the title of the world’s most valuable champagne and wine brand for the 2nd consecutive year. While the brand continues to negotiate the fallout of the COVID-19 pandemic, Moët et Chandon remains one of the most renowned and prestigious luxury items in the world, aided by its numerous celebrity partnerships and association with high calibre events such as the Golden Globes and Royal Ascot. 

Moët et Chandon is also the world’s strongest champagne and wine brand, with a Brand Strength Index (BSI) score of 77.9 out of 100 and corresponding AA+ brand strength rating. Over the last year, the brand has maintained its status as a symbol of luxury, continuing to enjoy a favourable reputation amongst consumers. 

Despite Moët et Chandon recording a drop in brand value, the brand has benefited from its positive image as an instantly recognisable luxury product. This places Moët et Chandon in an excellent position to benefit from its favourable reputation in order to negotiate navigate the fallout from the COVID-19 pandemic over the coming year.

Richard Haigh, Managing Director, Brand Finance

Dom Pérignon brand value bubbles up 

Dom Pérignon is the only brand in the Brand Finance Champagne & Wine 10 2021 ranking to record a growth in brand value this year, following a 2% increase to US$820 million. Owned by the champagne house of Moët et Chandon, the prestigious vintage champagne has remained in the public eye over the last year, most recently through a campaign with Lady Gaga and Nicola Formichetti, where proceeds from sales of the limited-edition Dom Pérignon Rosé 2005 will be donated to charity. 

Concha y Toro new entrant 

Chilean wine brand, Concha y Toro, is a new entrant to the Brand Finance Champagne & Wine 10 2021 ranking, entering the ranking in 10th position with a brand value of US$293 million. With distribution in 135 countries, Concha y Toro is the largest wine producer and exporter in Latin America. Over the last year, the brand has benefited from a sizeable uptick in sales, particularly in the United Kingdom and Nordic countries. With plans to focus on its premium brands portfolio and further expand its Casillero del Diablo range, Concha y Toro is showing no signs of slowing down in the coming year.