New Brand Finance data reveals the strongest Irish brands according to US consumers
LONDON, 18 March 2026 – Baileys is the strongest Irish brand among U.S. consumers, according to new data from Brand Finance, the world's leading brand valuation consultancy.
Brand Finance research shows strong recognition of Irish brands among U.S. consumers but also reveals a gap between awareness and active consumer choice. According to Brand Finance data, 86% of American consumers are familiar with Baileys. Still, only 53% say they would consider it, indicating a broader opportunity for Irish brands to convert brand recognition into consideration and, ultimately, preference in the U.S. market. This pattern appears across several leading Irish brands. Guinness records 78% familiarity in the U.S. but only 40% consideration, while Jameson records 73% familiarity and 38% consideration. This suggests that while many American consumers recognize Irish brands, they aren’t always actively choosing them.
Alfred DuPuy, Managing Director, North America, Brand Finance, commented:
“American consumers are highly familiar with Irish brands, particularly drinks brands like Baileys, Guinness, and Jameson. These brands have become powerful ambassadors for Ireland globally, acting as a first point of connection between American consumers and Irish culture. What Brand Finance data shows, however, is that recognition doesn’t always translate into active choice. While many Americans know these brands, fewer consistently choose them. That gap between awareness and preference represents a significant opportunity for Irish brands looking to enhance their footprint in the U.S. marketplace.”
Despite this conversion gap, Irish alcohol brands dominate in terms of brand strength in the United States. Baileys, Guinness, and Jameson rank among the strongest and most recognized Irish brands in the U.S., reflecting the global success of Ireland’s alcohol exports and the strong cultural associations Irish drinks carry internationally.
Baileys’ position as the strongest Irish brand among U.S. consumers is driven by its exceptionally high awareness and broad appeal, according to Brand Finance research. However, despite strong brand equity, Baileys is only the ninth most valuable Irish brand in 2026, with a brand value of USD 1.1 billion, down 16% from the previous year. Brand Finance attributes this decline partly to softening global demand for spirits.
Guinness ranks as the second strongest Irish brand among U.S. consumers. It also stands as the most valuable Irish brand for the fifth year running, with a brand value of USD 4.3 billion in 2026, up 26% from the previous year. This reflects Guinness’ strong commercial momentum and its enduring role within global pub culture.
Aer Lingus is the third strongest Irish brand among U.S. consumers, supported by the airline’s expanding transatlantic footprint. Brand Finance research reveals that while only 36% of U.S. consumers are familiar with the brand, 14% would consider using it, indicating strong engagement among those who know the brand and suggesting that familiarity leads to more active interaction with Aer Lingus. This reflects the carrier’s continued investment in North American routes. In September 2025, Aer Lingus announced its largest-ever transatlantic summer schedule for 2026, serving 26 destinations across North America.
Jameson and Kerry Group also rank among the top five strongest Irish brands in the US, highlighting the continued importance of food, drink, and travel brands in shaping Ireland’s international reputation.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
