Brand Finance logo

A spirited recovery: Global spirits brands grow in value as post COVID-19 world is in sight

27 July 2022

•             Moutai is the most valuable spirits brand in the world, valued at US$42.9 billion

•             Wuliangye is the world’s strongest spirits brand with an elite AAA brand rating

•             New entrant, Casamigos, is the fastest-growing spirits brand, almost tripling in value

View the full Brand Finance Spirits 50 report here

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.

Alex Haigh, Managing Director, Brand Finance, commented:

“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.”

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.

View the full Brand Finance Spirits 50 report here

ENDS

Note to Editors

Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the biggest brands to the test, and publishes nearly 100 reports, ranking brands across all sectors and countries. The world’s top 50 most valuable and strongest spirits brands are included in the Brand Finance Spirits 50 ranking.

Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors.

The full ranking, additional insights, charts, more information about the methodology, and definitions of key terms are available in the Brand Finance Spirits 50 report.

Media Contacts

Michael Josem
Associate Communications Director
Brand Finance
T:
Shreya Hiwale
Communications Executive
Brand Finance
T:

About Brand Finance          

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 of all kinds make strategic decisions.

Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes nearly 100 reports which rank brands across all sectors and countries.

Brand Finance is a regulated accountancy firm, leading 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.

Disclaimer

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.

Get in Touch

Message