New Brand Finance research reveals the world’s 10 most valuable Champagne & wine brands are worth $8.2 billion
LONDON, 8 October 2026 – Champagne brands are outperforming still wine brands, according to the Alcoholic Drinks 2026 report, a new report by the world's leading brand valuation consultancy. The three fastest-growing brands in the ranking are all Champagne brands: Veuve Clicquot, Dom Pérignon and Moët & Chandon. Meanwhile, four of the six still wine brands have lost value, including Penfolds, which is down by almost a third.
Moët & Chandon remains the world’s most valuable champagne & wine brand. Its brand value is up 12% to USD2.3 billion, and its Brand Strength Index (BSI) score is 80.3/100, giving it an AAA- brand strength rating. Veuve Clicquot is the fastest-growing brand in the ranking, with its brand value up 39% to USD1.4 billion, rising from fourth in 2025 to second in this year’s ranking. Dom Pérignon also records strong growth, with its brand value rising 21% to USD300 million and moving into ninth place.
This performance comes despite ongoing pressure on Champagne shipment volumes, underscoring the resilience of the category’s leading brands. While consumers may be purchasing fewer bottles overall, top Champagne houses continue to sustain value through strong heritage, luxury positioning, and a clear association with celebration and prestige.
Still wine brands have faced a more challenging year. The International Organisation of Vine and Wine reported that global wine consumption fell nearly 3% in 2025 to 208 million hectolitres, reflecting pressure from mature-market shifts, economic conditions and changing consumer behaviour. These headwinds are evident in theBrand Finance Alcoholic Drinks 2026 ranking, with Penfolds recording the steepest decline in brand value, down 32% to USD776 million, followed by Changyu, down 22% to USD641 million. Yellow Tail and Beringer also saw notable declines of 14% and 16% respectively, highlighting the tougher operating environment facing still wine brands.Barefoot is the strongest Champagne & wine brand in 2026, with a Brand Strength Index (BSI) score of 85.1/100 and an AAA brand strength rating. Its brand value rose 2% to USD1.3 billion, underlining the continued relevance of accessible, familiar and widely available wine propositions even as consumers become more selective. Carlo Rossi also grew, with its brand value up 8% to USD313 million, showing that value-led and everyday wine brands can still gain ground where they retain strong familiarity and affordability.
Henry Farr, Global Sector Head for Alcoholic Drinks, Brand Finance, commented:
“Consumers are drinking less wine but they are still willing to spend on brands that represent meaningful occasions. The success of Moët & Chandon, Veuve Clicquot and Dom Pérignon shows that strong brands can outperform their categories when they command premium perceptions and emotional relevance. Meanwhile, declines for brands such as Penfolds and Changyu reflect the broader pressures facing still wine, where changing consumption patterns are making growth harder to achieve.”
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.
