LONDON, 16 July 2025 – The world’s most valuable beers, spirits, and champagne and wine brands recorded total brand value growth in 2025, according to a new report from Brand Finance, the world's leading independent brand valuation consultancy. Brand Finance attributes this growth to continued premiumisation and the rising popularity of no- and low-alcohol (NoLo) alternatives.
Corona Extra retains its position as the world’s most valuable beer brand, with a brand value of USD13.4 billion. Heineken and Budweiser hold onto second and third place, respectively, also maintaining their rankings from 2024. The U.S.’ Michelob and China’s Tsingtao have entered the top 10 for the first time, while Guinness rejoins the top 10 for the first time since 2018.
Tsingtao remains the world’s strongest beer brand, noting a Brand Strength Index (BSI) score of 95.6 out of 100 and an AAA+ rating.
Brand Finance’s data also shows that non-alcoholic beer drinkers most strongly associate Beck’s, Peroni, and BrewDog with high-quality NoLo lagers and ales. Guinness emerges as the leading brand overall in the NoLo beer category. The research further reveals that non-alcoholic beer drinkers over-index against the general population across all interests and sporting activities.
Henry Farr, Valuation Director, Brand Finance commented:
“Brand Finance data shows that non-alcoholic beer drinkers are 68% more likely to be interested in sport and more than twice as likely (106%) to be interested in running, compared to the general population. This trend reflects a growing consumer focus on moderating alcohol intake and prioritising health, without giving up the social experience of enjoying a drink. It's a key growth area within the alcoholic beverages market, and brands like Guinness - capable of appealing to both alcoholic and non-alcoholic drinkers - are well-positioned to enhance their brand value as consumer preferences continue to shift."
Chinese baijiu brand Moutai remains the world’s most valuable spirits brand in 2025, with a brand value of USD58.4 billion. It also ranks as the second-strongest spirits brand globally, noting a BSI score of 92.4 out of 100. Brand Finance research, conducted solely in its home market of China, reveals that Moutai performs strongly across key brand metrics, including reliability, reputation, and likeability.
Mexican tequila brand Don Julio ranks 15th in terms of brand value but emerges as the strongest spirits brand in 2025, with a BSI score of 94.2 out of 100. According to Brand Finance data, eight of the top 50 spirits brands globally now hold a AAA+ brand strength rating – the highest rating awarded by Brand Finance.
Moët & Chandon retains its position as the world’s most valuable champagne and wine brand, a title it has held since the launch of Brand Finance’s Champagne & Wine 10 ranking in 2020. Its brand value reaches USD2.1 billion, supported by high-profile, long-term partnerships such as its 34-year-role as the official champagne of the Global Globes and global ambassadorship with international tennis star Roger Federer since 2012. These initiatives further reinforce the brand’s values of legacy and longevity.
With a brand value of USD1.2 billion, Barefoot is the world’s second most valuable champagne and wine brand. Brand Finance research reveals that the brand performs particularly well among U.S. consumers, noting perfect 10 out of 10 scores for consideration, preference, and understanding.
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 evaluating marketing investment, stakeholder equity, and business performance, 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.
