New Brand Finance data reveals four Japanese brands are represented in the Alcoholic Drinks 2026 report
TOKYO, 29 October 2026 - Japanese alcoholic drinks brands deliver broad-based brand value growth in the Alcoholic Drinks 2026 report, according to Brand Finance, the world’s leading brand valuation consultancy. Every Japanese brand featured in the Spirits 50 and Beers 50 increases in value, bucking the trend among established beer, cognac and Scotch brands, many of which record declines.
Suntory Whisky (brand value up 18% to USD1.1 billion) leads Japan’s spirits performance, while Asahi and Kirin continue to strengthen their positions among the world’s most valuable beer brands.
Suntory Whisky climbs seven places to 25th in the Spirits 50 and ranks as the fifth most valuable whisky brand globally. Continued demand for Japanese whisky and Suntory’s 2025 performance in Japan support this growth, while its wider whisky portfolio, including domestic labels such as Kakubin, remains resilient despite a more challenging global operating environment. The brand’s Brand Strength Index (BSI) score increases from 63.8/100 to 65.7/100, lifting its brand strength rating from A+ to AA-.
Among the ready-to-drink alcoholic brands, Kaku Highball (brand value USD249 million) ranks as the fourth most valuable RTD brand, underscoring the momentum of ready-to-drink whisky formats within the wider spirits sector.
Japan is also among the top five countries by beer brand value, with two brands in the Beers 50 ranking worth a combined USD6.9 billion. Asahi (brand value up 3% to USD4.7 billion) retains seventh place. Kirin (brand value up 8% to USD2.3 billion) rises two places from 2025 to rank 13th. Together, their growth increases Japan’s contribution to the total brand value of the Beers 50 ranking by 4% in 2026.
Alex Haigh, Managing Director Asia Pacific, Brand Finance commented:
“The geography of beer brand growth is shifting, and Japanese brands stand out in this year’s rankings for their consistency. While many heritage names like Budweiser, Carlsberg and Hennessy lose value, Asahi, Kirin and Suntory Whisky all grow, supported by domestic loyalty, quality credentials and well-defined drinking occasions such as the highball. Suntory Whisky’s 18% rise shows that provenance and craftsmanship continue to command a premium in global spirits.”
Global insight
Premiumisation, local market growth and distinct drinking occasions are driving alcoholic drinks brand value in 2026. Moutai remains the world’s most valuable spirits brand at USD59.6 billion, and Crown Royal is the strongest with a BSI of 96/100. Tequila is the standout growth category, led by José Cuervo (brand value up 61% to USD1.6 billion), while cognac and Scotch brands decline amid tariffs and softer premium demand. In beer, Corona Extra leads at USD13.9 billion and Tsingtao is the strongest brand with a BSI of 95.7/100. Growth is shifting beyond the US, as heritage lagers lose ground to brands from Latin America and Asia. In Champagne & Wine, Champagne outperforms still wines, Moët & Chandon leads at USD2.3 billion and Barefoot is the strongest brand with a BSI of 85.1/100.
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.
