1.Moutai – Baijiu (9. US $13bn)

Storming in at number nine on the Millward Brown list, baijiu brand Moutai now holds a brand value of US $13bn with 42% growth year-on-year, and almost 80% year-on-year growth.

Owned by the Kweichow Moutai Company, Moutai positions the clear sorghum-based liquor brand  as China’s national drink, and one favored by business and government leaders, but has made efforts to update its image by creating a special label, Jackie Chan Moutai, after the film star.

With baijiu still little-known outside China, Millward Brown said that Renhuai- headquartered Moutai was now aggressively growing overseas sales, with the liquor now present in 100 countries/regions.

Moutai opened its first French store in April 2012, and is partnering with a distributor there to promote the brand in luxury hotels, restaurants and malls.

“Overseas sales increase in importance as China’s economy slows and government regulations discourage excessive spending on official banquets,” ​Millward Brown’s analysts wrote.