Kantar has published its annual BrandZ report: ranking the world’s top brands across categories, including alcohol.
The rankings are based on a methodology which combines consumer perceptions with financial data: bringing these together to present a holistic view of a brand’s value.
So which brands come out on top?
Boom for baijiu
Topping the chart as the world’s most valuable alcohol brand is Moutai: a brand of the distilled Chinese liquor baijiu. Its hero product, Kweichow Moutai Liquor, is joined by other Moutai-flavored series liquors.
In fact, the brand ranks #4 in the list of China’s most valuable brands: coming after tech heavyweights Tencent, Alibaba and TikTok.
Moutai’s brand value has shot up 529% since 2012: leaning on a rich, 800-year heritage of prestige and gifting. The drink is served at Chinese state banquets: building strong cultural relevance for the brand.
While Moutai faces headwinds from market conditions such as slowing demand, the strong connections it has built with its Chinese audience have helped sustain the business, according to BrandZ.
“China’s Moutai retains its position as the most valuable alcohol brand globally,” said Martin Guerrieria, global head of Kantar BrandZ.
“Its cultural significance, exclusive production and premium status continue to reinforce its brand power, making it a clear example of how perceived value drives performance. It is also seeking to leverage its brand strength to create value through partnerships and adjacent categories, such as ice cream.”
The top 20 alcohol brands
In second place is Corona, which also takes the crown as the world’s most valuable beer brand.
This brand has carved out a distinct space and emotional connection (its emphasis on relaxation, escapism, nature and sustainability, for example) helping it set itself apart from other beers on the market.
Top beers Budweiser, Bud Light and Michelob Ultra from AB InBev also feature; as does Jack Daniel’s (Brown-Forman); Johnnie Walker, Smirnoff and Guinness (Diageo).
Other brands to watch include AB InBev’s Brahma: the top beer in Brazil and #9 in BrandZ’s chart. The brand has forged strong links with soccer, and is known for its entertaining campaigns.
And Stella Artois, #15, continues to carve out its premium positioning with high-profile campaigns with celebs such as David Beckham and Matt Damon.
“Stella Artois stands out as the fastest-growing beer brand in the category, up 3% in brand value this year,” said Guerrieria.
“Its growth reflects the strength of its visual identity and a premium image that has remained consistent and relevant across markets. What links these brands is not just their heritage but their ability to remain meaningfully different from competitors.”
The full report of the world’s most valuable brands can be found here.
