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- Dutch beer giant Heineken and high-end French champagne brand Moët & Chandon are the world’s most valuable alcohol brands.
- This is according to a report by Brand Finance which ranked alcohol brands across three categories, including beer, spirits, and wine/ champagne.
- The report says that the top three most loved alcohol brands in South Africa are Castle Lager, Black Label, and Hansa Pilsner.
- For more stories, visit the Tech and Trends homepage.
The world’s most valued and loved beer, wine, and spirits brands include Heineken, Moët & Chandon, and Maotai.
This is according to Brand Finance’s annual 2023 report on the most valuable alcoholic drinks brands.
This year, Dutch beer giant Heineken saw its brand value spike by 10% to $7.6 billion, overtaking Corona Extra, now valued at $7.4 billion.
Heineken’s brand growth is owed to the launch of the brand’s Heineken Silver, a premium lager made from sustainably sourced barley in support of the brand’s Brew a Better World sustainability model.
“It seems like beer drinkers are not necessarily drinking more, but instead, are drinking better. Visits to bars and restaurants are becoming less regular and less spontaneous, meaning many consumers are looking to trade-up on their beer of choice, prioritising taste and quality over price.
“Beer brands that are delivering on high-quality premium lagers seem to be doing well,” said associate director at Brand Finance Henry Farr.
Spirits
In the spirits category, elite Chinese baijiu brand Moutai is the world’s most valuable brand for the eighth consecutive year, valued at $49.7 billion. Moutai has been hailed as China’s national liquor, and its deep heritage and association with the country’s tradition have contributed to its market dominance.
“Moutai has continued to prioritise innovation within its home market and started launching its new global marketing initiative, enhancing its global footprint and brand awareness by introducing its 'tasting era' concept.
“In 2022, ahead of Chinese New Year, Moutai hosted its first online sale, auctioning some of the brand’s rarest Chinese baijiu. The auction was exclusive to China-based consumers, aligning with the brand’s perceptions of scarcity and exclusivity,” the report said.
Wine and champagne
Moët & Chandon has remained the world's number-one wine and champagne brand for three consecutive years.
The high-end French champagne brand dropped 10% in brand value and now sits at $1.3 billion. Despite a decrease in value, the champagne giant still stays ahead of the second most-valued wine brand Changyu, which recorded a 33% increase and is now valued at $1.2 billion.
Other luxury campaign brands such as Dom Pérignon and Veuve Clicquot have respectively seen a brand value decline, with the former having dropped 10% to $750 million and the latter decreasing by 2% to $942 million.
“Within the wine & champagnes sector, wines have performed better in terms of brand value growth. High-end champagnes have taken a hit. Difficult growing conditions, reduced availability and price hikes have steered some consumers towards lower-end sparkling wines as an alternative.
“For those less affected by harsher financial situations, this could be due to not wanting to appear vulgar or ostentatious by indulging in luxury products when others are struggling with the rising costs of living,” Farr said.
Top brands in SA
According to the report, the top three most loved alcohol brands in South Africa are Castle Lager, Black Label, and Hansa Pilsner.
With the country's harsh economic climate, sticking to local brands makes more sense than importing international alcohol brands. This has also attracted international buyers to local alcohol brands, particularly in the wine segment.
“This has caused a more positive shift towards South Africa’s local brands, as wine tourism is on the rise and overseas buyers increase.
“Mainly from France, buyers are establishing partnerships or acquiring assets as they are currently perceived as better value for money compared to other wine regions,” said the report.
The country’s top-selling wine brand by value is Rupert & Rothschild. Another one that is an international favourite is Chocolate Block, which has been doing well commercially.
“However, many wine producers still remain focused on the agricultural aspects of winemaking. As a commodities-based economy, South Africa has an immense opportunity to move up the value chain, like how Australia has,” according to the report.
Spirits brands and brandies, including Van Ryn, Viceroy, and Richelieu remain popular in South Africa, while gin, such as Inverroche, lead the way in the segment.
