Top 10 biggest spirits brands

We round up the top 10 most valuable spirits brands according to the recently published Brand Finance Spirits 50 2019 report, with Chinese brands now claiming the top four spots.

Chinese baijiu brands now occupy the top four spots on the list of the world’s most valuable spirit brands, according to Brand Finance.

Moutai has retaken its crown, with a 43% increase in brand value to hit a cool US$30.5 billion. A further three baijiu brands occupy the next spaces, including Wuliangye (up 10% in value US$16.0 billion) and Yanghe (up 16% to US$9.1 billion). Diageo’s Johnnie Walker has been pushed down to fifth position, with Luzhou Laojiao (up 40% to US$5.4 billion) taking the fourth spot, leading to a Chinese top four.

Brand Finance uses the Royalty Relief method to calculate the values of the brands in its league tables – an approach that is compliant with the industry standards set in ISO 10668.

The company calculates 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’ – a net economic benefit that a brand owner would achieve by licensing the brand in the open market.

Commenting on the results, David Haigh, CEO of Brand Finance, said: “Chinese baijiu brands are stealing the show, accounting for 54% of the total brand value in our rankings this year. These brands have had to be nimble in adapting to the shift from an expansion market to a competitive market, following China’s recent economic and political changes.

“How they respond and embrace these changes will determine future brand value growth opportunities.”

Top performers outside of the top 10 include French vodka brand Cîroc, owned by Diageo, which recorded a113% increase in brand value to US$941million. Don Julio Tequila, also owned by Diageo, likewise performed well and was rated the world’s strongest spirits brand by Brand Finance, which looked at marketing investment and stake equity and their impact on business performance.

Bacardi’s Patrón was the highest new entrant in the top 50 ranking, coming in 14th place with a brand value of US$2.2 billion.

South Korea’s soju brand, Chamisul, was also once of the highest risers, increasing by 94% in brand value to hit US$649 million.

For a full breakdown of the top 10, please scroll through. 

10. Gujing Gong Jiu

Origin: China

Spirit type: Baijiu

2019 brand value: $2,703m

Brand value change: +10.3%

2018 brand value: $2,451m

2018 position: 9

Owner: Anhui Gujing Distillery

9. Smirnoff

Origin: Russia

Spirit type: Vodka

2019 brand value: $3,497m

Brand value change: +8.1%

2018 brand value: $3,235

2018 position: 8

Owner: Diageo

8. Bacardi 

Origin: Cuba

Spirit type: Rum

2019 brand value: $3,657m

Brand value change: +53.8%

2018 brand value: $2,378m

2018 position: 10

7. Hennessy

Origin: France

Spirit type: Cognac

2019 brand value: $3,869m

Brand value change: +17.0%

2018 brand value: $3,306m

2018 position: 7

Owners: LVMH (66%), Diageo (34%)

6. Jack Daniel’s 

Origin: United States

Spirit type: Bourbon

2019 brand value: $4,335

Brand value change: +23.3%

2018 brand value: $3,517

2018 position: 6

Owner: Brown-Forman

5. Johnnie Walker

Origin: UK

Spirit type: Whisky

2019 brand value: $4,644m

Brand value change: +8.1%

2018 brand value: $4,297

2018 position: 4

Owner: Diageo

4. Luzhou Laojiao

Origin: China

Spirit: Baijiu

2019 brand value: $5,371m

Brand value change: +40.4%

2018 brand value: $3,825

2018 position: 5

3. Yanghe

Origin: China

Spirit: Baijiu

2019 brand value: $9,060m

Brand value change: +16.2%

2018 brand value: $7,795m

2018 position: 3

2. Wuliangye

Origin: China

Spirit: Baijiu

2019 brand value: $16,038m

Brand value change: +9.6%

2018 brand value: $14,635m

2018 position: 2

Owner: Wuliangye Yibin Company

1. Moutai

Origin: China

Spirit: Baijiu

2019 brand value: $30,470m

Brand value change: +43.4%

2018 brand value: $21,243m

2018 position: 1

Owner: Kweichow Moutai Company