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Moutai (“Maotai,” a subspecies of China’s traditional baijiu spirits) has topped the global alcoholic beverage rankings for the eighth consecutive time, according to an annual study by Brand Finance.
The brand, owned by Kweichow Moutai Co. Ltd. is valued at $49.7 billion, with its value increasing 16% over the year.
Two more Chinese brands – Wuliangye ($30.3 bln, +5.4%) and Xinghuacun Fen Wine ($8.4 bln, +68%) – ranked second and third.
The fastest growing brands were tequila producers – Mexican 1800 ($424m, +111.5%) and US Casamigos ($934m, +108.5%). Tequila has been outpacing all other spirits in terms of market growth for several years now, notes Henry Farr, deputy director of Brand Finace.
The first place among beer brands in the world took Heineken: its value has increased by almost 10% – up to $7.6 billion. Corona Extra, which headed the list last year, fell to the second position, due to a less significant increase – by 6% to $7.4 billion. The third place was retained by Budweiser – the brand has added in value of almost 20%, reaching a mark of $6.7 billion.
The fastest growth in the beer and beer drinks segment was demonstrated by Chinese brands Zhujiang ($680 mln, +44%) and Tsingtao ($2.1 bln, +39%). Unlike other companies, Zhujiang Brewery did not increase the cost of its products, offering customers an optimal price-quality ratio. This increased demand for its products from young and price-sensitive consumers. Tsingtao’s success is due to the revision of its business model: in 2022, the brand owner opened more than 250 beer houses and presented a new customer-oriented strategy, according to Brand Finance.
In the category of “wine and champagne” the most expensive brand for the third time in a row became Moet & Chandon. Its value is estimated at $1.3 billion, which is 10% less than last year.
Its closest competitor – Chinese Changyu – on the contrary, managed to show a positive dynamics of 33% (up to $1.2 billion) and rise by two positions at once over the year. Despite the fact that this brand is little known in Western countries, Brand Finance experts do not rule out that in the future it may lead the rating due to the growth of the already voluminous wine drinks market in China.
The third line in the wine and champagne segment with an indicator of $1 billion was taken by the American brand Chandon (+8%).
The fastest growing brand in this category was Penfolds ($659 mln, +48%). The Australian company Treasury Wine Estates, which owns the brand, is currently making efforts to increase its global awareness and market share. Thus, the 2022 collection for the first time includes not only Australian, but also French and Californian wines.