Moscow. July 28th. INTERFAX.RU – Moutai (“Maotai”, a subspecies of the traditional Chinese baijiu strong alcoholic drink) became the leader of the global ranking of alcoholic beverages for the eighth time in a row. This is stated in the annual study of Brand Finance.
A brand owned by Kweichow Moutai Co. Ltd., is estimated at $49.7 billion, its value has increased by 16% over the year.
Two more Chinese brands, Wuliangye ($30.3 billion, +5.4%) and Xinghuacun Fen Wine ($8.4 billion, +68%), are on the second and third lines.
The fastest growing brands were tequila producers – Mexican 1800 ($424 million, +111.5%) and American Casamigos ($934 million, +108.5%). Tequila has been outpacing all other spirits in terms of market growth for several years now, says Henry Farr, deputy director of Brand Finace.
Heineken took first place among the world’s beer brands: its value increased by almost 10% to $7.6 billion. Corona Extra, which led the list last year, fell to second position, due to a less significant increase – by 6%, to $7.4 billion Third place was retained by Budweiser – the brand added almost 20% in price, reaching $ 6.7 billion.
The fastest growth in the beer and beer drinks segment was demonstrated by Chinese brands Zhujiang ($680 million, +44%) and Tsingtao ($2.1 billion, +39%). Unlike other companies, Zhujiang Brewery did not increase the cost of products, offering customers the best value for money. This increased demand for its products from young and price-sensitive consumers. The success of Tsingtao is associated with a revision of the business model: in 2022, the brand owner opened more than 250 beer houses and presented a new customer-oriented strategy, Brand Finance says.
In the wine and champagne category, Moet & Chandon became the most valuable brand for the third time in a row. Its cost is estimated at $1.3 billion, which is 10% less than last year.
The closest competitor – Chinese Changyu – on the contrary, managed to show a positive trend of 33% (up to $1.2 billion) and climb two positions at once in a year. Despite the fact that this brand is little known in Western countries, Brand Finance experts do not exclude that in the future it may lead the rating due to the growth of the already large market of wine drinks in China.
The third place in the segment of wine and champagne with $1 billion was occupied by the American brand Chandon (+8%).
The fastest growing brand in this beverage category was Penfolds ($659 million, +48%). The Australian company Treasury Wine Estates, who owns the brand, is currently working to increase its global visibility and market share. So, for the first time, not only Australian, but also French, as well as Californian wines appeared in the 2022 collection.
2023-07-28 16:39:00
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