1、Alcoholic Drinks2023The annual report on the most valuable and strongest Alcoholic Drinks brandsJuly 2023Brand Finance Alcoholic Drinks 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 8Beers 509Spirits 50 16Wine

2、s 15 23Segment Rankings 30Country Spotlights 36Brand Spotlight 50Wuliangye 51Insights 54Navigating Controversies and Shifting Demographics:Assessing the Impact on Brand Value and Brand Strength55 Alfred DuPuy,Valuation&Strategy Director Brand Finance,North AmericaMethodology60Our Services67Brand Fin

3、ance Alcoholic Drinks 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 25 years,we have helped companies an

4、d organisations of all types to connect their brands to the bottom line.We quantify the financial value of brandsWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.We offer a unique combination of

5、expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.We pride ourselves on technical credibilityBrand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accoun

6、tants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 20671.Our methodology has been certified by global indepe

7、ndent auditors Austrian Standards as compliant with both,and received the official approval of the Marketing Accountability Standards Board.Get in T business enquiries,please contact:Richard HaighManaging DFor all other enquiries:+44 207 389 For media enquiries,please contact:Michael JosemCommunicat

8、ions DA Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to arrive at your brands value.Each report includes expert recommendations for growing brand value to drive performance and offers a cost-effective way to gaining a better understanding of

9、your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUnderstanding

10、Brand Finance Alcoholic Drinks 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance,whose purpose is to create and foster a professional environment for knowledge-sharing and networking among practitioners and experts in the market.BFI organises events,in-comp

11、any training,and corporate educational initiatives around the world.In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary skills and tools,we have developed a wide range of programmes and certifications in collaboration

12、with the most coveted business schools,universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values,providing easy access to all Brand Finance rankings,reports,whitepapers,and consumer research published since 2007.+Browse thousand

13、s of published brand values+Track brand value,strength,and rating across publications and over time+Use interactive charts to compare brand values across countries,sectors,and global rankings+Purchase and instantly unlock premium data,complete brand rankings,and researchVisit to find out more.Brand

14、Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value.Brand Dialogue has over 25 years of experience in delivering campaigns driven by research,measurement,and strategic thinking for a variety of client

15、s,with a strong background in geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue manages communications activities across Brand Finance Groups companies and network.VI360VI360 is a brand identity management consultancy working for clie

16、nts of all sizes on brand compliance,brand transition,and brand identity management.VI360 provide straightforward and practical brand management that results in tangible benefits for your business.BGlobal BrandEquity MonitorOriginal market research on over 5,000 brands 38 countries and 31 sectors co

17、veredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or email enquiriesbrandfi Brand Finance Alcoholic Drinks 7David Haigh Chairman&CEO,Brand FinanceForeword.Brand valuation helps companies understand the value of their brand and how it

18、 contributes to the overall value of the company.This important understanding can inform decision-making related to marketing and branding efforts,as well as provide a benchmark for future performance.It can also be used to help attract investors and secure financing,as a strong brand can be a valua

19、ble asset.Additionally,brand valuation can be useful in the event of a merger or acquisition,as it can help determine the value of the brand being acquired.Overall,brand valuation helps organisations understand the worth of their brand and how it fits into their overall business strategy.A strong br

20、and can lead to improved business returns in several ways.First,a strong brand can help a company differentiate itself from its competitors and establish a unique identity in the market,which can lead to increased customer loyalty and retention.This,in turn,can lead to higher sales and revenue.A str

21、ong brand can also help a company command a higher price for its products or services,as consumers are willing to pay more for a brand they perceive as high-quality and trustworthy.In addition,a strong brand can help a company attract top talent,as employees may be more attracted to work for a well-

22、known and reputable brand.Finally,a strong brand can provide a company with a competitive advantage and help it weather economic downturns or industry disruptions.This year,Brand Finance has invested more in researching and understanding customer perception of brands across the world than ever befor

23、e,with original research taking place in dozens of jurisdictions globally.The report you are reading is based on this extensive original research,with the findings representing a catalyst for further conversations.If you want to help build a stronger brand,or if you want to better understand the val

24、ue of your brand,please contact the Brand Finance team and I anytime.I look forward to the conversation and helping to build a more profitable future for your brand.Ranking Analysis.Brand Finance Alcoholic Drinks 9Beer we go:Heineken claims title of worlds most valuable beer brand.+Heineken overtake

25、s the competition to become the worlds most valuable beer brand,valued at US$7.6 billion+Asahi isnt bitter,earning worlds strongest beer brand title with a AAA+rating and highest Sustainability Perceptions Score+Tsingtao and Zhujiang from China giving the buzz with two fastest brand value growth aro

26、und global beer marketBrand Finance Alcoholic Drinks 10Beers 50.Heineken overtakes the competition to become the worlds most valuable beer brand,valued at US$7.6 billionHeineken(brand value up 10%to USD7.6 billion)has overtaken Corona Extra(brand value up 6%to USD7.4 billion)to become the worlds mos

27、t valuable beer brand.Despite the inflationary pressures being faced by consumers,beer brands continue to see brand value growth.Further,Heineken also ranked second in terms of brand strength.Heinekens brand value growth is the result of the Dutch giants continued innovation.In 2022,the brand launch

28、ed Heineken Silver,an extra refreshing premium lager made from sustainably sourced barely in support of Heinekens Brew a Better World sustainability model.As Europes best selling beer brand,Heineken experienced improved revenues and organic growth because of price hikes across the past year.As consu

29、mers are willing to spend more on products perceived to be of a higher quality;Heineken achieves a price premium.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 co

30、nsumers 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.Henry Farr Associate Director,Brand FinanceBrand Finance Alcoholic Drinks 11Beers 50.Top 10 Most Valuable Beer Brands

31、 6-2%USD3.5 bn6 7+11%USD3.2 bn9 8+11%USD2.8 bn10 98USD2.7 bn-7%107USD2.7 bn-8%1+10%USD7.6 bn2 3+19%USD6.7 bn3 44USD5.9 bn+31%55USD4.2 bn+9%2+6%USD7.4 bn1 Brand Finance Plc 20230221120001Brand Finance Alcoholic Drinks 12Beers 50.Top 10 Strongest Beer Brands92.6+2.7 1AAA+387.2+0.6 3AAANEW86.7+1.6 416A

32、AA86.4+0.3 59AAA84.6-3.3 6AAA587.3-0.7 2AAA484.1+4.3 7AAA-2783.7-1.4 8AAA-1582.7-3.9 97AAA-82.1-5.7 106AAA-Brand Finance Plc 2023122112222Asahi isnt bitter,earning worlds strongest beer brand title with a AAA+rating and highest Sustainability Perceptions ScoreIn addition to calculating brand value,B

33、rand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment,stakeholder equity,and business performance.Compliant with ISO 20671,Brand Finances assessment of stakeholder equity incorporates original market research data from ov

34、er 100,000 respondents in 38 countries and across 31 sectors.Asahi(brand value up 11%to USD2.8 billion)is the worlds strongest beer brand,earning a brand strength index score of 92.6 out of 100,and a corresponding AAA+rating.As Japans most popular beer brand,regional support has been a key driver in

35、 developing brand strength.In 2022,Asahi launched its biggest ever marketing campaign.The multi-channel campaign encourages consumers to go“Beyond Expected”and has further enhanced Asahis category growth and international brand recognition.Looking forward,Asahis role as a worldwide partner at the 20

36、23 Rugby World Cup will look to further expand the brands global reach.Further,as part of its analysis,Brand Finance assesses the role that specific brand attributes play in driving overall brand value.One such attribute is sustainability.Brand Finance assesses how sustainable specific brands are pe

37、rceived to be,represented by a Sustainability Perceptions Score.The value that is linked to sustainability perceptions,the Sustainability Perceptions Value,is then calculated for each brand.Asahi has the highest Sustainability Perceptions Score,at 5.65 out of 10,of any brand included in the Beers 50

38、 2023 ranking.Closely behind was another Japan-based brand,Kirin(ranked 7th with a brand value USD3.2 billion).With environmentalism and sustainability becoming a significant marker for Japanese culture,Asahi has continuously communicated that“Sustainability is core business for Asahi Beverages”as i

39、t seeks to create an entirely sustainable global business.Brand Finance Alcoholic Drinks 13Tsingtao and Zhujiang from China giving the buzz with two fastest brand value growth around global beer market Zhujiang(brand value up 44%to US$680 million)claims the title of beers fasted-growing brand,follow

40、ed by Tsingtao(up 39%to US$2.1 billion).Zhujiang grew this past year,in part,thanks to its improved standing with younger,more price-sensitive consumers.While competitors have opted for price hikes,Zhujiang has maintained stable beer prices,offering a quality,mid-price alternative.Nationally,Zhujian

41、g is building a very strong position.The brand also boasts a 9-point increase in brand strength due to improved perceptions of value for money and loyalty towards the brand.Tsingtaos impressive brand value growth links directly to the brands revitalised business model.In 2022,Tsingtao launched over

42、250 taverns and introduced the brands new and immersive customer-centric strategy.As the brand strives for a more high-end consumer experience,price hikes to Tsingtaos products resulted in improved revenues.As one of the most famous Chinese beer brands globally,Tsingtaos taverns also further enhance

43、d brand promotion and perceived familiarity.Beers 50.44%39%37%31%22%19%16%15%14%14%-38%-22%-17%-14%-11%-11%-11%-11%-10%-8%Brand Value Change 2022-2023(%)Brand Finance Plc 2023Brand Finance Alcoholic Drinks 14Sustainability Perception Values(SPV)65.49USD385 m 75.65USD357 m 84.42USD344 m 9USD239 m3.94

44、 10USD227 m4.07 14.63USD781 m 34.35USD643 m 4USD575 m4.35 5USD412 m4.37 24.19USD692 m Brand Finance Plc 2023$xx=sustainability perceptions valuex.x=sustainability perceptions score/10Beers 50.Brand Finance Alcoholic Drinks 15Brand Value Ranking(USDm).Top most valuable Beer brands 1-502023 Rank2022 R

45、ankBrandCountry2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating122HeinekenNetherlands7,594+9.7%6,925AAAAAA211Corona ExtraMexico7,425+5.7%7,027AAA-AAA+330BudweiserUnited States6,654+19.3%5,577AAA-AAA440Bud LightUnited States5,949+30.9%4,545AA+AAA550Modelo EspecialM

46、exico4,241+8.6%3,907AAA-AAA-660SnowChina3,505-1.9%3,572AAAAAA792KirinJapan3,161+11.1%2,847AAAAAA8102AsahiJapan2,840+11.5%2,547AAA+AAA+981CoorsUnited States2,727-7.0%2,932AAAA+1071Miller LiteUnited States2,701-8.0%2,936AA-AA11110GuinnessIreland12182TsingtaoChina13152HarbinChina14172MichelobUnited Sta

47、tes15-3Skol(AB InBev)Brazil16141CarlsbergDenmark17161BrahmaBrazil18202TecateMexico19131BrewDogUnited Kingdom20191Stella ArtoisBelgium21121VictoriaMexico22211BuschUnited States23252TigerSingapore24240AntarcticaBrazil25292Estrella DammSpain26221Truly Hard SeltzerUnited States27270SaigonVietnam28231Nat

48、uralUnited States29281AmstelNetherlands30261TuborgDenmark31301MahouSpain32352Dos Equis XXMexico33-3ZhujiangChina34321KingfisherIndia35331AguilaColombia36311CassSouth Korea37462FostersAustralia38422ChangThailand39402DesperadosFrance40472CastleSouth Africa41371Kronenbourg 1664France42-3Carling Black L

49、abelSouth Africa43381333 exportVietnam44440BecksGermany45391Velkopopovicky KozelCzech Republic46451CarlingUnited States47482CruzcampoSpain48431Samuel AdamsUnited States49-3PeroniItaly50-3San MiguelSpainBrand Finance Alcoholic Drinks 16Sips not shots:Premium tequila category continues to grow.+Tequil

50、a is on the rise with 1800 and Casamigos as the two fastest-growing Spirit brands,both more than doubling in value+As Moutai retains its title of the worlds most valuable spirit brand,Chinese baijiu continues to shine in the global spirits market+Moutai and Wuliangye are the two undisputed kings,bot

51、h possessing the only two AAA+brand strength ratings in 2023 global spirit marketBrand Finance Alcoholic Drinks 17Spirits 50.Tequila is on the rise with 1800 and Casamigos as fastest-growing Spirit brands,more than doubling in value1800(brand value up 111.5%to USD424 million)claims the title of Spir

52、its fastest-growing brand,more than doubling since last year.In connection with tequilas category growth and the brands improved standing among next-generation tequila drinkers,1800 grew significantly.Through the execution of effective marketing strategies throughout the year,including collaboration

53、s with the artistic community and partnerships with major US-based sports teams,1800 has improved trade education and brand awareness within the sector.Closely behind,Casamigos(brand value up 108.5%to USD934 million)also more than doubles its brand value.Since its inception,Casamigos has seen signif

54、icant growth by following an organic word-of-mouth marketing strategy,Sales have continued to grow exponentially,with organic net sales for 2022 almost doubling,up 90%.Casamigos growth is a direct result of improved market share,highlighting brand quality,authenticity,and innovation.The tequila sect

55、or has really grown in recent years.It is outpacing other spirits,leaving tequila brands well-positioned to capture evolving preferences of consumers,where many are opting for higher quality,premium-branded products and this is what Casamigos,especially,has done so well,given that its entire incepti

56、on was based on creating a product they wanted to drink and enjoy.Henry Farr Associate Director at Brand FinanceBrand Finance Alcoholic Drinks 18112%108%75%68%61%41%39%38%34%34%Brand Value Change 2022-2023(%)-28%-20%-16%-13%-9%-9%-7%-6%-1%-6%Brand Finance Plc 2023Spirits 50.Brand Finance Alcoholic D

57、rinks 19Spirits 50.As Moutai retains its title of the worlds most valuable spirit brand,Chinese baijiu continues to shine in the global spirits marketElite baijiu brand Moutai(brand value up 16%to USD49.7 billion)is the worlds most valuable spirit brand for the eighth consecutive year.Hailed as Chin

58、as national liquor,Moutais deep heritage and association with Chinese tradition has led 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 introdu

59、cing its“Tasting Era”Concept.In 2022,ahead of Chinese New Year,Moutai hosted its first online sale,auctioning some of the brands rarest Chinese baijiu.The auction was exclusive to China-based consumers,aligning with the brands perceptions of scarcity and exclusivity.World second valuable spirit bran

60、d Wuliangye received the highest score in terms of“Product Quality”,mainly due to Wuliangyes internal control standards of enterprise standards higher than national standards and a full life cycle quality management system.In 2021,Wuliangye won the National Quality Award again after winning the Tian

61、fu Quality Award and Asia Quality Excellence Award,becoming the only company in the industry that has won authoritative awards in the national quality field four times.Top 10 Most Valuable Spirit Brands 6+22%USD6.3 bn5 7+30%USD4.0 bn8 8+21%USD3.5 bn9 910USD3.0 bn+16%1011USD2.6 bn-1%1+16%USD49.7 bn1

62、3+68%USD8.4 bn6 43USD7.7 bn+7%54USD6.8 bn+6%2+5%USD30.3 bn2 Brand Finance Plc 20231222202110Brand Finance Alcoholic Drinks 20Moutai and Wuliangye are the two undisputed kings,both possessing the only two AAA+brand strength ratings in 2023 global spirit marketIn addition to being the most valuable br

63、and,Moutai is now also the worlds strongest Spirits brand.It boasts a Brand Strength Index(BSI)score of 90.8 out of 100 with a corresponding brand rating of AAA+.With a highly respectable BSI of 89.8 out of 100,Wuliangyes(brand value up 5%to USD30.3 billion)score sees the brand promoted to the maxim

64、um AAA+rating alongside Moutai.Top 10 Strongest Spirit Brands90.8+2.5 1AAA+289.3+33.5 3AAANEW86.3+4.2 48AAA86.3+7.1 517AAA86.1+0.3 6AAA489.8+0.4 2AAA+184.9-7AAANEW84.3+3.3 8AAA-1384.0+10.3 933AAA-83.0+0.8 109AAA-Brand Finance Plc 202312212221Spirits 50.So far,Wuliangye and Moutai are the only two al

65、coholic brands with a brand ranking strength of AAA+among other brands in the sector globally,with its growth in brand strength surpassing that of other brands on the list,pushing Chinese baijiu to stand out in the global market.Following COVID-19,Chinas baijiu brands have experienced increased comp

66、etition as production rates have reduced significantly.Although baijiu remains Chinas dominant spirit,brands must consider consumer perceptions and maintain brand equity and as a result,market share.Brand Finance Alcoholic Drinks 21Sustainability Perception Values(SPV)63.96USD488 m 74.03USD291 m 84.

67、23USD270 m 9USD227 m4.14 10USD177 m3.84 15.15USD4,606 m 34.30USD598 m 4USD530 m3.52 5USD515 m4.53 24.74USD2,581 m Brand Finance Plc 2023$xx=sustainability perceptions valuex.x=sustainability perceptions score/10Spirits 50.Brand Finance Alcoholic Drinks 22Brand Value Ranking(USDm).Top 50 most valuabl

68、e Spirit brands 1-502023 Rank2022 RankBrandCountry2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating110MoutaiChina49,743+15.9%42,905AAA+AAA220WuliangyeChina30,290+5.4%28,744AAA+AAA362Xinghuacun FenjiuChina8,374+67.8%4,992AA+A+431Luzhou LaojiaoChina7,744+6.6%7,266AAA

69、-AAA541YangheChina6,848+6.2%6,446AAAA+651HennessyFrance6,315+22.4%5,162AAA-AAA-782Gujing Gong JiuChina4,019+30.4%3,081AAAA892Jack DanielsUnited States3,540+20.6%2,935AAA-AA+9102Johnnie WalkerUnited Kingdom3,045+16.1%2,623AAA-AAA-10112SmirnoffRussia2,566-0.8%2,587AA+AAA-1171BacardiUnited Kingdom(Berm

70、uda)12142Ruang KhaoThailand13152ShedeChina14172Don JulioMexico15131PatrnMexico16121Crown RoyalCanada17282Rmy MartinFrance18161Grey GooseFrance19222Jiugui JiuChina20242YingjiaChina21191BaileysIreland22181AbsolutSweden23230MartellFrance24201JamesonIreland25272Jos CuervoMexico26211Captain MorganJamaica

71、27261BallantinesUnited Kingdom28442CasamigosUnited States29392AperolItaly30291Chivas RegalUnited Kingdom31372GordonsUnited Kingdom32301ChamisulSouth Korea33342Royal StagIndia34311ImperialIndia35251GrantsUnited Kingdom36321JagermeisterGermany37331GlenfiddichUnited Kingdom38361Suntory WhiskyJapan39351

72、Bombay SapphireUnited Kingdom40400Hengshui LaobaiganChina41422McDowellsIndia42462Blenders PrideIndia43452RicardFrance443MartiniItaly45381BelvederePoland463Tullamore DewIreland47492MalibuCuracao4831800Mexico493New MixMexico50500Hong ThongThailandBrand Finance Alcoholic Drinks 23Wine brands cheers to

73、brand value growth but Champagne left bubbling.+Mot&Chandon maintains title as most valuable Wine&Champagne brand,valued at USD1.3 billion despite fall in Champagne brands+Changyu is the worlds strongest Wine&Champagne brand,rated AAA-+Penfolds is the fastest-growing Wine&Champagne brand,up 48%Brand

74、 Finance Alcoholic Drinks 24Wines 15.Mot&Chandon maintains title as most valuable Wine&Champagne brand,valued at USD1.3 billion despite fall in Champagne brands Maintaining the number one spot for the third consecutive year,Mot&Chandon(brand value down 10%to USD1.3 billion)tops the ranking.Despite a

75、 slight decline in brand value,the Champagne champion stays just ahead of the rankings second most valuable brand Changyu(brand value up 33%to USD1.2 billion),which climbed two positions in this years ranking.In 2023,Mot&Chandon revealed a trio of luminescent vintages to improve consumer education a

76、nd showcase the ageing potential of its product offering,with only 76 vintages having been released by the brand over almost 200 years.However,high-end Champagne brands such as Mot&Chandon,Dom Prignon(brand value down 10%to USD750 million)and Veuve Clicquot(brand value down 2%to USD942 million)have

77、all seen a decline in brand value.A frequent staple during celebrations and special occasions,Champagne brands have experienced an increase in public wariness around overconsumption.With many now facing financial pressures due to soaring inflation rates and living costs,Champagne-drinkers are drawin

78、g back and making more conscious choices.However,Champagne has always been a marker of luxury and celebration,and in the long-term this is not likely to change.Brand Finance Alcoholic Drinks 25Wines 10.Within the Wine&Champagnes sector,Wines have performed better in terms of brand value growth.High-

79、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 effected by harsher financial situations,this could be due to not wanting to appear vulgar or ostentatious

80、by indulging in luxury products when others are struggling with the rising costs of living.Henry Farr Associate Director at Brand FinanceTop 10 Most Valuable Wine Brands 6+30%USD0.7 bn6 7+48%USD0.7 bn8 8+0%USD0.5 bn7 910USD0.4 bn+17%1011USD0.3 bn+2%1-10%USD1.3 bn1 3+8%USD1.0 bn3 42USD0.9 bn-2%55USD0

81、.7 bn-10%2+33%USD1.2 bn4 Brand Finance Plc 20230212200102Brand Finance Alcoholic Drinks 26Changyu is the worlds strongest Wine&Champagne brand,rated AAA-Changyu(up 33%to brand value USD1.2 billion)becomes the strongest Wine&Champagnes brand with a BSI score of 83.2 out of 100,earning it a AAA-rating

82、.The China-based brand boasts three consecutive years of brand strength growth.Changyus improved standing in terms of brand value and brand strength is the result of the brands ability to withstand market downturn in China at the hands of the pandemic.Adapting its strategy,Changyu adopted its online

83、 sales approach,enabling it to target a younger,more tech-capable consumer base.Meanwhile,the remaining Chinese wine market battled a downturn in sales.Changyu has successfully established a strong presence in the domestic market and is highly poised to capitalise on the projected market expansion i

84、n the forthcoming years.Top 10 Strongest Wine Brands83.2+10.1 1AAA-781.3-0.9 3AAA-180.2+1.9 43AAA-80.1+7.1 58AAA-79.8+2.0 6AAA-481.6+18.9 2AAA-1478.2+6.8 7AA+977.4+2.3 8AA+676.6-2.0 92AA+72.5+7.4 1013AA Brand Finance Plc 20231211221122Wines 10.Brand Finance Alcoholic Drinks 27Brand Value Change 2022

85、-2023(%)33%-2%35%-8%48%-10%38%-10%Brand Finance Plc 2023Wines 10.Penfolds is the fastest-growing Wine&Champagne brand,up 48%Penfolds(brand value up 48%to USD659 million)is this years fastest-growing Wine&Champagne brand.The Australian-based brand is also the categorys second strongest,with a BSI of

86、81.6 out of 100.Penfolds brand strength boasts a 19-point increase since last year and has earned the brand a corresponding AAA-rating.By embracing new technologies and innovation,Penfolds has streamlined its consumer-centric approach.This includes the brands launch of its 2022 wine collection which

87、,for the first time,expanded beyond Australian-made wines.The collection included French and Californian wines as part of the brands efforts to enhance global brand awareness and market share,resulting in improved brand value and strength.This has also captured Penfolds wider sustainability plan,as

88、the collection aimed to alleviate pressures on regions with harsher climates and reduced crop yields,earning it a Sustainability Perceptions Score of 4.59 out of 10,positioning the brand third in the ranking based on this metric.More recently,the brand also unveiled its Digital Sommelier programme.A

89、iming to improve product education and grow its customer-base,Penfolds new programme will look to expand beyond traditional wine drinkers to those who have previously found extensive wine choices intimidating.Brand Finance Alcoholic Drinks 28Sustainability Perception Values(SPV)64.21USD56 m 74.59USD

90、54 m 84.43USD29 m 9USD24 m4.23 10USD20 m4.14 14.39USD101 m 34.57USD77 m 4USD74 m3.89 5USD71 m5.24 24.36USD79 m Brand Finance Plc 2023$xx=sustainability perceptions valuex.x=sustainability perceptions score/10Wines 10.Brand Finance Alcoholic Drinks 29Brand Value Ranking(USDm).Top 15 most valuable Win

91、e brands 1-152023 Rank2022 RankBrandCountry2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating110Mot&ChandonFrance1,275-9.7%1,413AAA-AAA-242ChangyuChina1,170+33.0%879AAA-AA330ChandonUnited States1,011+7.6%939AAA-AA+421Veuve ClicquotFrance942-2.1%962AAA-AA+550Dom Prig

92、nonFrance750-10.3%836AA+AA+660BarefootUnited States742+30.0%571AA+AA782PenfoldsAustralia659+48.1%445AAA-A+871BeringerAustralia461+0.4%459AA-A+9102Concha y ToroChile368+16.8%315AA-AA-10112Jacobs CreekAustralia313+2.0%307AA+AA+11142Carlo RossiUnited States12132Yellow TailAustralia13121LindemansAustral

93、ia14152MummFrance15-3Twin ValleyUnited StatesBrand Finance Alcoholic Drinks 30Segment Rankings.WhiskyJack Daniels(brand value up 21%to USD3.5 billion)remains the worlds most valuable whiskey brand in the ranking.The brand launched its crowd-pleasing limited edition whiskey for the year,along with ad

94、ding two new super-premium whiskeys to its line.This permanent product offering was the first addition to the super-premium line in 25 years,as the brand looks towards premiumisation.Towards the end of 2022,the whiskey brand also announced its official partnership with McLarens 2023 Formula 1 team.T

95、he brand has entered F1 for the first time,expanding its international reach and evolving its customer base.Behind Jack Daniels,Johnnie Walker(brand value up 16%to USD3.05 billion)is whiskeys second most valuable brand.Crown Royal(brand value down 13%to USD1.6 billion)maintains its place in third de

96、spite a decline in brand value.This year,the brand announced celebrity partnerships of wholly different beats,with Foo Fighter Dave Grohl appearing in the brands Super Bowl advert,and Solange Knowles and her creative group brought on to help highlight Crown Royals innovative approach to whisky.Top 1

97、0 Most Valuable Whisky Brands 6USD858 m 7USD754 m 8USD747 m 9USD725 m 10USD653 m 1USD3,540 m 3USD1,617 m 4USD1,139 m 5USD982 m 2USD3,045 m Brand Finance Plc 2023Brand Finance Alcoholic Drinks 31Segment Rankings.Top 5 Most Valuable Vodka Brands 1USD2,566 m 3USD1,286 m 4USD466 m 5USD301 m 2USD1,371 m

98、Brand Finance Plc 2023VodkaSmirnoff(brand value down 1%to USD2.6 billion)is the worlds number one vodka,according to this years ranking.In collaboration with parent brand Diageo,Smirnoff helped launch a global responsible drinking campaign,urging consumers to be“wildly responsible”,in line with the

99、brands ongoing commitment to responsible drinking.Grey Goose(brand value down 9%to USD1.4 billion)claims second place in the vodka ranking,despite a 9%decline in value,just beating Absolut(brand value up 4%to USD1.3 billion).Brand Finance Alcoholic Drinks 32Segment Rankings.RumCuban-based Bacardi(br

100、and value down 28%to USD 2.3 billion)holds on to its title as the worlds most valuable rum brand in the ranking.Captain Morgan(brand value down 6%to USD993 million)is second in the ranking.In 2022,the brand partnered with chef and MC,Big Zuu,to bring its Spice On campaign to life,encouraging consume

101、rs to bring individuality to social occasions.Malibu(brand value up 20%to USD440 million is behind in third.Top 5 Most Valuable Rum Brands 1USD2,251 m 3USD440 m 4USD366 m 5USD271 m 2USD993 m Brand Finance Plc 2023Brand Finance Alcoholic Drinks 33Segment Rankings.Top 5 Most Valuable Tequila Brands 1U

102、SD1,842 m 3USD1,084 m 4USD939 m 5USD424 m 2USD1,625 m Brand Finance Plc 2023Tequila Echoing last years ranking,the tequila sector is dominated by three Mexican brands:Don Julio(brand value up 34%to USD1.8 billion),followed by Patrn(brand value down 9%to USD1.6 billion)and Jos Cuervo(brand value up 2

103、9%to USD1.1 billion).Of all alcoholic drinks in the ranking,the top two fastest-growing are tequila brands:1800(brand value up 111.5%to USD424 million)and Casamigos(brand value up 108.5%to USD934 million).This wider sector growth can,in part,be attributed to the proliferation of celebrity-owned bran

104、ds which have improved visibility of tequila-based products,including those by George Clooney,The Rock,and Kendall Jenner.This is in addition to the premiumisation of the sector,where lifestyle and taste aspirations have driven the tequila category even further from its artisan roots.Brand Finance A

105、lcoholic Drinks 34Segment Rankings.Top 5 Most Valuable Baijiu Brands 1USD49,743 m 3USD8,374 m 4USD7,744 m 5USD6,848 m 2USD30,290 m Brand Finance Plc 2023Baijiu Moutai(brand value up 16%to USD49.7 billion)is the worlds most valuable Spirit and Baijiu brand.For the eighth year in a row,Moutai tops the

106、 Spirits 50 ranking,according to the worlds leading valuation consultancy,Brand Finance.The market dominating brand focuses on innovation,supplying the home market with unique products and buying opportunities,as well as exciting approaches to encourage new consumers.This years ranking also saw the

107、elite brand overtake Wuliangye(brand value up 5%to USD30.3 billion)to become the worlds strongest Spirit brand.Chinas baijiu output has started to decrease,intensifying competition amongst the countrys largest brands.In remaining competitive,Wuliangye has continued its effort in seeking a long-lasti

108、ng business via green and innovative ways.More recently,the brand has begun exploring investment into the new energy field via a new energy investment firm.Xinghuacun Fenjiu(brand value up 68%to USD8.3 billion)sits in third position in the ranking.Brand Finance Alcoholic Drinks 35Segment Rankings.To

109、p 5 Most Valuable Gin Brands 1USD790 m 3USD373 m 4USD314 m 5USD256 m 2USD631 m Brand Finance Plc 2023GinGordons(brand value up 38%to USD790 million)has overtaken runner-up,Bombay Sapphire(brand value up 3%to USD631 million),to become the worlds most valuable gin brand.Gordons parent brand,Diageo,rep

110、orted double-digit growth for the number one gin brand.The brand continued to expand and further diversify its product offerings,including its Tropical Passionfruit flavoured gin and its Gin&Lemonade RTD(ready to drink)cans in 2022.Most brands within the sector saw positive growth.Hendricks(brand va

111、lue up 22%to USD373 million)is the worlds third most valuable gin brand.Country Spotlights.Brand Finance Alcoholic Drinks 37Top 5 Most Valuable Australian Alcohol Brands1USD659 m3USD461 m4USD313 m5USD257 m2USD624 m Brand Finance Plc 2023Australia.Mark Crowe Managing Director,Brand Finance AustraliaB

112、rand Finance Alcoholic Drinks 38Top 5 Most Valuable Brazilian Alcohol Brands1USD1,778 m3USD1,030 m4USD348 m5USD311 m2USD1,642 m Brand Finance Plc 2023Brazil.Eduardo Chaves Managing Director,Brand Finance BrazilBrazil has a rich history of alcohol consumption and production,with beer and cachaa being

113、 the most popular beverages.However,our countrys restrictions on alcohol-related public communications can pose challenges for building strong brands and effective communication channels.Nonetheless,the alcoholic drinks market in Brazil is poised for growth in the coming years,in part thanks to fact

114、ors such as a growing population and rising disposable incomes.In the global ranking,Brazils beer and cachaa segments stand out.Leading brands include Skol,Brahma,Antarctica,Schin,and Ypica.Notably,three out of the five brands mentioned are part of parent company AB InBev,the former Ambev brewery.Am

115、bev,also known as Companhia de Bebidas das Amricas originated in Brazil and is now one of the worlds largest beverage companies,solidifying its position as a dominant player in the Brazilian beer market.Schin,the only non-Ambev beer brand included in the ranking,belongs to the former manufacturer Br

116、asil Kirin,which was controlled by the Japanese group Kirin Holdings Company.Today,Schin is part of the product portfolio of Heineken.In Brazil,the beer and cachaa markets are moving in different directions.The Brazilian beer market has experienced limited growth,or may even be considered to have de

117、clined,since 2016 as observed in more recent years.On the other hand,the cachaa has untapped potential and has been growing steadily year-on-year.Currently,most cachaa producers operate informally,and there is a culture in Brazil of manufacturing these brands in stills in rural locations scattered a

118、cross the country.There are further geographical indications that play a role in certifying the origin of cachaa,such as cachaa from the Micro Region of Abara,Paraty,and Salinas Region.Looking at Brazils wine industry,we can also see growth as production has increased significantly in recent years.I

119、n terms of commercial spirits,these brands also appear to have improved market share,with notable emphasis on Ypica cachaa,produced in Brazil by alcoholic beverage giant Diageo.Brand Finance Alcoholic Drinks 39Top 5 Most Valuable Chinese Alcohol Brands1USD49,743 m3USD8,374 m4USD7,744 m5USD6,848 m2US

120、D30,290 m Brand Finance Plc 2023China.Scott Chen Managing Director,Brand Finance ChinaBrand Finance Alcoholic Drinks 40Top 10 Most Valuable French Alcohol Brands6USD942 m7USD750 m8USD587 m9USD550 m10USD479 m1USD6,315 m3USD1,371 m4USD1,281 m5USD1,275 m2USD1,376 m Brand Finance Plc 2023France.Bertrand

121、 ChovetManaging Director,Brand Finance FranceBrand Finance Alcoholic Drinks 41Top 4 Most Valuable German Alcohol Brands Brand Finance Plc 20231USD662 m3USD92 m4USD48 m2USD515 mGermany.Ulf-Brn Drechsel Managing Director,Brand Finance GermanyBrand Finance Alcoholic Drinks 42Top 5 Most Valuable Italian

122、 Alcohol Brands1USD872 m3USD470 m4USD412 m5USD322 m2USD478 m Brand Finance Plc 2023Italy.Massimo Pizzo Managing Director,Brand Finance ItalyBrand Finance Alcoholic Drinks 43Top 5 Most Valuable Indian Alcohol Brands1USD754 m3USD652 m4USD597 m5USD491 m2USD747 m Brand Finance Plc 2023India.Ajimon Franc

123、is Managng Director,Brand Finance IndiaBrand Finance Alcoholic Drinks 44Top 3 Most Valuable South African Alcohol Brands Brand Finance Plc 20231USD574 m3USD148 m2USD535 mSouth Africa.Jeremy Sampson Managing Director,Brand Finance AfricaStatistics would have you believe that approximately half of the

124、 South African population abstains from consuming alcoholic drinks,whilst the other half compensates for them!When we look at South Africas top alcoholic drinks brands,these are predominantly beer brands belonging to the AB InBev family,the worlds largest brewer.ABinBev took over South African Brewe

125、ries that had grown into SABMiller in 2016.Among these brands,the most valuable is the iconic Castle,with a history dating back to 1895.Last year,AB InBevs Dutch rival Heineken hiked up the competition.Heineken has acquired South Africas 16th ranked brand,Distell,which includes its cider brands Sava

126、nna and Hunters,as well as fine wine Nederberg and Amarula Cream,second only to Diageos Baileys Irish Cream.The acquisition also includes local manufacturing facilities and a distribution network expanding into Africa.The Dutch giant also has a close relationship with Namibia-based Windhoek Brewery,

127、further solidifying its presence on the African continent.With the two mega-brands increasingly competing against one another,we start to speculate on an impending“beer war”as both strive to increase their market share.Brand Finance Alcoholic Drinks 45With South Africas economy facing challenges,inc

128、luding inflation,an inefficient government,and a declining local currency value,the prices of imported brands have become an issue for some consumers.However,this has caused a more positive shift towards South Africans local brands,as wine tourism is on the rise and overseas buyers increase.Mainly f

129、rom France,buyers are establishing partnerships or acquiring assets as they are currently perceived as better value for money compared to other wine regions.South Africa offers a wide range of affordable yet highly drinkable wines,providing excellent quality and value for money.South Africas top-sel

130、ling brand by value is Rupert&Rothschild.Another notable brand is Chocolate Block.Produced at Boukenhoutskloof in Franschhoek,Chocolate Block has seen commercial success and involvement from former ad agency professionals,highlighting the benefits of branding expertise.However,many wine producers st

131、ill 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.In addition,spirits brands remain popular in South Africa.Here,we have a long history of producing award-winning brand

132、ies on the global stage,including Van Ryn,Viceroy,and Richelieu.South Africas gin landscape has also expanded,with Inverroche leading the way,now acquired by French giant Pernod Ricard.South Africa.Brand Finance Alcoholic Drinks 46Top 5 Most Valuable Spainish Alcohol Brands1USD1,026 m3USD495 m4USD46

133、6 m5USD100 m2USD769 m Brand Finance Plc 2023Spain.Pilar Alonso Ulloa Managing Director Iberia(Espaa,Portugal)y SudamricaBrand Finance Alcoholic Drinks 47Top 10 Most Valuable British Brands6USD725 m7USD653 m8USD631 m9USD499 m10USD387 m1USD3,045 m3USD982 m4USD858 m5USD790 m2USD1,515 m Brand Finance Pl

134、c 2023United Kingdom.Richard Haigh Managing Director,Brand Finance UKBrand Finance Alcoholic Drinks 48North America.Laurence Newell Managing Director,Brand Finance North AmericaShifting habits and emerging trendsThe COVID-19 pandemic has had a profound impact on alcohol consumption habits throughout

135、 the United States and Canada,resulting in significant changes in preferences and consumption patterns.As social restrictions and the closure of establishments took effect,individuals turned to online shopping and delivery platforms as a convenient and accessible means of meeting their alcohol-relat

136、ed needs.This shift towards digital channels not only exemplifies the adaptability of the market,but also reflects its resilience in navigating challenging circumstances.Even as lockdown measures ceased and we fully returned to normality,this transformation has persisted,highlighting the influence o

137、f the pandemic on consumer behavior.Aside from where people are drinking,what people are choosing to drink is also changing most notably demonstrated in the growth of the ready-to-drink(RTD)segment across the US and Canada.This rising trend aligns with the generational disparities observed,with Mill

138、ennials leading the charge in exploring a diverse range of alcoholic beverages compared to older generations.The Millennial demographic specifically seeks RTD offerings that not only offer captivating flavor profiles but also prioritize lower sugar content,reflecting their preferences for healthier

139、options.Demand for low or no-alcohol alternatives has also surged,reflecting the changing attitudes towards alcohol consumption overall.In Mexico,the alcohol industry has also experienced significant changes in recent years.The country is known for its rich heritage in producing traditional alcoholi

140、c beverages like tequila and mezcal.However,in addition to these iconic spirits,Mexican consumers are now exploring a wider variety of alcoholic beverages.Craft beer,for instance,has gained popularity among the younger generation,with an increasing number of microbreweries and beer festivals emergin

141、g across the country.Furthermore,Mexican wine production has been steadily growing,with vineyards in regions like Baja California producing high-quality wines that are gaining recognition both domestically and internationally.These developments in the Mexican alcohol sector reflect the evolving pref

142、erences and expanding market for alcoholic beverages in the country.Declining beer and wine sales in CanadaThe Canadian alcohol market has experienced a notable transformation in recent years,marking a departure from the longstanding dominance of beer as the preferred beverage of choice.While beer s

143、ales once enjoyed consistent growth,the past decade has witnessed a decline in its popularity,mirroring shifting consumer preferences.The volume of beer sold per person in the fiscal year ending March 2022,dropped to its lowest point since records began in 1949.In parallel,the wine industry has face

144、d challenges,also recording a downturn in sales.However,amid these changes,the market share of ciders and coolers has experienced an upward trajectory.These evolving dynamics underscore the need for industry players to adapt and respond to the changing landscape of consumer preferences in the Canadi

145、an alcohol market.Despite the challenging sales landscape,the Canadian government has realized noteworthy revenue streams through the regulation and sale of alcohol.The government exercises control and distribution through provincial liquor boards,which serve as substantial revenue generators for th

146、e government.Brand Finance Alcoholic Drinks 49Top 12 Most Valuable North American Alcohol Brands Brand Finance Plc 2023For the fiscal year ending March 2022,the Canadian government earned a total of CAD15.2 billion in revenue from the sale of alcohol and recreational cannabis,with CAD13.6 billion fr

147、om alcohol sales alone.The resilient whiskey marketWhiskey holds a prominent place in American and Canadian culture,captivating consumers with its distinct characteristics and historical significance.As the whiskey market evolves,brands face the challenge of staying relevant amid new competitors and

148、 shifting preferences.Legacy brand Jack Daniels has successfully navigated this changing landscape,reflected in its strong position as the 5th most valuable alcohol brand in North America with an impressive 21%increase in brand value this year to USD3.5 billion.Jack Daniels embodies the enduring app

149、eal and widespread admiration for American whiskey.Similarly,Canadian whiskey brand Crown Royal has made its mark,ranking 11th among the top 10 brands in the region,with a brand value of USD1.6 billion.Factors such as the rise of premium cocktails,the influence of bartenders,and the popularity of Am

150、erican-inspired cuisine have contributed to whiskeys resurgence.American whiskeys accessibility,flavored variations,and presence in the craft movement have also propelled its mainstream success.Furthermore,the industry continues to adapt,honoring whiskeys rich heritage while embracing evolving consu

151、mer tastes.References:1.https:/www150.statcan.gc.ca/n1/daily-quotidien/230224/dq230224a-eng.htm2.https:/www150.statcan.gc.ca/n1/daily-quotidien/230224/dq230224a-eng.htmNorth America.1USD7,425 m3USD5,949 m4USD4,241 m2USD6,654 m5USD3,540 m7USD2,701 m8USD1,842 m6USD2,727 m9USD1,797 m11USD1,617 m12USD1,

152、582 m10USD1,625 m Brand Spotlights.Brand Finance Alcoholic Drinks 51Wuliangye.F Rank Brand Strength Rank Brand ValueUSD30.3 bn+5.4%2089.8+0.421Brand Finance Alcoholic Drinks 52Wuliangye is a Chinese Baijiu brand with a history of more than one thousand years.It originated in the Tang Dynasty,flouris

153、hed in the Song Dynasty,was refined in the Yuan Dynasty,developed in the Ming Dynasty,and got its name in the Qing Dynasty.Nongxiangxing Baijiu under the Wuliangye brand is the category with the highest share in the domestic Baijiu market,accounting for about 60%.Wuliangye holds fast to the importan

154、t mission of the industry it belongs to.To carry on the excellence of traditional Chinese culture,it adapts to the changing times to lead the Chinese Baijiu industry to the world.Wuliangye strives to upkeep its brand value,constantly polishing its golden signboard,Aroma of the Nation,Harmony of Wuli

155、angye,Masterpiece of Chinese Baijiu.Wuliangyes brand essence promotes the concept of Harmony and Beauty that spans the East and the West.This concept reflects the Wuliangye brew made with five kinds of grains that harmonise a symphony of coordinated flavours and embodies the universal values of harm

156、ony,fraternity and tolerance.The brand posted a brand value increase of 5%to US$30.3 billion,defending its 2nd position in our rankings.It also saw its brand strength rating improve from AAA to AAA+.The globalisation of the Wuliangye brand is not to simply venture out and place products on the shelv

157、es of foreign markets,but a more in-depth stepping into the hearts of consumers in every regional market.It aims to create international appeal by conveying the story of the Chinese Baijiu brand well.Wuliangye established international marketing centers in Asia-Pacific(Hong Kong,China),Europe(Dsseld

158、orf,Germany),and America(New York,USA)early on to meet the needs of local consumers to overcome time zone differences.It also opened Wuliangye Restaurant in Tokyo and Hong Kong to create a new experiential marketing model of Chinese cuisine+Chinese wine.With its display+tasting,product+culture”offer

159、ing,Wuliangye aims to delight consumers so much that they forget to go home.Wuliangye.Brand Finance Alcoholic Drinks 53In terms of brand image building,Wuliangye actively participates in and deeply integrates into major international events,represents Chinese brands with its unique Chinese products

160、and makes appearances on platforms such as Asia-Pacific Economic Cooperation,Boao Forum for Asia,the World Expo,and China International Import Expo,becoming a focal point for global political and business elites.On the ESG front,Wuliangye has come up with several key environmental initiatives over t

161、he years.Wuliangye proposed to create a zero-carbon Chinese Baijiu enterprise in 2021 and took on source protection of the Yangtze River Basin as a special project.In 2022,Wuliangye implemented the coal-to-gas project,which can reduce the consumption of standard coal by about 40,000 tonnes per year.

162、After improving its energy management system,the consumption of natural gas,diesel and electricity decreased by about 5%,20%and 6%respectively year-on-year last year.The amount of circulating water or recycled water exceeded 1.31 million tonnes due to Wuliangyes upgrading and transformation projects

163、 on its bottle washing water,cooling water recycling and water supply system.Ultimately,its annual water savings exceeded 250,000 tonnes.Wuliangye.Insights.Brand Finance Alcoholic Drinks 55Navigating Controversies and Shifting Demographics:Assessing the Impact on Brand Value and Brand Strength.Navig

164、ating Controversies and Shifting Demographics:Assessing the Impact on Brand Value and Brand StrengthIn the ever-evolving media landscape of brand management,the ability to navigate controversies and effectively engage with a diverse consumer base has assumed paramount importance.Recent events surrou

165、nding Bud Lights marketing partnership with transgender TikTok star Dylan Mulvaney have sparked vigorous discussions regarding the potential impact on the brands reputation and strength.Bud Light,aiming to showcase its commitment to greater inclusion and diversity in brand marketing,tapped into the

166、growing influence of social media platforms and sought to engage with a diverse set of consumers.However,this collaboration has instead led to a damaging fallout for what was once Americas favorite beer brand.In this instance,the initiative was perhaps at odds with the original Bud Light brand with

167、its classic blue-collar appeal and perception.This triggered an initial conservative-led backlash and quickly stimulated an over-reaction from the brand,which in turn upset and alienated the very audience that Bud Light was trying to include.Perceptions matter and with every generation prepared to m

168、obilize around their social medium of choice,missteps travel fast.Alfred DuPuy Valuation&Strategy Director,Brand Finance,North America.Brand Finance Alcoholic Drinks 56Assessing the Impact on Brand Strength and Brand ValueThe fallout from Bud Lights controversial marketing campaign with Dylan Mulvan

169、ey has had significant repercussions for the brand,resulting in its dethronement as Americas top-selling beer after a remarkable two-decade reign.This swift decline serves as a stark reminder of the complex and sometimes compounding media dynamics at play.Brand Finance employs a comprehensive approa

170、ch to evaluate brand strength,incorporating metrics such as marketing investment,stakeholder equity,and business performance,all of which contribute to the overall brand value.When assessing the aftermath of a controversy,it is essential to consider both short-term and long-term effects on brand str

171、ength.In the case of Bud Light,while the campaign may have initially garnered increased promotion and heightened ad recall,we must acknowledge the potential detrimental effects on brand strength.Consumers may now question their association with Bud Light,leading to decreased consideration,reduced re

172、commendation,and diminished brand loyalty among certain segments.The controversy may have also tarnished the brands reputation,as some consumers may view Bud Light less favorably.For brand value,Brand Finances valuation methodology considers annual performance,allowing ample time to observe meaningf

173、ul changes in brands over time.By focusing on long-term trends rather than recording fleeting highs and lows,Brand Finance provides a comprehensive evaluation of brand value.As of 1st January 2023,Bud Light holds the position of the worlds fourth most valuable beer brand,with a brand value of US$5.9

174、 billion.However,it is in the upcoming valuation where the true impact of the scandal will be reflected in its performance,providing insight into the repercussions on Bud Lights overall standing.Recovery:A Key Component of Brand ValueThe path to recovery holds greater significance than the crisis it

175、self in determining a brands value and strength.Bud Light now faces the challenge of getting back to basics,regaining trust,and re-establishing its market position.This necessitates increased investment and a more meaningful engagement strategy to reconnect with its core audience.In a recent announc

176、ement,Anheuser-Busch CEO Brendan Whitworth revealed plans to triple their investment in the brand for the remainder of the year.Proactive crisis management and a swift response is vital when a controversy arises.By promptly addressing the concerns,offering genuine apologies,and maintaining transpare

177、nt communication,brands can mitigate the potential damage and demonstrate their commitment to rectifying any missteps.This proactive approach to crisis management is vital in safeguarding brand value and reputation.Navigating Controversies and Shifting Demographics:Assessing the Impact on Brand Valu

178、e and Brand Strength.Brand Finance Alcoholic Drinks 57Going beyond tokenism Brands must strive to establish a genuine connection with their target audience based on enduring needs and perceptive insights.Authenticity is not just a buzzword;it is fundamental in building brand strength and loyalty.Bra

179、nds that successfully navigate the changing tides of consumer preferences understand the importance of staying true to their roots and core category motivations.People are drawn to authenticity,and they seek brands that align with their values and needs.Identifying and owning a core need state such

180、as reward or recognition is clearly central to any marketers thinking.Turning this into a brand awareness multiplier requires finding a compelling,empathetic,and inclusive creative vehicle to illustrate how Brand X can fulfil that users requirements to create a memorable story.In the case of Johnnie

181、 Walker Red Label,a global brand team used qualitative research groups and depth interviews to uncover and refine a core positioning concept for the brand around dedicated progression.This was a first for JWRL as previously it had been running five regional campaigns using different insights.The tas

182、k at hand was to find a unifying and universal core need state a highest common motivator rather than a lowest common denominator and then dramatize this with a powerful creative application that would create impact,affinity and talkability.The result led directly to the first ever global campaign f

183、or the brand-Keep Walking.Modelo Especial takeover Mexicos Modelo Especial has overtaken Bud Light in sales in America and presents a compelling narrative of strategic adaptation and market expansion.Initially catering to the preferences and needs of the Hispanic market,Modelo Especial astutely reco

184、gnized the value of tailoring its brand to specific consumer segments.However,in 2015,the brand decided to broaden its appeal to the wider population,through running ad campaigns in English and partnered with sports teams in the areas where it performed well.This shift allowed Modelo Especial to tap

185、 into the increasing influence and purchasing power of diverse consumer groups,exemplifying the importance of understanding,and adapting to shifting demographics while staying true to the brands identity.This is reflected in Brand Finances consumer equity research,with Modelo Especials Brand Strengt

186、h growing 12%from 73 out of 100 in 2019 to 83 in 2023.The brand line It doesnt matter where you came from its what you are made of is a very effective example of flipping diversity into a powerful vehicle of unity.E pluribus unum the traditional motto of the United States,powerfully applied.Navigati

187、ng Controversies and Shifting Demographics:Assessing the Impact on Brand Value and Brand Strength.Brand Finance Alcoholic Drinks 58Unlocking the key to consumer preferences in the USAccording to Brand Finances comprehensive market research on the US beer sector,the top five key metrics defining a st

188、rong reputation are:innovative;genuinely offer something different;luxurious;cool;and is professionally,ethically,and responsibly managed.Despite its historical status as the top-selling beer across the country-until recently-Bud Light does not feature in the top three beer brands for any of these m

189、etrics.Consumer preferences are ever evolving and being innovative plays a significant role in brand appeal.Hard seltzers have captured the attention of certain American consumers,with Millennials leading the charge in exploring the more diverse range of alcoholic beverages.Our data shows Truly Hard

190、 Seltzer has claimed the top spot in the Innovative metric.Kirin and Samuel Adams sit in second and third,respectively.In a competitive market,establishing a unique identity is vital.Guinness tops the metric for genuinely offering something different with its distinctive taste and heritage,while har

191、d seltzers also display potential in disrupting the beer landscape with their unique positioning.For brands seeking to carve a niche,offering something authentically different becomes crucial in enhancing reputation and market standing.Interestingly,Guinness also claims the top spot in the luxurious

192、 metric adding a touch of opulence to its reputation.Kirin and Stella Artois secure second and third positions,highlighting the perception that foreign beer brands often carry an air of luxury among US consumers.The appeal of these brands lies not only in their unique offerings but also in the allur

193、e of indulgence,making them coveted choices for beer enthusiasts seeking a premium experience.Navigating Controversies and Shifting Demographics:Assessing the Impact on Brand Value and Brand Strength.RankMetric1Innovative2Genuinely offer something different3Luxurious4Cool5Is professionally,ethically

194、,and responsibly managedTop Reputation Drivers Across Beer Sector in US Brand Finance Plc 2023Brand Finance Alcoholic Drinks 59The Power of ResearchIn such a dynamic brand management and marketing environment,conducting thorough research is a vital tool for brands to truly understand their customers

195、,while maintaining their authenticity.At Brand Finance,we recognize the significance of research in uncovering valuable insights and guiding strategic brand decisions.By investing in comprehensive research programs,brands can forge meaningful connections,build trust,and navigate the complexities of

196、the market with confidence,ultimately ensuring their long-term success in a rapidly evolving landscape.Top Scoring Brands on the Luxurious Metric13452 Brand Finance Plc 2023Top Scoring Brands on Genuinely offer something different Metric13452Top Scoring Brands on the Innovative Metric13452Navigating

197、 Controversies and Shifting Demographics:Assessing the Impact on Brand Value and Brand Strength.Methodology.Brand Finance Alcoholic Drinks 61Enterprise ValueBranded Business ValueBrand ContributionDefinitions.MetaFacebookFacebookFacebookBrand Value+Enterprise Value The value of the entire enterprise

198、,made up of multiple branded businesses.Where a company has a purely mono-branded architecture,the enterprise value is the same as branded business value.+Branded Business Value The value of a single branded business operating under the subject brand.A brand should be viewed in the context of the bu

199、siness in which it operates.Brand Finance always conducts a branded business valuation as part of any brand valuation.We evaluate the full brand value chain in order to understand the links between marketing investment,brand-tracking data,and stakeholder behaviour.+Brand Contribution The overall upl

200、ift in shareholder value that the business derives from owning the brand rather than operating a generic brand.The brand values contained in our league tables are those of the potentially transferable brand assets only,making brand contribution a wider concept.An assessment of overall brand contribu

201、tion to a business provides additional insights to help optimise performance.+Brand Value The value of the trade mark and associated marketing IP within the branded business.Brand Finance helped to craft the internationally recognised standard on Brand Valuation ISO 10668.It defines brand as a marke

202、ting-related intangible asset including,but not limited to,names,terms,signs,symbols,logos,and designs,intended to identify goods,services or entities,creating distinctive images and associations in the minds of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance Alcoholic Dri

203、nks 62Brand Valuation Methodology.1324Definition of BrandBrand is defined as a bundle of trademarks and associated IP which can be used to take advantage of the perceptions of all stakeholders to provide a variety of economic benefits to the entity.Brand ValueBrand value refers to the present value

204、of earnings specifically related to brand reputation.Organisations own and control these earnings by owning trademark rights.All brand valuation methodologies are essentially trying to identify this,although the approach and assumptions differ.As a result published brand values can be different.Thes

205、e differences are similar to the way equity analysts provide business valuations that are different to one another.The only way you find out the“real”value is by looking at what people really pay.As a result,Brand Finance always incorporates a review of what users of brands actually pay for the use

206、of brands in the form of brand royalty agreements,which are found in more or less every sector in the world.This is sometimes known as the“Royalty Relief”methodology and is by far the most widely used approach for brand valuations since it is grounded in reality.It is the basis for a public rankings

207、 but we always augment it with a real understanding of peoples perceptions and their effects on demand from our database of market research on over 3000 brands in over 30 markets.DisclaimerBrand Finance has produced this study with an independent and unbiased analysis.The values derived and opinions

208、 produced in this study are based only on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear.Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequ

209、ently found to be inaccurate.The opinions and financial analysis expressed in the report are not to be construed as providing investment or business advice.Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any body,government or organisation.We r

210、eview what brands already pay in royalty agreements.This is augmented by an analysis of how brands impact profitability in the sector versus generic brands.This results in a range of possible royalties that could be charged in the sector for brands(for example a range of 0%to 2%of revenue)The BSI sc

211、ore is applied to the royalty range to arrive at a royalty rate.For example,if the royalty range in a sector is 0-5%and a brand has a BSI score of 80 out of 100,then an appropriate royalty rate for the use of this brand in the given sector will be 4%.We adjust the rate higher or lower for brands by

212、analysing Brand Strength.We analyse brand strength by looking at three core pillars:“Inputs”which are activities supporting the future strength of the brand;“Equity”which are real current perceptions sourced from our market research and other data partners;“Output”which are brand-related performance

213、 measures such as market share.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding Brand Rating up to AAA+in a format similar to a credit rating.We determine brand-specific revenues

214、as a proportion of parent company revenues attributable to the brand in question and forecast those revenues by analysing historic revenues,equity analyst forecasts,and economic growth rates.We then apply the royalty rate to the forecast revenues to derive brand revenues and apply the relevant valua

215、tion assumptions to arrive at a discounted,post-tax present value which equals the brand value.Brand ImpactBrand Impact Brand StrengthBrand StrengthForecast Brand Value CalculationBrand Finance Alcoholic Drinks 63Brand StrengthAnalytical rigour and transparency are at the heart of our approach to br

216、and measurement at Brand Finance.Therefore,in order to adequately understand the strength of brands we conduct a structured,quantitative review of data that reflect the Brand Value Chain of brand-building activities,leading to brand awareness,perceptions and onwards to brand-influenced customer beha

217、viour.To manage the Brand Value Chain process effectively we create and use the“Brand Strength Index”(BSI).This index is essentially a modified Balanced Scorecard split between the three core pillars of the Brand Value Chain:Brand Inputs,Brand Equity and Brand Performance.Brand Strength IndexWidely

218、recognised factors deployed by marketers to create brand loyalty and market share.Perceptions of the brand among different stakeholder groups,with customers being the most important.Quantitative market and financial measures representing the success of the brand in achieving price and volume premium

219、.Stakeholder EquityBusiness PerformanceMarketing InvestmentBrand Strength.132Although we follow a general structure incorporating the three pillars(Brand Inputs,Brand Equity and Brand Performance),the attributes included are different depending on the sector.A brand strength index for a luxury appar

220、el brand will differ in structure from an index designed for a telecommunications brand.An index for luxury apparel brand may emphasize the exclusiveness,word of mouth recommendation,and price premium,whereas an index for a telecommunications company may emphasis customer service and ARPU as importa

221、nt metrics.These attributes are weighted according to their perceived importance in driving the following pillar:Brand Investment measures in driving Brand Equity;Brand Equity measures for Brand-Related Business Performance measures;and finally the relevance of Brand-Related Business Performance mea

222、sures for driving business value.Attribute Selection and WeightingBrands ability to influence purchase depends primarily on peoples perceptions.Therefore,the majority of the Brand Strength Index is derived from Brand Finances proprietary Global Brand Equity Research Monitor research,a quantitative s

223、tudy of a sample of over 100,000 people from the general public on their perceptions of over 4,000 brands in over 25 sectors and 37 countries.However,at Brand Finance we also believe that there are other measures that can be used to fill gaps that survey research may not capture.These include total

224、investment levels for example in marketing,R&D,innovation expenditure,that can a better guide to future performance than surveys.They also include online measures such as ratings by review sites and social media engagement that can give a more granular understanding of marketing effectiveness.Finall

225、y they also include real behaviour for example net additions,customer churn and market share,to overcome the tendency for surveys to incorporate intended behaviour rather than real.Over a period of 3 to 4 months each year,we collect all this data across all the brands in our study in order to accura

226、tely measure their comparative strength.Data CollectionIn order to convert raw data in to scores out of 10 that are comparable between attributes within the scorecard,we then have to benchmark each attribute.We do this by reviewing the distribution of the underlying data and creating a floor and cei

227、ling based on that distribution.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding rating up to AAA+in a format similar to a credit rating.Analysing the three brand strength measure

228、s helps inform managers of a brands potential for future success.Benchmarking and Final ScoringBrand Finance Alcoholic Drinks 64Global Brand Equity Monitor.Original market research in 38 countries and across 31 sectors with over 150,000 consumers rating over 5,000 brands.Brand KPIs and Diagnostics1.

229、Brand Funnel2.Brand Usage3.Quality4.Reputation5.Loyalty6.Closeness9.Brand Imagery7.Recommendation(NPS)10.Advertising Awareness8.Word of Mouth11.Brand MomentumAwarenessHave heard of your brandFamiliarityKnow something about your brandConsiderationWould consider buying/using your brandApparelAutomobil

230、esLuxury AutomobilesBanksCosmetics&Personal CareFoodInsuranceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeersLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsHousehold ProductsLogisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Ti

231、er 2Brand Finance Alcoholic Drinks 65Highlights from the Global Brand Equity Monitor.Brand Finances proprietary market research provides a robust assessment of brand health on key equity measures,allowing comparison both within and across product and service categories.Benchmarking against brands ou

232、tside your sector is especially helpful in assessing the real strength of brand not just the best of a bad bunch in a category where brands are generally weaker.What makes a brand great?Amazon is undoubtedly one of the worlds strongest brands,one of just a handful achieving the highest AAA+rating.It

233、 has an extremely strong brand funnel,with near-universal familiarity,and consideration,and while its reputation score is not best-in-class,it is stronger than many of its critics might think.Every strong brand has its own winning formula,and our research highlights Amazons particular advantages.Top

234、 of that list is the outstanding value which shoppers believe Amazon delivers.Amazon ranks on this measure in big markets such as Brazil,USA,UK,and is#1 among retailers in many more.Value has always been a big driver of consumer behaviour,but Amazon also delivers a slick shopping experience(“excelle

235、nt website/apps”),and this powerful combination is irresistible for many consumers,even those who question Amazons values and broader corporate reputation.Does brand purpose deliver?Argument rages among CMOs and marketing gurus over this issue.The jury is out our data suggests that being seen to“car

236、e about the wider community”does correlate somewhat with higher Consideration levels,and is an asset particularly for local favourites such as Jio(India)or Bunnings(Australia).But brands like McDonalds and Nike(as well as Amazon)are liked and desired despite somewhat moderate reputations on sustaina

237、bility and values.Whos the coolest cat?In categories like apparel,tech and automotive,sustainability can make you cool,but its not the only way.Porsche wins relatively few plaudits for sustainability,but its bercoolness is very apparent.Great value for moneyExcellent website/apps 55 11 81 61Selected

238、 Rankings for Amazon All Non-Luxury Brands Brand Finance Plc 202343%Care about the wider community(Rank#1)88%Consideration Conversion 8%Care about the wider community(Rank#86)92%Consideration Conversion Brand Finance Alcoholic Drinks 66Highlights from the Global Brand Equity Monitor.Similarly in the

239、 apparel category(especially footwear),the correlation between coolness and sustainability is not especially high.Meanwhile in France,the epitome of chic,the 2nd-highest highest scorer among non-luxury brands is.Burger King.Get your brand talked-aboutCool brands get talked about,and word-of-mouth(WO

240、M)is another key asset some brands possess.It has proven impact on brand growth,hence WOMs inclusion in our Brand Strength Index model.In an absolute sense,big brands get talked about a lot more than small ones their sheer mass presence and relevance ensures that.But deeper analysis reveals a number

241、 of challenger brands who look set to profit from above-expectation WOM levels and positive consumer sentiment.Keep an eye on Tim Hortons in Spain,Peros Garment Factory(Canada),SAIC in,yes,the USA and iinet in Singapore.1st2nd3rd Top-ranked brands for being“Cool”(Among Category Users)Brand Finance P

242、lc 2023Our Services.Brand Finance Alcoholic Drinks 68Consulting Services.Brand ValuationMake your brands business case Brand valuations are used for a variety of purposes,including tax,finance,and marketing.Being the interpreter between the language of marketers and finance teams they provide struct

243、ure for both to work together to maximise returns.Brand StrategyMake branding decisions with your eyes wide open Once you understand the value of your brand,you can use it as tool to understand the business impacts of strategic branding decisions in terms of real financial returns.Make branding deci

244、sions using hard dataBrand ResearchWhat gets measured Brand evaluations are essential for understanding the strength of your brand against your competitors.Brand Strength is a key indicator of future brand value growth whether identifying the drivers of value or avoiding the areas of weakness,measur

245、ing your brand is the only way to manage it effectively.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Brand Drivers&Conjoint Analysis+Soft Power+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligence+Fair Value Exercises+Investor Reporting+Brand Position

246、ing +Brand Architecture+Franchising&Licensing +Brand Transition+Marketing Mix Modelling +Sponsorship Strategy+Are we building our brands strength effectively?+How do I track and develop my brand equity?+How strong are my competitors brands?+Are there any holes in my existing brand tracker?+What do d

247、ifferent stakeholders think of my brand?+How much is my brand worth?+How much should I invest in marketing?+How much damage does brand misuse cause?+Am I tax compliant with the latest transfer pricing?+How do I unlock value in a brand acquisition?+Which brand positioning do customers value most?+Wha

248、t are our best brand extension opportunities in other categories and markets?+Am I licensing my brand effectively?+Have I fully optimised my brand portfolio?+Am I carrying dead weight?+Should I transfer my brand immediately?+Is a Masterbrand strategy the right choice for my business?Brand Finance Al

249、coholic Drinks 69Brand Evaluation Services.How are brands perceived in my category?Brand Finance tracks brand fame and perceptions across over 38 markets in 31 consumer categories.Clear,insightful signals of brand performance,with data mining options for those who want to dig deeper all at an access

250、ible price.What if I need more depth or coverage of a more specialised sector?Our bespoke brand scorecards help with market planning and can be designed to track multiple brands over time,against competitors,between market segments and against budgets.Our 30-country database of brand KPIs enables us

251、 to benchmark performance appropriately.Do I have the right brand architecture or strategy in place?Research is conducted in addition to strategic analysis to provide a robust understanding of the current positioning.The effectiveness of alternative architectures is tested through drivers analysis,t

252、o determine which option(s)will stimulate the most favourable customer behaviour and financial results.How can I improve return on marketing investment?Using sophisticated analytics,we have a proven track record of developing comprehensive brand scorecard and brand investment frameworks to improve r

253、eturn on marketing investment.What about the social dimension?Does my brand get talked about?Social interactions have a proven commercial impact on brands.We measure actual brand conversation and advocacy,both real-world word of mouth and online buzz and sentiment,by combining traditional survey mea

254、sures with best-in-class social listening.With strategic planning and creative thinking,we develop communications plans to create dialogue with stakeholders that drives brand value.Our approach is integrated,employing tailored solutions for our clients across PR and marketing activations,to deliver

255、strategic campaigns,helping us to establish and sustain strong client relationships.We also have a specific focus on geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue Limited is a member of the Brand Finance Plc GroupResearch,Strategy

256、&Measurement Brand&Communications StrategyCampaign PlanningMarket Research&InsightsMedia AnalysisPublic Relations&CommunicationsMedia RelationsPress Trips&EventsStrategic Partnerships&Influencer OutreachSocial Media ManagementMarketing&EventsPromotional EventsConference ManagementNative AdvertisingR

257、etail MarketingContent CreationBespoke Publications,Blogs&NewslettersPress ReleasesMarketing Collateral DesignSocial Media ContentStrategic Communications Crisis CommunicationsBrand Positioning&ReputationGeographic BrandingCorporate Social Responsibility(CSR)Brand Finance Alcoholic Drinks 71Brand Fi

258、nance Network.For further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy Sampsonj.sampsonbrandfi Asia Pacifi cAlex Haigha.haighbrandfi AustraliaMark Crowem.crowebrandfi BrazilEduardo Chavese.chavesbrandfi CanadaLaurence N

259、ewelll.newellbrandfi China Scott Chens.chenbrandfi East Africa Walter Seremw.serembrandfi FranceBertrand Chovetb.chovetbrandfi Germany/Austria/SwitzerlandUlf-Brun Drechselu.drechselbrandfi IndiaAjimon Francisa.francisbrandfi IrelandDeclan Ahernd.ahernbrandfi ItalyMassimo Pizzom.pizzobrandfi MexicoLa

260、urence Newelll.newellbrandfi Middle EastAndrew Campbella.campbellbrandfi NigeriaTunde Odumerut.odumerubrandfi PolandKonrad Jagodzinskik.jagodzinskibrandfi PortugalPilar Alonso Ulloap.alonsobrandfi RomaniaMihai Bogdanm.bogdanbrandfi South AmericaPilar Alonso Ulloap.alonsobrandfi SpainPilar Alonso Ulloap.alonsobrandfi Sri LankaAliakber Alihussaina.hussainbrandfi SwedenAnna Brolina.brolinbrandfi TurkeyMuhterem Ilgnerm.ilgunerbrandfi United KingdomAnnie Browna.brownbrandfi USALaurence Newelll.newellbrandfi Contact us.The Worlds Leading Brand Valuation ConsultancyT:+44(0)20 7389 9400E: