Thanks to the Pandemic the total value of the world’s top 50 most valuable beer brands declined by 16%, from $94.9 billion in 2020 to $80.2 billion in 2021 according to Brand Finance in its Brand Finance Beers 50 2021 ranking.
Most brands in the ranking have been negotiating the effects of Social Distancing measures brought about by the widespread global Lockdowns over the past year which severely diminished demand for beers and other alcoholic drinks.
“The pandemic has undoubtedly forced change upon the world’s beer brands which have grappled with consumers’ significant lifestyle changes brought about by the limitations on social interaction,” commented Richard Haigh, Managing Director of Brand Finance, “Brands with a strong existing reputation and good levels of familiarity amongst consumers are those most primed to weather the storm.”
Corona retained the title of the world’s most valuable beer brand despite recording a 28% drop in brand value. As the best-selling imported drink in the US, with an additional presence in over 120 countries, the Mexican brand also recently became one of the fastest-growing grocery products in the UK.
But over the last year, the brand has been met with some hesitancy, particularly in the US, where Americans are hesitant to purchase it due to its similarity in name to coronavirus. This could be the reason behind the beer’s dip in brand value this year “although it remains exemplary of the resilience of a strong and reputable global brand” according to Brand Finance.
Spain’s Estrella Damm (brand value $1.0 billion) is the third-fastest growing brand (after Belgian brand Michelob & Australian brand XXX), at 31%.
The Guinness brand moved up one place to 13th in the table.
Brand Finance Spirits 50
The total value of the world’s top 50 most valuable spirits brands has increased by 5%, up from $129.7 billion in 2020 to $135.9 billion in 2021. Performing particularly well in the ranking this year are the Chinese brands, with the nine brands that feature growing 27% in brand value on average.
Chinese Baijiu brands dominate the Brand Finance Spirits 50 2021 ranking, claiming the top five spots. This has pushed the highest Western brand, Jack Daniels, down one place to sixth in the rankings (with sales down 17% to $3.4 billion).
Seventh, eighth and ninth spots are taken by Hennessy Cognac (down one place to $3.3 billion), Smirnoff vodka (remaining in fifth place on $3.2 billion) and Bacardí rum (up one place to $2.5 billion), with Johnnie Walker taking 10th spot (on $2.4 billion, down four places).
Baileys sits in 18th place (down one place) while Jameson falls three places to 24th while Tullamore Dew takes 50th place, up in the rankings.
Brand Finance Champagne & Wine 10
The world’s top 10 most valuable Champagne and wine brands declined by 10% from US$7.4 billion in 2020 to US$6.7 billion in 2021.
This is a natural consequence of the Covid-19 pandemic, states Brand Finance, where restrictions on socialising and the shutdown for of the hospitality sector limited opportunities for wine and Champagne brands.
Despite recording an 11% drop in brand value to US$1.2 billion, Moët et Chandon retains the title of the world’s most valuable Champagne and wine brand for the second consecutive year. While the brand continues to negotiate the fallout of the Pandemic, Moët et Chandon remains one of the most renowned and prestigious luxury items in the world, aided by its numerous celebrity partnerships and association with high-calibre events such as the Golden Globes and Royal Ascot.
Dom Pérignon brand value bubbles up
Dom Pérignon is the only brand in the Brand Finance Champagne & Wine 10 2021 ranking to record a growth in brand value this year, following a 2% increase to $820 million. Also owned by the champagne house Moët et Chandon, the prestigious vintage Champagne has remained in the public eye over the last year.
Concha y Toro new entrant
Chilean wine brand Concha y Toro is a new entrant to the 2021 ranking, entering in 10th position with a brand value of $293 million. With distribution in 135 countries, Concha y Toro is the largest wine producer and exporter in Latin America.
Over the last year the brand has benefited from a sizeable uptick in sales, particularly in the UK and Nordic countries.
The 50 most valuable beer brands, the 50 most valuable spirits brands and 10 most valuable champagne & wine brands are included in the Brand Finance Alcoholic Drinks 2021 report.