Jack Daniel’s ranked most valuable global spirit brand

9th October, 2018 by Nicola Carruthers

Jack Daniel’s, Johnnie Walker and Hennessy have been ranked among the top 100 most valuable global brands on the Interbrand Best Global Brands 2018 list.

Jack-Daniel's

Jack Daniel’s is the world’s most valuable spirit brand according to Interbrand

Brown-Forman-owned Jack Daniel’s – which was ranked 84 on the list – moved two places down from last year to make it the highest-ranking spirit brand for the third year in a row. Interbrand valued the brand at US$5.64 billion, up 6% from 2017.

Diageo-owned Johnnie Walker made the list at 97, falling by one place from last year. Returning to the list for the ninth consecutive year, Johnnie Walker was valued at US$4.73bn – up 7% on last year.

A new entry to the list was LVMH-owned Hennessy Cognac at 98, valued at US$4.72bn.

Smirnoff vodka, which is also produced by Diageo, dropped off the top 100 list after ranking at 97 last year.

The spirits brands are three of six alcohol brands to make the list, which also includes beer brands Heineken, Budweiser and Corona.

“I’m very proud to see Johnnie Walker recognised by Interbrand as one of the 2018 Best Global Brands,” said John L Williams, global brand director for Johnnie Walker.

“Johnnie Walker has been the world’s most popular Scotch for more than 60 years – a true global giant, and yet one that is crafted by a small team of 12 whisky masters with the finest malts from the four corners of Scotland.

“It’s an incredibly exciting time to work on this iconic brand – we’ve just unveiled White Walker in collaboration with HBO and Game of Thrones, and are hard at work in preparation for a new Johnnie Walker brand experience in Edinburgh.”

The ranking is based on three key components that contribute to a brand’s cumulative value: the financial performance of the brands and services, the role the brand plays in influencing customer choice, and the strength the brand has to command a premium price or secure earnings for the company.

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