The world’s most valuable spirits brandsBy Nicola Carruthers
Brand Finance has released its annual report of the world’s most valuable spirits. We looked at which brands climbed the ranks in 2022 and which fluctuated.
Every year, research consultant Brand Finance puts 5,000 of the world’s biggest brands to the test and ranks them across all sectors and countries. The research is published in the Alcoholic Drinks 2022 report, covering spirits, beer, wine and Champagne.
The report includes the Brand Finance Spirits 50 ranking, with some movement among the top 10 list when compared to last year’s ranking. A new entrant to the list meant that one major vodka brand was dropped from the top 10.
Three brands retained their position from last year, while two brands recorded double-digit drops.
Chinese producers dominated the list and strengthened their position from 2021 with six brands represented among the top 10.
Scroll below to discover the top 10 most valuable spirits brands of 2022, according to the Brand Finance Spirits 50 ranking.
10. Johnnie Walker
2022 value: US$2.62bn
2021 value: US$2.39bn
% change: +9%
2021 position: 10
Diageo-owned Johnnie Walker retained its 10th spot position, despite increasing its value by 9% to US$2.62 billion last year.
The blended Scotch whisky brand topped 21 million cases for the first time, according to Diageo’s fiscal 2022 results. In 2021, the brand also opened its Princes Street visitor experience in Edinburgh and added to its Ghost and Rare series.
9. Jack Daniel’s
2022 value: US$2.93bn
2021 value: US$3.38bn
% change: -13%
2021 position: 6
Brown-Forman’s American whiskey Jack Daniel’s slipped three places on the most valuable spirit list, with its value falling by double digits to US$2.93bn.
The Tennessee whiskey brand was hit by supply chain disruptions over the past year, but its sales recovered by double digits in Brown-Forman’s fiscal 2022 results.
8. Gujing Gong Jiu
2022 value: US$3.08bn
2021 value: US$4.04bn
% change: -24%
2021 position: 5
Chinese baijiu maker Gujing Gong Jiu saw its value tumble significantly, falling to US$3.08bn to take the eighth spot on the list. It marked the biggest decline among the top 10 most valuable spirits.
The brand previously occupied the fifth position and has now fallen below its 2020 value of US$3.31bn.
2022 value: US$3.13bn
2021 value: US$2.54bn
% change: +24%
2021 position: 9
The world’s biggest rum brand, Bacardí, jumped two places to seventh on the list, after its value rose by 24% to US$3.13bn.
Over the past year, the brand has unveiled a new global campaign and expanded its ready-to-drink range.
6. Xinghuacun Fen Wine
2022 value: US$4.99bn
2021 value: N/A
2021 position: N/A
China-based Xinghuacun Fen Wine entered the most valuable spirit list for the first time with a brand valuation of US$4.99bn.
The company is known for the production of Fenjiu baijiu.
Xinghuacun Fen Wine’s entry to the list means that Diageo-owned Smirnoff vodka has been bumped off and has moved down three places to the 11th spot.
2022 value: US$5.16bn
2021 value: US$3.29bn
% change: +57%
2021 position: 7
Hennessy Cognac, owned by luxury goods giant LVMH, climbed two spaces on the list. The brand is now valued at US$5.16bn after skyrocketing by 57%.
The brand secured this year’s title of Cognac Brand Champion in The Spirits Business’ Brand Champion report. In November 2021, the brand launched a video campaign encouraging consumers to take a seat and share stories.
2022 value: US$6.44bn
2021 value: US$7.08bn
% change: -9%
2021 position: 3
Chinese baijiu Yanghe saw its value slip to US$6.44bn with the brand dropping by one place on the most valuable spirits ranking.
Owned by Jiangsu Yanghe Brewery Company, the brand is based in Suqian, China. In 2019, Jiangsu Yanghe formed a joint venture with Diageo to create a ‘new-to-world’ whisky.
3. Luzhou Laojiao
2022 value: US$7.26bn
2021 value: US$7.03bn
% change: +3%
2021 position: 4
Fellow baijiu maker Luzhou Laojiao swapped places with Yanghe to take the third spot with a brand valuation of US$7.26bn.
However, its value remains far behind major baijiu players, Moutai and Wuliangye.
2022 value: US$28.7bn
2021 value: US$25.7bn
% change: +12%
2021 position: 2
Chinese baijiu brand Wuliangye retained its second spot after rising by 12% in value to US$28.7bn.
It was also named the world’s strongest spirits brand by Brand Finance with an ‘AAA’ brand rating. Wuliangye also achieved the largest increase in brand value growth among the top five most valuable baijiu brands in the ranking.
Brand Finance said Wuliangye has been active in globalising the baijiu category through its corporate brand message strategy.
2022 value: US$42.9bn
2021 value: US$45.3bn
% change: -5%
2021 position: 1
Moutai topped the most valuable spirits list, despite its value falling by 5% to US$42.9bn.
According to Brand Finance, Moutai leveraged its iMoutai mobile application, which has more than 10m users for online payments and e-commerce fulfilment.
Furthermore, Moutai relies heavily on seasonal sales during the Lunar New Year and the Mid-Autumn Festival, with lower revenues expected in the summer months.