Don Julio takes world’s strongest spirit title
Diageo-owned Don Julio Tequila was named the world’s strongest spirit by Brand Finance, surpassing Moutai and Wuliangye.
Research consultant Brand Finance has released Brand Finance Spirits 50, its annual ranking of the world’s most valuable spirits, as well as revealing the top 10 strongest spirits brands.
Don Julio Tequila took the position of world’s strongest spirit with a brand strength index (BSI) score of 94.2 out of 100.
Brand Finance determines the BSI score through metrics such as marketing spend, awareness, consideration, reputation, acquisition, retention, market share, volume, and price premium.
According to Brand Finance research, Don Julio leads on all key brand metrics in Mexico: 97% awareness, 68% usage, and the highest recommendation score in the category.
Last year, Brand Finance named Wuliangye baijiu the world’s strongest spirit brand, receiving a BSI score of 90.7. For 2025, Wuliangye moved down to the third spot with a BSI of 91.
After Don Julio, Moutai baijiu ranks as the second strongest spirits brand globally for the second year in a row, holding a BSI score of 92.4.
Three other Diageo brands were in the top 10 strongest spirits list: McDowell’s (BSI: 91) in fourth spot, Canadian whisky Crown Royal in sixth place (90.7), and Baileys liqueur (89.7).
The top 10 list also included Chamisul soju (BSI: 90.9), Pernod Ricard-owned Indian whisky Royal Stag (90.3), Bacardi’s Martini brand (89.4) and Jose Cuervo Tequila (86.4).
Most valuable spirits
Don Julio was the 15th most valuable spirit in the 2025 report with its value rising by 4% to US$1.6 billion (up from the 16th spot in 2024). Stablemate Johnnie Walker whisky took 10th position (valued at US$3.1bn).
Moutai remains the world’s most valuable spirit brand in 2025, with a value of US$58.4bn. Brand Finance said the Chinese baijiu brand earned near-perfect scores for metrics like reliability, reputation, and likeability.
The top 10 most valuable spirits list includes five other baijiu brands: Wuliangye in second spot, Luzhou Laojiao in third, Xinghuacun Fen Wine in fourth spot, Yanghe (sixth spot), and Gujing Gong Jiu (eighth position).
The report noted that major baijiu players are moving towards premiumisation due to a slowdown in domestic growth because of “ongoing post-pandemic downturn and stricter government regulations in China”.
Brand Finance said global markets offer a “notable opportunity for Chinese baijiu brands to expand”.
The report said: “Brand Finance research shows that although Chinese consumers are more familiar with baijiu brands than with Western spirits, they are more likely to consider and use Western spirits.
“This highlights the polarisation within the baijiu market, where premium brands dominate but may be less accessible to the average consumer, making Western spirits a more attractive or affordable alternative.”
Beyond baijiu, LVMH-owned Hennessy Cognac (valued at US$5.3bn) was the fifth most valuable spirit, Brown-Forman’s Jack Daniel’s whiskey took the seventh spot (valued at US$4.4bn) and Bacardi rum secured ninth place (valued at US$3.3bn).
Laurence Newell, managing director of Brand Finance Americas, noted that Jose Cuervo has seen its ranking fall sharply, dropping from 18th to 29th, with brand value down by 20% to US$1bn.
Bacardi-owned Patrón Tequila, meanwhile, retained its 13th position, but its brand value dipped by 2% to US$1.8bn.
Previously, Jose Cuervo’s stablemate 1800 Tequila was named the world’s fastest-growing spirit by Brand Finance in its 2023 report.
The Spirits Business recently revealed the world’s biggest-selling spirits brands of 2024 as part of The Brand Champions 2025 report.
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