Heineken (brand value up 10% to USD7.6 billion) has overtaken Corona Extra (brand value up 6% to USD7.4 billion) to become the world’s most 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.
Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the biggest brands to the test, and publishes over 100 reports, ranking brands across all sectors and countries. The world’s top 50 most valuable and strongest Beer brands are included in the annual Brand Finance Beer 50 2023 ranking.
Asahi isn’t bitter, earning world’s strongest beer brand title with a AAA+ rating
Asahi (brand value up 11% to USD2.8 billion) is the world’s strongest beer brand, earning a brand strength index score of 92.6 out of 100, and a corresponding AAA+ rating. As Japan’s most popular beer brand, regional support has been a key driver in developing brand strength.
Tsingtao 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 beer’s fasted-growing brand, followed 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. Tsingtao’s impressive brand value growth links directly to the brand’s revitalised business model. In 2022, Tsingtao launched over 250 taverns and introduced the brand’s new and immersive customer-centric strategy.
Maintaining the number one spot for the third consecutive year, Moët & Chandon (brand value down 10% to USD1.3 billion) tops the ranking as the world’s most valuable wine brand. Despite a slight decline in brand value, the Champagne champion stays just ahead of the ranking’s second most valuable brand Changyu (brand value up 33% to USD1.2 billion), which climbed two positions in this year’s ranking. Changyu – little known amongst western wine connoisseurs – will be a shock challenger at the top of the wine brand rankings. However, the massive and growing size of the Chinese wine market means that the brand is extremely valuable. Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the biggest brands to the test, and publishes over 100 reports, ranking brands across all sectors and countries. The world’s top 15 most valuable and strongest Champagne & Wine brands are included in the annual Brand Finance Champagne & Wine 15 2023 ranking.
Henry Farr, Associate Director at Brand Finance said:
“Within the Wine & Champagnes sector, Wines have performed better in terms of brand value growth. High-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 by indulging in luxury products when others are struggling with the rising costs of living.”
Changyu is the world’s strongest Wine & Champagne brand, rated AAA-
In addition to calculating brand value, Brand 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 Finance’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in 38 countries and across 31 sectors.
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. The China-based brand boasts three consecutive years of brand strength growth.
(Excerpt from a press release)
Australian wine exports declined by 10 per cent in value to $1.87 billion and 1 per cent in volume to 621 million litres in the year ended June 2023, according to Wine Australia’s latest Export Report released today.The decline in value was largely driven by a reduction in exports to the United States of America (US), as lower-priced packaged exports continued to decline. Exports to the United Kingdom (UK) also continued to decline, following the two years of elevated shipments due to pre-Brexit demand and COVID-19 related market impacts.
The latest export results are partially reflective of broader global trends reported by market research firm IWSR, with all wine consumption globally declining 3 per cent in volume in 2022, but premium price segments bucking the trend with continued growth, albeit at slower rates than recent years.Wine Australia Manager, Market Insights, Peter Bailey said that more than half of the decline in Australia’s export value took place in shipments with an average value between $2.50 to $4.99 per litre free on board (FOB), which are generally wines exported in their final packaging and sold in lower priced retail segments.
“Wine consumption in mature markets is in decline, driven by decreases in the commercial price segments. This is impacting Australia’s export performance, especially in the US, as Australia is very exposed to the price segments in decline,” Mr. Bailey said. In comparison to value, export volume was stable as a short-term, supply driven increase in unpackaged wine shipments, especially to Canada, was outweighed by declines in volume to many of Australia’s export destinations.“The growth in unpackaged shipments comes as the shipping challenges of the past couple years have eased, allowing Australian exporters to catch up and ease pressure on inventory,” Mr Bailey said.
The two diverging trends – the supply driven rise in unpackaged wine exports and the demand driven decline in packaged shipments as consumers in traditional markets turn away from wine in lower price segments – meant that exports with an average value below $5 per litre declined by 11 per cent in value but increased by 1 per cent in volume.
“The increase in unpackaged exports and the decline in packaged exports has resulted in the share of unpackaged exports growing by 8 percentage points to a 69 per cent volume share. This has an impact on the overall average value of exports, as unpackaged exports do not include packaging costs and are therefore inherently lower in value,” Mr Bailey said.
Exports above $5 per litre declined by 14 per cent in volume and 9 per cent in value. The markets driving the decline in this segment were Singapore, the US, Canada, and the UK – while growth to Hong Kong was able to offset part of this decline. “According to IWSR, the value of global premium wine sales grew by 2 per cent in 2022, a lower growth rate compared to recent years due to economic and inflationary pressures. Globally, consumers are cutting back on alcohol spending as prices rise for food and other necessities but are choosing to drink less often rather than trade down price segments.”
Australian wine was exported to 117 global destinations during the year, up from 112 in 2022. Sixty-six of these destinations recorded growth in the value of exports during the year, while 51 declined. Exports to Europe and North America both declined during the year. Europe declined by 15 per cent to $556 million, driven mostly by the UK, but 12 of the top 13 destinations in the region also declined in value. North America declined by 14 per cent to $525 million. Exports to Asia declined by 4 per cent to $637 million. There were mixed results across the Asian region, including a decline in exports to Singapore and an increase in exports to Hong Kong, two key trading hubs in the region, reflecting unpredictable market conditions at present. Key emerging markets such as Thailand, Philippines and Vietnam grew in value during the period.
The top five markets by value were:
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