Chinese wine? Changyu brand challenges Moët & Chandon for world’s most valuable wine brand

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)