Moutai & Wuliangye reign as the world’s top two most valuable spirits brands

24 Jul 2024, London – Elite baijiu brand Moutai (brand value up 1% to USD50.1 billion) extends its reign as the world's most valuable spirits brand for the ninth consecutive year, according to a new report by Brand Finance, the world’s leading brand valuation consultancy. Wuliangye (brand value down 15% to USD25.9 billion) and Luzhou Laojiao (brand value up 6% to USD8.2 billion) sit in second and third.   
Wuliangye is now the world's strongest spirits brand, with a Brand Strength Index (BSI) score of 90.7 of 100, earning an impressive AAA+ rating. Moutai, with a BSI of 89.9 of 100, also scores the top tier AAA+ brand strength rating.  
American bourbon whiskey brand, Jim Beam (brand value up 83% to USD539 million) is the world’s fastest growing spirits brand. The brand’s massive surge in brand value has seen it jump 24 spots to 42nd. Germany’s Jägermeister (brand value up 38% to USD914 million) and Italy’s Martini (brand value up 23% to USD586 million) have also recorded solid brand value growth.
Henry Farr, Director, Brand Finance, commented: “The strategic manoeuvres of Moutai, Wuliangye, and Luzhou Laojiao exemplify why they lead the global spirits industry. Whether it’s Moutai’s younger audience-targeted campaigns, Wuliangye’s e-commerce advancements, or Luzhou Laojiao’s prestigious sponsorships, these brands are not just maintaining their positions —they are revolutionising the market."
Brand Finance also utilises its Global Brand Equity Monitor (GBEM) research to compile a Sustainability Perceptions Index. The study determines the role of sustainability in driving brand consideration across sectors and offers insight into which brands global consumers believe to be most committed to sustainability.
For individual brands, the Index displays the proportion of brand value attributable to sustainability perceptions. This Sustainability Perceptions Value is the financial value contingent on a brand’s reputation for acting sustainably. From here, Brand Finance’s perceptual research is analysed alongside CSRHub’s environmental, social and governance performance data to determine a brand’s ‘gap value’. This is the value at risk or to be gained, based on the difference between sustainability perceptions and actual performance.
The 2024 Sustainability Perceptions Index finds that in the spirits sector, Moutai leads with the highest Sustainability Perceptions Value of USD5.9 billion.
(excerpt from a release)