In 2025, the Kantar BrandZ Most Valuable Global Brands report reaffirms the constant evolution of the alcoholic beverages sector. Unlike previous years, where traditional beer brands dominated, the current list incorporates a broader view that includes wine and spirits. According to the report, the 20 most valuable alcohol brands in the world have a combined brand value of $208.1 billion USD, although this represents a 11% drop compared to 2024.
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🥇 What is the most valuable alcohol brand in the world?
The Chinese brand Moutai tops the ranking with an estimated value of $74.446 billion USD, despite a 13% decline from the previous year. Its strength lies in its 800-year history, cultural luxury status at Chinese state banquets, and limited production, which increases its perception of exclusivity.
🍺 Top 20 most valuable alcohol brands in 2025
| Position | Brand | Brand Value (US$M) | Change vs 2024 |
|---|---|---|---|
| 1 | Moutai | $74,446 | −13% |
| 2 | Corona | $18,741 | +2% |
| 3 | Budweiser | $13,786 | 0% |
| 4 | Heineken | $11,864 | −8% |
| 5 | Modelo | $10,024 | N/A |
| 6 | Johnnie Walker | $7,975 | −24% |
| 7 | Wu Liang Ye | $7,575 | −2% |
| 8 | Michelob Ultra | $6,691 | +2% |
| 9 | Brahma | $6,634 | N/A |
| 10 | Hennessy | $6,198 | −11% |
| 11 | Bud Light | $5,691 | −9% |
| 12 | Skol | $5,573 | −5% |
| 13 | Jack Daniel’s | $4,848 | −12% |
| 14 | National Cellar 1573 | $4,841 | −31% |
| 15 | Stella Artois | $4,257 | +3% |
| 16 | Guinness | $4,256 | −2% |
| 17 | Smirnoff | $3,815 | −11% |
| 18 | McDowell’s No.1 | $3,728 | N/A |
| 19 | Victoria | $3,691 | N/A |
| 20 | Tecate | $3,453 | N/A |
Source: Kantar 2025 Ranking
🔍 Why did some brand values decline?
Among the factors that impacted the sector in 2025 are:
- The economic slowdown in China
- Global trade tensions
- Inflation and changing consumption habits
Consumers are shifting toward lower-priced beverages or even non-alcoholic alternatives. This has especially impacted premium spirits brands such as Johnnie Walker and National Cellar 1573.
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🍾 Which brands experienced growth?
Despite the challenging context, some brands stood out:
- Stella Artois: +3%, thanks to its premium positioning.
- Corona: +2%, supported by its global reach and successful brand partnerships.
- Michelob Ultra: +2%, driven by the “healthy” drinks segment.
🇧🇷 Highlight: Brahma in Brazil
The beer brand Brahma, valued at $6.634 billion, maintains its leadership in Brazil thanks to its “Foamy Haircut” campaign and football sponsorships. Its success is based on local salience, brand consistency, and creative tone.
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🌍 China: the epicenter of luxury in alcoholic beverages
Brands like Moutai and Wu Liang Ye benefit from a culture that celebrates alcoholic beverages during social and state events. However, the growth of these brands is also tied to a strategy of expansion into adjacent categories such as chocolate, coffee, and even premium ice cream.
🔑 Keys to success, according to Kantar 2025
Kantar identifies two key factors driving brand value in this category:
1. Pricing Power
Brands that can justify high prices through heritage, design, or innovation are the ones that maintain healthy margins.
2. Brand Consistency
In a constantly innovating sector—from low-carb beers to ready-to-drink cocktails—maintaining a coherent narrative is key to strengthening consumer perception.
