NEWS
CHINESE BAIJIU BRANDS STOLE THE SHOW IN SPIRITS 50 2019
By Siulan Law Mathews DipWSET
28-6-2019
Chinese baijiu brands occupy the top four places of the Spirits 50 2019 ranking compiled by brand valuation consultancy Brand Finance.
Moutai retains its top position on the list because of a 43% increase in brand value over the past year to reach USD30.5bn. In second place is Wuliangye (gaining 10% in brand value to USD16bn) and in third place Yanghe (up 16% to USD9.1bn).
The highest ranking international spirit brand in 2019 is Diageo’s Johnnie Walker blended Scotch brand in fifth position, having been pushed down from last year’s fourth position by Luzhou Laojiao.
Over the past year, Johnnie Walker has gained 8% brand value to USD4.6bn, while Luzhou Laojiao has gained a whopping 40% to USD5.4bn.
Meanwhile, Jack Daniel's and Hennessy remain in sixth and seventh positions, with Bacardi climbing from tenth to eighth, Smirnoff down from eighth to ninth, and Gujing Gong Jiu down from ninth to tenth.
South Korea’s soju brand Chamisul has done well, rising to 28th from 40th place due to a 94% surge in brand value to USD649m.
The fastest growing brand value among the top 50, however, belongs to Diageo's Cîroc vodka brand, having seen value more than doubled to USD941m, rising from 33rd to 22nd place.
"Chinese baijiu brands are stealing the show, accounting for 54% of the total brand value in our rankings this year," said Brand Finance CEO David Haigh.
"These brands have had to be nimble in adapting to the shift from an expansion market to a competitive market, following China's recent economic and political changes," Haigh added.
(the writer can be contacted at: SLawMathews@thewinechronicle.com)
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