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Baijiu dominates list of most valuable spirits brands
Published:  04 December, 2018
Moutai Wuliangye Yanghe baijiu

Leaders of the Chinese baijiu market: Moutai, Wuliangye, and Yanghe are the world’s most valuable spirits brands, according to the latest report by Brand Finance, an independent brand valuation and strategy consultancy.

Moutai defended its status at he top with its brand value increasing by 73% to US$21.2bn, while Wuliangye was the fastest-growing brand - up161% year on year to US$14.6bn.

Wuliangye will shortly follow Moutai’s example as one of the only two commercial brands in the world to have airports named after them, with Yibin Wuliangye Airport due to join Zunyi Maotai Airport later this year.

 

Yanghe (up 82% to US$7.8bn) leapt ahead of Johnnie Walker (down 6% to US$4.3bn) to become the world’s third-most valuable spirits brand, completing a podium occupied by Chinese baijiu brands. 

David Haigh, CEO of Brand Finance, said: “The big three Chinese baijiu brands have taken the podium because of the extraordinary celebratory culture that the Chinese customers hold for their products. 

“These are brands that have remarkable value based upon centuries of tradition. It will now be interesting to see whether they will translate this success across China to global markets as they make their first steps in Europe, US, Canada, and further afield.”

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