Johnnie Walker takes 1st place in Brands by Value list

Johnnie Walker has taken first place in Brands by Value, a list of the world’s 50 most valuable drinks brands.

The list - compiled by brand valuation consultancy Brand Finance - makes its return in the March issue of Drinks International.

Completing the top five were Bacardi, Hennessy, Smirnoff, and Chivas Regal.

Brand Finance created the list using a complex matrix of calculations based on financial results, future forecasts, brand strength and 'royalty relief'.

David Haigh, chief executive of Brand Finance, said: “We have been surprised at how dynamic the sector has been in terms of increases in value.

“There are some hotspots in the world where the major players are benefiting from years of investment in creating international symbols of success that newer consumers aspire to drink and can afford.”

Christian Davis, Drinks International’s editor, said: “For years we have published the Millionaires supplement, to chart the progress of the industry’s million case spirits brands.

“As we all know volume sales do not tell the whole story and last year we introduced a new league table to add another dimension to measuring the success or otherwise of the big players in the sector.”

“This was a league table based on brand value and we are pleased to be able to publish the results of this year’s table in partnership with Brand Finance.”

The top five was made up of international stalwart brands but two Chinese baiju brands, Kweichow Moutai and Wuliangye, also had successful years, rising to sixth and seventh respectively.

The full list, analysis and methodology can be found in the March edition of Drinks International.

The top ten is as follows:

1         Johnnie Walker        

2         Bacardi        

3         Hennessy        

4         Smirnoff        

5         Chivas Regal        

6         Kweichow Moutai        

7         Wuliangye        

8         Baileys        

9         Moet & Chandon        

10       Jack Daniel’s