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List of the Seventh Global Top 100 Liquor and Spirits Unveiled: A Slide Among International Brands

2024-09-28 10:24:03

来源:互联网

On September 27, 2024, China National Association for Liquor and Spirits Circulation released the Research Report on the Value of the Seventh Global Top 100 Liquor and Spirits at Beijing Media Center.

The brand values of several international giants, including Smirnoff, Captain Morgan, and Hennessy, have taken a hit, signaling that the global premium liquor market is starting to feel the pinch of the economic downturn. Vodka, in particular, has seen a notable decline in brand value, while the rum and brandy markets have also encountered some turbulence. Nevertheless, it’s comforting to observe that Chinese Baijiu is still riding a wave of growth, with the significance of top liquor brands’ values being further amplified.

I. Brand Values of Top Three Vodka Brands All Declined

In 2024, the global vodka brand values experienced a significant overall decline. Among the top three, Smirnoff’s brand value decreased by RMB 15.723 billion (all brand values in this article are in RMB 100 million , the same below), Absolut’s dropped by RMB 6.746 billion, and Żubrówka’s fell by RMB 2.864 billion.

 

No.

Region

Variety

Brand Owner

Brand Name

Brand Value in 2023

Brand Value in 2024

Annual Growth (%)

1

England

Vodka

Diageo

Smirnoff

2150.29

1993.05

-7.31

2

France

Vodka

Pernod Ricard Group

Absolut

1026.99

958.53

-6.67

3

Poland

Vodka

Polmos Bialystok Distillery

Żubrówka

483.44

454.79

-5.93

4

America

Vodka

Global Spirits Company

Khortytsa

437.77

454.32

3.78

5

India

Vodka

United Spirits

Morosha

407.76

425.62

4.38

6

Ukraine

Vodka

Dragonfly Group

Mule

403.77

422.18

4.56

7

India

Vodka

Radico Khaitan

Magic Moments

287.12

389.21

35.56

8

India

Vodka

Bacardi

Grey Goose

302.82

350.99

15.91

9

England

Vodka

Fine Wine Reserve

Żołądkowa

309.57

327.59

5.82

10

Poland

Vodka

Sino-European International Distribution Company

Soplica

289.45

314.74

8.74

 

The primary reason lies in the decline of consumption in Russia, the country with the highest vodka sales. In recent years, Russia has kept increasing consumption taxes, leading to a rise in vodka prices.

However, vodka sales continue to climb among emerging countries. In 2024, the Indian vodka brand Magic Moments witnessed a surge in its brand value by 10.209 billion, with a growth rate of 35.54%. Likewise, Grey Goose, another Indian vodka brand, enjoyed a brand value boost of 4.8 billion that same year. Moreover, Soplica, a vodka brand distributed by Sino-European International Distribution Company, also experienced an increase of RMB 2.529 billion.

China and India, the two most populous nations globally, have experienced a significant rise in spirits consumption alongside the enhancement of people’s living standards. They have consistently maintained a robust growth rate in recent years. For liquor brands aiming to boost sales, profits, and brand value, the Chinese and Indian markets stand out as crucial regions that warrant close attention.

II. Whisky Brands ExperiencedMixed Performances

Among the world’s top 100 liquor brands, whisky holds the highest proportion, accounting for 17%, trailing only behind Chinese Baijiu. In 2024, whisky brands exhibited an overall upward trajectory, with the leading brands experiencing particularly swift growth.

 

No.

Region

Variety

Brand Owner

Brand Name

Brand Value in 2023

Brand Value in 2024

Annual Growth (%)

1

England

Whisky

Diageo

Johnnie Walker

1896.14

2223.94

17.29

2

India

Whisky

Allied Blenders & Distillers

Officer’s Choice Whisky

732.23

1898.49

159.28

3

France

Whisky

Pernod Ricard

Royal Stag

1725.8

1790.37

3.74

4

America

Whisky

Brown-Forman

Jack Daniel’s

1002.34

1293.35

29.03

5

India

Whisky

Radico Khaitan

8PM

768.09

800.21

4.18

6

France

Whisky

Pernod Ricard

Ballantine’s

573.48

664.46

15.86

7

India

Whisky

Global Spirits Company

McDowell’s No.1 Whisky

631.87

658.69

4.24

8

England

Whisky

Diageo

Crown Royal

680.01

636.34

-6.42

9

France

Whisky

Pernod Ricard

Imperial Blue

643.27

625.33

-2.79

10

France

Whisky

Pernod Ricard

Jameson

636.27

599.72

-5.74

 

The British whisky brand Johnnie Walker has long held the top spot in the whisky category. However, this year, the Indian whisky brand Officer’s Choice Whisky has rapidly risen to pose a strong challenge.

Officer's Choice Whisky is a young whisky brand from India, established in 1988. Leveraging the increasingly mature Indian domestic market, its precise branding aligns with Indian consumers’ aspirations for high-end products. The brand encourages consumers to make the right choices in life and awakens the “righteous” officer within them. It is this brand philosophy that has enabled Officer’s Choice to swiftly ascend as the world’s top-selling whisky brand.

Changes in the Brand Value of Top Five Whisky Giants

Changes in the Brand Value of Top Five Whisky Giants

III. Brandy Market FacedChill

The French brandy brand Hennessy suffered a drastic drop in its brand value by RMB 13.103 billion in 2024! This decline can be primarily attributed to a slump in sales. In 2023, Hennessy sold 6.5 million cases, marking an 18% decrease from the previous year. The brand has seen a steady decline in sales over recent years, resulting in a consistent diminution of its brand value.

The surge in Remy Martin’s sales can be attributed to robust demand in the Chinese market, effective brand marketing strategies, and an uptick in consumer purchasing power. These elements have fueled the expansion of foreign liquor brands like Remy Martin in China. Conversely, in the North American market, sales have exhibited a downward trajectory owing to inflation and diminished purchasing power.

 

No.

Region

Variety

Brand Owner

Brand Name

Brand Value in 2023

Brand Value in 2024

Annual Growth (%)

1

France

Brandy

Remy Cointreau

Remy Martin

654.62

723.74

10.56

2

France

Brandy

LVMH

Hennessy

812.89

681.85

-16.12

3

India

Brandy

Tilaknagar Industries

Mansion House Brandy

476.39

569.62

19.57

4

Italy

Brandy

Gruppo Campari

Dreher

 

159.61

--

 

IV. Rum Giants Plunged

Among the top five rum brands, four saw a dip in their brand values, with three enduring double-digit declines. Even the famous Captain Morgan wasn’t immune, as its brand value fell by almost 5%.

The most significant decline was witnessed in the England rum brand, McDowell’s No.1 Rum, as its brand value crashed by RMB 12.548 billion in 2024. The rum industry is broadly encountering a shrinkage, with the global rum market undergoing a rapidly declining trend. During the year ending January 2024, rum sales tumbled by 10%, while sales revenue dropped by 5.3%!

 

No.

Region

Variety

Brand Owner

Brand Name

Brand Value in 2023

Brand Value in 2024

Annual Growth (%)

1

Cuba

Rum

Bacardi Company

Bacardí

1336.64

1380.51

3.28

2

England

Rum

Diageo

Captain Morgan

1002.07

952.11

-4.99

3

Philippine

Rum

Tanduay

Tanduay

640.14

560.78

-12.40

4

England

Rum

Diageo

McDowell’s No.1 Rum

532.08

406.60

-23.58

5

France

Rum

Pernod Ricard Group

Havana Club

313.47

280.73

-10.44

 

V.SouthKorean and Japanese Soju MaintainedSlight Growth

In both South Korea and Japan, soju reigns supreme in the market. Notably, Jinro from South Korea has shown strong performance on the global stage, while Japanese soju has also shone brightly. What’s truly striking is that, amidst the current global landscape, two fresh South Korean and Japanese soju companies have secured their spots on the list, and out of the seven previously listed firms, six have managed to grow. This is genuinely impressive.

 

Region

Variety

Brand Owner

Brand Name

Brand Value in 2023

Brand Value in 2024

Annual Growth (%)

South Korea

Local – Soju

Hite-Jinro Company

Jinro

774.4

788.3392

1.79%

Japan

RTD

Beam Suntory

Suntory Lemon

 

666.3911654

--

Japan

Whisky

Beam Suntory

Jim Beam

533.46

561.9982962

5.34%

Japan

Local – Soju

Sanwa Shurui

Iichiko

463.24

479.360752

3.47%

South Korea

Local – Soju

Lotte Liquor

Chum Churum

426.27

451.984368

6.03%

Japan

Whisky

Beam Suntory

Canadian Club

429.7

430.0850112

Slight growth

Japan

RTD

Beam Suntory

‐196°C Strong Zero

371.78

397.8075742

7%

Japan

RTD

Beam Suntory

Horoyoi

375.62

368.9318605

-1.7%

Japan

Whisky

Beam Suntory

Kakubin

 

314.761936

--

 

VI. Other Spirits ExhibitedVaried Performances

Impacted by the contracting global market, other spirits have similarly faltered, with the majority of brands encountering shrinkage. Even those that have managed to grow have done so only marginally. Overall, the erstwhile trend of unilateral and substantial growth has been succeeded by a varied landscape of both gains and losses. Amidst the growth hurdles confronted by global spirits companies, Chinese Baijiu has distinguished itself, spearheading the growth among top global liquors.

VII.China and India as the Growth Engines of the Market

Although the global wine industry is experiencing a slump, China and India, as the two most populous countries in the world, still exhibit strong growth momentum in their wine markets. Among them, 29 Chinese enterprises were listed in 2023 with a total brand value of RMB 3153.739 billion. By 2024, the number of listed enterprises increased to 36, with a total brand value of RMB 4043.995 billion , representing an increase of 28.22%! Although the number of listed enterprises in India decreased from 11 to 9, their total brand value increased from RMB 485.736 billion to 587.084 billion , an increase of 20.86%. Both markets experienced growth rates exceeding 20%, which may be attributed to the large populations and substantial consumer bases in these countries, where the demand for wine continues to grow rapidly and consumer enthusiasm remains high.

Values for Seventh Global Top 100 Liquor and SpiritsBrands

 

No.

Region

Variety

Brand Owner

Brand Name

2024 Brand Value (RMB 100 million)

1

China

Baijiu

China Kweichow Moutai (Group) Distillery Co., Ltd.

Flying Apsaras Moutai

4759.77

2

China

Baijiu

Sichuan Yibin Wuliangye Group Co., Ltd.

Ordinary Wuliangye

4147.14

3

America

Beer

Budweiser

Budweiser

2763.59

4

China

Baijiu

Jiangsu Yanghe Winery Co., Ltd.

Mengzhilan Handcrafted

2718.47

5

China

Baijiu

Gujing Group

Gujing Nianfenyuanjiang

2540.75

6

China

Baijiu

Shanxi Xinghua Village Fenjiu Group Co., Ltd.

Xinghuafenjiu

2448.12

7

England

Whisky

Diageo

Johnnie Walker

2223.94

8

England

Vodka

Diageo

Smirnoff

1993.05

9

China

Beer

China Resources Beer (China) Co., Ltd.

CR Snow

1958.19

10

India

Whisky

Allied Blenders & Distillers

Officer’s Choice Whisky

1898.49

11

China

Baijiu

Luzhou Laojiao Co., Ltd.

National Cellar 1573

1863.12

12

Denmark

Beer

Carlsberg

Carlsberg

1833.97

13

France

Whisky

Pernod Ricard

Royal Stag

1790.37

14

China

Baijiu

Shaanxi Xifeng Liquor Co., Ltd.

China Red, Red Phoenix

1747.04

15

Netherlands

Beer

Heineken

Heineken

1681.79

16

China

Baijiu

Guizhou Xijiu Investment Holding Group Co., Ltd.

Junpin Xijiu

1384.14

17

Cuba

Rum

Bacardi Company

Bacardí

1380.51

18

America

Whisky

Brown-Forman

Jack Daniel’s

1293.35

19

China

Beer

Tsingtao Beer Co., Ltd.

Tsingtao Beer

1215.07

20

China

Baijiu

Sichuan Langjiu Group Co., Ltd.

Qinghualang

1208.68

21

China

Beer

Anheuser-Busch InBev

Harbin Beer

1128.44

22

China

Baijiu

Guizhou Guotai Liquor Co., Ltd.

Guobiao Liquor

1103.90

23

China

Beer

Beijing Yanjing Beer Group Corporation

Yanjing

1078.88

24

China

Baijiu

Guizhou Jinshajiao Liquor Industry Co., Ltd.

Zhai Yao

980.03

25

China

Healthcare wine

Jinbrand Co. Ltd.

Jinjiu

972.52

26

France

Vodka

Pernod Ricard Group

Absolut

958.53

27

England

Rum

Diageo

Captain Morgan

952.11

28

China

Baijiu

Jiangsu King’s Luck Brewery Joint-Stock Co., Ltd.

Guoyuan

913.96

29

India

Whisky

Radico Khaitan

8PM

800.21

30

South Korea

Local – Soju

Hite-Jinro Company

Jinro

788.34

31

France

Brandy

Remy Cointreau

Remy Martin

723.74

32

France

Brandy

LVMH

Hennessy

681.85

33

Japan

RTD

Beam Suntory

Suntory Lemon Cocktail

666.39

34

France

Whisky

Pernod Ricard

Ballantine’s

664.46

35

India

Whisky

Global Spirits Company

McDowell’s No.1 Whisky

658.69

36

England

Whisky

Diageo

Crown Royal

636.34

37

France

Whisky

Pernod Ricard

Imperial Blue

625.33

38

America

RTD

E&J Gallo

Noon

621.85

39

France

Whisky

Pernod Ricard

Jameson

599.72

40

China

Baijiu

Henan Yangshao Liquor Co., Ltd.

Caitaofang

584.36

41

India

Brandy

Tilaknagar Industries

Mansion House Brandy

569.62

42

France

Wine

Chateau Lafite Rothschild

Lafite

568.83

43

Japan

Whisky

Beam Suntory

Jim Beam

562.00

44

France

Wine

Chateau Cheval Blanc

Chateau Cheval Blanc

561.47

45

Philippine

Rum

Tanduay

Tanduay

560.78

46

England

Bitters

Bacardi

Martini

560.25

47

China

Baijiu

Hebei Hengshui Laobaigan Liquor Co., Ltd.

1915

556.44

48

China

Baijiu

Shunxin Agriculture Co., Ltd. Niulanshan Distillery

Bainiuer

550.16

49

England

Bitters

Bacardi

Martini Vermouth

543.73

50

China

Baijiu

Anhui Kouzi Group

5-Year Kouzi Cellar

533.20

51

China

Baijiu

Shede Spirits Co., Ltd.

Shede Classic

531.66

52

China

Baijiu

Beijing Hongxing Co., Ltd.

Blue Bottle

526.32

53

America

RTD

Brown‐Forman

Jack Daniel’s Country Cocktail

524.28

54

Australia

Wine

Penfolds

Penfolds

509.05

55

England

Gin

Diageo

Tanqueray

493.61

56

America

RTD

Mark Anthony Brands

White Claw Hard Seltzer

487.90

57

Italy

Bitters

Gruppo Campari

Aperol

482.89

58

Japan

Local – Soju

Sanwa Shurui

Iichiko

479.36

59

France

Whisky

Pernod Ricard Group

Chivas Regal

469.14

60

England

Gin

Diageo

Gordon’s

468.44

61

France

Whisky

Pernod Ricard

Blenders Pride

464.90

62

Poland

Vodka

Polmos Bialystok Distillery

Żubrówka

454.79

63

America

Vodka

Global Spirits Company

Khortytsa

454.32

64

South Korea

Local – Soju

Lotte Liquor

Chum Churum

451.98

65

France

Wine

Romanee-Conti Group

Romanee-Conti

451.72

66

China

Baijiu

Shandong Guojing Group

Guo6

451.19

67

China

Baijiu

Jinbrand Co. Ltd.

Jinjiu

448.68

68

China

Baijiu

Jiugui Liquor Co., Ltd.

Neican

447.39

69

America

RTD

Brown‐Forman

New Mix

443.94

70

China

Wine

COFCO Winery Co., Ltd.

Five-Star

436.67

71

Japan

Whisky

Beam Suntory

Canadian Club

430.09

72

China

Wine

Yantai Changyu Grape Wine Co., Ltd.

Changyu Afip

429.44

73

India

Vodka

United Spirits

Morosha

425.62

74

China

Baijiu

Sichuan Shuijingfang Co., Ltd.

Jingtai

425.15

75

Mexico

Tequila

Becle

Jose Cuervo

423.94

76

Ukraine

Vodka

Dragonfly Group

Mule

422.18

77

India

Whisky

United Spirits

Royal Challenge

415.83

78

England

Rum

Diageo

McDowell’s No.1 Rum

406.60

79

England

Liqueurs

Diageo

Baileys

401.56

80

Japan

RTD

Beam Suntory

‐196°C Strong Zero

397.81

81

France

Wine

Chateau Margaux

Chateau Margaux

395.62

82

India

Vodka

Radico Khaitan

Magic Moments

389.21

83

England

Local – Soju

Diageo

Yeni

387.97

84

America

Wine

Screaming Eagle Group

Screaming Eagle

387.78

85

China

Baijiu

She Dian Lao Jiu Co., Ltd.

Yuanqinghua

372.79

86

Japan

RTD

Beam Suntory

Horoyoi

368.93

87

India

Gin

Bacardi

Bombay Sapphire

362.18

88

France

Liqueurs

Pernod Ricard

Malibu

354.86

89

China

Wine

Yantai Changyu Grape Wine Co., Ltd.

Changyu

354.56

90

India

Vodka

Bacardi

Grey Goose

350.99

91

Scotland

Whisky

William Grant & Sons

Grant

350.44

92

Germany

Bitters

Mast-Jägermeister

Jägermeister

346.51

93

China

Baijiu

China Kweichow Moutai (Group) Distillery Healthcare Liquor Co., Ltd.

Taiyuan

345.61

94

China

Baijiu

Sitir Liquor Co., Ltd.

Dongfangyun

332.57

95

China

Beer

Guangzhou Zhujiang Brewery Co., Ltd.

Pearl River

330.22

96

England

Vodka

Fine Wine Reserve

Żołądkowa

327.59

97

Poland

Vodka

Sino-European International Distribution Company

Żubrówka

314.74

98

England

Cachaca

Diageo

Ypioca

306.65

99

England

Whisky

Diageo

J&B

304.59

100

China

Wine

Gansu Mogao Industrial Development Co. , Ltd.

Mogo Pinot noir

210.15

 

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