The 2023 Best Brand List was released, and Budweiser and Moutai won the first place in the liquor category

(This article is reprinted from Wine Magazine)

Recently, Interbrand, a global brand strategy management consulting and design company, released the "2023 Global Best Brand Ranking" and "2023 China's Best Brand Ranking" respectively, from which we can get a glimpse of the growth of Chinese and global brands.

Overall, the growth rate of the total value of the world's top 100 brands has slowed down significantly, while the total value of China's top 50 brands has grown steadily. In the two lists, there are five brands on the list in the liquor industry, with Budweiser ranking first among global liquor brands and Moutai ranking first among Chinese liquor brands.

"2023 World's Best Brands Ranking"

Five liquor brands made the list

Budweiser was in first place, but it fell the most

According to the "2023 World's Best Brands List", the total value of the world's top 100 brands reached 3.3 trillion, an increase of only 5.7% compared with 3.1 trillion US dollars in 2022, and its growth rate slowed down significantly compared with 16% in previous years, and many brands fell into a state of stagnation. The threshold for inclusion in the list is $6.032 billion, which is a slight increase from last year's $5.491 billion.

Among the 100 best brands, alcohol brands accounted for five, followed by Budweiser, Corona, Jack Daniel's, Hennessy, Heineken, the same as last year's list, the ranking has changed slightly, and only Budweiser is still the only one with a brand value of more than $10 billion.

Budweiser ranked 61st on the list with a brand value of $12.984 billion, ranking first among alcohol brands, but the brand value shrank sharply by 16%, a lot lower than last year's ranking of 44th.

Corona's brand value was $8.082 billion, up 4% from last year, ranking 81st on the list, down one place from last year.

Jack Daniel's, which has a brand value of $7.595 billion, and Hennessy, which has a brand value of $6.447 billion, also showed a growth trend, with an increase of 6%, ranking 85th and 93rd on the list respectively, and the ranking remained unchanged from last year.

Heineken ranked 99th on the list with a brand value of $6.062 billion, up 1% compared to last year, but fell four places in the rankings.

"2023 China's Best Brands Ranking"

Liquor brands accounted for four seats

Moutai ranks first in the liquor industry

For Chinese brands, Interbrand also released the "2023 China's Best Brand Ranking". It shows that the total value of the brands on the list reached a new high of 3,367.67 billion yuan, an increase of more than 70 billion yuan or 2.2% over last year, showing a stable growth trend. The brands on the list as a whole have shown strong resilience and potential, and nearly eighty percent of the brands have achieved a steady increase in brand value.

It is worth noting that there are five brands on the list in the liquor industry, of which liquor brands account for four, namely Moutai, Wuliangye, Luzhou Laojiao, and Yanghe, and Tsingtao Beer is still the only beer brand on the list.

Image courtesy of Interbrand

Moutai ranked 9th on the list, rising one place compared with last year, ranking first in the liquor category, with a brand value of 89.032 billion yuan, an increase of 8%. This year, Moutai still maintained steady growth, with an operating income of 103.268 billion yuan in the first three quarters, a year-on-year increase of 18.48%, and a net profit of 52.876 billion yuan, a year-on-year increase of 19.09%, achieving 100 billion yuan in revenue in the first three quarters for the first time, and a net profit exceeding 50 billion yuan.

In order to seize the young consumer market, Moutai has frequently mixed and matched with young brands such as Luckin and Dove, and recently, it has jointly launched a cocktail that young people love with MOJT, and invited Jay Chou as the product spokesperson and chief tasting officer to promote the brand to be younger and more fashionable.

Image source: Weibo @Kweichow Moutai official micro

Wuliangye's brand value is 32.665 billion yuan, ranking 16th on the list, consistent with last year's ranking, but its brand value growth performance is quite impressive, reaching 10%, which is the largest among all the liquor brands on the list, and it is also the only liquor brand that has maintained double-digit growth for six consecutive years.

In the first three quarters of this year, Wuliangye's revenue reached 62.536 billion yuan and its net profit was 22.833 billion yuan, both showing double-digit growth. In terms of brand building, Wuliangye has carried out brand IP activities such as "Harmony Global Tour" and "Harmony Culture Festival", and exclusively named the large-scale international cultural exchange program "Beauty and Beauty", which continuously intensified the brand vitality and enhanced its reputation.

Luzhou Laojiao ranked 33rd on the list, with a brand value of 10.900 billion yuan, a slight increase of 3%. In the first three quarters of this year, Luzhou Laojiao's revenue reached 21.943 billion yuan and its net profit was 10.566 billion yuan, with an increase of more than 20%. In addition to the rapid growth, Luzhou Laojiao has also been successfully selected as one of the "Top Ten Cases of Integrity and Innovation of China's Time-honored Brands" by virtue of its typical practices and outstanding achievements in the fields of brand innovation, quality innovation, and marketing innovation, and is the only selected enterprise in the liquor industry.

Tsingtao Beer ranked 34th with a brand value of 10.567 billion yuan, up one place compared with last year, and the increase was also considerable, reaching 8%. In the first three quarters of this year, Tsingtao Beer's revenue was 30.978 billion yuan, a year-on-year increase of 6.42%, achieving "three growths" in sales, revenue and net profit.

Yanghe ranked 37th on the list, down one place compared with last year, with a brand value of 10.194 billion yuan, a slight increase of 4%. In terms of revenue, Yanghe continued its growth trend this year, with revenue of 30.283 billion yuan and net profit of 10.203 billion yuan in the first three quarters, both of which achieved double-digit growth. It is reported that Yanghe has held nearly 200 brand promotion activities this year, covering nearly 30 countries on five continents, including Germany, France and Spain.

Despite the pressure and challenges, the five brands on the list still rose to the challenge and bucked the trend, with strong revenue growth, steady progress in brand value, and remarkable results.

文、编 | Rayna

(This article is reprinted from Wine Magazine)