品牌价值-最有价值和最强大的酒精饮料品牌的2024年度报告（英）-2024-WN8

AlcoholicDrinks2024TheannualreportonthemostvaluableandstrongestAlcoholicDrinksbrandsJuly2024ContentsAboutBrandFinance34ForewordDavidHaigh,Chairman&CEO,BrandFinanceRankingAnalysisBeers5079Spirits501623Champagne&Wine10SegmentRankingsRegionalAnalysisBrandSpotlights294045Corona46InterviewwithClarissaPantoja,VicePresidentWULIANGYE49MethodologyOurServices5258©2024Allrightsreserved.BrandFinancePlc.BrandFinanceAlcoholicDrinks2024/alcoholic-drinksꢀ2BridgingthegapbetweenMarketingandFinanceAboutBrandFinanceBrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.Formorethan25years,wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.QuantifyingthefinancialvalueofbrandsWeputthousandsoftheworld’sbiggestbrandstothetesteveryyear.Rankingbrandsacrossallsectorsandcountries,wepublishover100reportsannually.Theworld'sleadingbrandvaluationUniquecombinationofexpertiseOurteamshaveexperienceacrossawiderangeofdisciplinesfrommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting.consultancyPridingourselvesontechnicalcredibilityForbusinessenquiries,pleasecontact:HenryFarrDirectorh.farr@BrandFinance,acharteredaccountancyfirmregulatedbytheInstituteofCharteredAccountantsinEnglandandWales,isthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil.Ourexpertscraftedstandards(ISO10668andISO20671)andourmethodology,certifiedbyAustrianStandards,isofficiallyapprovedbytheMarketingAccountabilityFormediaenquiries,pleasecontact:GayathriSaravanaKumarMarketingDirector,AsiaPacificg.saravanakumar@Forallotherenquiries:enquiries@brandfi+442073899400www.brandfiStandardsBoard.ForewordBrandvaluationhelpscompaniesunderstandthevalueoftheirbrandandhowitcontributestotheoverallvalueofthecompany.Thisimportantunderstandingcaninformdecision-makingrelatedtomarketingandbrandingefforts,aswellasprovideabenchmarkforfutureperformance.Itcanalsobeusedtohelpattractinvestorsandsecurefinancing,asastrongbrandcanbeavaluableasset.Additionally,brandvaluationcanbeusefulintheeventofamergeroracquisition,asitcanhelpdeterminethevalueofthebrandbeingacquired.Overall,brandvaluationhelpsorganisationsunderstandtheworthoftheirbrandandhowitfitsintotheiroverallbusinessstrategy.Astrongbrandcanleadtoimprovedbusinessreturnsinseveralways.First,astrongbrandcanhelpacompanydifferentiateitselffromitscompetitorsandestablishauniqueidentityinthemarket,whichcanleadtoincreasedcustomerloyaltyandretention.This,inturn,canleadtohighersalesandrevenue.Astrongbrandcanalsohelpacompanycommandahigherpriceforitsproductsorservices,asconsumersarewillingtopaymoreforabrandtheyperceiveashigh-qualityandtrustworthy.DavidHaighChairman&CEO,BrandFinanceInaddition,astrongbrandcanhelpacompanyattracttoptalent,asemployeesmaybemoreattractedtoworkforawell-knownandreputablebrand.Finally,astrongbrandcanprovideacompanywithacompetitiveadvantageandhelpitweathereconomicdownturnsorindustrydisruptions.Thisyear,BrandFinancehasinvestedmoreinresearchingandunderstandingcustomerperceptionofbrandsacrosstheworldthaneverbefore,withoriginalresearchtakingplaceindozensofjurisdictionsglobally.Thereportyouarereadingisbasedonthisextensiveoriginalresearch,withthefindingsrepresentingacatalystforfurtherconversations.Ifyouwanttohelpbuildastrongerbrand,orifyouwanttobetterunderstandthevalueofyourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtotheconversationandhelpingtobuildamoreprofitablefutureforyourbrand.BrandFinanceAlcoholicDrinks2024/alcoholic-drinksꢀ4GainInsightLeveragestrategicinsightstoenhanceyourbrand'sfinancialstanding.RequestStrategicGuidanceyourownBrandValueReportStrategiseeffectivelytopositionyourbrandasamarketleader.BenchmarkYourPerformanceBenchmarkyourbrandagainstindustrystandardsforacompetitiveedgeinthecorporatelandscape.BrandFinance'sBrandValueReportprovidesacompletebreakdownoftheassumptions,datasources,andcalculationsusedtodetermineyourbrand’svalue,aswellasbrandequityresearch.EmpowerYourMarketingTeamEmpoweryourmarketingteamwithcomprehensiveknowledgeaboutyourbrand'sfinancialvalue.EnhanceCommunicationEachreportincludesexpertrecommendationsforgrowingbrandvalue,drivingperformance,andgaininginsightsintoyourpositionagainstpeers.Optimisecommunicationchannelsbyunderstandingandarticulatingyourbrand'sfinancialsignificance.DeepenUnderstandingDeepenyourfinancialacumenandmakewell-informeddecisionsforcorporatesuccess.enquiries@brandfi+6,000brandsOriginalmarketresearchonglobal,marketandsectorleadingbrands.GetFullAccesstoourGlobalData41countriesComprehensivecoverageformarketspecificlearningsthatinformdecisionmaking.31sectorsBenchmarkyourbrandagainstcompetitorsandleverageindustrylevelinsightstoempoweryourstrategy.BrandFinance'sGlobalBrandEquityMonitorresearchutilisesacomprehensiveframeworktotrackandmeasurethecorebuildingblocksthatunderpinstrongbrands,whiledeliveringnuancedinsightsthatdirectstrategyforunderstanding,maintainingandbuildingbrandstrength.+150,000respondentsRobustmarketrepresentationforaglobalperspective.8thconsecutiveyearTakealongerviewtotrackandlearnfromfastgrowingbrands,marketdisrupters,andmarketleaders.Brands,andcustomerrelationshipwithbrands,arecomplex.Assuchtheyrequireattention,directionandmeasuredsupportifthey’retofulfiltheirpotential.Ourbrandequityreportsdeliverexpertinsightandrecommendationstopoweryourbrandstrategiesandvaluation.StrategicInsightUnderstandyourbrandsstandinginthemarket,whatit’sknownforrelativetothecompetition,andwhatdrivescustomerdecisionmakingsoyoucancreatearoadmapforsuccess.enquiries@brandfiRankingAnalysisCoronaExtraleadsthewayasthemostvaluableandfastestgrowingbeersbrandglobally+

CoronaExtrareclaimstitleofworld’smostvaluablebeersbrandaftera40%brandvalueincrease,followedbyHeinekenandBudweiser+

Tsingtaobrewssuccessastheworld'sstrongestbeerbrand+

EstrellaDammandTiger’sbrandvaluesincreaseby37%and30%,respectively+

CoronaExtrahashighestSustainabilityPerceptionsValueofUSD889millionBeers50CoronaExtrareclaimsthetitleoftheworld’smostvaluablebeerbrandfollowinga40%brandvalueincrease,followedbyHeinekenandBudweiserCorona'sstrategicinitiativeshavebolstereditsbrandrecognitionandreputationbeyonditsconsumerappeal.Earlierthisyear,theannouncementofCoronaCeroastheofficialsponsoroftheParis2024Olympicsmarkedahistoricmoment,asthefirstbeerbrandtosponsortheevent.TheiconicMexicanbeerbrandCoronaExtrahasreclaimeditspositionastheworld'smostvaluablebeerbrand,surpassingHeineken(up18%toUSD9billion),withanimpressive40%brandvalueincreasetoUSD10.4billion.ThisremarkablegrowthsolidifiesitspositionasthemostvaluablebrandintheBrandFinanceBeers502024rankingandmakesitthefastest-growingbeerbrandglobally.Budweiser(brandvalueup11%toUSD7.4billion)sitsinthird.FouradditionalMexicanbeerbrandsfeatureintheranking:ModeloEspecial(brandvalueup24%toUSD5.2billion),Tecate(brandvalueup26%toUSD2billion),Victoria(brandvalueup22%toUSD1.5billion),andDosEquisXX(up16%toUSD841million).MexicoisthesecondmostrepresentedcountryinthewholerankingbehindtheUS,whichhadninebrandsfeaturedintotal.BrandFinanceAlcoholicDrinks2024/alcoholic-drinksꢀ9Beers50Top10MostValuableBeerBrands2024©BrandFinancePlc.20241221304050$10.4bn+40%$9.0bn+18%$7.4bn+11%$5.4bn-9%$5.2bn+24%60728091100$4.3bn+22%$3.3bn+20%$3.1bn+11%$3.1bn-1%$2.9bn+9%Coronahasonceagainreclaimedthetitleoftheworld’smostvaluablebeerbrand,apositionitpreviouslyheldforfourconsecutiveyearsbetween2019-2022.Thisreaffirmsthebrand'sleadershipandmirrorsevolvingconsumerpreferencesforpremiumandqualityofferings.Italsooffersinsightsintothebroaderlandscapeofthebeerindustry,wherebrandscommittedtoqualityandinnovationareredefiningmarketstandards.HenryFarrDirector,BrandFinanceBrandFinanceAlcoholicDrinks2024/alcoholic-drinksꢀ10Beers50Top10StrongestBeerBrands2024©BrandFinancePlc.2024122032425087.0+3.385.9-1.485.9+3.985.8+1.785.2-1.26071829010285.2+0.584.9-7.783.9+3.383.7+1.083.4+2.4Tsingtaobrewssuccessasworld'sstrongestbeerbrandTsingtaorecentlyannouncedanewpartnershipwithLECBeveragesGroupandInGoodCompanytomanagethelicensing,sales,anddistributionofTsingtaoBeerintheUK.Thisstrategicmoveaimstoenhancethebrand'spresenceandaccessibilityintheUKmarket.Inadditiontocalculatingbrandvalue,BrandFinancealsodeterminestherelativestrengthofbrandsthroughabalancedscorecardofmetricsevaluatingmarketinginvestment,stakeholderequity,andbusinessperformance.DutchbrandHeinekenhasmaintaineditspositionasthesecondstrongestbeerbrand,securingaBSIscoreof85.9pointsoutof100.CompliantwithISO20671,BrandFinance’sassessmentofstakeholderequityincorporatesoriginalmarketresearchdatafromover150,000respondentsin41countriesandacross31sectors.Heinekencontinuestodemonstratearemarkableabilitytobalanceproductpromotionandcausemarketing.Markingits150thanniversarythisyearthroughanadvertisingcampaigntitled"150YearsofGoodTimes–WhateverYouCallUs"highlightsthebrand’sglobalpopularity,featuringpeoplefromdifferentcountriesorderingaHeinekeninvariouslanguages.China’sTsingtao(brandvalueup21%toUSD2.6billion)isnowtheworld'sstrongestbeerbrand,achievinganimpressiveBSIscoreof87.0pointsoutof100andearningaprestigiousAAArating.Tsingtaomaintainsarobustbrandpresenceathomeandabroad,withitsproductsnowavailableinover100countriesworldwide.Throughstrategicpartnershipswithdistributionchannels,Tsingtaocontinuestofortifyitspositioninkeymarkets,ensuringitswidespreadaccessibilityandmarketgrowth.Followinga3.9-pointincreaseinitsBSIscoreto85.9outof100,Coronahasalsorecordedanoteworthyuptickinbrandstrength,securingthepositionasthethirdstrongestbeerbrandglobally.AccordingtoresearchconductedbyBrandFinance,consideration,familiarity,overallreputation,andusagemetricshaveshownanuptickgloballyyear-on-year.BrandFinanceAlcoholicDrinks2024/alcoholic-drinksꢀ11Beers50BrandValueChange2023-2024(%)©BrandFinancePlc.202440%37%30%28%28%26%24%22%22%22%EstrellaDammandTiger’sbrandvaluesincreaseby37%and30%,respectivelyBarcelonaandtheEstrellaDammbrand,whichispresentinover130countriesworldwide.SittingbehindCoronaExtraasthefastest-growingbrandthisyearisSpain’sEstrellaDamm,whichincreaseditsbrandvalueby37%toUSD1.4billion.Singapore’sTigerranksthirdforbrandvaluegrowth,witha30%increasetoUSD1.5billion.InAprilthisyear,TigerintroduceditslatestbreakthroughinAsiawiththelaunchofTigerSojuInfusedLager,accompaniedbytheunveilingofG-DRAGONasthenewofficialglobalTiger®brandambassador.EstrellaDamm'sstrategicinitiativeshaveenhanceditsbrandrecognitionandreputation.Inlate2023,thebrandannounceditsofficialsponsorshipofthe37thAmerica’sCup,aswellasitssponsorshipofEmiratesTeamNewZealand,theteamdefendingthetitleinBarcelonathisyear.Thismarksthebrand'smostsignificantinnovationtodate,blendingthesmoothTigerlagerrecipewithatouchofsojuandavarietyofnaturalflavours.InitiallyavailableinSingaporeandVietnam,thisvariationwillsoonexpandintoadditionalmarkets.ThenewofferingfromTigerextendsbeyondtraditionallager,cateringtomillennialandGenZconsumerswhoaredrawntoproductsofferingadynamicfusionofprogressiveflavoursandinnovativeconcepts.Thisevent,featuringthelegendaryAmerica’sCup–theoldestsportstrophyinhistorywhichdatesbackto1851–issettoelevatetheinternationalprofileofBrandFinanceAlcoholicDrinks2024/alcoholic-drinksꢀ12Beers50Top10BeerBrandsbySustainabilityPerceptionsValue©BrandFinancePlc.202412345$889mE:1.00S:1.01G:1.01$795mE:1.04S:1.04G:1.04$627mE:1.00S:1.01G:0.99$468mE:1.05S:1.05G:1.04$436mE:0.96S:0.97G:0.90678910$373mE:1.02S:1.04G:1.01$293mE:1.10S:1.10G:1.08$282mE:1.05S:1.06G:1.06$278mE:1.00S:1.00G:1.00$245mE:0.97S:0.99G:0.98USDxx=SustainabilityPerceptionsValuex.x=SustainabilityPerceptionsScore/SectorMedianCoronaExtrahashighestSustainabilityPerceptionsValueofUSD889millionBrandFinancealsoutilisesitsGlobalBrandEquityMonitor(GBEM)researchtocompileaSustainabilityPerceptionsIndexwhichdeterminestheroleofsustainabilityindrivingbrandconsiderationacrosssectors.Inthebeerssector,sustainabilityisresponsiblefordriving8.5%ofcustomerconsideration.BrandFinance’sperceptualdataalsooffersinsightintowhichbrandsglobalconsumersbelievetobemostcommittedtosustainability.Forindividualbrands,theIndexdisplaystheproportionofbrandvalueattributabletosustainabilityperceptions.ThisSustainabilityPerceptionsValueisthefinancialvaluecontingentonabrand’sreputationforactingsustainably.Fromhere,BrandFinance’sperceptualresearchisanalysedalongsideCSRHub’senvironmental,socialandgovernance(ESG)performancedatatodetermineabrand’s‘gapvalue’.Thisisthevalueatrisk,orvaluetobegained,arisingfromthedifferencebetweensustainabilityperceptionsandactualperformance.The2024SustainabilityPerceptionsIndexfindsthatinthebeerssector,CoronaExtrahasthehighestSustainabilityPerceptionsValueofUSD889million.BrandFinanceAlcoholicDrinks2024/alcoholic-drinksꢀ13BrandValueRanking(USDm)TopmostvaluableBeerbrands1-502024BrandValueBrandValueChange2023BrandValue2024BrandRating2023BrandRating20242023RankRankBrandCountry12CoronaExtraHeinekenBudweiserBudLightModeloEspecialSnowMexico$10,389$8,982$7,360$5,426$5,243$4,291$3,263$3,140$3,134$2,940+39.9%+18.3%+10.6%-8.8%$7,425$7,594$6,654$5,949$4,241$3,505$2,727$2,840$3,161$2,701AAAAAAAAA-AAAAA-AAAAAA-AA+AAA-AAAAA2100002010002122112222121202212202211212122222222021NetherlandsUnitedStatesUnitedStatesMexico334455+23.6%+22.4%+19.6%+10.6%-0.8%AA+AAAAA-66China(HongKong)UnitedStatesJapan79Coors88AsahiAAAAAA-A+AAA+AAAAA-97KirinJapan10111213141516171819202122232425262728293031323334353637383940414243444546474849501011121413181715162021232522262430272931283236334039353441374238494448514757546050MillerLiteGuinnessTsingtaoMichelobHarbinUnitedStatesIreland+8.8%ChinaUnitedStatesChinaTecateMexicoBrahmaBrazilSkol(ABInBev)CarlsbergStellaArtoisVictoriaBrazilDenmarkBelgiumMexicoTigerSingaporeSpainEstrellaDammBuschUnitedStatesUnitedStatesBrazilTrulyHardSeltzerAntarcticaTuborgDenmarkVietnamNetherlandsSpainSaigonAmstelMahouNaturalUnitedStatesMexicoDosEquisXXCassSouthKoreaChinaZhujiangCastleSouthAfricaFranceDesperadosAguilaColombiaIndiaKingfisherKronenbourg1664Foster'sFranceAustraliaSouthAfricaThailandItalyCarlingBlackLabelChangPeroniBeck'sGermanyUnitedStatesChinaSamuelAdamsYanjingCruzcampoŻubrSpainPolandSuperBockCristalPortugalChileSanMiguelSpainBrandFinanceAlcoholicDrinks2024/alcoholic-drinksꢀ14China'sspiritssoar:Moutai&Wuliangyereignasleadingbrands,USandEuropeanlabelstoasttolargestgrowth+

MoutaiandWuliangyeretaintitleasworld’stoptwomostvaluablespiritsbrandwhileLuzhouLaojiaoranksthird+

WuliangyeandMoutairemainastwoundisputedkingspossessingAAA+brandstrengthrating+

JimBeamleadswithdouble-digitbrandvaluegrowth,JägermeisterandMartinioccupysecondandthirdrankasbrandswithlargestgrowthbypercentage+

MoutaihashighestSustainabilityPerceptionsValueofUSD5.9billionSpirits50ThestrategicmanoeuvresofMoutai,Wuliangye,andLuzhouLaojiaoexemplifywhytheyleadtheglobalspiritsindustry.MoutaiandWuliangyeretaintitleasworld’stoptwomostvaluablespiritsbrandwhileLuzhouLaojiaoranksthirdFortheninthconsecutiveyear,elitebaijiubrandMoutai(brandvalueup1%toUSD50.1billion)istheworld’smostvaluablespiritsbrandrankedbyBrandFinance.Atthesecondrank,alsomaintainingbits2023position,isWuliangye(brandvaluedown15%toUSD25.9billion)whilethethirdmostvaluablespiritsbrandrankedthisyearisLuzhouLaojiao(brandvalueup6%toUSD8.2billion).Whetherit’sMoutai’syoungeraudience-targetedcampaigns,Wuliangye’se-commerceInSeptember2023,Moutaibeganactiveengagementsthroughseveralinnovativemarketinginitiativestoattractyoungeraudienceforitspopulardrink.Throughitsglobalculturalcampaign,Moutaiembarkedonthe"XieMei"tourwithstopsinJapan,France,andtheUK,aimingtoblendChineseliquorculturewithglobaltraditionsandemphasizeonenvironmentalsustainabilitywhilehighlightingMoutai'scommitmenttoculturalexchangeandsustainability.Throughthee-commercespaceanditsgrowingdigitalpresence,Wuliangyehasenhanceditsonlinesaleschannels,allowingcustomerstopurchasetheirproductsdirectlythroughtheirwebsite.advancements,orLuzhouLaojiao’sprestigioussponsorships,thesebrandsarenotjustmaintainingtheirpositions—theyarerevolutionisingthemarket.HenryFarrDirector,BrandFinanceBrandFinanceAlcoholicDrinks2024/alcoholic-drinksꢀ16Spirits50Top10MostValuableSpiritsBrands2024©BrandFinancePlc.20241020324150$50.1bn+1%$25.9bn-15%$8.2bn+6%$7.2bn-14%$6.3bn-7%60708090102$5.2bn-18%$4.4bn+11%$3.8bn+8%$2.5bn-17%$2.4bn+7%Thisinitiativeaimstoincreasethebrand’sglobalsalesbyprovidingeasyaccesstotheirproductsaswellasdetailedinformationabouttheirofferingsandhistory.Additionally,Wuliangyehasdevelopedatwo-dimensionalcodetraceabilitysystemtoensureproductauthenticity.Thetwo-dimensionalcodetraceabilitysystemcomplementsWuliangye'senhancedonlinesaleschannelsbyaddinglayersofauthenticity,interactivity,anddetailedproductinformation,whichcollectivelybooststhebrand’sdigitalpresenceandglobalsalespotential.LuzhouLaojiaohasbeenactivelyengaginginhigh-profilemarketinginitiativesthroughout2024toenhanceitsbrandvisibilityandglobalreach.Oneofthenotableexamplesincludethebrandbeingthetitlesponsorofthe‘2024LuzhouLaojiaoGuojiao1573WCGCWorldFinal’,asignificanteventinthecorporategolfcircuit.ScheduledtotakeplaceinHaikou,HainaninOctober,thistournamentunderscoresthebrand'scommitmenttoexcellenceandluxuriouslifestyleassociations,inadditiontosolidifyingthebrand’sreputationasapremiumbrandontheinternationalstage.MoutaihashighestSustainabilityPerceptionsValueofUSD5.9billion.BrandFinanceAlcoholicDrinks2024/alcoholic-drinksꢀ17Spirits50Top10StrongestSpiritsBrands2024©BrandFinancePlc.2024122130425290.7+0.989.9-0.988.5-0.985.7-0.583.2+1.76270829110182.9+1.682.7-2.181.7-2.381.4-2.981.0-5.4WuliangyeandMoutairemainastwoundisputedkingspossessingAAA+brandstrengthratingblendingeasternandwesternspirits.OnenotableproductinthisrangeistheWugroni,atwistontheclassicNegronicocktail,combiningWuliangyebaijiuwithCampariandCinzanoVermouthRosso.Thiscollaborationaimstoenhancemarketcooperationandculturalexchangebetweenthebrands.Wuliangyehasnowbecometheworld'sstrongestspiritsbrandranked,inadditiontobeingthesecondmostvaluablebrandof2024.ItboastsaBSIscoreof90.7of100,earninganimpressiveAAA+rating.Moutai,witharespectableBSIof89.9of100,joinsWuliangyetoenjoythetoptierAAA+brandstrengthrating.Navigatingthebrandthroughthedigitalera,Moutai,isactivelyextendingitsculturalreachinternationally,harnessingbothdigitalandphysicalspacestocaptivateglobalaudiences.Together,thesebrandsstandoutastheonlyspiritsduogloballytoachievetheAAA+brandstrengthratingsbyBrandFinance,highlightingthesignificantgrowthofChinesebaijiuintheglobalmarket.Mexico'stequilabrand,1800(brandvalueup13%toUSD480million)ranksasthethirdstrongestthisyearwithitsBSIscoredroppingslightlyby0.9pointsto88.5of100,resultinginabrandstrengthratingofAAA.Thebrand'sstrategicuseofculturalhubs,internationaltradeentities,anddigitalforumshasfosteredintimateconnectionswithconsumersworldwide,amplifyingthepresenceofChineseliquorcultureontheglobalstage.InMay2023,1800launchedseveralsignificantmarketinginitiativestoenhanceitsbrandpresenceandconnectwithawideaudience.Oneexampleisthe"TasteisEverything"campaign,whichfeaturesprominentfiguressuchas10-timeNBAAll-StarCarmeloAnthonyandLatinsuperstarOzuna.ThiscampaignspansTV,digitalplatforms,socialmedia,out-of-homeadvertisements,andin-storepromotions,allhighlightingthebrand'sdedicationtoqualityanditsculturalheritage.Wuliangyehasundertakenseveralsignificantmarketinginitiativestobolsteritsbrandpresenceandperformance.Amongitsstrategicpartnerships,inNovember2023,WuliangyeformedastrategicalliancewithItaly’sCampariGroup.ThispartnershipfocusesonthecreationofinnovativeproductsBrandFinanceAlcoholicDrinks2024/alcoholic-drinksꢀ18Spirits50BrandValueChange2023-2024(%)©BrandFinancePlc.202483%38%23%18%17%13%13%12%11%10%JimBeamleadswithdoubledigitbrandvaluegrowth,JägermeisterandMartinioccupysecondandthirdrankasbrandswithlargestgrowthbypercentageandstrengthenJimBeam'spresenceintheAustralianmarket.JägermeisterannouncedinMarchthisyearofitscollaborationwithNewYork-basedcreativeagencyGLOWtofocusoncommunity-drivencontentandbrandinitiativescalled“Bestnightsofyourlife-todayandtomorrow”.JimBeam(brandvalueup83%toUSD539million)claimsthetitleofthespiritsbrandwiththelargestbrandvaluegrowthbypercentage.Thebrand’smassivesurgeinbrandvaluethisyearhasallowedittoclimb24rankstooccupythe42ndspotamongthemostvaluablespiritsbrandsrankedbyBrandFinancein2024.CominginatthesecondandthirdrankareJägermeister(brandvalueup38%toUSD914million)andItalianbrandMartini(brandvalueup23%toUSD586million).Thebrand’sgoalistoauthenticallyconnectwithGenZ,inspirethemwithunique,value-drivencontent,andcreateunforgettabledigitalexperienceswhileontheoverall,itaimsforthepartnershiptohelpstrengthenJägermeister'sglobalsocialmediapresence.Inagesturetocelebratethemodernaperitivomoment,Bacardi-ownedvermouthbrandMartini,launchedthe“DaretoBe”campaigninMaythisyearcoveringseveralkeymarketsincludingSpain,Benelux,Portugal,andItaly.JimBeamlaunchedseveralnotablemarketinginitiativesthathavecontributedtoitssignificantbrandvalueincrease,includingitsdecisioninMarchthisyear,tobecometheofficialspiritssponsoroftheSydneySwans,anAustralianFootballLeagueteam,whichallowsthebrandtoactasthepresentingpartnerforamatch-daytraditionandcreatinguniquefanexperiences.ThecollaborationisdesignedtoconnectwiththepassionateSwansfanbaseThecampaignencouragesconsumerstostepoutoftheireverydayselvesandembracetheirmostplayfulandstylishside.Itfeaturesvibrantvisualsoffriendsenjoyingaperitivoduringtheday,emphasizingMartini’sItalianmagneticstyle.BrandFinanceAlcoholicDrinks2024/alcoholic-drinksꢀ19Spirits50Top10SpiritsBrandsbySustainabilityPerceptionsValue©BrandFinancePlc.202412345$5,848mE:1.09S:1.11G:1.08$2,869mE:1.05S:1.04G:1.02$894mE:1.01S:1.01G:1.04$779mE:1.01S:1.00G:1.02$657mE:0.97S:0.98G:0.96678910$543mE:0.97S:1.00G:0.96$474mE:1.02S:0.99G:0.99$410mE:0.99S:1.01G:1.01$270mE:1.00S:1.00G:1.00$253mE:0.98S:0.99G:0.99USDxx=SustainabilityPerceptionsValuex.x=SustainabilityPerceptionsScore/SectorMedianMoutaihashighestSustainabilityPerceptionsValueofUSD5.9billionThe2024SustainabilityPerceptionsIndexrevealsthatMoutaileadsthespiritssectorwiththehighestSustainabilityPerceptionsValueofUSD5.9billion.Moutai'scommitmenttosustainabledevelopmenthasfuelleditspathtohigh-qualitygrowth,anchoredbythebrand’sdistinctiveaesthetic.BrandFinancealsoutilisesitsGlobalBrandEquityMonitor(GBEM)researchtocompileaSustainabilityPerceptionsIndexwhichdeterminestheroleofsustainabilityindrivingbrandconsiderationacrosssectors.Inthespiritssector,sustainabilityisresponsiblefordriving10.7%ofcustomerconsideration.BrandFinance’sperceptualdataalsooffersinsightintowhichbrandsglobalconsumersbelievetobemostcommittedtosustainability.Thebrandcontinuestoemphasizethatsustainablegrowthistheultimategoalforthecompany,whilevaluecreationremainsafundamentalresponsibilityofapubliclylistedentity.Moutaiprioritisesshareholderinterestsbydeliveringfinancialreward