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Earlier this week, brand valuation consultancy Brand Finance released its lists of the most valuable beer and spirits brands, globally. Here's a rundown of the top 50 spirits brands.

Most Valuable Spirits Brands in 2017

+/- LYBrandBrand Value 2017 (in US$ m)+/- LY (in US$ m)
1----Moutai11,548+4,337
2---Johnnie Walker4,548-82
3+1Yanghe4,281+1,431
4+1Jack Daniel's3,055+551
5-2Hennessy2,711-163
6+3Luzhou Laojiao2,509+1,060
7+1Bacardi2,185+291
8-1Smirnoff2,033+8
9+5Wuliangye1,975+912
10---Absolut1,759+322
11---Ruang Khao1,541+243
12+1Grey Goose1,448+216
13-1Chivas Regal1,401+140
14+12Gujing Gong Jiu1,099+524
15+6Jameson863+157
16+4Officer's Choice793N/A
17---McDowell's No.1762-43
18-2Ricard757N/A
19-1Ballantine's678-37
20+10Rémy Martin647+126
21+2Grant's625+29
22---Jagermeister615-43
23+4Martell604+31
24NECiroc592-3
25+13Imperial Blue552+130
26NEJim Beam538-98
27+1Havana Club510-44
28+11Crown Royal485+87
29+5Royal Stag471+7
30+2Captain Morgan450-44
31+4Jinro441N/A
32NESkyy439N/A
33---Baileys423-55
34NESeagram's Gin418+120
35+25Belvedere417N/A
36+1The Famous Grouse376-48
37NEThe Glenlivet349+26
38+12Bell's345+55
39+39Han Jiang343N/A
40+9J&B327+33
41+11Bombay Sapphire317+34
42+103Blend 285300N/A
43+14Glenfiddich287+49
44+84Swellfun282N/A
45+14Finlandia281N/A
46-6Malibu273-57
47+1Beefeater268-28
48+102Hong Thong268N/A
49+5Southern Comfort267-13
50+14Tanqueray263N/A

Source: Brand Finance

Methodology

  1. Calculate brand strength on a scale of 0 to 100 based on attributes such as emotional connection, financial performance and sustainability, among others. This score is known as the Brand Strength Index, and is calculated using brand data from the BrandAsset Valuator database, which measures brand equity, consideration and emotional imagery attributes to assess brand personality in a category-agnostic manner
  2. Determine the royalty rate range for the respective brand sectors. This is done by reviewing comparable licensing agreements sourced from Brand Finance's database of license agreements and other online databases
  3. Calculate royalty rate. The brand strength score is applied to the royalty rate range to arrive at a royalty rate. For example, if the royalty rate range in a brand's sector is 0%-5% and a brand has a brand strength score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%
  4. Determine brand specific revenues estimating a proportion of parent company revenues attributable to a specific brand
  5. Determine forecast brand specific revenues using a function of historic revenues, equity analyst forecasts and economic growth rates
  6. Apply the royalty rate to the forecast revenues to derive brand revenues
  7. Brand revenues are discounted post-tax to a net present value which equals the brand value

Sectors: Spirits

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