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Diageo's Johnnie Walker and Smirnoff have continued their slide down a list of the world's most valuable brands.

Diageos Johnnie Walker Scotch whisky saw its estimated brand value fall

Diageo's Johnnie Walker Scotch whisky saw its estimated brand value fall

The whisky and vodka were the worst alcohol performers on Interbrand's Best Global Brands Report 2016, which lists the top 100 brands by estimated worth. Johnnie Walker slipped to 95th spot with a 5% value drop to US$4.3bn while Smirnoff was 96th, after a 4% fall to $4.2bn.

According to the annual Interbrand rankings, both brands peaked in value in 2014 but have decreased over the past two years. Last year, Johnnie Walker was 92nd and Smirnoff 94th.

The only other spirits brand on the list was Brown-Forman's Jack Daniel's, which boosted value by 1% to $5.2bn and claimed 85th position.
Anheuser-Busch InBev's Budweiser was rated the most powerful alcohol brand as it increased estimated value by 8% to $15.1bn. It was the fourth-straight increase for the beer, which was ranked 30th on the list.

AB InBev's Corona Extra, which is owned in the US by Constellation Brands, was in 93rd spot, up 1% to $4.5bn. Heineken's namesake lager was at 87th position after a 6% value increase to $5.1bn. LVMH's Moet & Chandon Champagne was flat at $4.2bn and came in at 97th on the list.

Meanwhile, The Coca-Cola Co's trademark soda lost 7% of its value - following a 4% drop in 2014 - to fall to $73bn. It remained in 3rd spot overall, behind Apple in No. 1 and Google in No. 2. 

PepsiCo's Pepsi gained 3% in value to reach $20.2bn. The increase was Pepsi's fifth in a row and the soft drink gained one spot to sit in 23rd position.

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The Interbrand list is calculated using three components - financial analysis, the role of a brand and brand strength.


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