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Kweichow Moutai crowned beverage champion in future-proof list

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China's Kweichow Moutai is the world's most future-proofed beverage company, according to a new global ranking.

Kweichow Moutai is the leading distiller of Chinese white spirit baijiu

Kweichow Moutai is the leading distiller of Chinese white spirit baijiu

In its debut appearance on the FutureBrand Index, Kweichow Moutai, the leading distiller of the white spirit baijiu, roundly beat out competition from rival luxury spirits company LVMH. Despite being a new entry, the Chinese company came second overall on the list, behind The Walt Disney Co.

Kweichow Moutai was the joint-top scorer in producing brands that consumers are willing to pay more for over the competition and was also "highly admired" by the public.

FutureBrand said the company's appearance at No. 2 "was a surprise for some", but added that Kweichow Moutai is "clearly well-placed in the minds of many of our informed global public". 

"With ambitions beyond product, we sense that they are just getting started," FutureBrand said.

FutureBrand describes its list as a "rigorous assessment of how future-proofed the world's 100 most prominent companies are. Based on global consumer surveys, the list ranks the companies using 18 indicators across six categories.

Elsewhere on the list, LVMH, which owns the Moët & Chandon and Hennessy brands, dropped 51 places to 70th. No other spirits producers made the top 100.

Other beverage categories fared better. Anheuser-Busch InBev was up 23 places to 66th, while The Coca-Cola Co dropped seven spots to settle at 39th. Soft drinks rival PepsiCo slipped four spots to 82nd.

In another global ranking list released today, Diageo's Smirnoff vodka and LVMH's Moët & Chandon Champagne fell out of the top 100 of the world's most valuable brands.

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