The top three most valuable beer brands in the world are unchanged for 2021, according to Brand Finance, and despite recording a 28% valuation drop to US$5.82bn, Corona remains king of the hill. The Mexican beer brand, which is owned by Anheuser-Busch InBev – and by Constellation Brands in the US – is the best-selling imported beverage in the US and has enjoyed a recent boom in the UK’s off-premise channel.

A-B InBev-owned Victoria and Bud Light have swapped places to fourth and fifth, while elsewhere in this year’s top ten, Japanese beer brands Kirin and Asahi jump one and two spots, respectively. Modelo Especial and Molson Coors Beverage Co’s Miller Light also see one-spot gains.

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Methodology

1. Review brands’ existing royalty agreements and analyse how brands impact profitability in the sector versus generic brands, resulting in a range of possible royalties that could be charged for them in the sector (for example a range of 0% to 2% of sales).

2. Examine three of the brand’s metrics to establish a strength score out of 100 which contributes to total brand value:

  • ‘Inputs’ - activities supporting the future strength of the brand
  • ‘Equity’ - feedback from market research and other data partners
  • ‘Output’ - performance measures such as market share.

3. The strength score (point 2) is then applied to the royalty range (point 1) to give a royalty rate. For example, if the royalty range in a sector is 0%-to-5% and a brand has a Brand Strength Index score of 80 out of 100, then the royalty rate of this brand will be 4%.

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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.

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