品牌价值-最具价值和最强大的酒精饮料品牌2025年度报告（英）-2025_51页_16mb

Brand Finance Alcoholic Drinks 2025 Report Summary

1. Key Trends

• NoLo Growth: Alcohol-free drinks rise, with non-alcoholic beer drinkers twice as likely to be interested in running and 68% more likely to engage in sports.
• Premiumisation: Consumers shift to higher-quality, premium products across beer, spirits, and wine.
• Sustainability: Brands like Moutai and Wuliangye lead in ESG, with French houses emphasizing regenerative agriculture and zero-waste policies.
• Sports Marketing: Brands leverage partnerships (e.g., Olympics, UEFA) to drive NoLo adoption and brand recall.

2. Beer Market

• Top Brands: Corona Extra ($13.4B), Heineken ($12.9B), Budweiser ($11.9B).
• Filipino & Chinese Dominance: Red Horse (No.2) and Tsingtao (No.3) rise, signaling localized growth.
• UK Focus: Guinness 0.0% gains popularity, especially among women and Gen Z.

3. Spirits Insights

• Chinese Baijiu Leadership: Moutai ($58.4B), Wuliangye ($27.8B), and Luzhou Laojiao dominate globally, with expansion into international markets.
• Don Julio’s Resilience: Despite regional sales declines, it holds the world’s strongest spirits brand rating (AAA+).
• Western Spirits Opportunity: Brands like Baileys (UK) need stronger connections to younger audiences, evidenced by data gap in Baby Guinness associations.

4. Champagne & Wine

• Premiumization: Moët & Chandon maintains top spot ($2.1B), with Penfolds leading in brand strength.
• US Market Growth: Barefoot and Penfolds gain ground, targeting Gen Z via partnerships with NFL and music icons.
• Challenges: Climate change affects vineyards, with some farms switching to cash crops.

5. Future Outlook

• Investment Alignment: CFOs increasingly accept brand valuation data, enabling cohesive marketing-finance strategies.
• Market Saturation: Africa presents growth potential, while saturated Western markets focus on localized innovation.