Chinese baijiu Moutai has retained its position as the world’s most valuable spirit brand after growing 43% in brand value to US$30.5 billion from 2018 to 2019.
As reported in the Brand Finance Spirits 50 2019 ranking, Chinese baijiu brands continued to dominate the report and claimed the top four spots.
Brand Finance calculates the values of the brands in its league tables using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668.
The method estimates the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ – a net economic benefit that a brand owner would achieve by licensing the brand in the open market.