23rd September, 2015 by Lauren Eads - Brazil’s Skol has overtaken Mexico’s Corona to become Latin America’s most valuable brand for the first time, according to the latest research by brand research agency Millward Brown.

Skol is now the most valuable brand in Latin America
According to the fourth annual Brandz Top 50 Most Valuable Latin American Brands, published by WPP and Millward Brown, the AB InBev-owned beer brand increased in value by 20% in 2015 to $8.5 billion, knocking Corona off the top spot which moves to second position with growth of 6% to $8.47bn. Brahma, Agila and Modelo also featured in the top 10, each achieving 17%, 3% and 4% value growth respectively.

For the third year in a row, the beer sector dominated taking five of the top 10 positions, with four of those belonging to AB InBev. Furthermore, the fastest-growing brand in the Top 50 was Antarctica, a Brazilian beer brand that has expanded across the region growing its value in the past year by 62% to $1.9bn.

Millward Brown’s report determines brand value by combining financial data from Bloomberg and Kantar Worldpanel with consumer opinions gathered from 1,000 interviews with over 54,000 Latin American consumers in 34 categories. 

Read More at Source | The Drinks Business