Summary:

Chinese brands are beginning to replace popular Western brands as the most valuable in the world. According to the 2018 World’s Top 50 Spirits Ranking from London-based consultancy Brand Finance, three Chinese baijiu brands – Moutai, Wuliangye, and Yanghe – claimed the top 3 spots in the rankings. Overall, Chinese brands accounted for a staggering 54% of total brand value in the rankings, a possible sign that Western spirits brands may be in for a period of tough competition in the years ahead.

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It might come as a surprise, but big Western brands are no longer the most valuable spirits brands in the world. According to the 2018 World’s Top 50 Spirits Ranking from London-based consultancy Brand Finance, three Chinese baijiu brands – Moutai, Wuliangye, and Yanghe – claimed the top 3 spots in the rankings. Baijiu, of course, is the drink of choice for special occasions, weddings and business banquets throughout China.

The baijiu brand Moutai came out on top as the most valuable spirits brand in the world, with a total value of $21.2 billion. Wuliangye, sometimes referred to as “the magic liquor of China,” came in at No. 2, with a total brand value of $14.6 billion. And Yanghe came in No. 3, with a total brand value of $7.8 billion.

The highest-ranking Western brand was Johnnie Walker, which came in No. 4 with a total brand valuation of $4.3 billion. Other Western brands that managed to crack the Top 10 included Jack Daniel’s ($3.5 billion), Hennessy ($3.3 billion), Smirnoff ($3.2 billion) and Bacardi ($2.4 billion).

The only question remaining, of course, is when these Chinese baijiu brands will start appearing in Western markets. Given the popularity of baijiu in China, it is perhaps only a matter of time before European and North American drinkers begin to grow curious about the world’s most popular and valuable spirit. Instead of ordering a cocktail or mixed drink made with Bacardi or Smirnoff, they may soon be ordering drinks made with Moutai.