The global alcoholic beverage industry is highly dynamic. It is forged by regional tastes and preferences, affordability and religious and social norms and practices, among many others.
Forty years ago, before the fall of communism in Europe, beer consumption mainly revolved around churning out vast quantities of rather bland keg beer to relatively non-discerning consumers. But that’s all changed now, especially with the drive to premiumisation.
SA has always had a thriving local wine industry, even under apartheid, but it really came of age in tandem with democracy, when many of our incredible red wines suddenly found ready acceptance all over the world.
According to international brand consultancy Brand Finance’s latest global alcoholic drinks report, Corona Extra retains its position as the world’s most valuable beer brand, with a brand value of $13.4bn. Corona is one of those pale lagers in a clear bottle that is best served with a wedge of lime, and is almost always drunk from the bottle. In my opinion it’s a pretty flavourless beverage, but it retains its cool image especially among young, upwardly mobile consumers.
Corona is owned by Mexico’s Grupo Modelo, which is turn is owned by the world’s largest brewer, Anheuser-Busch-Inbev (AB InBev). Heineken and Budweiser (also owned by AB InBev) hold onto second and third place, respectively, also maintaining their rankings from 2024. The US's Michelob (owned by AB InBev) and China’s Tsingtao have entered the top 10 for the first time, while Guinness, owned by Diageo, rejoins the top 10 for the first time in more than five years.
Within the beer category, the growth of so-called “NoLo” (no and low alcohol) beers has been exciting. The reasons are many and various, ranging from health (a desire to lose weight) to not wanting to drink and drive. One big reason NoLo beers have proved to be attractive is because after many decades brewers have managed to produce no and very low alcohol beers that taste just like normal beers.
Early attempts at producing beverages that looked and tasted like beer without the alcohol effect failed, but times and circumstances have changed. Lager lout behaviour is not tolerated as much as it used to be, and people are increasingly disciplined about drinking and driving. It is now possible to drink pints of velvety black Guinness 0% alcohol and drive perfectly safely, secure in the knowledge that no laws are being broken.
The most valuable spirits brand globally is the Chinese baijiu brand Moutai, with a brand value of $58.4bn. Virtually unknown in the West, baijiu is a clear distilled liquor made from grains such as sorghum, wheat or rice. Because of its popularity in China, the world’s most populous country, it is easily the most consumed spirit by volume in the world. Perhaps unsurprisingly, baijiu brands also occupy the next three spots, with Hennessy cognac in the LVMH group coming in at number five with a brand value of $5.3bn. Yanghe, another baijiu brand, occupies sixth spot, while Jack Daniels is seventh with a brand value of $4.4bn. Family-owned Bacardi is number nine on a brand value of $3.3bn, and Diageo’s Johnnie Walker completes the top 10 with a brand value of $3.1bn.
In the Champagne and wine category Moet & Chandon in the LVMH group is the clear leader, with a brand value of $2.1bn, well ahead of second-placed Barefoot, the most popular wine brand in the US. Penfold’s of Australia, with a brand value of $1.1bn, ranked third, while Champagne brand Veuve Clicquot is ranked fourth on $1bn. Chinese wine producer Changyu is fifth on $800m, with well-known Australian Yellow Tail wine brand on $600m. The US Beringer brand is ranked seventh on $500m, while Carlo Rossi, also from California, is ranked eighth on $300m. Two Champagnes brands — Mumm and Dom Perignon — complete the top 10 on brand values of $300m and $200m, respectively.
• Gilmour is an investment analyst.
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