The World’s Top 10 Most Valuable Wine Brands: A New Contender Rises

In the ever-evolving wine market, the latest rankings from brand valuation consultancy firm Brand Finance have revealed some fascinating shifts among the world’s most valuable wine brands. While a familiar name still holds the top spot, the rise of a Chinese producer is turning heads in the industry.

Moët & Chandon: Still on Top, But Not Untouchable

Moët & Chandon continues to reign as the most valuable wine brand globally, according to Brand Finance. However, the brand’s value has taken a hit, dropping by 10% to US$1.3 billion. Despite maintaining its number one position, Moët & Chandon’s declining value reflects broader challenges within the Champagne industry.

Champagne, long synonymous with luxury and special occasions like the premiere of a new season of Netflix's The Crown, is experiencing a slowdown. Sales in the first half of 2023 dropped by almost 4%, with the domestic market in France seeing a significant decline of 6.3%. This downturn is partly attributed to tough growing conditions and price increases, which have made Champagne less accessible to some consumers.

Changyu: China’s Wine Giant on the Rise

While Moët & Chandon grapples with declining sales, Changyu, China’s oldest and largest wine producer, is rapidly closing the gap. The brand’s value surged by 33% in the past year, bringing it to US$1.2 billion and securing its place as the second most valuable wine brand in the world.

Changyu’s rise underscores the growing importance of the Chinese wine market, which continues to expand at an impressive rate. The brand’s strong performance is a clear indicator that Chinese wine is becoming a force to be reckoned with on the global stage.

The Rest of the Top 10: A Mix of Old and New

The rest of the top 10 is a mix of established names and rising stars. Australian brand Penfolds, ranked seventh, is notable for being the fastest-growing wine brand this year, with a 48% increase in value. This growth is particularly impressive given the challenges Penfolds has faced, including trade tariffs in China, one of its biggest markets.  The aura around Australian wines has also paled in America as of late.  

Other familiar names in the top 10 include Dom Pérignon, Veuve Clicquot, and Jacob’s Creek, all of which continue to command significant brand value despite various market pressures.

The Shifting Landscape of Luxury Wine

One of the key takeaways from this year’s rankings is the shifting landscape of luxury wine. While high-end Champagnes have traditionally been seen as the pinnacle of wine luxury, they’re now facing increasing competition from lower-end sparkling wines. The economic pressures of recent years have pushed some consumers to seek more affordable alternatives, e.g. Prosecco, while others, mindful of inflation, may altogether be forgoing splits of Veuve.
The bottomline suggests that consumers are looking for value and quality without necessarily paying for the most expensive labels.

Final Note

The 2023 Brand Finance report paints a picture of an industry in transition. While iconic brands like Moët & Chandon and Dom Pérignon remain at the top, the rapid rise of Changyu and the resilience of brands like Penfolds highlight the dynamic nature of the global wine market. As economic conditions continue to evolve, it will be interesting to see how these brands adapt and which ones will lead the way in the years to come.