-
The most valuable spirits brand in the world is Moutai, with a value of $42.9 billion.
-
As of 2022, the global spirits industry has a market size of $525.3 billion.
-
China produced the most revenue for the liquor industry in 2022 at $165.9 billion.
-
The global spirits industry market is projected to grow at a CAGR of 4.56% through 2027.
If you go into any liquor store, the number of beverage brands available can be overwhelming. Even if you set all of your wine and beer options aside, there are enough types of distilled alcoholic beverages such as whiskey, brandy, and vodka in the world to keep you interested for a long time.
The spirit industry is a worldwide industry, with roots from specific regions, then adopted and adapted across the globe. For example, a liquor category like whiskey has different variations based on where it’s made. (Tennessee Whiskey, Scotch Whiskey, and Bourbon Whiskey, for example.)
Not only that, but each brand that makes one of these spirits has its own recipe and techniques, resulting in a staggering assortment of prices and flavors.
So which brands are the most popular across the globe?
In this article, you’ll find a list of ten of the largest spirit brands in the world based on their estimated value in 2022.
10 Largest Liquor Brands in the World
-
Moutai. Moutai, Guizhou, China
2022 Brand Value: $42.9 billion
Moutai is a Chinese brand of baijiu, a clear liquor usually made from sorghum, rice, or other grains. Moutai specifically is made from sorghum in the northern Chinese town of Maotai.
It’s one of the most popular liquors in the country and is owned by beverage company Kweichow Moutai Company, Ltd., which is partially owned by the state.
Moutai baijiu traces its history back to the Qing Dynasty, which spanned from 1644-1912 AD. Now it is served at state functions and considered the beverage of choice for the elite. Because of this, Moutai is expensive, costing an average of $127 per bottle, a price tag that allows it to keep its status as a premium product.
-
Wuliangye. Yibin, Sichuan, China
2022 Brand Value: $28.7 billion
Wuliangye is another Chinese baijiu liquor brand, and its name, which means “Five Grains Liquid,” reflects its recipe, which calls for broomcorn, rice, glutinous rice, wheat, and corn. The brand is owned by Wuliangye Yibin Company, Ltd.
Wuliangye was first made during the Ming Dynasty (1368-1644 AD), and today the brand uses the oldest crypt-type fermentation pits still in existence in China to create some of its products. To honor and preserve it, Wuliangye’s baijiu-making process was listed as a national intangible cultural heritage in 2008.
Wuliangye was recognized as one of the Top 500 Asian Brands and Top 500 World Brands.
-
Luzhou Laojiao. Luzhou, Sichuan, China
2022 Brand Value: $7.3 billion
Luzhou Laojiao boasts the oldest continuously operating baijiu distillery in the world. Founded in 1573, the distillery produces baijiu made from sorghum.
The brand is owned by Luzhou Laojiao Company, Ltd., which became an international organization in 2012 as it expanded into other Asian and African countries.
Luzhou Laojiao baijiu is a part of the “strong aroma” class of baijiu and is made in cisterns lined with clay that gives the beverage its unique scent of fermented peaches. The brand’s most prestigious product is Guojiao 1573, which means National Cellar 1573.
This product increased its worldwide popularity after Luzhou Laojiao sponsored the 2019 Australian Open tennis tournament and emblazoned the 1573 logo throughout the tournament.
-
Yanghe. Suqian, Jiangsu, China
2022 Brand Value: $6.4 billion
Another type of baijiu that has a rich history in China, Yanghe, began in 581 AD during the Sui and Tang dynasties. Its recipe calls for sorghum, wheat, barley, and peas.
The brand is owned by Yanghe Distillery. The company’s other brand is Shuanggou, which also sells baijiu that can trace its roots back more than 1,000 years. The holding company is based in Suqian, the baijiu capital of China.
Yanghe’s product lines include the high-end Dream Blue, Yanghe Spirit Classic, and Yanghe Daqu.
-
Hennessy. Cognac, Charente, France
2022 Brand Value: $5.2 billion
A French brand founded by an Irishman, Hennessy is the largest cognac supplier in the world. Richard Hennessy started the brand in 1765 after he left his aristocratic family’s hometown in County Cork for Cognac, France.
Today, Hennessy is all but synonymous with luxury. This perception was furthered when the company merged with Moët et Chandon to create Moët Hennessy, which then merged with Louis Vuitton to create one of the largest luxury groups in the world.
Hennessy offers a variety of products that range in price from $50 to $5,000 and is so popular that it has had trouble keeping up with demand in recent years. It even held back some of its supply in order to ensure it had enough for the holiday season in 2017.
-
Shanxi Xinghuacun Fen Wine. Lüliang, Shanxi, China
2022 Brand Value: $5.0 billion
Shanxi Xinghuacun Fen Wine is a Chinese distilling company known for its Fen and Zhuyeqing liquor products. This company is also involved in the sale of distiller’s grains.
Founded in 1949 and located in the Shanxi Province, Shanxi Xinghuacun Fen Wine has seen dramatic grow in its brand value. Only two years ago, Shanxi Xinghuacun Fen Wine wasn’t even listed in the top 10 most valuable spirit brands.
-
Bacardí. Cataño, Puerto Rico, U.S.A
2022 Brand Value: $3.1 billion
Bacardí Rum was founded in 1862 when the Bacardí family purchased a distillery in Cuba for 3,500 pesos. Founder Don Facundo Bacardí Massó made it his mission to create a rum that would be sophisticated enough for palettes that enjoyed fine cognac.
He achieved this with high-quality ingredients and a proprietary strain of yeast to make his rum. He also mixed together two different distillates in order to create a unique flavor and was the first to use charcoal filtration and purposeful aging for rum.
Today, seven generations later, the brand is still family-owned through the privately held spirits company Bacardi Limited. This company is headquartered in Hamilton, Bermuda, while the largest Bacardí rum distillery is in Cataño, Puerto Rico.
Other brands owned by Bacardi Limited include Grey Goose vodka, Patrón Tequila, and Bombay Sapphire gin.
-
Gujing Gong Jiu. Bozhou, Anhui, China
2022 Brand Value: $3.1 billion
Gu Jing Gong is a baijiu of the “strong aroma” class that can trace its roots back to the Ming Dynasty in about 1515 AD. It’s made with water from a well in Bozhou, Anhui Province, and was traditionally a tribute often offered to the emperor.
Today, Gu Jing Gong is more accessible to the average person than the other Chinese brands on this list since it’s a bit more affordable.
The brand is owned by Anhui Gujing Distillery Co. Ltd., which produces spirits for sale around the world.
-
Jack Daniel’s. Lynchburg, Tennessee, U.S.A.
2022 Brand Value: $2.9 billion
Founded in 1866, Jack Daniel’s Tennessee Whiskey is made in the U.S.’s oldest registered distillery. As a Tennessee Whiskey, it’s made from corn, rye, and barley malt and is filtered through sugar maple charcoal and aged in charred oak barrels.
In 1956, the Brown-Forman Corporation purchased the brand and still owns it today. Jack Daniel’s is one of the most recognized American brands and is sold in over 170 countries.
Jack Daniel’s products include the classic Jack Daniel’s Old No. 7 Tennessee Whiskey as well as Gentleman Jack, Tennessee Rye, the Single Barrel Collection, Tennessee Honey, Tennessee Fire, and Tennessee Apple.
-
Johnnie Walker. Kilmarnock, Scotland, United Kingdom
2022 Brand Value: $2.6 billion
Scotch whiskey brand Johnnie Walker was established in 1820 in Kilmarnock, Ayrshire, Scotland when 15-year-old John Walker started managing the liquor section of his family’s grocery store. Just a few years later, he blended made-to-order whiskies for customers.
He began to label his whiskey with his name, but the product wasn’t officially branded until his son did so in 1860 with the introduction of Johnnie Walker’s iconic square bottles. (The square bottles were for practicality more than marketing, as the shape allowed the company to pack more into a crate without breaking any.)
Today, the brand is owned by British multinational alcoholic beverage company Diageo and is found in almost every country in the world. Johnnie Walker offers seven labels plus limited-edition whiskies and a line of premium products called John Walker and Sons.
Spirit Brands FAQ
-
What is the most valuable spirit brand in the world?
The most valuable spirit brand in the world is Moutai. As of 2022, Moutai has a brand value of $42.9 billion. This places it far ahead of its competitors. The second most valuable spirit brand in the world is Wuliangye at $28.7 billion.
-
What is the most valuable spirit brand in the United States?
The most valuable spirit brand in the United States is Bacardi. As of 2022, Puerto Rico-based Bacardi has a brand value of $3.1 billion. Jack Daniels is the next most valuable liquor brand in the U.S. with a value of $2.9 billion.
-
What is the global revenue of the spirits industry?
Globally, the spirits industry made $523.3 billion in revenue. The country with the leading revenue was China at $165.9 billion. With a CAGR of 4.56% through 2027, the spirits industry is expected to grow significantly over the next decade.
References
Author
Abby is a writer who is passionate about the power of story. Whether it’s communicating complicated topics in a clear way or helping readers connect with another person or place from the comfort of their couch. Abby attended Oral Roberts University in Tulsa, Oklahoma, where she earned a degree in writing with concentrations in journalism and business.
