Lindsey Rayner appointed Managing Director of marketing agency Levergy
She brings extensive experience as a senior agency executive and has a particular interest in sports sponsorship and passion-led marketing
BRAND VALUATION
Heineken is world’s most valuable beer brand in 2023, study finds
By our News Team | 2023
Beer brands that are delivering on high-quality premium lagers seem to be doing well, as consumers ‘drink better’.
Heineken, with a brand value that increased by 10% to US$7.6-billion in the past year, has overtaken Corona Extra (brand value up 6% to US$7.4-billion) to become the world’s most valuable beer brand.
Despite the inflationary pressures being faced by consumers, beer brands continue to see growth in brand value. Heineken also ranked second in terms of brand strength.
Photo credit: Heineken
The world’s top 50 most valuable and strongest beer brands are included in the annual Brand Finance Beer 50 2023 ranking.
“It seems like beer drinkers are not necessarily drinking more – but instead, are drinking better,” says Henry Farr, Associate Director at Brand Finance, a global consultancy specialising in brand valuation.
“Visits to bars and restaurants are becoming less regular and less spontaneous, meaning many consumers are looking to trade-up on their beer of choice, prioritising taste and quality over price. Beer brands that are delivering on high-quality premium lagers seem to be doing well.”
Heineken’s marketing strategy includes a major investment in sports sponsorship. For example, it is the official partner of the prestigious UEFA Champions League soccer competition for both men’s and women’s teams.
In addition, earlier this year it announced a multi-year extension of its global partnership with Formula One, continuing its existing seven-year relationship with the motorsport competition.
Measuring the relative strength of brands
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance.
Asahi, with brand value up 11% to US$2.8 billion, is the world’s strongest beer brand, earning a brand strength index score of 92.6 out of 100, and a corresponding AAA+ rating.
As Japan’s most popular beer brand, regional support has been a key driver in developing brand strength, Brand Finance states.
Heineken is second in brand strength, while Carling Black Label – which Brand Finance lists as a South African brand – is ranked third.
Black Label enters the ‘Top 10 Strongest Beer Brands 2023’ index after not featuring in the previous year’s index. Like Heineken, it carries a AAA rating.
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