Johnnie Walker has taken first place in Brands by Value, a list of the world’s 50 most valuable drinks brands.
The list is compiled by brand valuation consultancy Brand Finance.
Brand Finance created the list using a complex matrix of calculations based on financial results, future forecasts, brand strength and ‘royalty relief’.
According to the report, the top five was made up of international stalwart brands but two Chinese baiju brands, Kweichow Moutai and Wuliangye, also had successful years, rising to sixth and seventh respectively!
Baiju (literally, white alcohol) is a grain liquor. It’s typically Asian – it’s basically rice wine that’s been distilled, with an abv of between 40-60%, like lao lao (Laos) or langkau (Malaysia).
Anyway, here’s the Top 10.
1 Johnnie Walker
5 Chivas Regal
6 Kweichow Moutai
9 Moet & Chandon
10 Jack Daniel’s
Number 6, the Moutai shit (53% abv) is serious business. Here’s what the website says about this high-ranker: “It is the monument of liquor culture that brewers have used magic talent, distilled the cream of broomcorn, picked up the soul of wheat, exploited the nimbus of the sky and earth, and captured irreplaceable microorganisms of special environment for fermentation, mixing and sublimation.”