New entrant, Casamigos, is the fastest-growing spirits brand, almost tripling in value since last year and is now valued at US$450 million, up 177 percent.
After its sale to the UK-based multinational alcohol company Diageo in 2017 for around US$1 billion, George Clooney’s brand continues to perform strongly with tequila sales skyrocketing globally. Not only has the brand followed sector-wide trends, but it has also pushed further than others by doubling sales this year.
The brand has also announced its plans to invest over US$500m to expanding production capabilities in Mexico, with the increased investment expected to assist in securing further growth for the brand in coming years.
Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the world’s biggest brands to the test, and publishes around 100 reports, ranking brands across all sectors and countries. The world’s top 50 most valuable and strongest spirits brands are included in the annual Brand Finance Spirits 50 ranking.
In addition to brand value, Brand Finance determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance.
Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sectors.
Photo credit: Diageo
