World: Budweiser leads the list of world’s most valuable beer brands this year

Consumers worldwide have become increasingly interested in products with local provenance. They see “buying local” as a chance to virtuously support their own community – a desire that only grew during the COVID-19 pandemic. What’s more, consumers may sometimes associate
more “local” brands with desirable traits like quality and authenticity. For large brands operating inside and outside their home markets, this trend towards localisation offers opportunities as well as challenges, according to the Kantar BrandZTM Most Valuable Global Brands 2021 report.

In the beer market, for instance, multinational brands with strong “overseas exposure” outside of their home markets actually fared better in 2020 than their less multinational competitors – that is, those mass beer brands that have their business concentrated within a large, single home market. That’s because once you start playing the local game, it’s always possible to become outflanked by ever-smaller hyperlocal brands: national beer brands may be in competition for “localness” with small craft beer labels, in a way that the Heinekens and the Budweisers of the world mostly aren’t.

At the same time, localness can still benefit large brands at home if they can find ways to connect with national pride, heritage, and identity. This is the case with Chinese baijiu brands, which gained new cachet as China celebrated its resilience and self-sufficiency after emerging from lockdown in the second half of 2020. Category leader Moutai, in particular, has been celebrated by China’s affluent middle class as a home-grown status symbol on par with global luxury brands, Kantar said.

And finally, perhaps most impressive of all, the brand defying its viral ‘namesake’ – Mexican beer brand Corona. Though alcohol sales were boosted by lockdowns around the world, Corona managed to achieve almost double the brand value growth rate of other beer brands, achieving a 13 percent increase to reach almost $9Bn. In the UK alone, data from Kantar’s Worldpanel Division showed Corona sales up 79.9 percent year on year to the end of February 2021 – nearly doubling the sales increase of other branded beers and lagers. Strong heritage and equity with consumers, anchored in well-established brand assets, have continued to evoke enjoyable experiences of the brand, in sharp contrast to the general mood of the last year.

The following beer brands made it onto Kantar’s Top 20 Most Valuable Alcohol Brands list this year:

Budweiser (brand value $16.2 bln)

Heineken ($12.9 bln)

Stella Artois ($10.9 bln)

Bud Light ($9.4 bln)

Corona ($8.9 bln)

Skol ($7.3 bln)

Cass ($7.0 bln)

Tecate ($4.2 bln)

Guinness ($3.8 bln)

Brahma ($3.8 bln)

Michelob Ultra ($3.7 bln)

Modelo ($3.5 bln)

Asahi ($3.5 bln).

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