Japan: Asahi beer rises one spot to seventh in Brand Finance’s Alcoholic Drinks 2025 ranking in Japan

Four leading Japanese alcoholic drink brands are valued at USD8.1 billion in 2025, reflecting the growth of the global alcoholic drink brands ranked, according to the Alcoholic Drinks 2025 report by Brand Finance, the world’s leading brand valuation consultancy.

In the Beers 50 2025 sub-rankings, Asahi and Kirin remain as Japan’s two representatives. Asahi rose one spot to seventh, with its brand value surging 45% to USD4.6 billion. In contrast, Kirin’s brand value fell 33% to USD2.1 billion, leading to a drop of six places to 15th.

Despite this drop, Kirin managed to overtake Asahi to become the strongest Japanese beer brand ranked with a Brand Strength Index (BSI) score of 77.5/100, and an AA+ brand strength rating. Brand Finance’s research data attributes Kirin’s strength to its ubiquitous familiarity and good reputation amongst Japanese consumers.

Meanwhile, in the Spirits 50 2025 sub-rankings, two more brands represent Japan on the global stage. Suntory Whisky moves up two places to rank 32nd, with its brand value rising 28% to USD928 million. The brand’s growth is largely due to its stable financials in 2024, with a reported increase in sales in the US despite competing in a challenging market. Suntory is also Japan’s strongest whisky brand, with a BSI score of 63.8/00 and an A+ brand strength rating.

New entrant Nikka (brand value at USD566 million) claimed 49th place in the rankings. Its debut follows a strong year marked by strategic brand-building efforts, including the launch of The Nikka Whisky Tokyo, an immersive flagship bar in Omotesando that ran from August to December 2024. The brand also expanded its production capacity with new cask storage facilities at its Tochigi site, signalling long-term growth ambitions both at home and overseas.

Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented:

“Japan’s alcohol brands continue to strike a balance between heritage and innovation. Their growth in a competitive global market reflects not just product quality, but also sustained investment in brand equity and consumer engagement. As global tastes evolve, Japan’s drinks brands are proving they have the strength and adaptability to stay relevant at home and abroad.”

Global Insights

Corona Extra retains its position as the world’s most valuable beer brand in 2025 for the second consecutive year, with its brand value reaching USD13.4 billion.

Jack Daniel’s continues to be the world’s most valuable whiskey brand, with a brand value of USD4.4 billion. In the vodka category, Smirnoff ((brand value up 33% to USD2.9 billion) retains its leading position, while Mexico’s Patrón tops the tequila ranking, despite a 2% dip in brand value to USD1.8 billion.

Moët & Chandon remains the world’s most valuable champagne and wine brand – a position it has held since Brand Finance introduced the Champagne & Wine 10 sub-ranking in 2020.