The total value of the world’s top 10 most valuable champagne and wine brands has declined by 10%, decreasing from US$7.4 billion in 2020 to US$6.7 billion in 2021. This is a natural consequence of the COVID-19 pandemic, where restrictions on socialising and the shutdown of the hospitality sector limited opportunities for wine and champagne brands.
Despite recording an 11% drop in brand value to US$1.2 billion, Moët et Chandon has retained the title of the world’s most valuable champagne and wine brand for the 2nd consecutive year. While the brand continues to negotiate the fallout of the COVID-19 pandemic, Moët et Chandon remains one of the most renowned and prestigious luxury items in the world, aided by its numerous celebrity partnerships and association with high calibre events such as the Golden Globes and Royal Ascot.
Moët et Chandon is also the world’s strongest champagne and wine brand, with a Brand Strength Index (BSI) score of 77.9 out of 100 and corresponding AA+ brand strength rating. Over the last year, the brand has maintained its status as a symbol of luxury, continuing to enjoy a favourable reputation amongst consumers.
“Despite Moët et Chandon recording a drop in brand value, the brand has benefited from its positive image as an instantly recognisable luxury product. This places Moët et Chandon in an excellent position to benefit from its favourable reputation in order to navigate the fallout from the COVID-19 pandemic over the coming year," said Richard Haigh, Managing Director, Brand Finance.
Dom Pérignon brand value bubbles up
Dom Pérignon is the only brand in the Brand Finance Champagne & Wine 10 2021 ranking to record a growth in brand value this year, following a 2% increase to US$820 million. Owned by the champagne house of Moët et Chandon, the prestigious vintage champagne has remained in the public eye over the last year, most recently through a campaign with Lady Gaga and Nicola Formichetti, where proceeds from sales of the limited-edition Dom Pérignon Rosé 2005 will be donated to charity.
Concha y Toro new entrant
Chilean wine brand, Concha y Toro, is a new entrant to the Brand Finance Champagne & Wine 10 2021 ranking, entering the ranking in 10th position with a brand value of US$293 million. With distribution in 135 countries, Concha y Toro is the largest wine producer and exporter in Latin America. Over the last year, the brand has benefited from a sizeable uptick in sales, particularly in the United Kingdom and Nordic countries. With plans to focus on its premium brands portfolio and further expand its Casillero del Diablo range, Concha y Toro is showing no signs of slowing down in the coming year.