In the course of the pandemic, the brand Crown faced some challenges, especially in the United States, as some consumers were initially hesitant to buy its products due to its similarity in name to the coronavirus. Despite the association between the beer brand name and a pandemic that has killed tens of millions of people, Corona has achieved a 22% growth in brand value and remains the beer brand most valuable in the world.
On an international level, Brahma is the strongest beer brand
Brahma (brand value up 23% to €1,443m) is the strongest brand in the ranking, with a Brand Strength Index (BSI) score of 93 out of 100 and a corresponding brand rating from AAA+. Brahma is placed in first place in the ranking of strength occupied last year by the Mexican Victory that this year lost 1.2 points and dropped 7 places in this ranking to 8th place.
Brahma is a well-established brand in the spirits sector since the late 1880s and is currently owned by the Belgian brewing company Anheuser-Busch InBev. The brand is part of a larger network that includes brands such as Budweiser, Hoegaarden and Stella Artois. The brand has carved a niche for itself with its distinctive creamy malt texture and fruity aroma. In addition, it is reinforcing its Brazilian identity by partnering with the Brazilian meat brand Wessel in a recent advertising campaign to promote the pairing between Brazilian barbecue and Brahma beer.
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The strength of the Brahma brand keeps her ahead of Crown, as the Mexican beer brand has also secured the second position in the Brand Strength Index (BSI). Corona has risen 4 places since 2021 to become the second strongest beer brand in the world, with a score of 89.8 out of 100 and a corresponding AAA+ brand rating.
The United States, with eleven brands present in the ranking, is the country that contributes the greatest brand value to the ranking (27%), followed by Mexico, which also has the most valuable brand (its five brands contribute 18%) and the Netherlands, which with only two marksHeineken and Amstel) contribute 9% value to the ranking. Spain ranks ninth, contributing 3%, 1,886 million euros.
Heineken bridges the gap with the “EverGreen” brand
While Crown leads the industry as the most valuable beer brand, Heineken, which is ranked second, has narrowed the lead with a 24% growth in brand value this year. The Heineken brand is now valued at €5.971 billion, and the rebound in brand value is highly correlated with the recovery of sales in bars, pubs, events and other social spaces.
Visually, the Heineken brand has long used a green label on a green bottle (with a red star and white lettering). The new “EverGreen” brand strategy aims to broaden the scope of the “green” connotation to include a stronger brand commitment to environmental sustainability.
Desperados rises 59% as the fastest growing beer brand
desperate (whose brand value has increased by 59% to €487 million) is the fastest growing beer brand this year, with very strong growth across Europe and expansion in several African markets. The French brand is being supported by the development of non-alcoholic versions (DesperadosVirgin 0.0) and various online platforms such as Rave to Save and Go Desperados.
Other innovative product launches such as Desperados Florida Sunset Y Desperados Virgin Mojito they are especially popular in European markets, where the brand targets a younger demographic than other brands in the Heineken portfolio.
Kronenbourg, New Entry, Achieves 42% Brand Value Growth
Kronenburg (the value of the brand has increased by 42%, to 518 million euros) is one of the fastest growing beer brands in the world. Surprisingly, Kronenbourg is not a new brand: it has a strong heritage of over 350 years and continues to innovate with its product offerings and marketing.
The growth of the value of the Kronenbourg brand is correlated with the introduction of new non-alcoholic and vegan options to increase its product portfolio and build its brand value through greater diversification. The brand is increasing its scale around the world by positioning itself as a premium French product in various promotional campaigns. The brand is building a strong association with sporting events, with its Tourtel Twist non-alcoholic beer selected as the official supplier of the Tour de France until 2025.
Source: Ambito
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