Over the course of the pandemic, the Corona brand faced some challenges, especially in USAas some consumers were initially hesitant to purchase their products due to their similarity in name with the coronavirus.
Despite the association between the beer brand name and a pandemic that killed tens of millions of people, Corona achieved growth of 22% in brand value and remains the most valuable beer brand in the world.
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Brahma is the strongest beer brand internationally
Brahma (brand value increased by 23%until the €1,443 million) is the strongest brand in the ranking, with a score of Brand Strength Index (BSI) of 93 out of 100 and a corresponding brand rating of AAA+. It 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 positions to position itself in 8th place.
Brahma is a consolidated brand in the alcoholic beverages sector since the end of the decade of 1880 and is currently owned by the Belgian brewing company Anheuser-Busch InBev. And it’s part of a larger network that includes Budweiser, Hoegaarden and Stella Artois.
In addition, the brand carved out a niche for itself with its distinctive creamy malt texture and his fruity aroma. Not to mention that he is reinforcing his identity Brazilian by partnering with that country’s meat brand, Wesselin 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 Crownsince the Mexican beer brand also secured the second position at the BSI. It rose four places from 2021 to become the second strongest beer brand in the world, with a score of 89.8 out of 100 and the corresponding brand rating AAA+.
USA, with 11 brands present in the ranking, turns out to be 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 a 18%); and the Netherlands that with only two marks (Heineken and Amstel) provide a 9% value to ranking. For its part, Spain occupies the ninth position contributing a 3%€1,886 million.
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Heineken bridges the gap with the “EverGreen” brand
While Corona leads the industry as the most valuable beer brand, Heinekenwhich occupies the second placereduced this year the advantage with a 24% growth in brand value. It is currently valued at €5,971 million and the rise in brand value is highly correlated with the sales recovery 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 letters). The new “EverGreen” brand strategy aims to broaden the scope of the “green” connotation to include a greater commitment to environmental sustainability.
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Desperados rises 59%, being the beer brand that grows the most
Desperados (whose brand value increased by 59%until €487 million) is the beer brand that grew the most this year, with very strong growth in Europe and expansion in various 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 Desperate.
Other innovative product launches such as Desperados Florida Sunset Y Desperados Virgin Mojito are especially popular in European markets, where the brand targets a demographic younger -unlike other brands in the Heineken portfolio.
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Kronenbourg achieves 42% brand value growth
Kronenbourg (brand value increased 42%until the €518 million) is one of the fastest growing beer brands in the world. Surprisingly, it is not a new brand: it has a strong legacy of over 350 years and continue innovating with its product offering and marketing.
The growth of brand value is correlated with the introduction of new vegan and alcohol-free options to expand its product portfolio and build its brand value through increased diversification. Furthermore, it is increasing its scale around the world by positioning itself as a premium French product in various promotional campaigns.
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And finally, he is building a strong association with sporting events through its non-alcoholic beer Tourtel Twistselected as official supplier of the Tour de France until 2025.
Source: Ambito
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