Smirnoff, Moët & Chandon drop off most valuable brand list

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Several beverage products have slipped down a list of the world’s most valuable consumer brands, with Diageo’s Smirnoff vodka and LVMH’s Moet & Chandon Champagne exiting the rankings altogether, Just-drinks reports.

Diageo’s Johnnie Walker Scotch whisky might also leave the Interbrand Best Global Brands Report top 100 next year, having drifted from 82nd place in 2013 to 97th spot this year, despite a 7% rise in its estimated brand value to US$4.7bn.

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There are still three spirits brands in the 2018 list: Johnnie Walker, Brown-Forman’s Jack Daniel’s, down two places to 84th after a 6% rise to $5.6bn, and LVMH’s Hennessy Cognac, which re-entered the top 100 for the first time in a decade, placed 98th with a value of $4.7bn.

The big success story in beverage terms was Anheuser-Busch InBev’s Corona Extra (owned by Constellation in the US), which gained eight places to 85th spot after a 16% increase to $5.5bn, overtaking rival Heineken (87th, +4% to $5.4bn) in the process.

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A-B InBev’s flagship brand Budweiser remains the top-ranked beer in the list, despite slipping two places to 33rd after seeing its value rise 2% to $15.5bn.

Coca-Cola dropped another place to fifth in this year’s list (-5% to $66.3bn), PepsiCo’s Pepsi stayed in 22nd (+2% to $20.8bn), but Coca-Cola’s Sprite drifted down six places to 96th (-2% to $4.7bn).

Interbrand compiles the annual rankings by combining three measures: financial analysis, the role of a brand and brand strength. The top three brands on this year’s list were, in descending order, Apple, Google and Amazon.

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