Penfolds has overtaken Changyu to emerge as the strongest Champagne and Wine brand ranked this year, according to the Alcoholic Drinks 2025 report by Brand Finance, the world’s leading brand valuation consultancy.
With a Brand Strength Index (BSI) score of 86.2/100 and an AAA brand strength rating, its robust performance is driven by strong year-on-year growth, supported by revenue forecast growth rates approaching double digits on the back of the global premium alcohol drinks trend and Penfolds’ expanding luxury wine portfolio.
Recording a brand value increase of 56% to AUD1.7 billion, Penfolds also ranks as the third most valuable Champagne and Wine brand globally, in addition to earning the title of the fastest-growing champagne and wine brand of 2025.
Penfolds’ strong brand value growth and brand strength reflect its successful premiumisation strategy
According to Brand Finance’s market research, Penfolds is highly regarded for its price premium acceptance in its home market of Australia, reinforcing the success of its premiumisation strategy through the Luxury & Icon collection launched in January 2024.
Meanwhile, Yellow Tail (brand value down 15% to AUD820 million) is placed sixth in the global rankings of the most valuable Champagne and Wine brands. In addition, it takes the sixth spot among the strongest brands in the sub-rankings with a BSI score 66.6/100 and a AA- brand strength rating.
Mark Crowe, Managing Director Australia at Brand Finance, commented:
“Penfolds’ strong brand value growth and brand strength reflect its successful premiumisation strategy and continued appeal among discerning consumers. The brand’s Luxury & Icon collection has set a new benchmark for Australian wine, demonstrating how innovation and a clear focus on premium quality can drive sustained growth in a competitive global market.”
Global Insights: the most valuable Beer, Spirits, and Champagne and Wine brands globally
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 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 most valuable Champagne and Wine brand – a position it has held since Brand Finance introduced the Champagne & Wine 10 sub-ranking in 2020.
