BAIJIU DOMINATES THE GLOBE . . . AGAIN

Baijiu . . . it’s the most valuable spirit in the world yet so little is known about it in the U.S. According to a recent report, the Chinese spirit has once again dominated the world’s most valuable spirits list. In the 2O18 Brand Finance Spirits 5O report, Moutai grew by 73% to $21.2 billion followed by Wuliangye baijiu, which was also the fastest-growing spirit on the list. The brand grew 161% year-on-year to $14.6 billion. Yanghe baijiu overtook Johnnie Walker blended Scotch whisky for third place, up 82% to US$7.8bn. In fourth place, Johnnie Walker was the only brand to decline in the top 1O, falling by 6% to $4.3bn. Chinese brands Luzhou Laojiao and Gujing Gong Jiu also took top spots at fifth and ninth place, respectively. With an aggregate value of $49.9bn, Chinese spirits accounted for 54% of the total brand value on the list. Don Julio Tequila was named the strongest spirits brand in the ranking, with a brand strength index score of 87.4. Don Julio has a strong celebrity fan base as well as impactful marketing initiatives and high-profile global brand ambassadors. The Diageo-owned brand took the title from Canadian whisky brand Crown Royal, also owned by the drinks company.