Overview: Tequila brands José Cuervo, Don Julio and Patrón have recorded the strongest brand value growth among the world’s leading spirits brands according to BrandFinance’s Alcoholic Drinks 2026 report. While the combined value of the top 50 spirits brands fell by almost four per cent to US$161bn in 2026, Tequila emerged as the strongest-performing category amidst softer consumer demand and trade disruption.
The Full Story
José Cuervo recorded a 61 per cent increase in brand value to US$1.6bn, making it the fastest-growing spirits brand in the ranking and climbing 12 places to 17th overall. Don Julio increased its brand value by 57 per cent to US$2.5bn, while Patrón grew 36 per cent to US$2.4bn, making them the second- and third-fastest-growing spirits brands respectively. Both brands are now more valuable than every Scotch whisky brand in the ranking except Johnnie Walker.
The report found that the combined value of the world’s 50 most valuable spirits brands fell by almost four per cent to US$161bn in 2026, reflecting softer consumer demand, trade disruption and pressure on premium spirits categories. Brand Finance Global Sector Head of Alcoholic Drinks Henry Farr noted that tariffs and softer demand have exposed spirits brands that depend heavily on one or two export markets. Cognac relies strongly on the US and China, where trade disruption and weaker premium consumption have hit, while leading tequila brands continued to build pricing power and loyalty.
Chinese baijiu brands retained top positions with Moutai retaining first place, increasing its brand value by two per cent to US$59.6bn. Xinghuacun Fen Wine climbed to third place following six per cent growth to US$6.2bn, overtaking Luzhou Laojiao, which declined 16 per cent to US$5.3bn. Cognac and Scotch brands faced pressure, with Hennessy’s brand value falling 29 per cent to US$3.8bn and Chivas Regal falling 32 per cent to US$900m. Canadian whisky brand Crown Royal was named the world’s strongest spirits brand in 2026, achieving a Brand Strength Index score of 96 out of 100 and an AAA+ rating.
What This Means
The growth comes despite challenging conditions in the US spirits market, where supplier sales declined by more than two per cent to US$36.4bn in 2025 according to the Distilled Spirits Council of the United States. Brand Finance attributed Tequila’s performance to its continued expansion beyond traditional party occasions into premium sipping, celebrations and lifestyle-led consumption. Spirits-based ready-to-drink cocktails were an exception, recording sales growth of more than 16 per cent.
Consumer Takeaway
The annual Brand Finance ranking measures the estimated economic value of spirits brands rather than their sales revenue. For the drinker, this release highlights brands that have maintained value and loyalty despite broader industry declines. Crown Royal’s performance is attributed to strong consumer perceptions of credibility and price acceptance alongside its expansion into ready-to-drink cocktails.
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