Chinese alcohol brands have reached a combined valuation of USD 123.4 billion in 2025, according to the latest Brand Finance report, reinforcing China’s growing dominance in the global alcoholic drinks industry.
This milestone reflects not just strong domestic consumption but also years of deliberate brand-building, marketing sophistication, and global ambition—particularly among the nation’s powerful baijiu producers.
Moutai Holds the Crown for a Decade
At the heart of this achievement is Kweichow Moutai, which retains its title as the world’s most valuable spirits brand for the tenth consecutive year, now valued at USD 58.4 billion. The brand’s continued success is attributed to strategic expansion and an aggressive international push.
Moutai’s “One Country, One Strategy” approach is a defining element of its global strategy, targeting 66 countries with tailored marketing efforts to strengthen brand identity abroad. While baijiu remains deeply rooted in Chinese cultural traditions, this expansion marks a significant pivot toward international consumers, many of whom are unfamiliar with the spirit.
Other Baijiu Giants Close the Gap
Moutai is followed by Wuliangye, whose brand value increased 7% to USD 27.8 billion, securing second place globally. Luzhou Laojiao held on to the third position with USD 6.3 billion, despite a notable decline of 23% in brand value. In total, six of the ten most valuable spirits brands in the world are now Chinese, a reflection of both market scale and strategic brand evolution.
Beer and Wine: Rising Contenders
China’s alcohol presence isn’t limited to spirits. In the beer category, Snow ranks sixth globally at USD 4.7 billion, while Tsingtao sits in ninth place at USD 3.6 billion. Meanwhile, in wine, Changyu continues to impress as a top-ten global wine brand, with its value rising 16% to USD 820 million in 2025.
These achievements underscore the breadth of China’s alcohol portfolio and the progress made by heritage brands entering global conversations on wine and beer.
Cultural Relevance Meets Commercial Strategy
According to Scott Chen, managing director of Brand Finance China, 2025 marks a turning point for Chinese alcohol brands. Years of investment in branding, cultural storytelling, and overseas consumer engagement are now yielding global influence and recognition.
Whereas Chinese alcohol—especially baijiu—was historically confined to domestic markets, the current wave of international campaigns is shifting perceptions. These brands are positioning themselves as symbols of tradition, quality, and authenticity, challenging long-held Western benchmarks.
Conclusion: China Redefines the Global Alcohol Landscape
The Brand Finance report paints a picture of a transformed industry, where Chinese alcohol brands are no longer niche players but global leaders in both volume and value. As international competition intensifies, China’s success offers a compelling case study in how cultural identity, targeted strategy, and consistent investment can elevate brands onto the world stage.
From spirits to wine to beer, China is not just participating in the global alcohol trade—it is shaping its future.
Source: Vinetur