Penfolds, owned by Treasury Wine Estates (TWE), recorded a 32 per cent decline in brand value to US$776 million this year.
This was the largest fall among the 10 Champagne and wine brands assessed in Brand Finance’s Alcoholic Drinks 2026 report.
Chinese wine brand Changyu recorded a 22 per cent decline to $641 million, followed by Beringer, down 16 per cent, and Yellow Tail, down 14 per cent. Overall, four of the six still wine brands in the ranking lost value.
The results come as global wine consumption declines. The International Organisation of Vine and Wine (OIV) reported that global consumption fell by almost three per cent to 208 million hectolitres last year.
Brand Finance global sector head of alcoholic drinks Henry Farr said the results highlighted the role of premium positioning and brand recognition.
“Consumers are drinking less wine but they are still willing to spend on brands that represent meaningful occasions,” he said.
Farr said the performance of Moët & Chandon, Veuve Clicquot and Dom Pérignon showed that brands could outperform their categories through premium positioning and emotional relevance. Meanwhile, declines for Penfolds and Changyu reflected the pressures facing still wine as consumption patterns change.
Moët & Chandon retained its position as the world’s most valuable Champagne and wine brand, with its brand value increasing 12 per cent to $2.3 billion.
Veuve Clicquot recorded the largest increase in brand value among the 10 brands, rising 39 per cent to $1.4 billion and moving from fourth place last year to second this year. Dom Pérignon’s brand value rose 21 per cent to $300 million, placing it ninth in the ranking.
Brand Finance said the heritage, luxury positioning and association with celebrations of leading Champagne brands had supported their ability to maintain brand value despite pressure on shipment volumes.
Barefoot ranked as the strongest Champagne and wine brand this year, recording a Brand Strength Index (BSI) score of 85.1 out of 100 and an AAA brand strength rating. Its brand value increased two per cent to $1.3 billion, while Carlo Rossi’s brand value rose 8 per cent to $313 million.
Brand Finance said the performance of these brands showed that wine brands could continue to grow through consumer familiarity, product availability and affordability despite market pressure.
- Further reading: Oatley family buys Rosemount back as TWE sells three wine brands.
