MEININGER WEINWIRTSCHAFT | Changyu is the strongest wine brand

Annually, the financial company Brand Finance evaluates brands from different industries and countries and has rated the top 15 wine brands. For the third year in a row, Moët & Chandon, part of LVMH, held the pole position despite a 10 percent drop in value, which ended at $1.27 billion (about $1.15 billion). . €) is given. A surprising climber is the Changyu brand, which rose from fourth to second place with around 1.2 billion US dollars (approx. 1.09 billion €) and growth of around 33 percent. The American brand »Chandon« just missed second place with only a four percent difference in value.

However, Changyu was able to hold its own as the strongest wine brand, while Moët & Chandon fell to third place. Penfolds secured second place as the largest growing brand in the wine and champagne segment, up 48 percent to $659 million.

On the one hand, brand strength was determined using various key figures, such as investments in marketing. On the other hand, external assessments were used: A total of more than 100,000 participants in 38 countries from 31 sectors were interviewed for the survey.


Strategic cooperation

Changyu, China's oldest producer with a production volume of 100 million bottles of wine and 50 million bottles of brandy, has developed into the market leader in Asia. In 2015, the Austrian winemaker and entrepreneur Lenz Maria Moser got involved as part of a joint venture. Today, the Cabernet Sauvignon-based wines are sold in more than 40 countries. According to Moser, “Approximately 500,000 bottles are produced under his supervision at Changyu-Moser. Of this, 20 percent is exported.« PD

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