Four leading Japanese alcoholic beverage brands have been collectively valued at US$8.1bn in 2025, according to the latest Alcoholic Drinks 2025 report from Brand Finance.
The result reflects the evolving global influence of Japanese brands in both beer and spirits categories. Over the last week, The Shout has brought you details from Brand Finance regarding the world’s strongest and most valuable beer, wine and spirits brands.
In the Beers 50 2025 sub-ranking, Asahi and Kirin – owners of CUB and Lion respectively – remain Japan’s two representatives, though their fortunes diverged over the year.
Asahi’s brand value rose sharply by 45 per cent to US$4.6bn, propelling it one spot higher to rank 7th globally. In contrast, Kirin experienced a 33 per cent decline in brand value to US$2.1bn, dropping six positions to 15th.
Despite this decline in value, Kirin emerged as the strongest Japanese beer brand in the ranking, earning a Brand Strength Index (BSI) score of 77.5 out of 100 and an AA+ brand strength rating. According to Brand Finance research, Kirin’s brand strength is attributed to its widespread familiarity and positive reputation among domestic consumers.
Alex Haigh, Managing Director Asia Pacific, Brand Finance said: “Japan’s alcohol brands continue to strike a balance between heritage and innovation. Their growth in a competitive global market reflects not just product quality, but also sustained investment in brand equity and consumer engagement.
“As global tastes evolve, Japan’s drinks brands are proving they have the strength and adaptability to stay relevant at home and abroad.”
In the Spirits 50 2025 ranking, Japan is again represented by two brands making significant progress on the global stage.
Suntory Whisky advanced two positions to 32nd, with brand value increasing by 28 per cent to US$928m. The brand’s upward trajectory is attributed to solid financial performance throughout 2024, including increased sales in the US, despite a challenging international market. Suntory also remains Japan’s strongest whisky brand, recording a BSI score of 63.8 and an A+ rating.
Joining the global rankings for the first time, Nikka secured 49th place with a brand value of US$566m. Its entry follows a strong year of strategic brand investment, including the launch of The Nikka Whisky Tokyo, an immersive flagship bar in Omotesando which operated from August to December 2024.
Nikka also expanded its production footprint, adding new cask storage facilities at its Tochigi site. These developments underscore the brand’s long-term growth ambitions both domestically and internationally.