Penfolds has been recognised as the world’s strongest Champagne and Wine brand and the third most valuable Champagne and Wine brand, according to leading brand valuation consultancy Brand Finance’s 2025 Alcoholic Drinks report.
The brand achieved a perfect score of 10 out of 10 for price premium acceptance in its home market, and recorded a Brand Strength Index (BSI) of 86.2 out of 100.
Brand Finance determines the relative strength of brands through a balanced scorecard of metrics that evaluate marketing investment, stakeholder equity, and business performance, in compliance with ISO 20671.
Commenting on Penfolds’ brand strength, Brand Finance said: “[This] underscores the success of its premiumisation strategy through its Luxury & Icon collection, which features six flagship wines, launched January 2024.”
Barefoot is ranked the second strongest Champagne and Wine brand, followed by GH Mumm, Changyu, Moët & Chandon, and Yellowtail in sixth place.
Moët & Chandon remains the world’s most valuable Champagne and wine brand, a position it has held since Brand Finance introduced the Champagne and Wine 10 ranking in 2020. At that time, its brand value stood at US$1.4bn and saw minimal growth through 2024. In 2025, however, the brand’s value has reached US$2.1bn, its highest to date.
Brand Finance said: “LVMH, its parent company, credited its Champagne division’s growth in 2023 to its value-led strategy and strong performance in markets like Europe and Japan. In 2024, the House reported a return to pre-pandemic norms, yet maintained a market share of more than 22 per cent.”
Barefoot has reclaimed its position as the world’s second most valuable wine and champagne brand, with a brand value of US$1.2bn, after briefly falling out of the rankings in 2024. Research by Brand Finance shows the brand remains highly regarded by U.S. consumers, achieving perfect scores of 10 out of 10 for consideration, preference, and brand understanding.
Penfolds’ strong year was further underscored by its ranking as the world’s third most valuable wine brand, with a brand value of US$1.1bn.
Veuve Clicquot (US$1.03bn) and Changyu (US$820m) round out the top five most valuable brands, with Yellowtail again in sixth place with a brand value of US$564m.
Brand Finance compiles its rankings using what it calls the ‘Royalty Relief approach’, which estimates the likely future revenues attributable to a brand and calculates a notional royalty rate that would be charged for its use. The overall brand value also factors in the Brand Strength Index and estimated brand revenues.