XXXX has blitzed the 2020 Brand Finance Australia 100 report, debuting at No.32, making it Australia’s most valuable drinks brand.
The annual report reveals the most valuable and strongest Australian brands, while also evaluating the relative strength of the brands based on factors such as marketing investment, familiarity, loyalty, staff satisfaction, and corporate reputation.
“XXXX has performed well across a number of brand equity attributes,” said Mark Crowe, Managing Director, Brand Finance Australia.
“It has high ‘brand loyalty’ and ‘value for money’ scores. It is performing very well across a number of customer metrics from familiarity to satisfaction.
“This has fuelled a very solid 7% growth in brand value, making it also the strongest brand in its category and, with a ranking of 32nd, the only beer in the Australia 100.”
The iconic XXXX brand was first introduced in 1924 and is a throwback to the long-standing tradition of using Xs to indicate the strength of an ale.
Last year, XXXX was named one of the top five most recognised Australian brands in China in the Australian Brands in China 2019 Index, undertaken by researchers from Monash University and Digital Crew, an Australian-Chinese digital agency.
Other new most valuable drinks brand entrants on the 2020 Brand Finance Australia 100 report were Lindeman’s wine at No.50, Beringer at No.56, Wolf Blass at No.69, Yellow Tail at No.74, Penfolds at No.78 and Blossom Hill at No.81.
Jacob’s Creek also made the list at No.76, down from No.71 last year.
The report noted: “Six wine brands have entered the ranking this year, with five of these owned by Treasury Wine Estates.
“Following nearly a decade-long wine glut – significant oversupply of product – the sector is now entering a period of growth, largely thanks to the exports business boosting profits across the board.”
“The highest new wine brand entrant, Lindeman’s (brand value $774 million), in 50th position, is enjoyed in over 100 countries globally and produces the top selling Australian wine in three countries. Last year, the brand launched its first alcohol-free range in response to the decline in alcohol consumption, particularly in the millennial age bracket.”
Woolworths reclaimed the title of Australia’s No.1 most valuable brand in the Brand Finance Australia 100 report, overtaking reigning champion Telstra, after recording a 5% uplift in brand value to $11.8 billion.
Fellow supermarket brand, Coles achieved a brand value of $7.5 billion, which was a value increase of 0.2%, placing the chain at No.5 on the list. Coles also achieved a AAA- brand strength rating for the first time, a reflection of the brand’s solid reputation for value for money.
While none of Woolworths’ liquor businesses made the list, Liquorland came in at No.75.
“We are witnessing a decreasingly optimistic market, where many of the country’s biggest consumer brands are suffering,” Crowe said.
“Household names, Woolworths and Coles, are bucking the trend, supported by their long-standing position in the marketplace. Woolworths is facing a difficult year ahead after the damaging investigation into staff’s pay – how the brand responds in the coming year will be pivotal if it is to retain its title of the most valuable Australian brand,” he noted.
Other retailers who saw big increases this year, despite competition from online platforms, include Bunnings (up 33%), Westfield (30%), Kmart (35%), JB Hi-Fi (14%) and Harvey Norman (34%).
Top 10 Most Valuable Brands (overall)
- Commonwealth Bank
- Rio Tinto
Top 5 Most Valuable Drinks Brands
- Wolf Blass
- Yellow Tail