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Moutai was the leading spirits brand worldwide with a total brand value amounting to about ** billion U.S. dollars in 2025. Wuliangye, another Chinese brand, was the second most valuable at **** billion dollars in the same year. 

Diageo

Diageo is operating in the global alcoholic beverage segment and makes well-known brands such as Smirnoff vodka, Johnnie Walker Scotch whisky, Baileys liqueur and Guinness stout. The product portfolio is derived of beer, wine and spirits and the alcoholic beverages are sold in more than 180 countries. The British company is headquartered in London, UK and was founded through the merger of Guinness and Grand Metropolitan in 1997. The firm’s name was created by a branding consultancy and consists of a combination of the Latin term ‘dies’, which means day, and the Greek word ‘geo’, meaning world. The chosen name is meant to reflect that the company’s products bring pleasure every day and everywhere.

Scotch accounted for the largest net sales share of Diageo worldwide in 2024. Within the category, Johnnie Walker was the best-selling Scotch whisky in the world. The brand’s key markets include the United States, Global Travel Asia & Middle East, Brazil, Mexico, China, Thailand, South Africa and Taiwan.