Penfolds has overtaken Changyu as the world’s strongest Champagne and wine brand according to Brand Finance’s Alcoholic Drinks 2025 report.
Changyu is one of China’s oldest wine producers and has driven its growth through international expansion into Southeast Asia, most recently with the launch of its Longyu wine and Koya brandy in Indonesia.
Brand valuation consultancy Brand Finance awarded Penfolds with a Brand Strength Index (BSI) score of 86.2/100 and an AAA brand strength rating.
Its robust performance was driven by strong year-on-year growth, supported by revenue forecast growth rates approaching double digits on the back of the global premium alcohol drinks trend and Penfolds’ expanding luxury wine portfolio.
Recording a brand value increase of 56% to $1.7 billion, Penfolds also ranked as the third most valuable Champagne and wine brand globally, in addition to earning the title of the fastest-growing champagne and wine brand of 2025.
According to Brand Finance’s market research, Penfolds is highly regarded for its price premium acceptance in its home market of Australia, reinforcing the success of its premiumisation strategy through the Luxury & Icon collection launched in January 2024.
“Penfolds has always drawn inspiration from its rich heritage, looking to our past to shape our future,” said Penfolds Chief Marketing Officer Kristy Keyte.
“As custodians of the brand, we are delighted to be recognised as the strongest wine brand in the world. It’s a testament to the dedication of our winemakers, and every team member who plays a role in bringing Penfolds to consumers around the world.”
Meanwhile, Yellow Tail (brand value down 15% to $820 million) was placed sixth in the global ranking of the most valuable champagne and wine brands. In addition, it took the sixth spot among the strongest brands in the sub-rankings with a BSI score 66.6/100 and a AA- brand strength rating.
Brand Finance Managing Director Australia Mark Crowe said: “Penfolds’ strong brand value growth and brand strength reflect its successful premiumisation strategy and continued appeal among discerning consumers.
“The brand’s Luxury & Icon collection has set a new benchmark for Australian wine, demonstrating how innovation and a clear focus on premium quality can drive sustained growth in a competitive global market.”
Moët & Chandon remained the most valuable Champagne and wine brand – a position it has held since Brand Finance introduced the Champagne & Wine 10 sub-ranking in 2020. Penfolds ranks third globally among the most valuable Champagne and wine brands.