Two Australian wine labels have been named by Brand Finance in its global Champagne & Wine Top 10 Most Valuable Brands 2026.
Penfolds was named the world’s fourth most valuable wine brand, while Yellow Tail was named the world’s sixth most valuable wine brand. Penfolds was also Australia’s 26th most valuable brand overall in 2026, while Yellow Tail was Australia’s 51st most valuable brand overall.
The Alcoholic Drinks 2026 report by the world’s leading brand valuation consultancy showed still wine brands have faced a more challenging year than Champagne.
The International Organisation of Vine and Wine reported that global wine consumption fell nearly 3% in 2025 to 208 million hectolitres, reflecting pressure from mature-market shifts, economic conditions and changing consumer behaviour.
Brand Finance said these headwinds were evident in its rankings, with Penfolds recording the steepest decline in brand value, down 32% to $US776 million, followed by Changyu, down 22% to $US641 million. Yellow Tail and Beringer also saw notable declines of 14% and 16% respectively.
Barefoot was the strongest Champagne & wine brand in 2026, with a Brand Strength Index (BSI) score of 85.1/100 and an AAA brand strength rating. Its brand value rose 2% to $US1.3 billion, underlining the continued relevance of accessible, familiar and widely available wine propositions even as consumers become more selective.
Champagne brands outperform still wines
Champagne brands are outperforming still wine brands according to Brand Finance’s Alcoholic Drinks 2026 report, with the three fastest-growing brands in the ranking all Champagne brands: Veuve Clicquot, Dom Pérignon and Moët & Chandon.
Moët & Chandon remains the world’s most valuable champagne & wine brand. Its brand value is up 12% to USD2.3 billion, and its Brand Strength Index (BSI) score is 80.3/100, giving it an AAA- brand strength rating. Veuve Clicquot is the fastest-growing brand in the ranking, with its brand value up 39% to $US1.4 billion, rising from fourth in 2025 to second in this year’s ranking. Dom Pérignon also records strong growth, with its brand value rising 21% to $US300 million and moving into ninth place.
This performance comes despite ongoing pressure on Champagne shipment volumes, underscoring the resilience of the category’s leading brands. While consumers may be purchasing fewer bottles overall, top Champagne houses continue to sustain value through strong heritage, luxury positioning, and a clear association with celebration and prestige.
Brand Finance Global Sector Head for Alcoholic Drinks Henry Farr said: “Consumers are drinking less wine but they are still willing to spend on brands that represent meaningful occasions.
“The success of Moët & Chandon, Veuve Clicquot and Dom Pérignon shows that strong brands can outperform their categories when they command premium perceptions and emotional relevance. Meanwhile, declines for brands such as Penfolds and Changyu reflect the broader pressures facing still wine, where changing consumption patterns are making growth harder to achieve.”