Crown Royal Deemed World’s Strongest Performing Spirit
Diageo-owned Crown Royal Canadian blended whisky has been deemed to be the world’s strongest performing spirit brands as determined by London-based marketing analysis company, Brand Finance, in their annual of the 50 most valuable spirits brands across the world.
Brand Finance ranked the spirit brands not only by business performance but also according to factors such as marketing investment and stakeholder equity.
Crown Royal was at the top of the worldwide strongest performing spirit list in 2026, with a score of 96/100 in Brand Finance’s metric – representing an 12% improvement of brand value to $2.7 billion. That increase was the largest amongst all worldwide spirit brands and helped to place Crown Royal ninth overall in the top 50 spirits ranking (up three places from last year).
The Canadian blended whisky was specifically propelled in this increase by its “credibility and price acceptance” (particularly in the US market) along with some assistance from the performance of Crown Royal’s ready-to-drink (RTD) cocktails.
Moutai baijiu – a Chinese distilled spirit – continued to be the world’s most valuable spirit in 2026 with a brand value of $59.6 billion (up 2% from the previous year) as determined by the Brand Finance study.
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