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Penfolds Brand Value Drops 32% to $776 Million as Still Wine Slumps

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Penfolds Brand Value Drops 32% to $776 Million as Still Wine Slumps

Penfolds suffered a 32 per cent drop in brand value to US$776 million this year. It posted the sharpest decline among top global wine labels in Brand Finance’s Alcoholic Drinks 2026 report.

The Australian label led a broad retreat across still wine assets for parent company Treasury Wine Estates. Chinese producer Changyu shed 22 per cent of its brand valuation to finish at US$641 million. Beringer dropped 16 per cent, and Yellow Tail declined 14 per cent. Four of the six still wine labels tracked in the top ten lost value over the period.

Sparkling wine houses took the opposite trajectory and captured premium trade. Moët & Chandon defended its position as the world’s most valuable wine and Champagne brand. Its value rose 12 per cent to US$2.3 billion, backed by an AAA- brand strength rating and a score of 80.3 out of 100.

Veuve Clicquot climbed to second place overall after expanding its brand value 39 per cent to US$1.4 billion. Dom Pérignon advanced 21 per cent to reach US$300 million, taking ninth place in the ranking. Prestige sparkling houses maintained pricing power despite softer total shipment volumes across key consumer markets.

Everyday table wines held up better than mid-tier and prestige still brands. Barefoot ranked as the strongest overall label in the index with an AAA rating and a score of 85.1 out of 100. Wide retail distribution helped lift its valuation 2 per cent to US$1.3 billion.

Carlo Rossi gained 8 per cent to reach US$313 million.



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