Booze brands remain on top in annual ranking of top 25 Irish brands
Valued at EUR2.4 billion, Guinness remains the most valuable Irish brand for the third consecutive year, according to new data from Brand Finance, the world’s leading brand valuation consultancy. Diageo’s strategy to launch a new ‘Golden Age for Guinness’ in 2023 has proven hugely successful, bolstering Guinness sales across Europe. Guinness continues to leverage its unique heritage and authentic brand story to stand out in a crowded beer market, with associations like St. Patrick’s Day and the Six Nations Rugby strengthening the brand’s familiarity both locally and internationally.
Henry Farr, Associate Director at Brand Finance, commented: “Guinness’ position as the most valuable Irish brand once again is a testament to its rich heritage, iconic status, and unparalleled reputation for quality. Guinness has successfully maintained consumer loyalty through its authentic brand story and the distinctive brand identity that it has commanded for decades, while new and innovative product developments ensure that the brand remains appealing to emerging demographics within an increasingly competitive marketplace. This duality – honouring its rich heritage while embracing innovation – is driving the brand’s continued growth and reign as the most valuable Irish brand.”
Iconic cream liquor brand Baileys is once again crowned the strongest Irish brand, earning a brand strength index (BSI) score of 81/100 and an equivalent BSI rating of AAA-. Baileys has successfully maintained its premium positioning and indulgent image over the decades, setting it apart from competitors. The brand continues to command exceptional awareness and familiarity among consumers in its home market of Ireland, solidifying its reputation as one of the world’s bestselling and most popular liquor brands.
Ryanair cements its position as Ireland’s second most valuable brand at EUR2.4 billion. Ireland’s flag carrier Aer Lingus is also on the ascent, increasing its brand value by 8.6% to EUR274.6 billion to become the second fastest-growing Irish brand. Capitalizing on soaring post-pandemic travel demand, these airlines’ increased capacity, aggressive route expansions, and enhanced operational efficiency have strengthened consumer loyalty and fuelled demand.
Ranked as the 3rd most valuable Irish brand, Primark/Penney’s is valued at EUR2 billion. The brand’s core value proposition of offering ultra-low prices on continues to resonate strongly with cost-conscious consumers. The brand has also focused on expanding its digital presence and leveraging social media partnerships to retain and expand its popularity amongst younger demographics.
