China's top food and beverage brands of 2010: Moatai, Wu Liang Ye, Mengniu
Friday 24 December 2010
New York-based global consulting firm Milward Brown's BrandZ global branding study has recognized the Top 50 Chinese brands, 14 of which are food and beverage manufacturers, in a ranking released on December 14.
Although the Millward Brown ranking is dominated by technology firms and financial institutions (the top three were China Mobile, the Industrial and Commercial Bank of China and the Bank of China), food and beverage brands held significant positions on the survey as well.
Dairy and alcoholic beverage made the strongest showing, accounting for 10 of the 14 food and beverage brands, signaling strong growth in Chinese consumption of dairy, beer and wine (all non-traditional products).
Among the highest ranking include Kweichow (Guizhou) Moutai (Maotai) and Wuliangye, makers of China's most well known and best-selling alcoholic beverage, baijiu (made from distilled sorghum grain), also called China's unofficial national drink.
As Chinese New Year approaches, heavy demand for both Moutai and Wuliangye have sent prices soaring, according to a December 15 People's Daily Online report. The price of a standard sized bottle of Moutai Feitian product will increase by ¥60 ($9) starting on January 1, 2011.
Dairy consumption has more than tripled in China in the past 20 years, although there was a drop in consumption following the 2008 melamine scandal, according to Nielsen data.
China will become the seventh largest wine consuming country in the world by 2012, with wine consumption expected to rise 36 percent in 2011 to 1 billion bottles, according to VinExpo data.
Top Chinese food and beverage brands of 2010
Moatai (Liquor) (12)
Wu Liang Ye (Liquor) (15)
Mengniu (Dairy) (20)
Changyu (Wine) (22)
Yili (Dairy) (23)
Shineway Group (Processed Meats) (26)
Yurun (Processed Meats) (30)
Tsingtao (Beer) (35)
Yanjing (Beer) (36)
Snow (Beer) (39)
Bright (Dairy) (42)
Hui Yuan (Beverages - juices, nectars, bottled tea) (48)
Fulinmen (Cooking oil) (49)
Great Wall (Wine) (147)
Millward Brown's ranking is based on the analysis of the financial information of 400 listed companies' brands, paired data collected from a survey of 35,000 consumers.
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