06 June, 2017

Latin America: Skol beer retains its position as Latin America’s most valuable brand for the second year running

Brazilian beer Skol is the most valuable brand in Latin America for the second year running according to the fifth annual BrandZ™ Top 50 Most Valuable Latin American Brands report by WPP and Kantar Millward Brown.

Beer dominates the Top 10, with five brands (four owned by AB InBev) holding a combined value of USD$26 billion; 25% of the ranking's total value. Skol retains its position as Latin America's most valuable brand, having demonstrated clear purpose to its audience with participation at events such as music festivals, and innovation in communications, packaging and products. The category declined 2% overall, but the impact was softened by beer brands in Mexico, where the younger generation has expanded and access to credit is growing. The fastest risers in this year's Top 50 were Mexican beer brands Tecate (no.26) and Sol (no.33), which both grew 31%.

Mexico’s Corona was second in the list with a brand value of $7.647 billion – $135 million behind Skol.

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