The Top 30 brands in Mexico are worth $95 billion, a 10% increase over the past two years, according to the new Kantar BrandZ Most Valuable Mexican Brands 2025 report. The total brand value growth of Mexico’s ranking is ahead of other markets, while also eclipsing brand value growth of the top 30 brands in the Global Top 100 ranking over the same period.
Two-thirds of brands in the ranking have grown their value, despite a challenging economic environment, showing that strong brands are less likely to lose value in times of uncertainty and more likely to grow value as countries recover and move forward.
Corona leads the Mexican brand ranking for the first time with a brand value of $18.7 billion. It is also the only Mexican brand included in the Global Top 100 ranking. Celebrating its centenary this year, Corona maintains its brand power in a highly competitive industry, focusing on brand consistency, innovation and positioning itself at the right price point. With its cultural roots firmly in Mexico, Corona continues to expand overseas making it one of the world’s most recognised beer brands.
Telecoms provider, Telcel is at No.2, with a brand value of $12.9 billion. With a loyal customer base and strong positioning in consumers’ minds, it is one of only four brands that justifies charging a premium price for its services. Modelo completes the Top 3, worth $11.6 billion. Second only to Corona in Mexican and global sales, it recently claimed bragging rights by replacing Bud Light in the US market as the top-selling beer.
Growth brands and newcomers shake up 2025 ranking
Several brands in the ranking grew their value over the past two years across multiple sectors. In the Financial Services category, Banorte (No.10; $3.2bn) heads the list of highest risers, increasing its value by 42% following its brand repositioning to reach a wider audience beyond its traditional female base.
Amongst retailers, Liverpool (No.14; $2.0bn; +38%) and Soriana (No.20; $954m; +36%) have also achieved significant brand value growth. One of Mexico’s fastest-growing retailers Liverpool has expanded its range of financial services for customers, including credit cards and insurance, while increasing its store presence. Supermarket chain Soriana also opened several new stores last year as part of an ambitious expansion strategy.
There are four newcomers to the ranking from different categories, each brand showing they can adapt to consumers’ needs through innovation, differentiation and value for money. Highest new entry, Chedraui (No.22; $889m) further reflects the impressive performance of retailers, followed by Topo Chico (No.23; $872m) with its range of healthy drinks and hard seltzers.
Qualitas (No.25; $824m) and Totalplay (No.30; $593m) complete the list of Mexican brands, expanding their automotive insurance services and TV channels, respectively, to meet growing demand.
The Kantar BrandZ Top 10 Most Valuable Mexican Brands 2025
| Rank | Brand | Category | Brand value 2025 (US$M) |
| 1 | Corona | Alcohol | 18,745 |
| 2 | Telcel | Telecom Providers | 12,887 |
| 3 | Modelo | Alcohol | 11,591 |
| 4 | Bodega Aurrera | Retail | 6,561 |
| 5 | Tecate | Alcohol | 3,882 |
| 6 | Victoria | Alcohol | 3,793 |
| 7 | Oxxo | Retail | 3,760 |
| 8 | Bimbo | Food and Beverages | 3,492 |
| 9 | Telmex | Telecom Providers | 3,299 |
| 10 | Banorte | Financial Services | 3,233 |
Contrasting the portfolio value from Kantar BrandZ’s global ranking, the most valuable Mexican brands achieved double-digit growth (+10%) compared to the last index two years ago. We also found four new players. Despite the fact that we have experienced uncertainty in recent years, these new brands understand that being Meaningful and Different pre-disposes them to more people, allows them to be more present and find new spaces for growth in the future.
My colleague, Julio Negrete, Senior Brand Director, Insights at Kantar Mexico also shared his perspective on the results, "In this edition of the Kantar BrandZ Most Valuable Mexican Brands report, we find that brands are discovering new ways to connect with consumers and innovating to find new spaces beyond the limits of their existing categories. The brands that are part of the Top 30 are powerful brands that have the three essential qualities of being Meaningful, Different and Salient.”
Beer innovation drives brand value growth
As the leading beer exporter in the world, Mexico is proud of home-grown brands that are celebrated locally but enjoyed internationally. Four beer brands make the Mexican Top 10: Corona, Modelo, Tecate (No.5; $3.9bn) and Victoria (No.6; $3.8bn), with Sol (No.27; $683m) also making the Top 30.
Alcohol brands dominate this year’s ranking, with a combined brand value of $38.7 billion and growing. While other brands struggle in a market where value for money is important, beer brands have positioned themselves as affordable compared to other alcoholic beverages including tequila and have also invested in innovation and marketing of non-alcoholic alternatives.
Finding new spaces
This year’s report shows that Mexican brands that are disrupting the market and pushing category boundaries are growing their value faster and more consistently. Convenience-store brand, Oxxo (No.7; $3.8bn) continues to innovate and expand its offerings, launching Oxxo Pay and Oxxo Gas in the last year. As a result, the brand has increased its Future Power – a measure of its growth potential – by 14%. Consumers perceive Oxxo to be ‘Meaningful,’ in terms of meeting their needs, and ‘Different’ (being unique and/or setting trends), and offering them convenience and improving their everyday lives.
The Kantar BrandZ Most Valuable Mexican Brands ranking, report and extensive analysis are available now at www.kantar.com/campaigns/brandz/mexico
For a quick read on a brand’s performance compared to competitors in a specific category, Kantar’s free interactive tool, BrandSnapshot powered by BrandZ, provides intelligence on 14,000 brands. Find out more here.
