In a study for the Financial Times, five food and drink brands from emerging markets that are tipped to make an impact on the world stage include China’s ChangYu, the country’s largest wine producer, and United Spirits, the largest spirits company in India.
Juan Valdez Café, a coffee chain from Colombia, Almarai, a dairy and fruit-juice company from Saudi Arabia, and Patchi, a Lebanese boutique chocolate chain, make up the rest of the top five.
Wolff Olins strategist Melanie McShane said that brands once needed to dominate the US market to become globally recognised, but that has now changed, as brands need to be number one in Asia first.
Karen Flynn, strategic communications director at Patroids, noted that Asian brands have the hunger to succeed and “will rise to the top as they become more savvy in marketing themselves outside of their national markets and look for growth in the region”.
She added that consumers in Asia are “also turning to ‘locally made’ brands, and that in itself will help turn the tide”.
Juan Valdez Café, a coffee chain from Colombia, Almarai, a dairy and fruit-juice company from Saudi Arabia, and Patchi, a Lebanese boutique chocolate chain, make up the rest of the top five.
Wolff Olins strategist Melanie McShane said that brands once needed to dominate the US market to become globally recognised, but that has now changed, as brands need to be number one in Asia first.
Karen Flynn, strategic communications director at Patroids, noted that Asian brands have the hunger to succeed and “will rise to the top as they become more savvy in marketing themselves outside of their national markets and look for growth in the region”.
She added that consumers in Asia are “also turning to ‘locally made’ brands, and that in itself will help turn the tide”.
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