Ireland 25 2024

The annual report on the most valuable and strongest Irish brands

Brand Finance Ireland 25 2024

Guinness remains on top as the most valuable Irish brand

  • Guinness keeps the tap flowing, retaining its title as the most valuable Irish brand with a brand value of EUR2.4 billion
  • Ryanair and Primark / Penney’s retain positions as second and third most valuable Irish brands
  • Permanent TSB is the fastest-growing Irish brand, while Aer Lingus takes flight as the second fastest-growing Irish brand
  • Baileys once again named the strongest Irish brand

Guinness keeps the tap flowing, retaining its title as the most valuable Irish brand with a brand value of EUR2.4 billion

Guinness remains Ireland's most valuable brand in 2024, with its brand value unchanged from 2023 at EUR2.4 billion. 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."

Following on from its success as the most valuable Irish brand, Guinness also has the highest Sustainability Perceptions Value in the Ireland table, EUR206.9 million. Guinness’ sustainability efforts fall under Diageo’s ambitious “Society 2030: Spirit of Progress” plan, grounded in greater business responsibility for environmental and social sustainability, for the benefit of its stakeholders. The plan’s core pillars cover promoting positive drinking, championing diversity and inclusion, and ensuring environmental sustainability ‘from grain to glass’.

Ryanair and Primark / Penney’s retain positions as second and third most valuable Irish brands

Ryanair has held onto its position as the second most valuable Irish brand, seeing a 4% increase in its brand value to EUR2.4 billion. As the travel industry continues to rebound in the post-pandemic world, budget airlines such as Ryanair are benefiting from high consumer demand. Ryanair's reputation for affordable fares remains a key driver of positive brand perceptions and consumer loyalty. The airline has further enhanced its brand value by aggressively expanding its destination network and launching new routes across Europe. In the summer of 2023, Ryanair successfully operated its largest-ever schedule from Dublin airport, offering 130 routes including 14 new services. This ambitious route expansion has solidified Ryanair's reputation as one of Europe's leading low-cost carriers.

Baileys once again named the strongest Irish brand

The 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.

Permanent TSB is the fastest-growing Irish brand, while Aer Lingus takes flight as the second fastest-growing Irish brand

Leading Irish retail and commercial bank Permanent TSB is the fastest growing Irish brand in 2024, increasing its brand value by 44.8% to EUR150.7 million. Permanent TSB provides a variety of personal and business banking products and services through its expansive branch network across Ireland. In 2023, robust financial performance, driven by income growth and strong deposits, has boosted Permanent TSB’s brand value.

Permanent TSB has also expanded its branch network to 98 locations by acquiring 25 former Ulster Bank branches nationwide. This follows Permanent TSB's acquisition of EUR6.2 billion in assets from Ulster Bank including mortgages, SME business, and asset finance, aligning with the brand's mission to serve new communities and enhance its competitiveness by expanding reach, customer base, and market presence.