Valuation Result

Final Brand Value

Absolut — Spirits

Valuation date: 10/29/2026

Total Brand Value

€970.0M

This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.

Brand Strength

83/100

Royalty Rate

6.0%

Discount Rate

9.0%

Benchmark recommendation not unlocked for this result

Sensitivity snapshot

Quick decision check for discount rate, royalty rate and long-term growth.

Variable

Lower input

Current

Higher input

WACC (Discount Rate)

9.0%

-1.0%

€1.1B

9.0%

€970.0M

+1.0%

€859.7M

Royalty Rate

6.0%

-0.5%

€889.2M

6.0%

€970.0M

+0.5%

€1.1B

Terminal Growth

1.5%

-0.5%

€924.4M

1.5%

€970.0M

+0.5%

€1.0B

Brand Strength changes can also be explored to show their potential effect on brand value. Contact info@brandvaluator.se if you want to explore this for strategy, planning and budgeting.

Revenue Base

€1.5B

Legal Protection

83/100

Long-term Growth

1.5%

Recommendation basis

Brand-strength range • Pro

This reference case derives its royalty rate by applying the brand-strength score to a documented industry royalty ceiling.

This valuation uses benchmark support informed by external market references and curated internal calibration.

Use this section to confirm whether the result reflects unlocked benchmark guidance or a non-benchmark method.

Forecast profile

5 years explicit forecast

High growth: 1.0%

Base growth: 2.0%

Long-term growth: 1.5%

Value build

Value for planning period: €290.1M

Terminal value: €680.0M

How the valuation is built

Valuation Build

Royalty Relief DCF

Year	Revenue	Royalty	After Tax	PV
Y1	€1,464,500,000	€87,870,000	€69,768,780	€66,826,378
Y2	€1,479,145,000	€88,748,700	€70,466,468	€61,921,701
Y3	€1,493,936,450	€89,636,187	€71,171,132	€57,376,999
Y4	€1,523,815,179	€91,428,911	€72,594,555	€53,692,248
Y5	€1,554,291,483	€93,257,489	€74,046,446	€50,244,131
Explicit PV (Y1–Y5)				€290,061,456
Terminal Value (undiscounted)				€1,002,097,911
Terminal PV (discounted)				€679,972,384
Total Brand Value				€970,033,840

Supporting context

This section explains the evidence and judgment used to support the recommendation and the legal, brand and financial assumptions used in the valuation.

Reference case

Absolut

Prepared reference case

Indicative value of the Absolut vodka name on an estimated share of Pernod Ricard FY2025 sales. It excludes other Pernod Ricard brands, production assets, distribution and the value of the group.

The selected 6.00% name royalty and corresponding 7.229% ceiling are analyst assumptions, not an observed spirits licence. The EUR 1.45bn revenue allocation is volume-based and sensitive to brand mix and revenue per case. Absolut-only profit is not disclosed, so the profit-capacity check uses a group-margin proxy rather than matched brand profit. Legal and behavioral component scores are outside-in estimates, not a legal opinion or survey.

Informed by numerous sources including company reporting, investor materials, analyst research, market data and selected benchmark references where relevant.

Key inputs

Reported = directly sourced • Estimated = selected judgment • Inferred = derived from broader evidence • Assumed = inclusion choice

Revenue base

EUR 1.450bn estimated FY2025 Absolut-name sales proxyinferred

Planning growth

1.00% for 3 years, then 2.00%estimated

Long-term growth

1.50%estimated

Royalty rate selected

6.00%estimated

Discount rate

9.00%estimated

Brand Strength

83/100 (A-)estimated

Legal analysis

83/100estimated

Company disclosures

These links lead to company-issued materials. BrandValuator cross-checks indicative estimates against multiple sources; the final assumptions and judgments are our own. Each input is labeled by evidence status above.

Pernod Ricard FY2025 sales and results presentation Pernod Ricard FY2025 integrated report: Absolut and portfolio volumes

Legal Protection

trademark Status88

scope Of Rights85

risk Profile78

litigation82

contractual Rights78

goodwill Evidence90

regulatory Compliance80

Brand Strength

marketing Investment86

quality85

availability88

distinctive Brand Codes90

mental Availability88

consideration84

trust84

choice Share81

penetration86

price Elasticity76

revenue Premium78

margin Premium77

stability80