NEW YORK, USA – In a new report by international market research firm YouGov, Guinness has emerged as the most recommended brand in the United States for 2025, with an impressive 90.9% of American consumers who drink it willing to recommend the iconic stout. This places Guinness at the top of YouGov’s Most Recommended Brands 2025 ranking, outperforming over 2,000 brands evaluated globally.
The annual report, powered by YouGov’s BrandIndex and Profiles tools, identifies the brands that enjoy the highest levels of consumer advocacy across both the U.S. and international markets. In addition to highlighting the top 10 most recommended brands, the report provides sector-specific insights and tracks year-on-year shifts in consumer behavior.
Following Guinness in the U.S. rankings are Heineken (90.4%), Savage x Fenty (90.1%), and Counter-Strike: Global Offensive (89.8%). Other top-ranked brands include Durex, Amstel, and St. Jude Children’s Research Hospital, underscoring a diverse range of product categories from consumer goods to charitable institutions that inspire strong word of mouth.
The top 10 U.S. brands for 2025 are:
| Rank | Brand | U.S. Recommend Score |
|---|---|---|
| 1 | Guinness (Diageo) | 90.9% |
| 2 | Heineken (Heineken N.V.) | 90.4% |
| 3 | Savage x Fenty | 90.1% |
| 4 | Counter-Strike: Global Offensive | 89.8% |
| 5 | Durex (Reckitt) | 89.7% |
| 6 | Amstel (Heineken N.V.) | 89.6% |
| 7 | St. Jude Children’s Research Hospital | 89.3% |
| 8 | Qatar Airways | 89.1% |
| 9 | adidas (Adidas Group) | 89.0% |
| 10 | Black Rifle Coffee Company (BRCC) | 89.0% |
The top 10 global brands for 2025 are
| Rank | Brand | Global Recommend Score |
|---|---|---|
| 1 | Emirates | 88.4% |
| 2 | Toyota (TM) | 84.7% |
| 3 | Levi’s (LEVI) | 83.1% |
| 4 | adidas (ADS) | 82.5% |
| 5 | Nintendo (NTDOY) | 82.1% |
| 6 | Nike (NKE) | 82.0% |
| 7 | Mercedes-Benz (MBG.DE) | 81.8% |
| 8 | BMW (BMW.DE) | 81.4% |
| 9 | trivago (TRVG) | 81.0% |
| 10 | Neutrogena (KVUE) | 80.8% |
The report also identifies a significant year on year shift in consumer advocacy for digital platforms. Notably, X (formerly Twitter) experienced the largest increase in recommendations among U.S. users, rising from 39.4% to 53.5%.
YouGov’s data also offers a nuanced look at consumer advocacy behavior:
- Women are more likely to recommend brands than men (57% vs. 54%)
- Brand loyalty programs drive advocacy, especially among women (48% vs. 46%)
- Sector-specific leaders include Subaru (automotive), IKEA (retail), H-E-B (grocery), and Cava (restaurants)
“Influencers aren’t limited to people with large followings on TikTok and Instagram,” says Ashley Brown, Senior Director at YouGov America. “Ordinary Americans have a huge impact on brand preferences when they recommend a product or service to their friends and family. Our research shows that many brands have large customer bases who like to recommend their products, but a select few have truly developed avid recommenders due to their affinity for their products.”
This analysis leverages BrandIndex, YouGov’s daily brand tracker, powered by our global survey panel of 29+ million members. It combines audience insights from YouGov Profiles to offer further context on how Americans feel about brand advocacy.
YouGov’s report is available for download here.
