Brand KPIs for spirits JACK DANIELS in the United States-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

spirits:

JACK

DANIEL’S

inthe

United

StatesConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

5000Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,consumption,loyalty,andmedia

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

JACKDANIEL’S

performance

inthe

spirit

market.Fieldwork:April-May

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Consumption”Sources:

Statista

Consumer

Insights

Global,

asofDecember202482%

of

JACK

DANIEL’S

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•JACKDANIEL’Sbrandingresonates

more

with

Gen

X•JACKDANIEL’Sranksfirstinawareness

within

thespiritmarket•JACKDANIEL’Sgenerally

appealsto

men

more

thanwomen•Thepopularity

ratingof

JACKDANIEL’Sis

33%•Among

JACKDANIEL’Senthusiasts,40%

fallunderthe

•JACKDANIEL’Sranksseventh

inconsumptionhigh-income

category•Interms

of

loyalty,JACKDANIEL’S

isfourth

inthe•Consumers

want

theirspiritbrandstohaveUnited

Statesauthenticity,highvalue,and

boldness•JACKDANIEL’Shasascore

of

24%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

JACK

DANIEL’S

at

87%Brand

profile:

snapshotBrand

performance

of

JACKDANIEL’S

intheUnitedStates87%82%33%25%24%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spirits

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,195,

all

respondents

(awareness),

n=1,036,

respondents

who

know

the

individual

brand(popularity),

n=1,036,

respondents

whoknow

the

individual

brand(consumption),

n=255,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,036,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024JACK

DANIEL’S

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeJACKDANIEL’S

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatJACKDANIEL’Sislikedby

8%

of

Baby

boomersand33%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is6%

and30%,

respectively.33%30%24%19%ForMillennials

andGen

Z,

39%

and

19%

feel

positivelytowards

JACKDANIEL’S,versus

40%

and

24%.

Socurrently,

forJACKDANIEL’S,Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.8%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=347,

JACK

DANIEL’S

enthusiast,

n=848,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024JACK

DANIEL’S

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

JACKDANIEL’S

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.8%11%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

JACKDANIEL’S

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.40%60%43%57%60%

ofmen

likeJACKDANIEL’Scompared

to

40%

of

women,

whereasfortheoverall

industry,56%

of

menconsume

spiritscompared

to

43%

ofwomen.90%8%

of

JACKDANIEL’Senthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to11%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

spirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=347,

JACK

DANIEL’Senthusiast,

n=848,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

JACK

DANIEL’Senthusiasts,

40%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andconsumerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.20%24%Single40%40%21%17%CoupleSingleparentNuclear40%

ofJACKDANIEL’Senthusiastsarefrom

high-income

households.JACK

DANIEL’S

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

acouplehousehold,

21%

of

JACKDANIEL’S

enthusiastshavethiscurrentlivingsituation.12%12%23%23%36%36%24%Multi-generational3%4%14%13%ExtendedOther24%7%8%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

spirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=347,

JACK

DANIEL’S

enthusiast,

n=848,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

spirit

brands

to

have

authenticity,

high

value,

andboldnessBrand

profile:

qualitiesQualitiesconsumerswant

from

spiritbrandsForspirits,thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,highvalue,and

boldness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessJACKDANIEL’S

consumers

alsoappreciate

these

key

attributes,indicating

JACKDANIEL’Sexudes

thesequalities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatJACKDANIEL’Senthusiastsare

least

focused

on

areinclusiveness

and

sustainability.ReliabilityExclusivityJACKDANIEL’S

shouldwork

onpromoting

social

responsibility

toconvert

enthusiastsinto

owners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

spirits,

which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comesto

spirits,

which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

spirits,

which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=255,

JACK

DANIEL’S

consumers’,

n=347,

JACK

DANIEL’S

enthusiast,

n=848,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

JACK

DANIEL’Sfans,

37%

state

that

they

get

excited

about

spirit

productsBrand

profile:

attitudesWhat

doconsumersthink

ofspiritsingeneral?41%38%37%31%30%28%26%25%

25%23%18%17%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

aboutIliketotalkabouttopicsIknow

and

trustspiritproductsrelating

tospiritsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

spirits

do

youagree

with?”;

Multi

Pick;“When

it

comes

tospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=347,

JACK

DANIEL’S

enthusiast,

n=848,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1182%

of

JACK

DANIEL’S

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spirits,theaverage

awareness

ofabrandinthe

United

Statesis72%.

Awareness

of

JACKDANIEL’S,however,

is

at87%.Awareness33%

ofU.S.

spiritconsumers

say

theylike

JACKDANIEL’S,compared

toanindustryaverage

brandpopularity

of28%.25%

ofindustryconsumers

intheUnited

Statessaythey

consume

JACKDANIEL’S,with

the

averageconsumption

ofabrandat21%.BuzzPopularity82%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.JACKDANIEL’S

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of24%compared

to

18%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Spirits

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,195,

all

respondents

(awareness),

n=1,036,

respondents

who

know

the

individual

brand(popularity),

n=1,036,

respondents

whoknow

the

individual

brand(consumption),

n=255,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,036,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024JACK

DANIEL’S

ranksfirst

in

awareness

within

the

spirit

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofJACKDANIEL’SRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1JACKDANIEL'S87%84%82%81%79%79%79%76%75%74%13%2Smirnoff3BACARDI4CrownRoyalHennessyCaptain

MorganJimBeamMalibu5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

87%

were

aware

of

JACKDANIEL’S.

Thisranksthemfirst

compared

tootherbrandssurveyed

inthismarket.87%N/A9BaileysAwareness10Absolut

Vodka13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,195,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

JACK

DANIEL’S

is

33%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofJACKDANIEL’SRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Absolut

Vodka39%36%35%33%33%32%32%32%31%29%2CrownRoyalSmirnoff33%34JACKDANIEL'SGrey

Goose

VodkaBaileysOutofconsumers

who

knew

thebrand,

33%

saidtheyliked

JACKDANIEL’S.

Thisranksthem

fourthcomparedtootherbrandssurveyed

inthismarket.5667%7Fireball8Captain

MorganBACARDI9PopularityN/A10Kahlúa14

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,036,

respondents

who

know

the

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024JACK

DANIEL’S

ranks

seventh

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofJACKDANIEL’SRank#

BrandUsage

%29%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

spirits,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Absolut

Vodka2Fireball28%25%3CrownRoyalAperol27%Outofconsumers

who

knew

thebrand,

25%

saidtheyconsumed

JACKDANIEL’S.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.426%5Smirnoff25%6Tito'sHandmade

VodkaJACKDANIEL'SBACARDI25%725%75%825%9Hennessy24%UsageN/A10Grey

Goose

Vodka23%15

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,036,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

JACK

DANIEL’S

is

fourth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofJACKDANIEL’SconsumersRank#

BrandLoyalty

%87%Afterascertaining

the

consumption

ofabrandinthelast12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablishwhether

abrandisperforming

well

inregard

tocustomer

retention.

Measuring

brandloyaltyestablishes

aclear

feedback

loop

with

customers,providing

valuableinsightsinto

customer

satisfactionandpreferences.

Itis

alsoapowerful

predictor

tohelpguidemarketing

strategies

and

forecast

futuresalesandrevenue

more

accurately.1Tito'sHandmade

Vodka18%2Absolut

VodkaSmirnoff85%382%4JACKDANIEL'SKahlúa82%580%6Seagram'sHennessy80%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

spirits,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.780%8CrownRoyalMalibu79%82%979%Outofrespondents

whohaveconsumed

JACKDANIEL’S,82%

saidtheywould

consume

thebrandagain.LoyaltyN/A10Grey

Goose

Vodka78%16

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=255,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024JACK

DANIEL’Shas

a

score

of

24%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofJACKDANIEL’SRank#

BrandBuzz%28%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1CrownRoyal24%2Captain

MorganAbsolut

VodkaBACARDI28%326%Outofconsumers

who

knew

thebrand,

24%

saidtheyhadheardaboutJACKDANIEL’Sinthemedia.

Thisranksthemfifth

compared

toother

brandssurveyedinthismarket.425%5JACKDANIEL'SAperol24%624%7Baileys22%76%8Hennessy21%9Fireball19%BuzzN/A10Grey

Goose

Vodka18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,036,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportun