CONSUMER&

BRANDBrandKPIs

for

spirits:

Old

Monk

inIndiaConsumer

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

OldMonk’s

performance

inthespiritmarket.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,

asofDecember202472%

of

Old

Monk

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??OldMonk’s

branding

resonates

with

Gen

Xsimilarly?OldMonk

ranksseventh

inawareness

withinthetootherbrandsintheindustryspiritmarket?OldMonk

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

OldMonk

is46%?OldMonk

ranksseventh

inconsumption?Among

OldMonk

enthusiasts,46%

fallunderthehigh-income

category?Interms

of

loyalty,OldMonk

is

outsidetheTop10

inIndia?Consumers

want

theirspiritbrandstohavecoolness,highvalue,and

authenticity?OldMonk

hasascore

of28%

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

Old

Monk

at

75%Brand

profile:

snapshotBrand

performance

of

Old

MonkinIndia75%72%46%38%28%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spirits

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,113,

all

respondents

(awareness),

n=838,

respondents

who

know

the

individual

brand

(popularity),

n=838,

respondents

whoknow

the

individual

brand(consumption),

n=318,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=838,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Old

Monk’s

branding

resonates

with

Gen

X

similarly

to

other

brands

in

theindustryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations54%53%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeOldMonk

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatOldMonk

islikedby0%

ofBaby

boomers

and15%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is0%

and

13%,

respectively.35%31%ForMillennials

andGen

Z,

54%

and

31%

feel

positivelytowards

OldMonk,

versus

53%

and35%.

Socurrently,forOldMonk,

Gen

Xconnects

most

withtheirbrandcompared

to

theoverall

industryuser.15%13%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=386,

Old

Monk

enthusiast,

n=933,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Old

Monk

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

OldMonk

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof15%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

OldMonk

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.16%79%33%67%39%61%67%

ofmen

likeOldMonk

compared

to33%

ofwomen,

whereas

fortheoverallindustry,61%

of

men

consume

spiritscompared

to

39%

of

women.81%15%

ofOldMonk

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to16%

amongindustryusers

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=386,

Old

Monk

enthusiast,n=933,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Old

Monk

enthusiasts,

46%

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.3%4%Single40%6%6%46%CoupleSingleparentNuclear46%

ofOldMonk

enthusiastsare

fromhigh-income

households.OldMonk’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

amulti-generational

household,

32%

ofOldMonk

enthusiastshavethiscurrentlivingsituation.3%4%24%24%32%28%33%Multi-generational32%31%31%31%ExtendedOther21%1%1%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=386,

Old

Monk

enthusiast,

n=933,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

spirit

brands

to

have

coolness,

high

value,

andauthenticityBrand

profile:

qualitiesQualitiesconsumerswant

from

spiritbrandsForspirits,thetopthree

qualitiesconsumers

want

fromabrandarecoolness,

highvalue,and

authenticity.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessOldMonk

consumers

alsoappreciatethese

key

attributes,indicatingOldMonkexudes

thesequalities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatOldMonk

enthusiastsareleast

focused

on

areinclusivenessandcleverness.ReliabilityExclusivityOldMonk

should

work

on

promotingcleverness

toconvert

enthusiastsintoowners.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=318,

Old

Monk

consumers’,

n=386,

Old

Monk

enthusiast,

n=933,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Old

Monk

fans,

58%

state

that

they

get

excited

about

spirit

productsBrand

profile:

attitudesWhat

doconsumersthink

ofspiritsingeneral?58%52%51%48%47%47%42%41%41%41%31%29%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=386,

Old

Monk

enthusiast,

n=933,

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.1172%

of

Old

Monk

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spirits,theaverage

awareness

ofabrandinIndia

is

72%.

Awareness

of

OldMonk,however,

is

at75%.Awareness46%

ofIndianspiritconsumers

say

theylike

OldMonk,compared

to

anindustryaverage

brandpopularity

of40%.38%

ofindustryconsumers

inIndiasaythey

consumeOldMonk,with

theaverage

consumption

ofabrandat34%.BuzzPopularity72%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.OldMonk

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of28%compared

to

33%.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=1,113,

all

respondents

(awareness),

n=838,

respondents

who

know

the

individual

brand

(popularity),

n=838,

respondents

whoknow

the

individual

brand(consumption),

n=318,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=838,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Old

Monk

ranks

seventh

in

awareness

within

the

spirit

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofOldMonkRank#

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.1McDowell’s

No.189%87%86%82%81%77%75%75%74%73%2RoyalStag25%3RoyalChallengeImperial

BlueSignature45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Johnnie

WalkerOldMonk775%8Blenders

PrideBACARDIOutofallrespondents,

75%

were

aware

of

OldMonk.Thisranksthemseventh

compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A10JACKDANIEL'S13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,113,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Old

Monk

is

46%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofOldMonkRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Johnnie

Walker52%49%49%49%46%46%44%43%43%42%2JACKDANIEL'SMcDowell’s

No.1BACARDI3446%Outofconsumers

who

knew

thebrand,

46%

saidtheyliked

OldMonk.

This

ranksthemsixthcompared

toother

brandssurveyed

inthismarket.5RoyalChallengeOldMonk54%67Blenders

PrideRoyalStag89SignaturePopularityN/A10Magic

Moments14

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=838,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Old

Monk

ranks

seventh

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofOldMonkRank#

BrandUsage

%44%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

spirits,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1BACARDI2Johnnie

WalkerMcDowell’s

No.1JACKDANIEL'SRoyalChallengeBlenders

PrideOldMonk42%341%38%Outofconsumers

who

knew

thebrand,

38%

saidtheyconsumed

OldMonk.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.440%539%639%62%738%8Magic

MomentsImperial

BlueSignature38%938%UsageN/A1037%15

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=838,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Old

Monk

is

outside

the

Top

10

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofOldMonk’sconsumersRank#

BrandLoyalty

%84%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.1Teacher's2Amrut84%28%3BACARDI83%4Johnnie

WalkerSignature82%580%6Smirnoff80%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

spirits,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.7JACKDANIEL'SMagic

MomentsMcDowell’s

No.1RoyalStag79%72%877%976%Outofrespondents

whohaveconsumed

OldMonk,72%

saidthey

would

consume

the

brandagain.LoyaltyN/A1075%16

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=318,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Old

Monk

has

a

score

of

28%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofOldMonkRank#

BrandBuzz%48%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1McDowell’s

No.12BACARDI45%28%3RoyalChallengeImperial

BlueJohnnie

WalkerSignature45%Outofconsumers

who

knew

thebrand,

28%

saidtheyhadheardaboutOldMonk

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.443%542%640%7Blenders

PrideJACKDANIEL'SRoyalStag40%72%839%938%BuzzN/A10Magic

Moments36%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=838,

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

andunlocknewgrowthopportunities.?

Ident