CONSUMER&

BRANDBrandKPIs

for

spirits:

Licor

43

in

BrazilConsumer

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

Licor

43’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,

asofDecember202483%

of

Licor

43

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Licor43’s

brandingresonates

more

withGen

Z?Licor43

generally

appealsto

women

more

than

men?Licor43

ranksoutsidetheTop10

inawareness

withinthe

spirit

market?Thepopularity

ratingof

Licor43

is

35%?Licor43

ranksninth

inconsumption?Among

Licor43

enthusiasts,45%

fallunderthehigh-income

category?Consumers

want

theirspiritbrandstohaveauthenticity,reliability,

and

honesty

/trustworthiness?Interms

of

loyalty,Licor

43

isninth

inBrazil?Licor43

hasascore

of

17%

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.4Loyalty

is

the

highest

scoring

KPI

forLicor

43

at

83%Brand

profile:

snapshotBrand

performance

of

Licor43

inBrazil83%46%35%26%17%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spirits

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,245,

all

respondents

(awareness),

n=568,

respondents

who

know

the

individual

brand

(popularity),

n=568,

respondents

whoknow

the

individual

brand(consumption),

n=145,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=568,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Licor

43’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%40%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeLicor

43

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatLicor

43

islikedby5%

ofBaby

boomers

and

18%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and

25%,

respectively.30%25%18%ForMillennials

andGen

Z,

40%

and

38%

feel

positivelytowards

Licor

43,

versus

41%

and

30%.

Socurrently,

forLicor

43,

Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.5%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=200,

Licor43

enthusiast,

n=950,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Licor

43

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Licor

43

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof12%10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Licor

43

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%58%57%

ofwomen

likeLicor

43

compared

to42%

ofmen,

whereas

for

the

overallindustry,50%

of

women

consume

spiritscompared

to

50%

of

men.86%12%

ofLicor

43

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.42%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=200,

Licor43

enthusiast,n=950,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Licor

43

enthusiasts,

45%

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.4%8%Single36%10%13%45%CoupleSingleparentNuclear45%

ofLicor

43

enthusiastsarefromhigh-income

households.Licor

43’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

43%

of

Licor43enthusiastshavethiscurrent

livingsituation.10%9%43%37%33%31%25%Multi-generational10%9%21%23%29%ExtendedOther2%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=200,

Licor43

enthusiast,

n=950,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

spirit

brands

to

have

authenticity,

reliability,

and

honesty

/trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

spiritbrandsForspirits,thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,reliability,

and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Licor

43

consumers

alsoappreciatethese

key

attributes,indicatingLicor

43exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatLicor43

enthusiastsareleast

focused

on

arehighvalueandcleverness.ReliabilityExclusivityLicor

43

shouldwork

onpromotingauthenticityto

convert

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=145,

Licor43

consumers’,n=200,

Licor43

enthusiast,

n=950,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Licor

43

fans,

51%

state

that

they

get

excited

about

spirit

productsBrand

profile:

attitudesWhat

doconsumersthink

ofspiritsingeneral?55%51%41%41%40%38%37%30%30%28%27%21%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=200,

Licor43

enthusiast,

n=950,

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.1183%

of

Licor

43

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spirits,theaverage

awareness

ofabrandinBrazil

is

60%.

Awareness

of

Licor43,

however,isat46%.Awareness35%

ofBrazilian

spiritconsumers

say

theylike

Licor43,

compared

to

anindustryaverage

brandpopularityof

32%.26%

ofindustryconsumers

inBrazil

saythey

consumeLicor

43,

withtheaverage

consumption

of

abrand

at26%.BuzzPopularity83%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of81%.Licor

43

hasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of17%compared

to

19%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Spirits

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,245,

all

respondents

(awareness),

n=568,

respondents

who

know

the

individual

brand

(popularity),

n=568,

respondents

whoknow

the

individual

brand(consumption),

n=145,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=568,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Licor

43

ranks

outside

the

Top

10

in

awareness

within

the

spirit

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofLicor

43Rank#

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.1Smirnoff86%86%86%82%79%78%70%70%65%61%2MARTINI3Campari4Johnnie

WalkerJACKDANIEL'SAbsolut

VodkaBallantine'sBACARDI46%554%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

46%

were

aware

of

Licor43.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AmarulaAwarenessN/A10Malibu13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,245,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Licor

43

is

35%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofLicor43Rank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Smirnoff51%51%48%43%43%35%34%34%33%31%2JACKDANIEL'SAbsolut

VodkaJohnnie

WalkerAmarula335%4Outofconsumers

who

knew

thebrand,

35%

saidtheyliked

Licor

43.

Thisranksthemsixthcompared

toother

brandssurveyed

inthismarket.56Licor

4365%7Ballantine'sMARTINI89BACARDIPopularityN/A10Campari14

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=568,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Licor

43

ranks

ninth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofLicor43Rank#

BrandUsage

%48%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

spirits,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Smirnoff2JACKDANIEL'SAbsolut

VodkaJohnnie

WalkerAmarula42%26%342%Outofconsumers

who

knew

thebrand,

26%

saidtheyconsumed

Licor

43.

Thisranksthemninthcomparedtootherbrandssurveyed

inthismarket.435%532%6Ballantine'sCampari28%727%74%8TanquerayLicor

4326%926%UsageN/A10Aperol24%15

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=568,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Licor

43

is

ninth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofLicor43’s

consumersRank#

BrandLoyalty

%86%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.1JACKDANIEL'S17%2Smirnoff86%3TanquerayAbsolut

VodkaJohnnie

WalkerJose

CuervoAmarula85%485%585%685%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

spirits,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.783%8OldParr83%83%9Licor

4383%Outofrespondents

whohaveconsumed

Licor

43,

83%saidthey

would

consume

the

brandagain.LoyaltyN/A10BACARDI82%16

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=145,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Licor

43

has

a

score

of

17%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofLicor43Rank#

BrandBuzz%40%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Johnnie

Walker17%2JACKDANIEL'SSmirnoff38%333%Outofconsumers

who

knew

thebrand,

17%

saidtheyhadheardaboutLicor

43

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Absolut

VodkaCampari33%523%6Ballantine'sBACARDI22%719%8TanquerayOldParr18%83%917%BuzzN/A10MARTINI17%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=568,

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.?

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