CONSUMER&

BRANDBrandKPIs

for

spirits:

Jose

Cuervo

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

Jose

Cuervo’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,

asofDecember202478%

of

Jose

Cuervoconsumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Jose

Cuervo’s

brandingresonates

more

with

Gen

X?Jose

Cuervo

ranksoutsidetheTop10

inawarenesswithin

the

spiritmarket?Jose

Cuervo

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Jose

Cuervois

26%?Among

Jose

Cuervoenthusiasts,39%

fallunderthe?Jose

Cuervo

ranksoutsidetheTop10

inconsumptionhigh-income

category?Interms

of

loyalty,Jose

Cuervo

isoutside

the

Top

10?Consumers

want

theirspiritbrandstohaveinthe

United

Statesauthenticity,highvalue,and

boldness?Jose

Cuervo

hasascore

of

16%

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

for

Jose

Cuervo

at

78%Brand

profile:

snapshotBrand

performance

of

JoseCuervo

intheUnited

States78%74%26%19%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spirits

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,195,

all

respondents

(awareness),

n=882,

respondents

who

know

the

individual

brand

(popularity),

n=882,

respondents

whoknow

the

individual

brand(consumption),

n=168,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=882,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Jose

Cuervo’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%

40%35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeJose

Cuervo

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatJose

Cuervo

islikedby10%

of

Babyboomers

and

35%of

Gen

Xers,whereas

the

total

shareof

industryusersis6%

and30%,

respectively.30%24%16%ForMillennials

andGen

Z,

40%

and

16%

feel

positivelytowards

Jose

Cuervo,

versus

40%

and

24%.

So10%currently,

forJose

Cuervo,

Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=231,

JoseCuervo

enthusiast,

n=848,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Jose

Cuervo

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Jose

Cuervo

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.12%11%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Jose

Cuervo

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.43%57%48%52%52%

ofmen

likeJose

Cuervo

comparedto48%

of

women,

whereas

fortheoverall

industry,56%

ofmen

consumespiritscompared

to43%

ofwomen.86%12%

ofJose

Cuervoenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to11%

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=231,

JoseCuervoenthusiast,

n=848,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Jose

Cuervo

enthusiasts,

39%

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.23%24%Single39%40%21%17%CoupleSingleparentNuclear39%

ofJose

Cuervoenthusiastsarefromhigh-income

households.Jose

Cuervo’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

21%

ofJose

Cuervoenthusiastshavethiscurrent

livingsituation.15%12%20%23%36%24%40%Multi-generational3%4%11%13%ExtendedOther21%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=231,

JoseCuervo

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/ExcitementSustainabilityBoldnessClevernessJose

Cuervo

consumers

alsoappreciatethese

key

attributes,indicatingJoseCuervo

exudes

thesequalities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatJose

Cuervoenthusiastsare

least

focused

on

areinclusiveness

and

cleverness.ReliabilityExclusivityJose

Cuervo

shouldwork

onpromotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.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=168,

Jose

Cuervo

consumers’,

n=231,

JoseCuervo

enthusiast,

n=848,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Jose

Cuervo

fans,

39%

state

that

they

get

excited

about

spirit

productsBrand

profile:

attitudesWhat

doconsumersthink

ofspiritsingeneral?53%39%38%35%31%28%27%26%25%23%19%18%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=231,

JoseCuervo

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.1178%

of

Jose

Cuervoconsumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spirits,theaverage

awareness

ofabrandinthe

United

Statesis72%.

Awareness

of

JoseCuervo,

however,

is

at74%.Awareness26%

ofU.S.

spiritconsumers

say

theylike

Jose

Cuervo,compared

to

anindustryaverage

brandpopularity

of28%.19%

ofindustryconsumers

intheUnited

Statessaythey

consume

Jose

Cuervo,

with

the

averageconsumption

ofabrandat21%.BuzzPopularity78%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.Jose

Cuervo

hasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of16%compared

to

18%.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=1,195,

all

respondents

(awareness),

n=882,

respondents

who

know

the

individual

brand

(popularity),

n=882,

respondents

whoknow

the

individual

brand(consumption),

n=168,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=882,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Jose

Cuervoranks

outside

the

Top

10

in

awareness

within

the

spirit

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofJose

CuervoRank#

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%2Smirnoff26%3BACARDI4CrownRoyalHennessyCaptain

MorganJimBeamMalibu5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6774%8Outofallrespondents,

74%

were

aware

of

JoseCuervo.

Thisranksthemoutsidethe

Top

10

comparedtootherbrandssurveyed

inthismarket.9BaileysAwarenessN/A10Absolut

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

Jose

Cuervo

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofJose

CuervoRank#

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%2CrownRoyalSmirnoff26%34JACKDANIEL'SGrey

Goose

VodkaBaileysOutofconsumers

who

knew

thebrand,

26%

saidtheyliked

Jose

Cuervo.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.567Fireball74%8Captain

MorganBACARDI9PopularityN/A10Kahlúa14

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=882,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Jose

Cuervoranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofJoseCuervoRank#

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

Vodka19%2Fireball28%3CrownRoyalAperol27%Outofconsumers

who

knew

thebrand,

19%

saidtheyconsumed

Jose

Cuervo.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.426%5Smirnoff25%6Tito'sHandmade

VodkaJACKDANIEL'SBACARDI25%725%825%81%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=882,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Jose

Cuervo

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofJose

Cuervo’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

Vodka22%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%78%979%Outofrespondents

whohaveconsumed

Jose

Cuervo,78%

saidthey

would

consume

the

brandagain.LoyaltyN/A10Grey

Goose

Vodka78%16

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=168,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Jose

Cuervo

has

a

score

of

16%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofJose

CuervoRank#

BrandBuzz%28%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1CrownRoyal16%2Captain

MorganAbsolut

VodkaBACARDI28%326%Outofconsumers

who

knew

thebrand,

16%

saidtheyhadheardaboutJose

Cuervointhemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.425%5JACKDANIEL'SAperol24%624%7Baileys22%8Hennessy21%84%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=882,

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

andunlocknewgrow