CONSUMER&

BRANDBrandKPIs

for

spirits:

Johnnie

Walkerin

MexicoConsumer

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

JohnnieWalker’s

performanceinthe

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

Johnnie

Walker

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??JohnnieWalker’s

branding

resonates

more

with?JohnnieWalker

ranksfourthinawareness

withintheMillennialsspiritmarket?JohnnieWalker

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

JohnnieWalker

is51%?JohnnieWalker

ranksthird

inconsumption?Among

JohnnieWalker

enthusiasts,37%

fallunderthe

high-income

category?Interms

of

loyalty,JohnnieWalker

is

second

inMexico?Consumers

want

theirspiritbrandstohaveauthenticity,reliability,

and

honesty

/trustworthiness?JohnnieWalker

hasascore

of52%

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

forJohnnie

Walker

at

87%Brand

profile:

snapshotBrand

performance

of

Johnnie

WalkerinMexico87%82%52%51%41%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spirits

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=1,092,

respondents

who

know

the

individual

brand(popularity),

n=1,092,

respondents

whoknow

the

individual

brand(consumption),

n=447,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,092,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Johnnie

Walker’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeJohnnieWalker

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatJohnnie

Walker

islikedby4%

of

Babyboomersand26%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and25%,

respectively.31%27%26%25%ForMillennials

andGen

Z,

44%

and

27%

feel

positivelytowards

JohnnieWalker,

versus

40%

and31%.

Socurrently,

forJohnnieWalker,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.4%

4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=554,

Johnnie

Walkerenthusiast,

n=1,077,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Johnnie

Walker

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

JohnnieWalker

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

JohnnieWalker

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.40%60%49%51%60%

ofmen

likeJohnnieWalkercompared

to

40%

of

women,

whereasfortheoverall

industry,51%

of

menconsume

spiritscompared

to

49%

ofwomen.91%89%6%

of

JohnnieWalker

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%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=554,

Johnnie

Walkerenthusiast,

n=1,077,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Johnnie

Walker

enthusiasts,

37%

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.6%6%Single33%36%32%37%12%13%CoupleSingleparentNuclear37%

ofJohnnie

Walker

enthusiastsarefrom

high-income

households.JohnnieWalker’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

44%

ofJohnnieWalker

enthusiastshavethiscurrent

living

situation.5%6%44%39%38%Multi-generational9%9%20%23%ExtendedOther25%3%4%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=554,

Johnnie

Walkerenthusiast,

n=1,077,

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%JohnnieWalker

consumers

alsoappreciate

these

key

attributes,indicating

Johnnie

Walker

exudes

thesequalities.SocialCoolnessresponsibilityThequalitiesthatJohnnieWalkerenthusiastsare

least

focused

on

areinclusiveness

and

boldness.ReliabilityExclusivityInnovationInclusivenessFriendlinessJohnnieWalker

should

work

onpromoting

exclusivity

to

convertenthusiastsintoowners.HighvalueHonesty/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=447,

Johnnie

Walkerconsumers’,

n=554,

Johnnie

Walker

enthusiast,

n=1,077,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Johnnie

Walker

fans,

32%

state

that

they

get

excited

about

spiritproductsBrand

profile:

attitudesWhat

doconsumersthink

ofspiritsingeneral?53%48%34%32%32%27%26%26%26%22%10%9%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=554,

Johnnie

Walkerenthusiast,

n=1,077,

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

Johnnie

Walker

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spirits,theaverage

awareness

ofabrandinMexico

is73%.

Awareness

of

JohnnieWalker,however,

is

at87%.Awareness51%

ofMexican

spirit

consumers

saytheylikeJohnnieWalker,

compared

to

anindustryaverage

brandpopularity

of32%.41%

ofindustryconsumers

inMexico

say

theyconsume

Johnnie

Walker,

with

the

averageconsumption

ofabrandat25%.BuzzPopularity82%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of75%.JohnnieWalker

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of52%compared

to

23%.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=1,250,

all

respondents

(awareness),

n=1,092,

respondents

who

know

the

individual

brand(popularity),

n=1,092,

respondents

whoknow

the

individual

brand(consumption),

n=447,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,092,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Johnnie

Walker

ranks

fourth

in

awareness

within

the

spirit

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofJohnnieWalkerRank#

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.1DonJulio92%91%90%87%82%80%78%78%77%77%13%2Jose

CuervoBACARDI34Johnnie

WalkerBaileys5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Cabrito7Gran

CentenarioAbsolut

VodkaSmirnoff8Outofallrespondents,

87%

were

aware

of

JohnnieWalker.

Thisranksthemfourthcompared

to

otherbrandssurveyed

inthismarket.87%N/A9Awareness10Presidente13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Johnnie

Walker

is

51%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofJohnnie

WalkerRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1DonJulio62%51%50%46%41%39%39%39%37%35%2Johnnie

WalkerBaileys34Absolut

VodkaSmirnoff49%Outofconsumers

who

knew

thebrand,

51%

saidtheyliked

JohnnieWalker.

Thisranksthemsecondcompared

to

other

brandssurveyed

inthismarket.551%6BACARDI7Kahlúa8Jose

CuervoBlack

&WhiteTorres

Brandy9PopularityN/A1014

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,092,

respondents

who

know

the

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Johnnie

Walker

ranks

third

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofJohnnie

WalkerRank#

BrandUsage

%49%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

spirits,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1DonJulio2Absolut

VodkaJohnnie

WalkerBaileys42%341%Outofconsumers

who

knew

thebrand,

41%

saidtheyconsumed

JohnnieWalker.

Thisranksthemthirdcompared

to

other

brandssurveyed

inthismarket.41%437%5BACARDI36%6Smirnoff34%59%7Black

&WhiteJose

CuervoTorres

BrandyKahlúa31%830%926%UsageN/A1025%15

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,092,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Johnnie

Walker

is

second

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofJohnnie

Walker’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.1Torres

Brandy18%2Johnnie

WalkerDonJulio82%382%4Baileys82%5Smirnoff81%6Absolut

VodkaPresidenteGran

CentenarioSauzaTequilaKahlúa80%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

spirits,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.778%877%82%977%Outofrespondents

whohaveconsumed

JohnnieWalker,

82%

saidthey

would

consume

the

brandagain.LoyaltyN/A1076%16

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=447,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Johnnie

Walker

has

a

score

of

52%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofJohnnie

WalkerRank#

BrandBuzz%52%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Johnnie

Walker2DonJulio48%3BACARDI47%Outofconsumers

who

knew

thebrand,

52%

saidtheyhadheardaboutJohnnie

Walker

inthe

media.

Thisranksthemfirstcompared

to

other

brandssurveyedinthismarket.4Absolut

VodkaJose

CuervoBlack

&WhiteSmirnoff36%48%531%52%631%729%8Baileys29%9100a?os20%BuzzN/A10DonPedro17%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,092,

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

andunlocknewgrowth