CONSUMER&

BRANDBrandKPIs

for

spirits:

Imperial

Blue

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

Imperial

Blue’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,

asofDecember202470%

of

Imperial

Blue

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Imperial

Blue’s

branding

resonates

more

with?Imperial

Blueranksfourthinawareness

withintheMillennialsspiritmarket?Imperial

Bluegenerally

appealstomen

more

thanwomen?Thepopularity

ratingof

Imperial

Blue

is41%?Imperial

Blueranksninth

inconsumption?Among

Imperial

Blue

enthusiasts,46%

fallunderthehigh-income

category?Interms

of

loyalty,Imperial

Blueis

outsidetheTop10inIndia?Consumers

want

theirspiritbrandstohavecoolness,highvalue,and

authenticity?Imperial

Bluehasascore

of43%

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

Imperial

Blue

at

82%Brand

profile:

snapshotBrand

performance

of

ImperialBlueinIndia82%70%43%41%38%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spirits

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,113,

all

respondents

(awareness),

n=917,

respondents

who

know

the

individual

brand

(popularity),

n=917,

respondents

whoknow

the

individual

brand(consumption),

n=344,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=917,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Imperial

Blue’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations55%53%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeImperial

Bluebygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatImperial

Blueislikedby0%

ofBaby

boomers

and13%of

Gen

Xers,whereas

the

total

shareof

industryusersis0%

and13%,

respectively.35%31%ForMillennials

andGen

Z,

55%

and

31%

feel

positivelytowards

Imperial

Blue,

versus

53%

and35%.

Socurrently,

forImperial

Blue,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.13%

13%Gen

X0%

0%Gen

ZMillennialsBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=379,

Imperial

Blue

enthusiast,

n=933,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Imperial

Blue

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Imperial

Blueshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.13%16%79%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Imperial

Bluehasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.39%61%39%61%61%

ofmen

likeImperial

Bluecomparedto39%

of

women,

whereas

fortheoverall

industry,61%

ofmen

consumespiritscompared

to39%

ofwomen.82%13%

ofImperial

Blue

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to16%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=379,

Imperial

Blueenthusiast,

n=933,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Imperial

Blue

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

ofImperial

Blue

enthusiastsarefrom

high-income

households.Imperial

Blue’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

27%

ofImperial

Blueenthusiastshavethiscurrent

living

situation.4%4%27%24%32%28%33%Multi-generational31%31%29%31%ExtendedOther22%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=379,

Imperial

Blue

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/ExcitementSustainabilityBoldnessClevernessImperial

Blueconsumers

also

appreciatethese

key

attributes,indicatingImperialBlueexudes

these

qualities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatImperial

Blueenthusiastsare

least

focused

on

areinclusiveness

and

cleverness.ReliabilityExclusivityImperial

Blueshould

work

on

promotinghonesty

/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=344,

Imperial

Blue

consumers’,n=379,

Imperial

Blue

enthusiast,

n=933,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Imperial

Blue

fans,

54%

state

that

they

get

excited

about

spirit

productsBrand

profile:

attitudesWhat

doconsumersthink

ofspiritsingeneral?54%54%53%52%50%48%42%41%41%41%35%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=379,

Imperial

Blue

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.1170%

of

Imperial

Blue

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spirits,theaverage

awareness

ofabrandinIndia

is

72%.

Awareness

of

Imperial

Blue,however,

is

at82%.Awareness41%

ofIndianspiritconsumers

say

theylike

ImperialBlue,

compared

toanindustryaverage

brandpopularity

of40%.38%

ofindustryconsumers

inIndiasaythey

consumeImperial

Blue,with

theaverage

consumption

ofabrandat34%.BuzzPopularity70%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.Imperial

Bluehasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of43%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=917,

respondents

who

know

the

individual

brand

(popularity),

n=917,

respondents

whoknow

the

individual

brand(consumption),

n=344,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=917,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Imperial

Blue

ranks

fourth

in

awareness

within

the

spirit

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofImperial

BlueRank#

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%18%2RoyalStag3RoyalChallengeImperial

BlueSignature45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Johnnie

WalkerOldMonk78Blenders

PrideBACARDIOutofallrespondents,

82%

were

aware

of

ImperialBlue.

Thisranksthemfourthcompared

tootherbrandssurveyed

inthismarket.82%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

Imperial

Blue

is

41%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofImperial

BlueRank#

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.1BACARDI341%4Outofconsumers

who

knew

thebrand,

41%

saidtheyliked

Imperial

Blue.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.5RoyalChallengeOldMonk659%7Blenders

PrideRoyalStag89SignaturePopularityN/A10Magic

Moments14

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=917,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Imperial

Blue

ranks

ninth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofImperialBlueRank#

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

Imperial

Blue.

Thisranksthemninthcompared

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=917,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Imperial

Blue

is

outside

the

Top

10

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofImperial

Blue’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%30%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%70%877%976%Outofrespondents

whohaveconsumed

ImperialBlue,

70%

said

theywould

consume

thebrand

again.LoyaltyN/A1075%16

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=344,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Imperial

Blue

has

a

score

of

43%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofImperial

BlueRank#

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%3RoyalChallengeImperial

BlueJohnnie

WalkerSignature45%Outofconsumers

who

knew

thebrand,

43%

saidtheyhadheardaboutImperial

Blue

inthe

media.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.443%43%542%57%640%7Blenders

PrideJACKDANIEL'SRoyalStag40%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=917,

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