CONSUMER&

BRANDBrandKPIs

for

spirits:

Havana

Club

inGermanyConsumer

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

HavanaClub’sperformance

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,

asofDecember202480%

of

Havana

Club

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??HavanaClub’sbranding

resonates

more

with?HavanaClub

ranksninth

inawareness

within

theMillennialsspiritmarket?HavanaClub

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

HavanaClub

is24%?HavanaClub

ranksninth

inconsumption?Among

HavanaClub

enthusiasts,43%

fallunderthehigh-income

category?Interms

of

loyalty,HavanaClubissixthinGermany?HavanaClub

hasascore

of13%

formedia

buzz?Consumers

want

theirspiritbrandstohavehighvalue,authenticity,andcoolness3Sources:

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

Havana

Club

at

80%Brand

profile:

snapshotBrand

performance

of

Havana

ClubinGermany80%76%24%18%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spirits

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=945,

respondents

who

know

the

individual

brand

(popularity),

n=945,

respondents

whoknow

the

individual

brand(consumption),

n=173,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=945,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Havana

Club’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%34%33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHavanaClubby

generation

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatHavanaClub

islikedby10%

ofBaby

boomers

and28%of

Gen

Xers,whereas

the

total

shareof

industryusersis10%

and33%,

respectively.28%24%23%ForMillennials

andGen

Z,

38%

and

24%

feel

positivelytowards

HavanaClub,versus

34%

and23%.

Socurrently,

forHavanaClub,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.10%

10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=229,

Havana

Club

enthusiast,

n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Havana

Club

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

HavanaClub

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.6%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

HavanaClub

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

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

ofmen

likeHavanaClub

comparedto40%

of

women,

whereas

fortheoverall

industry,51%

ofmen

consumespiritscompared

to49%

ofwomen.89%87%7%

of

HavanaClub

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to6%

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=229,

Havana

Clubenthusiast,

n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Havana

Club

enthusiasts,

43%

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.22%23%Single36%26%28%43%CoupleSingleparentNuclear43%

ofHavana

Club

enthusiastsarefrom

high-income

households.HavanaClub’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

anextended

household,

12%

ofHavanaClub

enthusiastshavethiscurrent

living

situation.7%7%26%25%36%28%36%Multi-generational3%2%12%10%ExtendedOther22%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=229,

Havana

Club

enthusiast,

n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

spirit

brands

to

have

high

value,authenticity,

andcoolnessBrand

profile:

qualitiesQualitiesconsumerswant

from

spiritbrandsForspirits,thetopthree

qualitiesconsumers

want

fromabrandare

highvalue,authenticity,andcoolness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessHavanaClub

consumers

alsoappreciatethese

key

attributes,indicatingHavanaClub

exudes

these

qualities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatHavanaClubenthusiastsare

least

focused

on

areinclusiveness

and

innovation.ReliabilityExclusivityHavanaClub

should

work

on

promotingsocial

responsibility

to

convertenthusiastsintoowners.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=173,

Havana

Club

consumers’,n=229,

Havana

Club

enthusiast,

n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Havana

Club

fans,

32%

state

that

they

get

excited

about

spirit

productsBrand

profile:

attitudesWhat

doconsumersthink

ofspiritsingeneral?40%34%34%32%28%25%21%20%19%17%14%13%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=229,

Havana

Club

enthusiast,

n=930,

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.1180%

of

Havana

Club

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spirits,theaverage

awareness

ofabrandinGermany

is68%.

Awareness

ofHavanaClub,however,

is

at76%.Awareness24%

ofGerman

spiritconsumers

say

theylikeHavanaClub,

compared

toanindustryaverage

brandpopularity

of24%.18%

ofindustryconsumers

inGermany

saytheyconsume

Havana

Club,

with

the

average

consumptionof

abrand

at18%.BuzzPopularity80%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of76%.HavanaClub

hasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of13%compared

to

14%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Spirits

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=945,

respondents

who

know

the

individual

brand

(popularity),

n=945,

respondents

whoknow

the

individual

brand(consumption),

n=173,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=945,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Havana

Club

ranks

ninth

in

awareness

within

the

spirit

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHavana

ClubRank#

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'S85%85%84%83%82%80%78%76%76%75%24%2J?germeisterBACARDI34JimBeam5BaileysUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Wodka

GorbatschowRamazzottiAperol776%8Outofallrespondents,

76%

were

aware

of

HavanaClub.

Thisranksthemninth

compared

to

other

brandssurveyed

inthismarket.9Havana

ClubCampariAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Havana

Club

is

24%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHavana

ClubRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Baileys43%34%34%31%28%27%26%26%24%24%24%2BACARDI3Aperol4JACKDANIEL'SAbsolut

VodkaMalibuOutofconsumers

who

knew

thebrand,

24%

saidtheyliked

HavanaClub.

This

ranksthemtenthcompared

toother

brandssurveyed

inthismarket.567J?germeisterBombay

SapphireCaptain

MorganHavana

Club76%89PopularityN/A1014

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=945,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Havana

Club

ranks

ninth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofHavana

ClubRank#

BrandUsage

%33%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

spirits,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Aperol18%2Baileys32%3JACKDANIEL'SBACARDI24%Outofconsumers

who

knew

thebrand,

18%

saidtheyconsumed

HavanaClub.Thisranksthemninthcompared

to

other

brandssurveyed

inthismarket.424%5Absolut

VodkaJ?germeisterBombay

SapphireCaptain

MorganHavana

ClubMalibu22%621%721%820%82%918%UsageN/A1016%15

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=945,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Havana

Club

is

sixth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHavana

Club’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.1Aperol20%2Baileys82%3Absolut

VodkaJ?germeisterJACKDANIEL'SHavana

ClubRamazzottiMalibu82%481%580%680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

spirits,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.778%878%80%9Johnnie

WalkerBACARDI77%Outofrespondents

whohaveconsumed

Havana

Club,80%

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=173,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Havana

Club

has

a

score

of

13%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHavana

ClubRank#

BrandBuzz%27%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Aperol13%2BACARDI23%3Baileys22%Outofconsumers

who

knew

thebrand,

13%

saidtheyhadheardaboutHavana

Club

inthe

media.

Thisranksthemninth

compared

to

other

brandssurveyed

inthismarket.4Absolut

VodkaJ?germeisterJACKDANIEL'SCaptain

MorganBombay

SapphireHavana

ClubRamazzotti22%522%619%718%814%87%913%BuzzN/A1012%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=945,

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