CONSUMER&

BRANDBrandKPIs

for

spirits:

Grey

GooseVodka

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

Grey

Goose

Vodka’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,

asofDecember202482%

of

Grey

Goose

Vodka

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Grey

Goose

Vodka’s

branding

resonates

more

with?Grey

Goose

Vodka

ranksoutsidetheTop10

inGen

Zawareness

withinthespiritmarket?Grey

Goose

Vodka

generally

appealsto

men

more?Thepopularity

ratingof

Grey

Goose

Vodka

is

25%than

women?Grey

Goose

Vodka

ranksoutsidetheTop10

in?Among

Grey

Goose

Vodka

enthusiasts,47%

fallconsumptionunderthe

high-income

category?Interms

of

loyalty,Grey

Goose

Vodka

isoutsidethe?Consumers

want

theirspiritbrandstohaveTop

10inBrazilauthenticity,reliability,

and

honesty

/trustworthiness?Grey

Goose

Vodka

hasascore

of

11%

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

Grey

Goose

Vodka

at

82%Brand

profile:

snapshotBrand

performance

of

GreyGoose

Vodka

inBrazil82%35%25%21%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spirits

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,245,

all

respondents

(awareness),

n=433,

respondents

who

know

the

individual

brand

(popularity),

n=433,

respondents

whoknow

the

individual

brand(consumption),

n=90,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=433,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Grey

Goose

Vodka’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeGrey

Goose

Vodka

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatGrey

Goose

Vodka

islikedby4%

of

Babyboomers

and

25%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

4%

and

25%,

respectively.35%30%25%

25%ForMillennials

andGen

Z,

37%

and

35%

feel

positivelytowards

Grey

Goose

Vodka,

versus

41%

and

30%.

Socurrently,

forGrey

Goose

Vodka,

Gen

Zconnects

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=110,

Grey

GooseVodkaenthusiast,

n=950,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Grey

Goose

Vodka

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Grey

Goose

Vodka

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof13%10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Grey

Goose

Vodka

hasahigherproportion

ofLGBTQIA+48%52%50%50%52%

ofmen

likeGrey

Goose

Vodkacompared

to

48%

of

women,

whereasfortheoverall

industry,50%

of

womenconsume

spiritscompared

to

50%

ofmen.85%consumers

when

compared

totheindustryusers

ingeneral.13%

ofGrey

Goose

Vodka

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%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=110,

Grey

GooseVodkaenthusiast,

n=950,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Grey

Goose

Vodka

enthusiasts,

47%

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.5%8%Single36%11%13%47%CoupleSingleparentNuclear47%

ofGrey

Goose

Vodka

enthusiastsarefrom

high-income

households.Grey

Goose

Vodka’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

42%

ofGrey

Goose

Vodka

enthusiastshavethiscurrent

living

situation.8%9%42%37%33%31%27%Multi-generational12%9%23%23%ExtendedOther26%0%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=110,

Grey

GooseVodka

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%Grey

Goose

Vodka

consumers

alsoappreciate

these

key

attributes,indicating

Grey

Goose

Vodka

exudesthese

qualities.SocialCoolnessresponsibilityThequalitiesthatGrey

Goose

Vodkaenthusiastsare

least

focused

on

areinclusiveness

and

cleverness.ReliabilityExclusivityInnovationInclusivenessFriendlinessGrey

Goose

Vodka

shouldwork

onpromoting

social

responsibility

toconvert

enthusiastsinto

owners.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=90,

Grey

GooseVodkaconsumers’,

n=110,

Grey

GooseVodkaenthusiast,

n=950,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Grey

Goose

Vodka

fans,

68%

state

that

they

get

excited

about

spiritproductsBrand

profile:

attitudesWhat

doconsumersthink

ofspiritsingeneral?68%59%56%56%55%41%37%35%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=110,

Grey

GooseVodkaenthusiast,

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.1182%

of

Grey

Goose

Vodka

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spirits,theaverage

awareness

ofabrandinBrazil

is

60%.

Awareness

of

Grey

GooseVodka,

however,

isat35%.Awareness25%

ofBrazilian

spiritconsumers

say

theylike

GreyGoose

Vodka,

compared

toanindustryaverage

brandpopularity

of32%.21%

ofindustryconsumers

inBrazil

saythey

consumeGrey

Goose

Vodka,

withtheaverage

consumption

of

abrandat26%.BuzzPopularity82%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of81%.Grey

Goose

Vodka

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of11%compared

to

19%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Spirits

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,245,

all

respondents

(awareness),

n=433,

respondents

who

know

the

individual

brand

(popularity),

n=433,

respondents

whoknow

the

individual

brand(consumption),

n=90,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=433,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Grey

Goose

Vodka

ranks

outside

the

Top

10

in

awareness

within

the

spiritmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofGrey

Goose

VodkaRank#

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%2MARTINI3Campari35%4Johnnie

WalkerJACKDANIEL'SAbsolut

VodkaBallantine'sBACARDI5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.665%78Outofallrespondents,

35%

were

aware

of

Grey

GooseVodka.

Thisranksthemoutside

the

Top

10

comparedtootherbrandssurveyed

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

Grey

Goose

Vodka

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofGrey

Goose

VodkaRank#

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

WalkerAmarula25%34Outofconsumers

who

knew

thebrand,

25%

saidtheyliked

Grey

Goose

Vodka.

Thisranksthemoutside

theTop

10

compared

tootherbrandssurveyed

inthismarket.56Licor

437Ballantine'sMARTINI75%89BACARDIPopularityN/A10Campari14

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=433,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Grey

Goose

Vodka

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofGreyGoose

VodkaRank#

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?”.1Smirnoff21%2JACKDANIEL'SAbsolut

VodkaJohnnie

WalkerAmarula42%342%Outofconsumers

who

knew

thebrand,

21%

saidtheyconsumed

Grey

Goose

Vodka.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

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

4326%79%926%UsageN/A10Aperol24%15

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=433,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Grey

Goose

Vodka

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofGreyGoose

Vodka’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'S18%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%82%9Licor

4383%Outofrespondents

whohaveconsumed

Grey

GooseVodka,

82%

said

theywould

consume

thebrand

again.LoyaltyN/A10BACARDI82%16

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=90,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Grey

Goose

Vodka

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofGreyGoose

VodkaRank#

BrandBuzz%40%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Johnnie

Walker11%2JACKDANIEL'SSmirnoff38%333%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutGrey

Goose

Vodka

inthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Absolut

VodkaCampari33%523%6Ballantine'sBACARDI22%719%8TanquerayOldParr18%89%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=433,

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-dri