CONSUMER&

BRANDBrandKPIs

for

spirits:

Gordon’s

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

Gordon’s

performance

inthespiritmarket.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,

asofDecember202473%

of

Gordon’s

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Gordon’s

brandingresonates

more

with

Millennials?Gordon’s

ranksoutsidetheTop10

inawarenesswithin

the

spiritmarket?Gordon’s

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

Gordon’s

is

20%?Among

Gordon’s

enthusiasts,45%

fallunderthe?Gordon’s

ranksoutsidetheTop10

inconsumptionhigh-income

category?Interms

of

loyalty,Gordon’s

isoutsidetheTop10

in?Consumers

want

theirspiritbrandstohavehighGermanyvalue,authenticity,andcoolness?Gordon’s

hasascore

of

7%

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

Gordon’s

at

73%Brand

profile:

snapshotBrand

performance

of

Gordon’sinGermany73%54%20%15%7%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spirits

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=678,

respondents

who

know

the

individual

brand

(popularity),

n=678,

respondents

whoknow

the

individual

brand(consumption),

n=105,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=678,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Gordon’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%34%33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeGordon’s

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatGordon’s

islikedby13%

ofBaby

boomers

and

30%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

33%,

respectively.30%23%21%ForMillennials

andGen

Z,

37%

and

21%

feel

positivelytowards

Gordon’s,

versus

34%

and

23%.

Socurrently,forGordon’s,

Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.13%10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=134,

Gordon’senthusiast,

n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Gordon’s

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Gordon’s

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%6%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Gordon’s

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.39%61%49%51%61%

ofmen

likeGordon’s

compared

to39%

ofwomen,

whereas

fortheoverallindustry,51%

of

men

consume

spiritscompared

to

49%

of

women.89%92%7%

of

Gordon’s

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=134,

Gordon’senthusiast,n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Gordon’s

enthusiasts,

45%

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.30%Single23%36%25%45%CoupleSingleparentNuclear45%

ofGordon’s

enthusiastsare

fromhigh-income

households.Gordon’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

asinglehousehold,

30%

of

Gordon’senthusiastshavethiscurrent

livingsituation.28%7%7%24%25%36%28%31%Multi-generational1%2%10%10%ExtendedOther24%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=134,

Gordon’senthusiast,

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.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessGordon’s

consumers

alsoappreciatethese

key

attributes,indicatingGordon’sexudes

thesequalities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatGordon’s

enthusiastsareleast

focused

on

areinclusivenessandthrill/excitement.ReliabilityExclusivityGordon’s

shouldwork

onpromotingauthenticityto

convert

enthusiastsintoowners.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=105,

Gordon’sconsumers’,n=134,

Gordon’senthusiast,

n=930,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Gordon’s

fans,

34%

state

that

they

get

excited

about

spirit

productsBrand

profile:

attitudesWhat

doconsumersthink

ofspiritsingeneral?49%38%34%34%31%31%25%20%19%17%16%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=134,

Gordon’senthusiast,

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.1173%

of

Gordon’s

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spirits,theaverage

awareness

ofabrandinGermany

is68%.

Awareness

ofGordon’s,however,

is

at54%.Awareness20%

ofGerman

spiritconsumers

say

theylikeGordon’s,

compared

toanindustryaverage

brandpopularity

of24%.15%

ofindustryconsumers

inGermany

saytheyconsume

Gordon’s,

with

the

average

consumption

of

abrandat18%.BuzzPopularity73%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of76%.Gordon’s

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of7%compared

to

14%.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=1,246,

all

respondents

(awareness),

n=678,

respondents

who

know

the

individual

brand

(popularity),

n=678,

respondents

whoknow

the

individual

brand(consumption),

n=105,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=678,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Gordon’s

ranks

outside

the

Top

10

in

awareness

within

the

spirit

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofGordon’sRank#

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%2J?germeisterBACARDI34JimBeam46%5Baileys54%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Wodka

GorbatschowRamazzottiAperol78Outofallrespondents,

54%

were

aware

of

Gordon’s.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

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

Gordon’s

is

20%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofGordon’sRank#

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%20%2BACARDI3Aperol4JACKDANIEL'SAbsolut

VodkaMalibuOutofconsumers

who

knew

thebrand,

20%

saidtheyliked

Gordon’s.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.567J?germeisterBombay

SapphireCaptain

MorganHavana

Club880%9PopularityN/A1014

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=678,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Gordon’s

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofGordon’sRank#

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?”.1Aperol15%2Baileys32%3JACKDANIEL'SBACARDI24%Outofconsumers

who

knew

thebrand,

15%

saidtheyconsumed

Gordon’s.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.424%5Absolut

VodkaJ?germeisterBombay

SapphireCaptain

MorganHavana

ClubMalibu22%621%721%820%85%918%UsageN/A1016%15

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=678,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Gordon’s

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofGordon’s

consumersRank#

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.1Aperol2Baileys82%27%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%73%878%9Johnnie

WalkerBACARDI77%Outofrespondents

whohaveconsumed

Gordon’s,73%

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=105,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Gordon’s

has

a

score

of

7%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofGordon’sRank#

BrandBuzz%27%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.7%1Aperol2BACARDI23%3Baileys22%Outofconsumers

who

knew

thebrand,

7%

saidtheyhadheardaboutGordon’s

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Absolut

VodkaJ?germeisterJACKDANIEL'SCaptain

MorganBombay

SapphireHavana

ClubRamazzotti22%522%619%718%814%93%Buzz913%N/A1012%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=678,

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.?

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