CONSUMER&

BRANDBrandKPIs

for

spirits:

Crown

Royal

inthe

United

StatesConsumer

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

Crown

Royal’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,

asofDecember202479%

of

Crown

Royalconsumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Crown

Royal’s

brandingresonates

more

withBaby?Crown

Royal

ranksfourthinawareness

withintheBoomersspiritmarket?Crown

Royal

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Crown

Royal

is

36%?Crown

Royal

ranksthirdinconsumption?Among

Crown

Royal

enthusiasts,40%

fallunder

thehigh-income

category?Interms

of

loyalty,Crown

Royal

iseighthintheUnited

States?Consumers

want

theirspiritbrandstohaveauthenticity,highvalue,and

boldness?Crown

Royal

hasascore

of

28%

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

Crown

Royal

at

81%Brand

profile:

snapshotBrand

performance

of

Crown

Royal

intheUnitedStates81%79%36%28%27%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spirits

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,195,

all

respondents

(awareness),

n=965,

respondents

who

know

the

individual

brand

(popularity),

n=965,

respondents

whoknow

the

individual

brand(consumption),

n=264,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=965,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Crown

Royal’s

branding

resonates

morewith

Baby

BoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%

40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeCrown

Royal

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatCrown

Royal

islikedby10%

ofBaby

boomers

and

30%of

Gen

Xers,whereas

the

total

shareof

industryusersis6%

and30%,

respectively.30%

30%24%21%ForMillennials

andGen

Z,

40%

and

21%

feel

positivelytowards

Crown

Royal,

versus

40%

and

24%.

Socurrently,

forCrown

Royal,

BabyBoomers

connectmost

with

theirbrandcompared

tothe

overall

industryuser.10%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=344,

Crown

Royalenthusiast,

n=848,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Crown

Royal

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Crown

Royal

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.8%11%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Crown

Royal

has

alowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.40%60%43%57%60%

ofmen

likeCrown

Royal

comparedto40%

of

women,

whereas

fortheoverall

industry,56%

ofmen

consumespiritscompared

to43%

ofwomen.90%8%

of

Crown

Royal

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to11%

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=344,

CrownRoyalenthusiast,

n=848,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Crown

Royal

enthusiasts,

40%

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.25%24%Single40%40%18%17%CoupleSingleparentNuclear40%

ofCrown

Royal

enthusiastsarefrom

high-income

households.Crown

Royal’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

25%

ofCrown

Royal

enthusiastshavethiscurrent

living

situation.11%12%25%23%34%36%24%Multi-generational4%4%10%13%ExtendedOther26%8%8%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=344,

Crown

Royalenthusiast,

n=848,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

spirit

brands

to

have

authenticity,

high

value,

andboldnessBrand

profile:

qualitiesQualitiesconsumerswant

from

spiritbrandsForspirits,thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,highvalue,and

boldness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessCrown

Royal

consumers

alsoappreciatethese

key

attributes,indicatingCrownRoyal

exudes

thesequalities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatCrown

Royalenthusiastsare

least

focused

on

areinclusiveness

and

thrill/excitement.ReliabilityExclusivityCrown

Royal

shouldwork

onpromotingsustainabilityto

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=264,

CrownRoyalconsumers’,n=344,

Crown

Royalenthusiast,

n=848,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Crown

Royal

fans,

36%

state

that

they

get

excited

about

spirit

productsBrand

profile:

attitudesWhat

doconsumersthink

ofspiritsingeneral?38%

38%36%31%30%29%28%26%25%23%18%15%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=344,

Crown

Royalenthusiast,

n=848,

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.1179%

of

Crown

Royalconsumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spirits,theaverage

awareness

ofabrandinthe

United

Statesis72%.

Awareness

of

CrownRoyal,

however,

is

at81%.Awareness36%

ofU.S.

spiritconsumers

say

theylike

Crown

Royal,compared

to

anindustryaverage

brandpopularity

of28%.27%

ofindustryconsumers

intheUnited

Statessaythey

consume

Crown

Royal,

with

the

averageconsumption

ofabrandat21%.BuzzPopularity79%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.Crown

Royal

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of28%compared

to

18%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Spirits

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,195,

all

respondents

(awareness),

n=965,

respondents

who

know

the

individual

brand

(popularity),

n=965,

respondents

whoknow

the

individual

brand(consumption),

n=264,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=965,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Crown

Royal

ranksfourth

in

awareness

within

the

spirit

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCrown

RoyalRank#

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'S87%84%82%81%79%79%79%76%75%74%19%2Smirnoff3BACARDI4CrownRoyalHennessyCaptain

MorganJimBeamMalibu5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

81%

were

aware

of

CrownRoyal.

Thisranksthemfourthcompared

tootherbrandssurveyed

inthismarket.81%9BaileysAwarenessN/A10Absolut

Vodka13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,195,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Crown

Royalis

36%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCrown

RoyalRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Absolut

Vodka39%36%35%33%33%32%32%32%31%29%2CrownRoyalSmirnoff336%4JACKDANIEL'SGrey

Goose

VodkaBaileysOutofconsumers

who

knew

thebrand,

36%

saidtheyliked

Crown

Royal.

Thisranksthemsecond

comparedtootherbrandssurveyed

inthismarket.5664%7Fireball8Captain

MorganBACARDI9PopularityN/A10Kahlúa14

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=965,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Crown

Royal

ranks

third

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofCrown

RoyalRank#

BrandUsage

%29%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

spirits,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Absolut

Vodka2Fireball28%27%3CrownRoyalAperol27%Outofconsumers

who

knew

thebrand,

27%

saidtheyconsumed

Crown

Royal.

Thisranksthemthirdcompared

to

other

brandssurveyed

inthismarket.426%5Smirnoff25%6Tito'sHandmade

VodkaJACKDANIEL'SBACARDI25%725%73%825%9Hennessy24%UsageN/A10Grey

Goose

Vodka23%15

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=965,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Crown

Royalis

eighth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCrown

Royal’s

consumersRank#

BrandLoyalty

%87%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.1Tito'sHandmade

Vodka21%2Absolut

VodkaSmirnoff85%382%4JACKDANIEL'SKahlúa82%580%6Seagram'sHennessy80%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

spirits,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.780%8CrownRoyalMalibu79%79%979%Outofrespondents

whohaveconsumed

Crown

Royal,79%

saidthey

would

consume

the

brandagain.LoyaltyN/A10Grey

Goose

Vodka78%16

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=264,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Crown

Royal

has

a

score

of

28%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofCrown

RoyalRank#

BrandBuzz%28%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1CrownRoyal2Captain

MorganAbsolut

VodkaBACARDI28%28%326%Outofconsumers

who

knew

thebrand,

28%

saidtheyhadheardaboutCrown

Royal

inthe

media.

Thisranksthemfirstcompared

tootherbrandssurveyed

inthismarket.425%5JACKDANIEL'SAperol24%624%7Baileys22%72%8Hennessy21%9Fireball19%BuzzN/A10Grey

Goose

Vodka18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=965,

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

andunlocknewgrowthopportuniti