CONSUMER&

BRANDBrandKPIs

for

spirits:

Captain

Morganin

the

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

Captain

Morgan’s

performanceinthe

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,

asofDecember202476%

of

Captain

Morgan

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Captain

Morgan’s

brandingresonates

more

with?Captain

Morgan

rankssixthinawareness

within

theMillennialsspiritmarket?Captain

Morgan

generally

appealsto

men

more

than

?Thepopularity

ratingof

Captain

Morgan

is

32%women?Captain

Morgan

ranksoutsidetheTop10

in?Among

Captain

Morgan

enthusiasts,37%

fall

underconsumptionthe

high-income

category?Interms

of

loyalty,Captain

Morgan

isoutsidetheTop?Consumers

want

theirspiritbrandstohave10

inthe

UnitedStatesauthenticity,highvalue,and

boldness?Captain

Morgan

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

Captain

Morgan

at

79%Brand

profile:

snapshotBrand

performance

of

Captain

Morgan

intheUnited

States79%76%32%28%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spirits

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,195,

all

respondents

(awareness),

n=949,

respondents

who

know

the

individual

brand

(popularity),

n=949,

respondents

whoknow

the

individual

brand(consumption),

n=204,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=949,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CaptainMorgan’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeCaptain

Morgan

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatCaptain

Morgan

islikedby9%

of

Babyboomers

and

32%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

6%

and

30%,

respectively.32%30%24%ForMillennials

andGen

Z,

44%

and

14%

feel

positivelytowards

Captain

Morgan,

versus

40%

and

24%.

Socurrently,

forCaptain

Morgan,

Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.14%9%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=300,

Captain

Morganenthusiast,

n=848,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Captain

Morgan

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Captain

Morgan

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%11%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Captain

Morgan

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.43%57%45%55%55%

ofmen

likeCaptain

Morgancompared

to

45%

of

women,

whereasfortheoverall

industry,56%

of

menconsume

spiritscompared

to

43%

ofwomen.89%9%

of

Captain

Morgan

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to11%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=300,

Captain

Morganenthusiast,

n=848,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Captain

Morgan

enthusiasts,

37%

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%24%Single37%40%19%17%CoupleSingleparentNuclear37%

ofCaptain

Morgan

enthusiastsarefrom

high-income

households.Captain

Morgan’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

acouplehousehold,

19%

ofCaptain

Morgan

enthusiastshavethiscurrent

living

situation.11%12%24%23%36%36%24%Multi-generational5%4%12%13%ExtendedOther27%7%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=300,

Captain

Morganenthusiast,

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/ExcitementSustainabilityBoldnessClevernessCaptain

Morgan

consumers

alsoappreciate

these

key

attributes,indicating

Captain

Morgan

exudes

thesequalities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatCaptain

Morganenthusiastsare

least

focused

on

areinclusiveness

and

thrill/excitement.ReliabilityExclusivityCaptain

Morgan

shouldwork

onpromoting

thrill/excitement

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=204,

Captain

Morganconsumers’,

n=300,

Captain

Morganenthusiast,

n=848,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Captain

Morgan

fans,

35%

state

that

they

get

excited

about

spiritproductsBrand

profile:

attitudesWhat

doconsumersthink

ofspiritsingeneral?44%38%35%31%31%29%28%26%25%23%18%

18%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=300,

Captain

Morganenthusiast,

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.1176%

of

Captain

Morgan

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spirits,theaverage

awareness

ofabrandinthe

United

Statesis72%.

Awareness

ofCaptain

Morgan,

however,

is

at79%.Awareness32%

ofU.S.

spiritconsumers

say

theylike

CaptainMorgan,

compared

toanindustryaverage

brandpopularity

of28%.21%

ofindustryconsumers

intheUnited

Statessaythey

consume

Captain

Morgan,

withtheaverageconsumption

ofabrandat21%.BuzzPopularity76%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.Captain

Morgan

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

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,195,

all

respondents

(awareness),

n=949,

respondents

who

know

the

individual

brand

(popularity),

n=949,

respondents

whoknow

the

individual

brand(consumption),

n=204,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=949,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Captain

Morgan

ranks

sixth

in

awareness

within

the

spirit

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCaptain

MorganRank#

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%21%2Smirnoff3BACARDI4CrownRoyalHennessyCaptain

MorganJimBeamMalibu5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

79%

were

aware

of

CaptainMorgan.

Thisranksthemsixthcompared

tootherbrandssurveyed

inthismarket.79%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

Captain

Morgan

is

32%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCaptain

MorganRank#

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%2CrownRoyalSmirnoff32%34JACKDANIEL'SGrey

Goose

VodkaBaileysOutofconsumers

who

knew

thebrand,

32%

saidtheyliked

Captain

Morgan.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.567Fireball68%8Captain

MorganBACARDI9PopularityN/A10Kahlúa14

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=949,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Captain

Morgan

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofCaptain

MorganRank#

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

Vodka21%2Fireball28%3CrownRoyalAperol27%Outofconsumers

who

knew

thebrand,

21%

saidtheyconsumed

Captain

Morgan.

Thisranksthem

outsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.426%5Smirnoff25%6Tito'sHandmade

VodkaJACKDANIEL'SBACARDI25%725%825%79%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=949,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Captain

Morgan

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCaptain

Morgan’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

Vodka24%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%76%8CrownRoyalMalibu79%979%Outofrespondents

whohaveconsumed

CaptainMorgan,

76%

saidtheywould

consume

thebrandagain.LoyaltyN/A10Grey

Goose

Vodka78%16

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=204,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Captain

Morgan

has

a

score

of

28%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofCaptain

MorganRank#

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%

saidtheyhadheardaboutCaptain

Morgan

inthe

media.

Thisranksthemsecond

compared

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=949,

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

andu