CONSUMER&

BRANDBrandKPIs

for

spirits:

Don

Pedro

inMexicoConsumer

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

Don

Pedro’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,

asofDecember202466%

of

Don

Pedro

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Don

Pedro’s

brandingresonates

more

with?Don

PedroranksoutsidetheTop10

inawarenessMillennialswithin

the

spiritmarket?Don

Pedrogenerally

appealsto

men

more

than?Thepopularity

ratingof

DonPedro

is

20%women?Don

PedroranksoutsidetheTop10

inconsumption?Among

DonPedro

enthusiasts,31%

fallunder

thehigh-income

category?Interms

of

loyalty,Don

Pedro

isoutside

the

Top

10

inMexico?Consumers

want

theirspiritbrandstohaveauthenticity,reliability,

and

honesty

/trustworthiness?Don

Pedrohasascore

of

17%

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

Don

Pedro

at

74%Brand

profile:

snapshotBrand

performance

of

DonPedro

inMexico74%66%20%17%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spirits

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=921,

respondents

who

know

the

individual

brand

(popularity),

n=921,

respondents

whoknow

the

individual

brand(consumption),

n=136,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=921,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Don

Pedro’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations51%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeDon

Pedro

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatDon

Pedro

islikedby5%

of

Babyboomers

and

27%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and

25%,

respectively.40%31%27%25%ForMillennials

andGen

Z,

51%

and

18%

feel

positivelytowards

Don

Pedro,

versus

40%

and

31%.

Socurrently,forDon

Pedro,

Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.18%5%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospirits,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=184,

DonPedroenthusiast,

n=1,077,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Don

Pedro

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Don

Pedro

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.7%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Don

Pedro

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.41%59%49%51%59%

ofmen

likeDon

Pedro

compared

to41%

ofwomen,

whereas

fortheoverallindustry,51%

of

men

consume

spiritscompared

to

49%

of

women.90%89%7%

of

DonPedro

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

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=184,

DonPedroenthusiast,

n=1,077,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Don

Pedro

enthusiasts,

31%

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.6%6%Single31%33%36%32%14%13%CoupleSingleparentNuclear31%

ofDon

Pedro

enthusiastsarefromhigh-income

households.Don

Pedro’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

amulti-generational

household,

10%

ofDon

Pedro

enthusiastshavethiscurrentlivingsituation.6%6%39%40%39%Multi-generational10%9%21%23%31%ExtendedOther3%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=184,

DonPedroenthusiast,

n=1,077,

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%Don

Pedro

consumers

alsoappreciatethese

key

attributes,indicatingDonPedro

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatDonPedro

enthusiastsareleast

focused

on

areinclusivenessandboldness.ReliabilityExclusivityDon

Pedro

shouldwork

onpromotingreliability

to

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=136,

DonPedroconsumers’,

n=184,

DonPedroenthusiast,n=1,077,

spirit

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Don

Pedro

fans,

36%

state

that

they

get

excited

about

spirit

productsBrand

profile:

attitudesWhat

doconsumersthink

ofspiritsingeneral?60%48%39%38%36%32%27%26%26%22%15%9%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=184,

DonPedroenthusiast,

n=1,077,

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.1166%

of

Don

Pedro

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spirits,theaverage

awareness

ofabrandinMexico

is73%.

Awareness

of

Don

Pedro,however,

is

at74%.Awareness20%

ofMexican

spirit

consumers

saytheylikeDonPedro,

compared

to

anindustryaverage

brandpopularity

of32%.15%

ofindustryconsumers

inMexico

say

theyconsume

Don

Pedro,

with

the

average

consumption

ofabrandat25%.BuzzPopularity66%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of75%.Don

Pedro

hasbeen

noticed

lessinthe

mediacompared

to

other

brands,with

a“Buzz”score

of17%compared

to

23%.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=1,250,

all

respondents

(awareness),

n=921,

respondents

who

know

the

individual

brand

(popularity),

n=921,

respondents

whoknow

the

individual

brand(consumption),

n=136,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=921,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Don

Pedro

ranks

outside

the

Top

10

in

awareness

within

the

spirit

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDon

PedroRank#

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.1DonJulio92%91%90%87%82%80%78%78%77%77%2Jose

CuervoBACARDI26%34Johnnie

WalkerBaileys5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Cabrito7Gran

CentenarioAbsolut

VodkaSmirnoff74%8Outofallrespondents,

74%

were

aware

of

DonPedro.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10Presidente13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Don

Pedro

is

20%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDon

PedroRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1DonJulio62%51%50%46%41%39%39%39%37%35%20%2Johnnie

WalkerBaileys34Absolut

VodkaSmirnoffOutofconsumers

who

knew

thebrand,

20%

saidtheyliked

Don

Pedro.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.56BACARDI7Kahlúa8Jose

CuervoBlack

&WhiteTorres

Brandy80%9PopularityN/A1014

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=921,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Don

Pedro

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofDon

PedroRank#

BrandUsage

%49%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

spirits,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1DonJulio15%2Absolut

VodkaJohnnie

WalkerBaileys42%341%Outofconsumers

who

knew

thebrand,

15%

saidtheyconsumed

Don

Pedro.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.437%5BACARDI36%6Smirnoff34%7Black

&WhiteJose

CuervoTorres

BrandyKahlúa31%830%85%926%UsageN/A1025%15

Notes:“When

it

comesto

spirits,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=921,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Don

Pedro

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDon

Pedro’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.1Torres

Brandy2Johnnie

WalkerDonJulio82%34%382%4Baileys82%5Smirnoff81%6Absolut

VodkaPresidenteGran

CentenarioSauzaTequilaKahlúa80%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

spirits,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.66%78%7877%977%Outofrespondents

whohaveconsumed

Don

Pedro,66%

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=136,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Don

Pedro

has

a

score

of

17%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofDon

PedroRank#

BrandBuzz%52%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Johnnie

Walker17%2DonJulio48%3BACARDI47%Outofconsumers

who

knew

thebrand,

17%

saidtheyhadheardaboutDon

Pedro

inthemedia.

Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.4Absolut

VodkaJose

CuervoBlack

&WhiteSmirnoff36%531%631%729%8Baileys29%83%9100a?os20%BuzzN/A10DonPedro17%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=921,

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