CONSUMER&

BRANDBrandKPIs

for

beverage

online

shops:Single

Malt

Brasil

in

BrazilConsumer

Insights

reportOctober2024Discover

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.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

SingleMaltBrasil’sperformance

inthe

beverage

online

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202477%

of

Single

Malt

Brasilusers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??SingleMaltBrasil’s

brandingresonates

more

with?SingleMaltBrasil

ranksoutside

the

Top

10

inGen

Zawareness

withinthebeverage

online

shopmarket?SingleMaltBrasil

generally

appealsto

women

morethan

men?Thepopularity

ratingof

SingleMalt

Brasil

is27%?SingleMaltBrasil

ranksoutside

the

Top

10

inusage?Interms

of

loyalty,SingleMalt

Brasil

iseighth

inBrazil?SingleMaltBrasil

hasascore

of

24%

formedia

buzz?Among

Single

Malt

Brasil

enthusiasts,36%

fallunderthe

high-income

category?Consumers

want

theirbeverage

online

shopbrandstohaveauthenticity,reliability,

and

honesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

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

Single

Malt

Brasilat

77%Brand

profile:

snapshotBrand

performance

of

SingleMalt

Brasil

inBrazil77%27%26%24%20%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beverage

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=324,

respondents

who

know

the

individual

brand

(popularity),

n=324,respondents

who

know

the

individual

brand

(usage),

n=66,

respondents

who

have

used

the

individual

brand

(loyalty),

n=324,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Single

Malt

Brasil’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations48%43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSingleMalt

Brasil

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatSingleMalt

Brasil

islikedby1%

ofBabyboomers

and

12%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

5%

and

23%,

respectively.40%29%23%ForMillennials

andGen

Z,

48%

and

40%

feel

positivelytowards

SingleMalt

Brasil,versus

43%

and

29%.

Socurrently,

forSingleMaltBrasil,

Gen

Zconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.12%5%1%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeverageonline

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;Base:n=86,

Single

Malt

Brasilenthusiast,

n=767,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Single

Malt

Brasilgenerally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

SingleMaltBrasil

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

SingleMaltBrasil

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.52%48%51%49%52%

ofwomen

likeSingleMaltBrasilcompared

to

48%

of

men,whereas

forthe

overall

industry,51%

of

women

usebeverage

online

shopscompared

to49%of

men.86%9%

of

SingleMalt

Brasil

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

beverageonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=86,

SingleMalt

Brasilenthusiast,

n=767,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Single

Malt

Brasilenthusiasts,

36%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.8%8%Single36%36%10%15%CoupleSingleparentNuclear36%

ofSingleMalt

Brasil

enthusiastsarefrom

high-income

households.SingleMaltBrasil’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

45%

ofSingleMaltBrasil

enthusiastshavethiscurrent

living

situation.5%7%27%45%32%32%35%Multi-generational12%10%36%17%22%ExtendedOther2%3%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

beverage

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=86,

Single

Malt

Brasilenthusiast,n=767,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

beverage

online

shop

brands

to

have

authenticity,reliability,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

beverage

online

shopbrandsForbeverage

onlineshops,thetopthreequalitiesusers

want

from

abrand

areauthenticity,reliability,

and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%SingleMaltBrasil

users

alsoappreciatethese

key

attributes,indicatingSingleMalt

Brasil

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatSingleMalt

Brasilenthusiastsare

least

focused

on

arehighvalueand

thrill

/excitement.ReliabilityExclusivitySingleMaltBrasil

shouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

beverageonline

shops,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tobeverageonline

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=66,

Single

Malt

Brasilusers’,n=86,

Single

Malt

Brasilenthusiast,

n=767,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Single

Malt

Brasilfans,

59%

state

that

they

get

excited

about

beverageonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofbeverageonlineshopsingeneral?59%59%55%50%46%43%41%37%36%36%35%33%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutbeverage

topicsrelating

toIget

excitedIliketotalkaboutonlineshopsbeverage

onlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

beverageonline

shops

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tobeverageonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=86,

Single

Malt

Brasilenthusiast,

n=767,

beverage

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1177%

of

Single

Malt

Brasilusers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

beverage

onlineshops,the

averageawareness

ofabrandinBrazil

is32%.

Awareness

ofSingleMaltBrasil,

however,

is

at26%.Awareness27%

ofBrazilian

beverage

online

shopusers

saytheylikeSingleMalt

Brasil,compared

to

anindustryaverage

brand

popularity

of34%.20%

ofindustryusers

inBrazil

saythey

useSingleMaltBrasil,

withtheaverage

usageof

abrandat26%.BuzzPopularity77%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

77%.SingleMaltBrasil

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of24%compared

to

26%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Beverage

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=324,

respondents

who

know

the

individual

brand

(popularity),

n=324,respondents

who

know

the

individual

brand

(usage),

n=66,

respondents

who

have

used

the

individual

brand

(loyalty),

n=324,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Single

Malt

Brasilranks

outside

the

Top

10

in

awareness

within

the

beverageonline

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSingle

Malt

BrasilRank#

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.1Evino46%41%41%36%35%34%33%33%33%32%2WineBrasilWine26%34DiVinho5SuperAdegaMistralUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Bebidas

do

SulVino

MundiVINHOSEVINHOS.COMVinhobr74%8Outofallrespondents,

26%

were

aware

of

Single

MaltBrasil.

Thisranksthemoutside

the

Top

10

comparedtootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Single

Malt

Brasilis

27%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSingleMalt

BrasilRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Bebidas

do

Sul48%46%46%43%43%42%36%34%33%33%2Evino27%3WineBrasilSuperAdegaDiVinho4Outofconsumers

who

knew

thebrand,

27%

saidtheyliked

SingleMaltBrasil.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.56Wine7Vinho

FácilEmpório

VignamazziVinci73%89PopularityN/A10VINHOSEVINHOS.COM14

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=324,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Single

Malt

Brasilranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofSingleMalt

BrasilRank#

BrandUsage

%43%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

beverageonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Bebidas

do

Sul20%2Evino37%3SuperAdegaDiVinho35%Outofconsumers

who

knew

thebrand,

20%

saidtheyused

SingleMaltBrasil.

Thisranksthemoutside

theTop

10

compared

tootherbrandssurveyed

inthismarket.433%5WineBrasilVinho

FácilGrand

CruWine31%631%729%827%80%9Mistral26%UsageN/A10VINHOSEVINHOS.COM24%15

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=324,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Single

Malt

Brasilis

eighth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSingleMalt

Brasil’s

consumersRank#

BrandLoyalty

%89%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1WineBrasilEvino23%288%3Wine88%4SuperAdegaWorldWineBebidas

do

SulGrand

CruSingleMalt

BrasilDiVinho86%582%681%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beverage

onlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.780%77%877%977%Outofrespondents

whohaveused

SingleMaltBrasil,77%

saidthey

would

usethebrand

again.LoyaltyN/A10Vinho

Fácil77%16

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=66,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Single

Malt

Brasilhas

a

score

of

24%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSingleMalt

BrasilRank#

BrandBuzz%40%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Bebidas

do

Sul24%2Evino39%3Empório

VignamazziSuperAdegaDiVinho36%Outofconsumers

who

knew

thebrand,

24%

saidtheyhadheardaboutSingleMalt

Brasil

inthemedia.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.433%533%6WineBrasilWine32%732%76%8Grand

CruMistral27%926%BuzzN/A10Vinho

Fácil24%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=324,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consu