CONSUMER&

BRANDBrandKPIs

for

beverage

online

shops:Rum

&

Co

in

GermanyConsumer

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

Rum&Co’s

performance

inthebeverage

online

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202469%

of

Rum

&

Co

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Rum&Co’s

brandingresonates

more

with?Rum&Coranksoutside

the

Top

10

inawarenessMillennialswithin

the

beverage

online

shopmarket?Rum&Cogenerally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Rum&Cois33%?Rum&Coranksfourth

inusage?Among

Rum&Coenthusiasts,37%

fallunderthehigh-income

category?Interms

of

loyalty,Rum&Coisoutside

the

Top

10

inGermany?Consumers

want

theirbeverage

online

shopbrandstohavehighvalue,friendliness,

andreliability?Rum&Cohasascore

of

19%

formedia

buzz3Sources:

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

Rum

&

Co

at

69%Brand

profile:

snapshotBrand

performance

of

Rum&Co

inGermany69%33%28%19%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beverage

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=184,

respondents

who

know

the

individual

brand

(popularity),

n=184,respondents

who

know

the

individual

brand

(usage),

n=52,

respondents

who

have

used

the

individual

brand

(loyalty),

n=184,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Rum

&

Co’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeRum&Cobygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatRum&Coislikedby3%

of

Babyboomers

and22%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is8%

and

27%,

respectively.35%30%

30%27%22%ForMillennials

andGen

Z,

45%

and

30%

feel

positivelytowards

Rum&Co,versus

35%

and30%.

Socurrently,forRum&Co,Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.8%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeverageonline

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;Base:n=60,

Rum&Co

enthusiast,

n=577,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Rum

&

Co

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Rum&Coshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%12%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Rum&Cohasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.32%68%45%55%68%

ofmen

likeRum&Cocompared

to32%

ofwomen,

whereas

fortheoverallindustry,55%

of

men

usebeverageonlineshopscompared

to

45%

ofwomen.84%85%12%

ofRum

&Coenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

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=60,

Rum&Co

enthusiast,

n=577,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Rum

&

Co

enthusiasts,

37%

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.18%23%Single37%36%18%24%CoupleSingleparentNuclear37%

ofRum

&Coenthusiastsarefromhigh-income

households.Rum&Co’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

30%

of

Rum&Coenthusiastshavethiscurrent

livingsituation.12%8%30%26%33%31%37%Multi-generational3%3%15%12%ExtendedOther26%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

beverage

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=60,

Rum&Co

enthusiast,

n=577,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

beverage

online

shop

brands

to

have

high

value,friendliness,

and

reliabilityBrand

profile:

qualitiesQualitiesuserswant

from

beverage

online

shopbrandsForbeverage

onlineshops,thetopthreequalitiesusers

want

from

abrand

arehighvalue,friendliness,

and

reliability.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessRum&Cousers

alsoappreciate

thesekey

attributes,indicating

Rum&Coexudes

thesequalities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatRum&Coenthusiastsareleast

focused

on

arethrill/excitement

andsocial

responsibility.ReliabilityExclusivityRum&Coshouldwork

on

promotingthrill/excitement

toconvert

enthusiastsinto

owners.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=52,

Rum&Co

users’,

n=60,

Rum&Co

enthusiast,

n=577,

beverage

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Rum

&

Co

fans,

37%

state

that

they

get

excited

about

beverage

onlineshopsBrand

profile:

attitudesWhat

doconsumersthink

ofbeverageonlineshopsingeneral?43%38%37%36%32%30%28%24%23%23%23%21%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=60,

Rum&Co

enthusiast,n=577,

beverageonline

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.1169%

of

Rum

&

Co

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

beverage

onlineshops,the

averageawareness

ofabrandinGermany

is

20%.

Awarenessof

Rum&Co,however,

isat15%.Awareness33%

ofGerman

beverage

onlineshop

users

saytheylikeRum&Co,compared

to

anindustryaveragebrandpopularityof

28%.28%

ofindustryusers

inGermany

say

theyuseRum

&Co,withtheaverage

usageof

abrandat23%.BuzzPopularity69%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

70%.Rum&Cohasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of19%compared

to

21%.Sooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Beverage

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=184,

respondents

who

know

the

individual

brand

(popularity),

n=184,respondents

who

know

the

individual

brand

(usage),

n=52,

respondents

who

have

used

the

individual

brand

(loyalty),

n=184,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Rum

&

Co

ranks

outside

the

Top

10

in

awareness

within

the

beverage

onlineshop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofRum

&CoRank#

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.1flaschenpost.de59%30%27%24%23%19%19%19%18%17%15%2Jacques'3WeinfreundeWhisky.de45GustiniUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Spirituosen

SuperbilligVinos78HAWESKOOutofallrespondents,

15%

were

aware

of

Rum&Co.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.85%9Spirituosenworld.deVICAMPOAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Rum

&

Co

is

33%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofRum

&CoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1flaschenpost.de50%40%38%33%33%31%29%29%27%25%2Jacques'33%3Whisky.de4mySpirits.euRum&CoOutofconsumers

who

knew

thebrand,

33%

saidtheyliked

Rum&Co.Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.56WeinfreundeHAWESKO67%78Gustini9LobenbergsSpirituosen

SuperbilligPopularityN/A1014

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=184,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Rum

&

Co

ranks

fourth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofRum

&CoRank#

BrandUsage

%36%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

beverageonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1flaschenpost.de2Whisky.de34%28%3Jacques'29%Outofconsumers

who

knew

thebrand,

28%

saidtheyused

Rum&Co.

Thisranksthemfourth

compared

toother

brandssurveyed

inthismarket.4Rum&Co28%5mySpirits.euWeinfreundeHAWESKO25%625%724%72%8LobenbergsGustini23%923%UsageN/A10Spirituosenworld.de22%15

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=184,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,Rum

&

Co

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofRum

&Co’s

consumersRank#

BrandLoyalty

%86%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.1flaschenpost.de2Whisky.de81%31%3WeinfreundeUrban

DrinksVinos80%478%576%6Weisshaus

ShopBelvini75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beverage

onlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.773%69%8Jacques'72%9Gustini71%Outofrespondents

whohaveused

Rum&Co,69%saidthey

would

usethebrand

again.LoyaltyN/A10Spirituosen

Superbillig70%16

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=52,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Rum

&

Co

has

a

score

of

19%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofRum

&CoRank#

BrandBuzz%48%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1flaschenpost.de19%2Clos1929%3drankdozijn.deHAWESKOJacques'28%Outofconsumers

who

knew

thebrand,

19%

saidtheyhadheardaboutRum

&Cointhemedia.

Thisranksthemninth

compared

to

other

brandssurveyed

inthismarket.425%525%6Belvini21%7Urban

DrinksGustini21%820%81%9Rum&ComySpirits.eu19%BuzzN/A1019%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=184,

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

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthoppo