CONSUMER&

BRANDBrandKPIs

for

beverage

online

shops:The

Bottle

Club

in

the

United

KingdomConsumer

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

TheBottle

Club’sperformanceinthe

beverage

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202472%

of

The

Bottle

Club

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??TheBottle

Club’sbrandingresonates

more

with

Gen?TheBottle

ClubranksoutsidetheTop10

inZawareness

withinthebeverage

online

shopmarket?TheBottle

Clubgenerally

appealsto

men

more

thanwomen?Thepopularity

ratingof

TheBottle

Club

is

32%?TheBottle

Clubranksninth

inusage?Among

TheBottle

Club

enthusiasts,35%

fallunderthe

high-income

category?Interms

of

loyalty,TheBottle

Club

iseighth

intheUnited

Kingdom?Consumers

want

theirbeverage

online

shopbrandstohavehonesty

/trustworthiness,

high

value,andauthenticity?TheBottle

Clubhasascore

of

23%

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

forThe

Bottle

Club

at

72%Brand

profile:

snapshotBrand

performance

of

The

Bottle

ClubintheUnitedKingdom72%32%23%22%19%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beverage

online

shops

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=242,

respondents

who

know

the

individual

brand

(popularity),

n=242,respondents

who

know

the

individual

brand

(usage),

n=54,

respondents

who

have

used

the

individual

brand

(loyalty),

n=242,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

Bottle

Club’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTheBottle

Club

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatTheBottle

Club

islikedby3%

ofBabyboomers

and

17%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

6%

and

25%,

respectively.36%29%25%ForMillennials

andGen

Z,

36%

and

45%

feel

positivelytowards

TheBottle

Club,

versus

40%

and

29%.

Socurrently,

forTheBottleClub,Gen

Zconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.17%6%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeverageonline

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;Base:n=78,

The

Bottle

Club

enthusiast,

n=628,

beverageonline

shopusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024The

Bottle

Club

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

TheBottle

Club

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

TheBottleClubhasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.42%58%45%55%57%

ofmen

likeTheBottle

Clubcompared

to

42%

of

women,

whereasfortheoverall

industry,55%

of

men

usebeverage

online

shopscompared

to45%of

women.90%88%6%

of

TheBottle

Club

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%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=78,

TheBottle

Club

enthusiast,

n=628,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

The

Bottle

Club

enthusiasts,

35%

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.6%Single16%35%38%10%CoupleSingleparentNuclear35%

ofTheBottle

Club

enthusiastsarefrom

high-income

households.TheBottle

Club’sbrand

is

generallyenjoyed

more

byconsumers

who

arepartof

anextended

household,

23%

ofTheBottle

Club

enthusiastshavethiscurrent

living

situation.20%18%11%33%35%31%30%32%Multi-generational3%3%23%32%ExtendedOther13%5%5%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=78,

The

Bottle

Club

enthusiast,

n=628,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

beverage

online

shop

brands

to

have

honesty

/trustworthiness,

high

value,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

beverage

online

shopbrandsForbeverage

onlineshops,thetopthreequalitiesusers

want

from

abrand

arehonesty

/trustworthiness,

highvalue,andauthenticity.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%TheBottle

Club

users

alsoappreciatethese

key

attributes,indicatingTheBottle

Club

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatTheBottle

Clubenthusiastsare

least

focused

on

arethrill/excitement

andsocialresponsibility.ReliabilityExclusivityInnovationInclusivenessFriendlinessTheBottle

Club

shouldwork

onpromoting

exclusivity

to

convertenthusiastsintoowners.HighvalueHonesty/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=54,

The

Bottle

Club

users’,n=78,

The

Bottle

Club

enthusiast,

n=628,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

The

Bottle

Club

fans,

40%

state

that

they

get

excited

about

beverageonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofbeverageonlineshopsingeneral?42%42%40%37%36%30%29%28%27%26%22%22%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=78,

The

Bottle

Clubenthusiast,

n=628,

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.1172%

of

The

Bottle

Club

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

beverage

onlineshops,the

averageawareness

ofabrandinthe

United

Kingdomis31%.Awareness

ofTheBottle

Club,

however,

is

at19%.Awareness32%

ofUK

beverage

onlineshop

users

saytheylikeTheBottle

Club,

compared

to

anindustryaveragebrandpopularityof

28%.22%

ofindustryusers

intheUnitedKingdomsaytheyuseTheBottle

Club,

with

the

average

usageofabrandat23%.BuzzPopularity72%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

70%.TheBottle

Club

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of23%compared

to

21%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Beverage

online

shops

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=242,

respondents

who

know

the

individual

brand

(popularity),

n=242,respondents

who

know

the

individual

brand

(usage),

n=54,

respondents

who

have

used

the

individual

brand

(loyalty),

n=242,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

Bottle

Club

ranks

outside

the

Top

10

in

awareness

within

the

beverageonline

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTheBottle

ClubRank#

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.1Waitrose

Cellar64%59%49%44%42%28%26%22%21%21%19%2Virgin

Wines3Majestic4NakedWinesLaithwaites5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6TheWineSocietyTheWhiskyExchangeMaster

ofMaltDrinks&Co78Outofallrespondents,

19%

were

aware

of

TheBottleClub.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.81%9AwarenessN/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

The

Bottle

Club

is

32%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTheBottle

ClubRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Majestic37%37%35%33%32%32%31%29%28%25%2Master

ofMaltTheWhiskyExchangeDrink

SupermarketTheBottleClubDrinks&Co32%34Outofconsumers

who

knew

thebrand,

32%

saidtheyliked

TheBottle

Club.

Thisranksthemfifth

comparedtootherbrandssurveyed

inthismarket.567NakedWinesWaitrose

CellarVirgin

Wines68%89PopularityN/A10Laithwaites14

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=242,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

Bottle

Club

ranks

ninth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofTheBottle

ClubRank#

BrandUsage

%35%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

beverageonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Drink

Supermarket22%2Master

ofMaltTheWhiskyExchangeDrinks&Co30%328%Outofconsumers

who

knew

thebrand,

22%

saidtheyused

TheBottle

Club.Thisranksthemninth

comparedtootherbrandssurveyed

inthismarket.427%5PerfectDraft27%6Majestic26%7Lay

&WheelerWaitrose

CellarTheBottleClubNakedWines25%823%78%922%UsageN/A1020%15

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=242,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

The

Bottle

Club

is

eighth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofThe

Bottle

Club’sconsumersRank#

BrandLoyalty

%81%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.1Waitrose

Cellar2Master

ofMaltMajestic79%28%379%4TheWhiskyExchangeLaithwaites75%574%6Virgin

Wines74%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beverage

onlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7Drinks&Co73%72%8TheBottleClubDrink

Supermarket72%971%Outofrespondents

whohaveused

TheBottle

Club,72%

saidthey

would

usethebrand

again.LoyaltyN/A1070%16

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=54,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

Bottle

Club

has

a

score

of

23%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofThe

Bottle

ClubRank#

BrandBuzz%34%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Drink

Supermarket23%2Drinks&Co31%3Majestic24%Outofconsumers

who

knew

thebrand,

23%

saidtheyhadheardaboutTheBottle

Club

inthemedia.

Thisranksthemfifth

compared

toother

brandssurveyedinthismarket.4Lay

&WheelerTheBottleClubNakedWinesTheWhiskyExchangeMaster

ofMaltPerfectDraft24%523%622%721%77%821%921%BuzzN/A10Virgin

Wines19%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=242,

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

consume