Captain Morgan brand profile U.S. 2022

How high is the brand awareness of Captain Morgan in the United States?
When it comes to spirits drinkers, brand awareness of Captain Morgan is at 81% in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Captain Morgan in the United States?
In total, 33% of U.S. spirits drinkers say they like Captain Morgan. However, in actuality, among the 81% of U.S. respondents who know Captain Morgan, 41% of people like the brand.

What is the usage share of Captain Morgan in the United States?
All in all, 24% of spirits drinkers in the United States use Captain Morgan. That means, of the 81% who know the brand, 30% use them.

How loyal are the drinkers of Captain Morgan?
Around 19% of spirits drinkers in the United States say they are likely to use Captain Morgan again. Set in relation to the 24% usage share of the brand, this means that 79% of their drinkers show loyalty to the brand.

What's the buzz around Captain Morgan in the United States?
In October 2022, about 26% of U.S. spirits drinkers had heard about Captain Morgan in the media, on social media, or in advertising over the past three months. Of the 81% who know the brand, that's 32%, meaning at the time of the survey there's some buzz around Captain Morgan in the United States.

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Captain Morgan brand awareness, usage, popularity, loyalty, and buzz among spirits drinkers in the United States in 2022

Characteristic	Share of respondents
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Number of respondents

866 respondents

Age group

18-64 years

Special properties

respondents who drink spirits

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to spirits, which of the following brands do you like?
Brand usage: When it comes to spirits, which of the following brands have you consumed in the past 12 months?
Brand loyalty: When it comes to spirits, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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