JACK DANIEL´S brand profile U.S. 2024

How high is the brand awareness of JACK DANIEL´S in the United States?
When it comes to spirits drinkers, brand awareness of JACK DANIEL´S is at 91% 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 JACK DANIEL´S in the United States?
In total, 38% of U.S. spirits drinkers say they like JACK DANIEL´S.

What is the usage share of JACK DANIEL´S in the United States?
All in all, 30% of spirits drinkers in the United States use JACK DANIEL´S.

How loyal are the drinkers of JACK DANIEL´S?
Around 25% of spirits drinkers in the United States say they are likely to use JACK DANIEL´S again.

What's the buzz around JACK DANIEL´S in the United States?
In 2024, about 24% of U.S. spirits drinkers had heard about JACK DANIEL´S in the media, on social media, or in advertising over the past three months.

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JACK DANIEL´S brand awareness, usage, popularity, loyalty, and buzz among spirits drinkers in the United States in 2024

Characteristic	Share of respondents
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Number of respondents

848 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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