JACK DANIEL’S is the most well-known spirit brand in the U.S. Based in Lynchburg, Tennessee, the American whiskey brand is recognized by 86 percent of online respondents. Smirnoff comes in second, with a brand awareness of 83 percent, followed by Crown Royal and BACARDi. Aperol, on the other hand, is at the bottom of this list having been recognized by one-fourth of internet users in the United States.
For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.
Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the Brand KPI survey.
Leading spirits brands ranked by brand awareness in the United States in 2023
During the survey, the question was phrased as follows: "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."
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Statista. (August 11, 2023). Leading spirits brands ranked by brand awareness in the United States in 2023 [Graph]. In Statista. Retrieved July 22, 2024, from https://www.statista.com/statistics/1346296/most-well-known-spirits-brands-in-the-united-states/
Statista. "Leading spirits brands ranked by brand awareness in the United States in 2023." Chart. August 11, 2023. Statista. Accessed July 22, 2024. https://www.statista.com/statistics/1346296/most-well-known-spirits-brands-in-the-united-states/
Statista. (2023). Leading spirits brands ranked by brand awareness in the United States in 2023. Statista. Statista Inc.. Accessed: July 22, 2024. https://www.statista.com/statistics/1346296/most-well-known-spirits-brands-in-the-united-states/
Statista. "Leading Spirits Brands Ranked by Brand Awareness in The United States in 2023." Statista, Statista Inc., 11 Aug 2023, https://www.statista.com/statistics/1346296/most-well-known-spirits-brands-in-the-united-states/
Statista, Leading spirits brands ranked by brand awareness in the United States in 2023 Statista, https://www.statista.com/statistics/1346296/most-well-known-spirits-brands-in-the-united-states/ (last visited July 22, 2024)
Leading spirits brands ranked by brand awareness in the United States in 2023 [Graph], Statista, August 11, 2023. [Online]. Available: https://www.statista.com/statistics/1346296/most-well-known-spirits-brands-in-the-united-states/