Tennessee Whiskey Jack Daniel’s and Smirnoff Vodka achieved the overall highest millennial (21 – 34) perception metrics in a ranking of spirit brands over the last three months.
While both of these brands have the two highest word of mouth levels for any spirit brand among millennials, Smirnoff holds a clear edge in purchase consideration, with 24% of millennials saying they’d consider purchasing the vodka the next time they were shopping for spirits versus 18% for Jack Daniels. On the other hand, Jack Daniel’s leads the category in ad awareness with 18% of all millennials aware of the brand’s recent advertising. Smirnoff maintained 13% ad awareness over the same period.
Bacardi, Captain Morgan and Mike’s Hard Lemonade made up the second tier. Captain Morgan and Mike’s generate slightly higher word of mouth than Bacardi, but Bacardi outscores both out on purchase consideration at 17% of adult millennials.
Of note in the category: Wild Turkey, announced actor Matthew McConnaughey as creative director mid-summer and his first ad rolled out last month. At 2% ad awareness and 4% purchase consideration, the bourbon is grouped with the lowest scoring spirit brands with millennials. Over the past six months, Wild Turkey’s word of mouth increased by 3 percentage points, while purchase consideration and ad awareness remained flat.
The spirit label which boosted its ad awareness the most with millennials in the past six months is Jose Cuervo tequila, raising it by four percentage points. Cuervo launched its “What’s Your Story” ad campaign earlier this year featuring Kiefer Sutherland.
YouGov BrandIndex measured all the major spirit brands with three metrics: 1) Ad Awareness, which asks respondents: "Which of the following brands have you seen an advertisement for in the past two weeks?"; 2) Purchase Consideration: "When you are in the market next to purchase a spirit brand, from which of the following brands would you consider purchasing?”; and 3) Word of Mouth: "Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online or through social media)?"
All results were filtered for adults age 21 through 34 years old.