Ciroc Brand Awareness
The Ciroc brand is less popular among Millennials in the US. However, its popularity among the whole US population, in general, is higher than in other countries, based on website traffic data.
CIROC BRAND AWARENESS AMONG MILLENNIALS IN THE US
- Market Watch sheds light on the decreased net sales of Ciroc among Millennials in the US, as well as increased sales of Ketel One Botanical, suggesting that Ciroc is not particularly popular among Millennials given that brand which shows that Ciroc is not much popular among Millennials and they prefer Ketel One over Ciroc.
- Although the Ciroc brand has observed a 17% growth in the US in general, it still faces "stiff competition across the category, particularly as millennials enter spirits through a variety of offerings," according to Keenan Towns, Diageo North America's Vice President.
- Diageo, the company that owns Ciroc, noted in a report that Ciroc has been underperforming in the US, stating that "Ciroc’s weaker performance mostly due to lapping the Apple innovation with Mango."
AWARENESS AMONG GENERAL US POPULATION
- A popular platform for nightlife details stated that " Ciroc has always been known to release a summer time flavor that people crave but judging by social media, Kansas City was really ready for this one."
- According to an analysis of the brand's website, the highest website traffic (almost 53%) comes from the US, suggesting that the brand is more popular among Americans in comparison to other countries.
We commenced our research by conducting a direct search for Ciroc's brand awareness among Millennials in the US. Despite searching several sources that targeted the Ciroc brand, we were only able to gather a very limited amount of information regarding the brand's drop in sales among Millennials in the US. Through this search, we found that Millennials prefer other brands, among other findings, from which we concluded some insights into US Millennials' awareness of the brand.
We then looked for research publications, surveys, and case studies that focus on Ciroc. We were hoping to find insights or data regarding US citizens' perception of the brand, with a special interest into US Millennials' thoughts and opinions about the brand, from which we could draw conclusions about the brand's popularity among this demographic. We searched through various research databases including Researchgate, Pew Research, and Deloitte, among others. None of these databases provided any data on Ciroc or vodka trends specific to the US that would help us make assumptions about how well-known Ciroc is among US Millennials. None of the sources contained any relevant information, likely due to the unavailability of such data because no previously-conducted research or case studies focus on brand awareness of Ciroc in the US, among Millennials or the general population.
We then attempted to review Ciroc's social media handles. We were hoping to analyze the comments and reactions of the US Millennials from which we could conclude the brand's awareness among Millennials. The company's YouTube handle contained videos that posses very few likes with no comments at all. Comments and mentions were not visible on the brand's Instagram account and Facebook posts inspired few responses from within the US. Additionally, the comments were very limited and people were more focused on asking for pricing information or when the brand's product would be available on Amazon.
We then expanded our scope to include the awareness of people in the US in general, as well as looking for marketing data on Ciroc's presence in the US, from which we could gather relevant insights, facts, or statistics that we could use to triangulate or assume how well-known Ciroc is in the US. We searched through news articles, magazines, and business-oriented publications. We also searched through private company databases to get a glimpse of the brand's popularity statistics, if available. The information we obtained was focused on Ciroc's ad spend in the US, as well as the brand's collaborations in the US. This data was not sufficient to make assumptions or conclusions on brand awareness in the US. We then searched through website analysis databases, hoping to find an estimate of the traffic to Ciroc's website originating in the US. We were able to determine that the majority of the traffic on the brand's website comes from the US, suggesting that there is more awareness of the brand in the US than in other countries.
Based on our findings, we were able to provide some insights into how well-known Ciroc is in the US, especially among US Millennials, which we have discussed in the helpful findings above.