Alcoholic Beverages

The category has an average Brand Intimacy Quotient of 19.3, well below the cross-industry average of 25.1. Health-conscious trends and changing social patterns likely reduced alcohol consumption across beverage categories.

Indulgence is the dominant archetype, with Grey Goose ranking first in the industry for indulgence. Most users are in the sharing stage, the first stage of Brand Intimacy.

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