I normally use & recommend CTS pots, they have metal shafts not plastic, the plastic shafts were used in some guitars years ago but mostly in amps. They are also the best 'feel' the best reliability & subjectively - the best for 'tone'.
You are not going to hear any difference between comparable pots with any pair of human ears except hiss & crackle, pops & farts, that maybe down to dirty or worn internals.
Alpha are the recognised 'Industry standard', a budget version if you like, although higher quality than what you find in most Far Eastern, & many European, origin guitars these days.
CTS are basically the same top quality components that have been used in USA Fenders & many others since electric guitars began, failures are very few & far between unless they are mis-treated.
In the electronics industry Bourns are very highly regarded, for quality, precision & repeatability - far above any such requirements for our ever so basic needs, which is reflected in the price of some of their pots.