Alcoholic Drinks in Brazil
Euromonitor International's Alcoholic Drinks in Brazil market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 187 | Publication date: Feb 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Beer Leads Consumption of Alcoholic Drinks in 2007
Alcoholic drinks saw stronger growth in volume terms in 2007 than the review period average, although the performance was poorer than the review period average in value terms, due to a slowdown growth in the wine and spirits sectors. RTDs/high-strength premixes and beer saw the strongest growth in 2007 in both volume and value terms. Positive macroeconomic factors, such as low inflation rates and reasonable Brazilian GDP growth, maintained a relatively stable economy, which was reflected in higher purchasing power and thus greater disposable income to expend on alcoholic drinks.
Growth in Beer Consumption Leads Brewers to Invest in Expansion
In 2007, leading brewers invested in expansion of their plants or the acquisition of small breweries. Cia Brasileira de Bebidas acquired Cervejaria Cintra and invested in a new plant in the Northeast region of the country, while Schincariol built a new plant in the state of Ceará and bought prestigious regional microbreweries and their brands, including Baden Baden (SP), Devassa (RJ) and Nobel (PE). Cervejaria Petrópolis invested in the expansion of plants in Boituva (SP) and Petrópolis (RJ), which will double beer production by the middle of 2008, and will inaugurate a new factory in the central-west region at the beginning of that year in order to increase its sales in that area.
Fierce Competition in Alcoholic Drinks
Multinationals and domestic manufacturers have been favoured by the stability of the Brazilian economy and have reinforced their presence in different sectors of alcoholic drinks. Beer is the most competitive sector, and multinationals like AmBev and FEMSA are at the centre of an endless war for market share. Meanwhile, Schincariol and Petrópolis are trying to strengthen their positions through acquiring microbreweries or expanding their plants. In wine, local producers like Cooperativa Vinícola Aurora and Vinhos Salton are involved in the challenge to gain recognition among Brazilian consumers regarding the quality of their still light grape wine and sparkling wine. Multinationals like Pernod Ricard, Campari, Diageo and Bacardi-Martini are fighting to take advantage of the cheap US dollar to import spirits, including premium products.
Brewers Invest in Premium Lager in On-trade Channel
The on-trade continues to be the more important channel for the consumption of alcoholic drinks. Approximately two thirds of volume sales of beer and spirits are through this channel. For this reason, brewers are investing in premium products to increase sales and generate higher profit margins through the on-trade. Cider, RTDs/high-strength premixes and wine have small shares of on-trade sales. Supermarkets and hypermarkets continue to be the main distribution channel in the off-trade, accounting for 64% of total volume sales.
Favourable Economic Environment Should Drive Alcoholic Drinks Consumption
The outlook for the alcoholic drinks market in Brazil is promising, given the stability of the economy, positive expectations for GDP growth, a steady inflation rate, and increases in salaries for workers from the C, D and E socioeconomic groups. Beer will perform well, due to its appeal as a refreshing and relaxing beverage for all consumer groups. Also, the appreciation of the local currency against the US dollar should favour the importation of fine and premium still grape light wine, sparkling wine and spirits like whisk(e)y, cognac and premium white spirits.
Table of contents
ALCOHOLIC DRINKS IN BRAZIL : MARKET INSIGHT
EXECUTIVE SUMMARY
Beer Leads Consumption of Alcoholic Drinks in 2007
Growth in Beer Consumption Leads Brewers to Invest in Expansion
Fierce Competition in Alcoholic Drinks
Brewers Invest in Premium Lager in On-trade Channel
Favourable Economic Environment Should Drive Alcoholic Drinks Consumption
KEY TRENDS AND DEVELOPMENTS
Consumers Switching from Traditional Alcoholic Drinks to Refreshing Ones
Manufacturers and Importers Focusing on Premium Alcoholic Drinks
Health Ministry Proposals May Compromise Alcoholic Drinks Performance
Endless "Beer War" in the On-trade Channel
Increasing Sales of Premium Varieties of Cachaça
Specialist Retailers
Summary 1 Leading Specialist Retailers 2006
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007 – Skol
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2007 – Almadén
Table 5 Selling Margin of a Typical Imported Wine Brand 2007 – Concha Y Toro
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2007 – Pirassununga 51
Table 7 Selling Margin of a Typical Imported Spirits Brand 2007 – Johnnie Walker Red Label
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2007
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2007
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Summary 3 Research Sources
LOCAL COMPANY PROFILES - BRAZIL
AMBEV - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 4 AmBev – Cia de Bebidas das Américas: Key Facts
Summary 5 AmBev – Cia de Bebidas das Américas: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 6 AmBev – CIA de Bebidas das Americas: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 7 AmBev – Cia de Bebidas das Américas: Competitive Position 2006
CAMPARI DO BRASIL LTDA - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Campari do Brasil Ltda: Key Facts
Summary 9 Campari do Brasil Ltda: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 10 Campari do Brasil Ltda: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 11 Campari do Brasil Ltda: Competitive Position 2006
CERVEJARIA PETRóPOLIS SA - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Cervejaria Petrópolis SA: Key Facts
Summary 13 Cervejaria Petrópolis SA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 14 Cervejaria Petrópolis SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 15 Cervejaria Petrópolis SA: Competitive Position 2006
CERVEJARIAS KAISER BRASIL SA - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Cervejarias Kaiser Brasil SA: Key Facts
Summary 17 Cervejarias Kaiser Brasil SA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 18 Cervejarias Kaiser Brasil SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 19 Cervejarias Kaiser Brasil SA: Competitive Position 2006
CIA MüLLER DE BEBIDAS - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Companhia Müller de Bebidas: Key Facts
Summary 21 Companhia Müller de Bebidas: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 22 Companhia Müller de Bebidas: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 23 Companhia Müller de Bebidas: Competitive Position 2006
COOPERATIVA VINíCOLA AURORA LTDA - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Cooperativa Vinícola Aurora Ltda: Key Facts
Summary 25 Cooperativa Vinícola Aurora Ltda: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 26 Cooperativa Vinícola Aurora Ltda: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 27 Cooperativa Vinícola Aurora Ltda: Competitive Position 2006
PRIMO SCHINCARIOL INDúSTRIA DE CERVEJAS E REFRIGERANTES SA - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Primo Schincariol Indústria de Cervejas e Refrigerantes SA: Key Facts
Summary 29 Primo Schincariol Indústria de Cervejas e Refrigerantes SA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 30 Primo Schincariol Indústria de Cervejas e Refrigerantes SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 31 Primo Schincariol Indústria de Cervejas e Refrigerantes SA: Competitive Position 2006
VINHOS SALTON SA INDúSTRIA E COMéRCIO - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 32 Vinhos Salton Indústria e Comércio SA: Key Facts
Summary 33 Vinhos Salton Indústria e Comércio SA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 34 Vinhos Salton Indústria e Comércio SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 35 Vinhos Salton Indústria e Comércio SA: Competitive Position 2006
VITIVINíCOLA CERESER SA - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 36 Vitivinícola Cereser SA: Key Facts
Summary 37 Vitivinícola Cereser SA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 38 Vitivinícola Cereser SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 39 Vitivinícola Cereser SA: Competitive Position 2006
YPIóCA AGROINDUSTRIAL LTDA - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 40 Ypióca Agroindustrial Ltda: Key Facts
Summary 41 Ypióca Agroindustrial Ltda: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 42 Ypióca Agroindustrial Ltda: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 43 Ypióca Agroindustrial Ltda: Competitive Position 2006
BEER IN BRAZIL
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price Band Methodology
Summary 44 Lager by Price Band 2007
Published Data Comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2002-2007
Table 25 Sales of Beer by Subsector: Total Value 2002-2007
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 27 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2002-2007
Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2002-2007
Table 32 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 34 Beer Exports by Country of Destination: Total Value 2001-2006
Table 35 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 36 Beer Imports by Country of Origin: Total Value 2001-2006
Table 37 Company Shares of Beer by National Brand Owner 2002-2006
Table 38 Company Shares of Beer by Global Brand Owner 2002-2006
Table 39 Brand Shares of Beer 2003-2006
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 41 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN BRAZIL
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Cider/Perry: Total Volume 2002-2007
Table 45 Sales of Cider/Perry: Total Value 2002-2007
Table 46 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 47 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 49 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 52 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
Table 53 Company Shares of Cider/Perry by National Brand Owner 2002-2006
Table 54 Company Shares of Cider/Perry by Global Brand Owner 2002-2006
Table 55 Brand Shares of Cider/Perry 2003-2006
Table 56 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 57 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 58 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 59 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 61 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 63 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 68 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 69 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 70 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 75 Sales of Wine by Subsector: Total Volume 2002-2007
Table 76 Sales of Wine by Subsector: Total Value 2002-2007
Table 77 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 78 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 79 Sales of Wine by On-trade vs Off-trade Split: Volume 2002-2007
Table 80 Sales of Wine by On-trade vs Off-trade Split: Value 2002-2007
Table 81 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2002-2007
Table 82 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2002-2007
Table 83 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 84 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 85 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 86 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 87 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 88 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 89 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 90 Sales of Still Red Wine by Quality Classification 2002-2007
Table 91 Sales of Still White Wine by Quality Classification 2002-2007
Table 92 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 93 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 94 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 95 Wine Exports by Country of Destination: Total Value 2001-2006
Table 96 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 97 Wine Imports by Country of Origin: Total Value 2001-2006
Table 98 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 99 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 100 Brand Shares of Still Light Grape Wine 2003-2006
Table 101 Company Shares of Champagne by National Brand Owner 2003-2006
Table 102 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 103 Brand Shares of Champagne 2003-2006
Table 104 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 105 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 106 Brand Shares of Other Sparkling Wine 2003-2006
Table 107 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 108 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 109 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 110 Company Shares of Non-grape Wine by National Brand Owner 2003-2006
Table 111 Company Shares of Non-grape Wine by Global Brand Owner 2003-2006
Table 112 Brand Shares of Non-grape Wine 2003-2006
Table 113 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 114 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 115 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 116 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN BRAZIL
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, Gin and Other Blended Scotch Whisky Price Band Methodology
Summary 45 Benchmark Brands – Brazil
SECTOR DATA
Table 117 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 118 Sales of Spirits by Subsector: Total Value 2002-2007
Table 119 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 120 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 121 Sales of Spirits by On-trade vs Off-trade Split: Volume 2002-2007
Table 122 Sales of Spirits by On-trade vs Off-trade Split: Value 2002-2007
Table 123 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2002-2007
Table 124 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2002-2007
Table 125 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 126 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 127 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 128 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 129 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 130 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 131 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 132 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 133 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 134 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 135 Other Spirits Production: Total Volume 2001-2006
Table 136 Company Shares of Spirits by National Brand Owner 2002-2006
Table 137 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 138 Brand Shares of Spirits 2003-2006
Table 139 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 140 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 141 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 142 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012