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: 190 | Publication date: Feb 2009
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- 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
Premium products drive value sales of alcoholic drinks
Alcoholic drinks experienced slower growth in volume terms compared to average sales over the review period. Nevertheless, the sector saw stronger growth in value terms due to progress of premium products especially in beers and whisk(e)y. Wine continued to suffer from declining sales of table wines but saw increasing volume sales of fine still light grape wines in 2008. RTDs/high strength premixes recorded the fastest growth driven by sales of spirit-based RTDs which continue to be very popular amongst young consumers.
“Lei Seca”: new regulations on drink driving
The approval of a new drink driving law that reduces the amount of alcohol consumption from 0.6 mg/litre to 0.1 mg/litre and which imposes severe penalties on drunk drivers, impacted sales of alcoholic drinks in 2008, especially in on-trade channels. Beer was the most affected as sales via on-trade channels represent the majority of the sector’s overall volume sales. The new law meant consumers had to adapt their habits and bars, while clubs and restaurants created additional services to attract consumers into their establishments.
Stiff competition in beer continues in Brazil
Strong competition continued to characterise the alcoholic drinks environment, especially among the top four players in alcoholic drinks, who are also key players in the brewing industry – AmBev, Schincariol, FEMSA and Cervejaria Petrópolis. Schincariol increased its portfolio with the acquisition of the microbrewery Eisenbahn (SC) and Cintra from AmBev. FEMSA and Cervejaria Petrópolis have also both been investing heavily in increasing their share, especially in standard lagers, competing directly with AmBev the outright leader in this category. In wine, domestic manufacturers have been battling for share with imported brands, chiefly from Chile and Uruguay. In spirits, Pernod Ricard and Diageo performed well due to growing sales of premium brands, especially imported products.
“Lei Seca” hinders sales in on-trade channels
Sales via on-trade channels were affected by the new drink driving law, which was enacted in June 2008. However, alcoholic drinks’ manufacturers remained focused on developing strategies to increase sales in bars, clubs and restaurants as margins tend to be higher. It is estimated that about two thirds of alcoholic drinks sales in Brazil take place through on-trade channels. In off-trade channels, the supermarkets/hypermarkets channel still accounts for the majority of sales, but specialist retailers have slowly been gaining share, particularly in sales of premium products such as whisk(e)y and wines.
Optimistic outlook for alcoholic drinks after approval of new laws
Despite changes in the drink driving regulations, higher tax on beer and the potential introduction of a new law that will restrict advertising of alcoholic drinks, a positive outlook is expected over the forecast period. Economic stability added to the improvement in Brazilian purchasing power. Declining unemployment and social programmes promoted by the federal government, such as the Family Grant (Bolsa Família) were also important in contributing to maintaining income levels and the overall positive outlook likely in the short-term.
Table of contents
ALCOHOLIC DRINKS IN BRAZIL : MARKET INSIGHT
EXECUTIVE SUMMARY
Premium products drive value sales of alcoholic drinks
“Lei Seca”: new regulations on drink driving
Stiff competition in beer continues in Brazil
“Lei Seca” hinders sales in on-trade channels
Optimistic outlook for alcoholic drinks after approval of new laws
KEY TRENDS AND DEVELOPMENTS
New drink driving regulations impact consumer behaviour
New advertising law to be approved in alcoholic drinks
Changes to taxation of beer in 2009
The rise of the middle class fuels sales of more sophisticated beverages
Specialist retailers
Summary 1 Leading Specialist Retailers 2007
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2007-2008
MARKET BACKGROUND
LEGISLATION
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008 - Skol
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2008 - Almadén
Table 5 Selling Margin of a Typical Imported Wine Brand 2008 – Concha Y Toro
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2008 – Pirassununga 51
Table 7 Selling Margin of a Typical Imported Spirits Brand 2008 – Johnny Walker Red Label
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Sources
Summary 3 Research Sources
LOCAL COMPANY PROFILES - BRAZIL
AMBEV - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 4 AmBev – Cia de Brasileira de Bebidas: Key Facts
Summary 5 AmBev – Cia de Brasileira de Bebidas: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 AmBev – Cia de Brasileira de Bebidas: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 7 AmBev – Cia de Brasileira de Bebidas: Competitive Position 2007
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
COMPANY BACKGROUND
PRODUCTION
Summary 10 Campari do Brasil Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 Campari do Brasil Ltda: Competitive Position 2007
CERVEJARIA PETRóPOLIS SA - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Cervejaria Petrópolis SA: Key Facts
Summary 13 Cervejaria Petrópolis SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Cervejaria Petrópolis SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Cervejaria Petrópolis SA: Competitive Position 2007
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
COMPANY BACKGROUND
PRODUCTION
Summary 18 Cervejarias Kaiser Brasil SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 19 Cervejarias Kaiser Brasil SA: Competitive Position 2007
CIA MüLLER DE BEBIDAS - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Cia Müller de Bebidas: Key Facts
Summary 21 Cia Müller de Bebidas: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 22 Cia Müller de Bebidas: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 23 Cia Müller de Bebidas: Competitive Position 2007
COOPERATIVA VINíCULA 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
COMPANY BACKGROUND
PRODUCTION
Summary 26 Cooperativa Vinícola Aurora Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 27 Cooperativa Vinícola Aurora Ltda: Competitive Position 2007
PERNOD RICARD BRASIL LTDA - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Pernod Ricard Brasil Ltda: Key Facts
Summary 29 Pernod Ricard Brasil Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 30 Pernod Ricard Brasil Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 31 Pernod Ricard Brasil Ltda: Competitive Position 2007
PRIMO SCHINCARIOL INDúSTRIA DE CERVEJAS E REFRIGERANTES SA - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 32 Primo Schincariol Indústria de Cervejas e Refrigerantes Ltda: Key Facts
Summary 33 Primo Schincariol Indústria de Cervejas e Refrigerantes Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 34 Primo Schincariol Indústria de Cervejas e Refrigerantes Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 35 Primo Schincariol Indústria de Cervejas e Refrigerantes Ltda: Competitive Position 2007
VINHOS SALTON SA INDúSTRIA E COMéRCIO - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 36 Vinhos Salton SA Indústria e Comércio: Key Facts
Summary 37 Vinhos Salton SA Indústria e Comércio: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 38 Vinhos Salton SA Indústria e Comércio: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 39 Vinhos Salton SA Indústria e Comércio: Competitive Position 2007
YPIóCA AGROINDUSTRIAL LTDA - ALCOHOLIC DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 40 Ypióca Agroindustrial Ltda: Key Facts
Summary 41 Ypióca Agroindustrial Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 42 Ypióca Agroindustrial Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 43 Ypióca Agroindustrial Ltda: Competitive Position 2007
BEER IN BRAZIL
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price Band Methodology
Summary 44 Lager by Price Band 2008
Published Data Comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2003-2008
Table 25 Sales of Beer by Subsector: Total Value 2003-2008
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 27 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 32 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 33 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 34 Beer Exports by Country of Destination: Total Value 2002-2007
Table 35 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 36 Beer Imports by Country of Origin: Total Value 2002-2007
Table 37 Company Shares of Beer by National Brand Owner 2003-2007
Table 38 Company Shares of Beer by Global Brand Owner 2003-2007
Table 39 Brand Shares of Beer 2004-2007
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 41 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN BRAZIL
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Cider/Perry: Total Volume 2003-2008
Table 45 Sales of Cider/Perry: Total Value 2003-2008
Table 46 Sales of Cider/Perry: % Total Volume Growth 2003-2008
Table 47 Sales of Cider/Perry: % Total Value Growth 2003-2008
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008
Table 49 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008
Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008
Table 52 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007
Table 53 Company Shares of Cider/Perry by National Brand Owner 2003-2007
Table 54 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
Table 55 Brand Shares of Cider/Perry 2004-2007
Table 56 Forecast Sales of Cider/Perry: Total Volume 2008-2013
Table 57 Forecast Sales of Cider/Perry: Total Value 2008-2013
Table 58 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013
Table 59 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013
RTDS/HIGH-STRENGTH PREMIXES IN BRAZIL
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 61 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 63 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 68 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 69 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 70 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN BRAZIL
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
Published Data Comparisons
SECTOR DATA
Table 75 Sales of Wine by Subsector: Total Volume 2003-2008
Table 76 Sales of Wine by Subsector: Total Value 2003-2008
Table 77 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 78 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 79 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 80 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 81 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 82 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 83 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 84 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 85 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 86 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 87 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 88 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 89 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 90 Sales of Still Red Wine by Quality Classification 2003-2008
Table 91 Sales of Still White Wine by Quality Classification 2003-2008
Table 92 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 93 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 94 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 95 Wine Exports by Country of Destination: Total Value 2002-2007
Table 96 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 97 Wine Imports by Country of Origin: Total Value 2002-2007
Table 98 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 99 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 100 Brand Shares of Still Light Grape Wine 2004-2007
Table 101 Company Shares of Champagne by National Brand Owner 2004-2007
Table 102 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 103 Brand Shares of Champagne 2004-2007
Table 104 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 105 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 106 Brand Shares of Other Sparkling Wine 2004-2007
Table 107 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 108 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 109 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 110 Company Shares of Non-grape Wine by National Brand Owner 2004-2007
Table 111 Company Shares of Non-grape Wine by Global Brand Owner 2004-2007
Table 112 Brand Shares of Non-grape Wine 2004-2007
Table 113 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 114 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 115 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 116 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN BRAZIL
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Published Data Comparisons
SECTOR DATA
Table 117 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 118 Sales of Spirits by Subsector: Total Value 2003-2008
Table 119 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 120 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 121 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 122 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 123 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 124 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 125 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 126 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 127 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 128 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 129 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 130 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 131 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 132 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 133 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 134 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 135 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 136 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 137 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 138 Liqueurs Production: Total Volume 2002-2007
Table 139 Other Spirits Production: Total Volume 2002-2007
Table 140 Company Shares of Spirits by National Brand Owner 2003-2007
Table 141 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 142 Brand Shares of Spirits 2004-2007
Table 143 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 144 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 145 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 146 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013