Alcoholic Drinks in Chile
Euromonitor International's Alcoholic Drinks in Chile 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.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.
Tables: 143 | Publication date: Feb 2010
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
An improved performance is seen in 2009
2009 saw a moderate increase in total volume terms, although growth was still slightly slower than the average for the review period. After a difficult 2008, the economy showed an improvement in the second half of 2009, and retail sales began to rebound. The interest in trying different spirits such as rum and vodka was an important reason for the growth in sales of spirits, which saw the best performance in total volume terms. Also, sales of wine rebounded after a negative performance in 2008, due to efforts in the industry to promote wine consumption amongst Chileans.
Rum continues to be the big story
Rum had another strong year in 2009, with double-digit volume growth, which outpaced the sales growth of other alcoholic drinks categories. Consumers continued to show an interest in trying alcoholic drinks other than pisco (the domestically produced grape distillate), and rum made a logical transition due to how it is typically prepared (such as with cola). Manufacturers invested heavily in rum promotions, offering items such as coasters or glasses with purchases, or double packs of rum with a discounted price per litre, which encouraged more consumers to try it. Finally, rum manufacturers encouraged distributors to carry more rum by offering sales incentives such as trips to the Caribbean.
Domestic players maintain significant positions
Most of the top players in volume terms in 2009 were domestic companies. This is because beer and wine dominate in volume terms. The leading beer company, Cía Cervecerías Unidas SA (CCU) had tight control of the beer category, and this position meant it held over half of total volume sales of alcoholic drinks in the country. Its share is even larger when its subsidiaries in wine, pisco and RTDs/high-strength premixes are included. In wine, most Chileans prefer to purchase domestic wine, since there is a wide variety of good quality domestic wine available at reasonable prices. Therefore, wineries such as Viña Concha y Toro SA, Viña San Pedro Tarapacá SA and Viña Santa Rita SA also ranked high in the volume share rankings. Finally, the pisco companies Cooperativa Agrícola Pisquera de Elqui Ltda (CAPEL) and Cía Pisquera de Chile had leading positions in both spirits and RTDs/high-strength premixes in volume terms due to the important position of pisco and pisco-based high-strength premixes.
On-trade sales suffering from economic slowdown
On-trade sales growth lagged behind off-trade growth, as consumers were still limiting the amount they spent on going out until they felt more secure about the economic recovery. The on-trade channel also became embroiled in legal challenges, due to attempts to limit the hours during which alcoholic beverages could be sold in some places.
Growth opportunities remain
The alcoholic drinks market is expected to continue to show positive growth in the forecast period. Spirits is expected to continue to show the strongest performance in categories which have recently shown dynamic growth, such as rum and vodka; continuing to offset forecast declines seen in the local spirit, pisco. Wine is also expected to drive growth, performing better in the forecast period than in the review period. The industry is expected to continue to promote wine consumption, and new consumers, mainly women and younger Chileans, are expected to start drinking sparkling wine.
Table of contents
ALCOHOLIC DRINKS IN CHILE : MARKET INSIGHT
EXECUTIVE SUMMARY
An improved performance is seen in 2009
Rum continues to be the big story
Domestic players maintain significant positions
On-trade sales suffering from economic slowdown
Growth opportunities remain
KEY TRENDS AND DEVELOPMENTS
The battle over restrictions on drinking hours continues
Organic wine starts to attract interest
Wal-Mart’s purchase of a stake in D y S affects the rum category
Specialist Retailers
Summary 1 Leading Specialist Retailers 2008
Market Mergers and Acquisitions Activity
Summary 2 Mergers and Acquisitions Activity 2008-2009
MARKET BACKGROUND
Legislation
Table 1 Number of On-trade Establishments by Type 2004-2008
TAXATION AND DUTY LEVIES
Table 2 Taxation and Duty Levies on Alcoholic Drinks 2009
Table 3 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2009
Table 4 Selling Margin of a Typical Beer Brand 2009
Table 5 Selling Margin of a Typical Wine Brand 2009
Table 6 Selling Margin of a Typical Spirits Brand 2009
OPERATING ENVIRONMENT
Contraband/Parallel Trade
MARKET INDICATORS
Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2004-2009
MARKET DATA
Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2004-2009
Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2004-2009
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2009
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2009
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2009
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2009
Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2005-2009
Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2009
Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2009
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2009-2014
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2009-2014
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2009-2014
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2009-2014
DEFINITIONS
Published data comparisons
Summary 3 Research Sources
LOCAL COMPANY PROFILES - CHILE
CíA PISQUERA DE CHILE - ALCOHOLIC DRINKS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Cía Pisquera de Chile SA : Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Cía Pisquera de Chile SA: Competitive Position 2009
COOPERATIVA AGRíCOLA PISQUERA DE ELQUI LTDA - ALCOHOLIC DRINKS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Cooperativa Agrícola Pisquera de Elqui Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Cooperativa Agrícola Pisquera de Elqui Ltda: Competitive Position 2009
LICORES MITJANS SA - ALCOHOLIC DRINKS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Licores Mitjans SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Licores Mitjans SA: Competitive Position 2009
VIñA SAN PEDRO TARAPACá SA - ALCOHOLIC DRINKS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Viña San Pedro Tarapacá SA: Key Facts
Summary 11 Viña San Pedro Tarapacá SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Viña San Pedro Tarapacá: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 13 Viña San Pedro: Competitive Position 2009
VIñA SANTA RITA SA - ALCOHOLIC DRINKS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Viña Santa Rita SA: Key Facts
Summary 15 Viña Santa Rita SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Viña Santa Rita SA: Competitive Position 2009
BEER IN CHILE
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 17 Lager by Price Band 2009
SECTOR DATA
Table 23 Sales of Beer by Subsector: Total Volume 2004-2009
Table 24 Sales of Beer by Subsector: Total Value 2004-2009
Table 25 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
Table 26 Sales of Beer by Subsector: % Total Value Growth 2004-2009
Table 27 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
Table 28 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 31 Beer: Production, Imports and Exports: Total Volume 2003-2008
Table 32 Beer Exports by Country of Destination: Total Volume 2003-2008
Table 33 Beer Exports by Country of Destination: Total Value 2003-2008
Table 34 Beer Imports by Country of Origin: Total Volume 2003-2008
Table 35 Beer Imports by Country of Origin: Total Value 2003-2008
Table 36 Company Shares of Beer by National Brand Owner 2005-2009
Table 37 Company Shares of Beer by Global Brand Owner 2005-2009
Table 38 Brand Shares of Beer 2006-2009
Table 39 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
Table 40 Forecast Sales of Beer by Subsector: Total Value 2009-2014
Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2009-2014
Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2009-2014
CIDER/PERRY IN CHILE
TRENDS
RTDS/HIGH-STRENGTH PREMIXES IN CHILE
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2004-2009
Table 44 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2004-2009
Table 45 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2004-2009
Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2004-2009
Table 47 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2004-2009
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2004-2009
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2004-2009
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2004-2009
Table 51 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2005-2009
Table 52 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2005-2009
Table 53 Brand Shares of RTDS/High-strength Premixes 2006-2009
Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2009-2014
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2009-2014
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2009-2014
Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2009-2014
WINE IN CHILE
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Wine by Subsector: Total Volume 2004-2009
Table 59 Sales of Wine by Subsector: Total Value 2004-2009
Table 60 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
Table 61 Sales of Wine by Subsector: % Total Value Growth 2004-2009
Table 62 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
Table 63 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
Table 64 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 65 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 66 Volume Sales of Still Red Wine by Price Segment 2004-2009
Table 67 Volume Sales of Still White Wine by Price Segment 2004-2009
Table 68 Volume Sales of Still Rosé Wine by Price Segment 2004-2009
Table 69 Volume Sales of Other Sparkling Wine by Price Segment 2004-2009
Table 70 Sales of Still Red Wine by Grape/Varietal Type 2004-2009
Table 71 Sales of Still White Wine by Grape/Varietal Type 2004-2009
Table 72 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2009
Table 73 Sales of Still Red Wine by Quality Classification 2004-2009
Table 74 Sales of Still White Wine by Quality Classification 2004-2009
Table 75 Sales of Still Rosé Wine by Quality Classification 2004-2009
Table 76 Wine Production, Imports and Exports: Total Volume 2003-2008
Table 77 Wine Exports by Country of Destination: Total Volume 2003-2008
Table 78 Wine Exports by Country of Destination: Total Value 2003-2008
Table 79 Wine Imports by Country of Origin: Total Volume 2003-2008
Table 80 Wine Imports by Country of Origin: Total Value 2003-2008
Table 81 Company Shares of Still Light Grape Wine by National Brand Owner 2005-2009
Table 82 Company Shares of Still Light Grape Wine by Global Brand Owner 2005-2009
Table 83 Brand Shares of Still Light Grape Wine 2006-2009
Table 84 Company Shares of Champagne by National Brand Owner 2005-2009
Table 85 Company Shares of Champagne by Global Brand Owner 2005-2009
Table 86 Brand Shares of Champagne 2006-2009
Table 87 Company Shares of Other Sparkling Wine by National Brand Owner 2005-2009
Table 88 Company Shares of Other Sparkling Wine by Global Brand Owner 2005-2009
Table 89 Brand Shares of Other Sparkling Wine 2006-2009
Table 90 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2005-2009
Table 91 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2005-2009
Table 92 Brand Shares of Fortified Wine and Vermouth 2006-2009
Table 93 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
Table 94 Forecast Sales of Wine by Subsector: Total Value 2009-2014
Table 95 Forecast Sales of Wine by Subsector: % Total Volume Growth 2009-2014
Table 96 Forecast Sales of Wine by Subsector: % Total Value Growth 2009-2014
SPIRITS IN CHILE
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
SECTOR DATA
Table 97 Sales of Spirits by Subsector: Total Volume 2004-2009
Table 98 Sales of Spirits by Subsector: Total Value 2004-2009
Table 99 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
Table 100 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
Table 101 Sales of Spirits by On-trade vs Off-trade Split: Volume 2004-2009
Table 102 Sales of Spirits by On-trade vs Off-trade Split: Value 2004-2009
Table 103 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 104 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 105 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2004-2009
Table 106 Sales of Gin by Premium/Super-premium Split 2004-2009
Table 107 Sales of Vodka by Premium/Super-premium Split 2004-2009
Table 108 Sales of Flavoured vs Non-flavoured Vodka 2004-2009
Table 109 Spirits Production, Imports and Exports: Total Volume 2003-2008
Table 110 Spirits Exports by Country of Destination: Total Volume 2003-2008
Table 111 Spirits Exports by Country of Destination: Total Value 2003-2008
Table 112 Spirits Imports by Country of Origin: Total Volume 2003-2008
Table 113 Spirits Imports by Country of Origin: Total Value 2003-2008
Table 114 Whisk(e)y Production, Imports and Exports: Total Volume 2003-2008
Table 115 Brandy & Cognac Production, Imports and Exports: Total Volume 2003-2008
Table 116 Vodka Production, Imports and Exports: Total Volume 2003-2008
Table 117 Gin Production, Imports and Exports: Total Volume 2003-2008
Table 118 Rum Production, Imports and Exports: Total Volume 2003-2008
Table 119 Liqueurs Production: Total Volume 2003-2008
Table 120 Company Shares of Spirits by National Brand Owner 2005-2009
Table 121 Company Shares of Spirits by Global Brand Owner 2005-2009
Table 122 Brand Shares of Spirits 2006-2009
Table 123 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
Table 124 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
Table 125 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2009-2014
Table 126 Forecast Sales of Spirits by Subsector: % Total Value Growth 2009-2014