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.
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Tables: 135 | Publication date: Jun 2007
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
Alcoholic drinks continues to grow in 2006
Alcoholic drinks was one of the more dynamic consumer goods markets in 2006, showing a strong advance in both volume and value sales. The relatively strong economy was an important factor. With consumers feeling more confident about their income and employment situation, they felt comfortable increasing their expenditure on non-essential items like alcoholic drinks. Consumers also spent more on entertaining and going out to foodservice establishments, which boosted on-trade sales.
Consumers substitute wine for beer
Not all alcoholic drinks performed well, however. Wine sales declined in volume and value terms in 2006. This was mainly due to the increased innovation in and heavy advertising of beer. Studies have shown that many consumers view beer as interchangeable with inexpensive table wines. The successful attempts by Cía Cervecerías Unidas SA (CCU), the leading player in beer and alcoholic drinks overall, to increase beer consumption thus had a negative impact on wine sales.
Premixed pisco sours gain in popularity
By far the strongest growth was seen in RTDs/High-strength premixes. In Chile, these products mainly consist of premixed pisco sours, a drink containing lemon, pisco and sugar. RTDs/High-strength premixes, which witnessed significant product innovation during the review period, benefited from the consumers’ increasing acceptance of convenience products. In 2006 the most prominent launches were several mango-flavoured sours, which offered a unique alternative to the standard lemon flavour.
CCU gains share through acquisition
CCU challenged one of Chile’s largest pisco producers, Cooperativa Agrícola Pisquera de Elqui Ltda (Capel), by acquiring a stake in Cooperativa Agrícola Control Pisquero Ltda. This move made the company, the leading company in beer, the number two player in pisco through its NBO, Cía Pisquera de Chile, in 2005. It also attained the leading position in RTDs/High-strength premixes, when Cooperativa Agrícola Control Pisquero’s share was added to that of Cía Pisquera de Chile’s Ruta Sour brand in 2005. Gaining share and widening its presence in alcoholic drinks through acquisitions is one of CCU’s major strategies.
Market forecast to continue growing
Whilst high-strength premixes, rum and vodka registered dynamic growth over the review period, growth is expected to slow as the consumption of these products becomes more mature. Overall, however, alcoholic drinks is expected to register good growth over the forecast period. CCU is expected to continue its efforts to increase beer consumption, and it is likely that the company’s strategy will succeed, although again, the rapid growth recorded in 2006 does not appear sustainable. The increase in beer consumption will continue to negatively impact sales of inexpensive wines. The one bright spot for wine, however, is that whilst people consume less wine in volume terms, they will increasingly choose higher value quality wines, which will partially offset volume decline. As in 2006, RTDs/High-strength premixes is forecast to register the strongest value growth over the forecast period.
Table of contents
ALCOHOLIC DRINKS IN CHILE : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks continues to grow in 2006
Consumers substitute wine for beer
Premixed pisco sours gain in popularity
CCU gains share through acquisition
Market forecast to continue growing
ALCOHOLIC DRINKS – KEY TRENDS AND DEVELOPMENTS
Consumers are more willing to try new products
Delaying marriage and childbearing spurs growth in on-trade sales
Busier lifestyles encourage consumers to look for convenience
Share of throat remains flat but composition changes
Convenience drives disposable bottles in beer
Specialist Retailers
Summary 1 Leading Specialist Retailers 2005
Market Merger and Acquisition Activity
Summary 2 Recent M&A activity
MARKET DATA
Table 1 Sales of Alcoholic Drinks by Sector: Total Volume 2001-2006
Table 2 Sales of Alcoholic Drinks by Sector: Total Value 2001-2006
Table 3 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2001-2006
Table 4 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2001-2006
Table 5 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2005
Table 6 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: Volume 2006
Table 7 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: Value 2006
Table 8 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: % Volume 2006
Table 9 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: % Value 2006
Table 10 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2006
Table 11 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2006
Table 12 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2006-2011
Table 13 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2006-2011
Table 14 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2006-2011
Table 15 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2006-2011
MARKET INDICATORS
Table 16 Retail Consumer Expenditure on Alcoholic Drinks 2001-2006
APPENDIX
Legislation
Taxation and Duty Levies
Table 17 Taxation and Duty Levies on Alcoholic Drinks 2005
Table 18 Typical Wholesaler and Retailer Off-Trade Mark-Ups by Selected Sectors 2005
Table 19 Selling Margin of a Typical Beer Brand 2005
Table 20 Selling Margin of a Typical Wine Brand 2005
Table 21 Selling Margin of a Typical Spirits Brand 2005
Operating Environment
Price Band Methodology
Summary 3 Lager by Price Band 2005
Published Data Comparisons
DEFINITIONS
LOCAL COMPANY PROFILES - CHILE
CíA CERVECERíAS UNIDAS SA - ALCOHOLIC DRINKS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Cía Cervecerías Unidas SA: Key Facts
Summary 5 Cía Cervecerías Unidas SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Cía Cervecerías Unidas SA: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 7 Cía Cervecerías Unidas SA: Competitive Position 2005
COOPERATIVA AGRíCOLA PISQUERA DE ELQUI LTDA - ALCOHOLIC DRINKS - CHILE
KEY FACTS
Summary 8 Cooperativa Agrícola Pisquera de Elqui Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Cooperativa Agrícola Pisquera de Elqui Ltda: Competitive Position 2005
LICORES MITJANS SA - ALCOHOLIC DRINKS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Licores Mitjans SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Licores Mitjans SA: Competitive Position 2005
VIñA CONCHA Y TORO SA - ALCOHOLIC DRINKS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Viña Concha y Toro SA: Key Facts
Summary 13 Viña Concha y Toro SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Viña Concha y Toro SA: Competitive Position 2005
VIñA SANTA RITA SA - ALCOHOLIC DRINKS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Viña Santa Carolina SA: Key Facts
Summary 16 Viña Santa Carolina SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
BEER IN CHILE
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE ENVIRONMENT
PROSPECTS
SECTOR DATA
Table 22 Sales of Beer by Subsector: Total Volume 2001-2006
Table 23 Sales of Beer by Subsector: Total Value 2001-2006
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2001-2006
Table 25 Sales of Beer by Subsector: % Total Value Growth 2001-2006
Table 26 On-trade vs Off-trade Sales of Beer: Volume 2001-2006
Table 27 On-trade vs Off-trade Sales of Beer: Value 2001-2006
Table 28 On-trade vs Off-trade Sales of Beer: % Volume Growth 2001-2006
Table 29 On-trade vs Off-trade Sales of Beer: % Value Growth 2001-2006
Table 30 Beer: Production, Imports and Exports: Total Volume 2001-2005
Table 31 Beer Exports by Country of Destination: Total Volume 2001-2005
Table 32 Beer Exports by Country of Destination: Total Value 2001-2005
Table 33 Beer Imports by Country of Origin: Total Volume 2001-2005
Table 34 Beer Imports by Country of Origin: Total Value 2001-2005
Table 35 Company Shares of Beer by National Brand Owner 2001-2005
Table 36 Company Shares of Beer by Global Brand Owner 2001-2005
Table 37 Brand Shares of Beer 2002-2005
Table 38 Forecast Sales of Beer by Subsector: Total Volume 2006-2011
Table 39 Forecast Sales of Beer by Subsector: Total Value 2006-2011
Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2006-2011
Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2006-2011
RTDS/HIGH-STRENGTH PREMIXES IN CHILE
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE ENVIRONMENT
PROSPECTS
SECTOR DATA
Table 42 Sales of RTDs/High-strength Premixes by Subsector: Total Volume 2001-2006
Table 43 Sales of RTDs/High-strength Premixes by Subsector: Total Value 2001-2006
Table 44 Sales of RTDs/High-strength Premixes by Subsector: % Total Volume Growth 2001-2006
Table 45 Sales of RTDs/High-strength Premixes by Subsector: % Total Value Growth 2001-2006
Table 46 On-trade vs Off-trade Sales of RTDs/High-strength Premixes: Volume 2001-2006
Table 47 On-trade vs Off-trade Sales of RTDs/High-strength Premixes: Value 2001-2006
Table 48 On-trade vs Off-trade Sales of RTDs/High-strength Premixes: % Volume Growth 2001-2006
Table 49 On-trade vs Off-trade Sales of RTDs/High-strength Premixes: % Value Growth 2001-2006
Table 50 RTDs/High-strength Premixes Production, Imports and Exports: Total Volume 2001-2005
Table 51 Company Shares of RTDs/High-strength Premixes by National Brand Owner 2001-2005
Table 52 Company Shares of RTDs/High-strength Premixes by Global Brand Owner 2001-2005
Table 53 Brand Shares of RTDs/High-strength Premixes 2002-2005
Table 54 Forecast Sales of RTDs/High-strength Premixes by Subsector: Total Volume 2006-2011
Table 55 Forecast Sales of RTDs/High-strength Premixes by Subsector: Total Value 2006-2011
Table 56 Forecast Sales of RTDs/High-strength Premixes by Subsector: % Total Volume Growth 2006-2011
Table 57 Forecast Sales of RTDs/High-strength Premixes by Subsector: % Total Value Growth 2006-2011
WINE IN CHILE
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE ENVIRONMENT
PROSPECTS
SECTOR DATA
Table 58 Sales of Wine by Subsector: Total Volume 2001-2006
Table 59 Sales of Wine by Subsector: Total Value 2001-2006
Table 60 Sales of Wine by Subsector: % Total Volume Growth 2001-2006
Table 61 Sales of Wine by Subsector: % Total Value Growth 2001-2006
Table 62 On-trade vs Off-trade Sales of Wine: Volume 2001-2006
Table 63 On-trade vs Off-trade Sales of Wine: Value 2001-2006
Table 64 On-trade vs Off-trade Sales of Wine: % Volume Growth 2001-2006
Table 65 On-trade vs Off-trade Sales of Wine: % Value Growth 2001-2006
Table 66 Volume Sales of Still Red Wine by Price Segment 2004-2006
Table 67 Volume Sales of Still White Wine by Price Segment 2004-2006
Table 68 Volume Sales of Still Rosé Wine by Price Segment 2004-2006
Table 69 Volume Sales of Other Sparkling Wine by Price Segment 2004-2006
Table 70 Sales of Still Red Wine by Grape/Varietal Type 2004-2006
Table 71 Sales of Still White Wine by Grape/Varietal Type 2004-2006
Table 72 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2006
Table 73 Sales of Still Red Wine by Quality Classification 2001-2006
Table 74 Sales of Still White Wine by Quality Classification 2001-2006
Table 75 Sales of Still Rosé Wine by Quality Classification 2001-2006
Table 76 Wine Production, Imports and Exports: Total Volume 2001-2005
Table 77 Wine Exports by Country of Destination: Total Volume 2001-2005
Table 78 Wine Exports by Country of Destination: Total Value 2001-2005
Table 79 Wine Imports by Country of Origin: Total Volume 2001-2005
Table 80 Wine Imports by Country of Origin: Total Value 2001-2005
Table 81 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2005
Table 82 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2005
Table 83 Brand Shares of Still Light Grape Wine 2002-2005
Table 84 Company Shares of Champagne by National Brand Owner 2003-2005
Table 85 Company Shares of Champagne by Global Brand Owner 2003-2005
Table 86 Brand Shares of Champagne 2003-2005
Table 87 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2005
Table 88 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2005
Table 89 Brand Shares of Fortified Wine and Vermouth 2003-2005
Table 90 Forecast Sales of Wine by Subsector: Total Volume 2006-2011
Table 91 Forecast Sales of Wine by Subsector: Total Value 2006-2011
Table 92 Forecast Sales of Wine by Subsector: % Total Volume Growth 2006-2011
Table 93 Forecast Sales of Wine by Subsector: % Total Value Growth 2006-2011
SPIRITS IN CHILE
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE ENVIRONMENT
PROSPECTS
SECTOR DATA
Table 94 Sales of Spirits by Subsector: Total Volume 2001-2006
Table 95 Sales of Spirits by Subsector: Total Value 2001-2006
Table 96 Sales of Spirits by Subsector: % Total Volume Growth 2001-2006
Table 97 Sales of Spirits by Subsector: % Total Value Growth 2001-2006
Table 98 On-trade vs Off-trade Sales of Spirits: Volume 2001-2006
Table 99 On-trade vs Off-trade Sales of Spirits: Value 2001-2006
Table 100 On-trade vs Off-trade Sales of Spirits: % Volume Growth 2001-2006
Table 101 On-trade vs Off-trade Sales of Spirits: % Value Growth 2001-2006
Table 102 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2006
Table 103 Sales of Gin by Premium/Super-premium Split 2004-2006
Table 104 Sales of Vodka by Premium/Super-premium Split 2004-2006
Table 105 Sales of Vodka by Flavoured vs Non-flavoured 2004-2006
Table 106 Spirits Production, Imports and Exports: Total Volume 2001-2005
Table 107 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2005
Table 108 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2005
Table 109 Vodka Production, Imports and Exports: Total Volume 2001-2005
Table 110 Gin Production, Imports and Exports: Total Volume 2001-2005
Table 111 Rum Production, Imports and Exports: Total Volume 2001-2005
Table 112 Liqueurs Production, Imports and Exports: Total Volume 2001-2005
Table 113 Company Shares of Spirits by National Brand Owner 2001-2005
Table 114 Company Shares of Spirits by Global Brand Owner 2001-2005
Table 115 Brand Shares of Spirits 2002-2005
Table 116 Forecast Sales of Spirits by Subsector: Total Volume 2006-2011
Table 117 Forecast Sales of Spirits by Subsector: Total Value 2006-2011
Table 118 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2006-2011
Table 119 Forecast Sales of Spirits by Subsector: % Total Value Growth 2006-2011