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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• Get insight into trends in market performance
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Product coverage

Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine

Executive summary

2008 sees slower volume growth than in recent years

Alcoholic drinks saw slower growth in 2008 than in recent years. Spirits saw stronger growth in 2008 but other alcoholic drinks that saw a rapid increase in per capita consumption during the review period such as RTDs/high-strength premixes and beer saw growth rates slow or sales decline due to higher levels of maturity. In the latter part of the year, the effects of the global financial crisis started to have an impact, with some consumers cutting back on their spending on alcoholic drinks, particularly in the on-trade where prices are significantly more expensive. Overall, on-trade sales ended up growing faster than off-trade for total 2008, as on-trade grew faster until the third quarter.

Premium beer makes inroads

Premium beer was the big success story in 2008, with imported premium lager and artisanal beer all performing better than standard and economy lager. Premium lager saw important launches towards the end of the review period, such as Stella Artois from Cervecería Chile, which helped support growth. In addition, consumers’ tastes are becoming more sophisticated, with consumers paying more attention to the flavour of beer and opting for quality products. The growth of large hypermarkets also aided an increase in sales of premium lager, with these outlets having the shelf space to carry a wider product assortment. In addition, upscale areas in larger cities saw the arrival of bars that specialise in serving premium lager, particularly microbrew brands such as Kross and Mestra, which helped to increase consumer awareness and interest in such products.

Cía Cervecerías Unidas SA keeps lead in 2007 while 2008 appears less rosy

Cía Cervecerías Unidas was able to maintain its share of alcoholic drinks in 2007 thanks to a strong performance in beer. In RTDs/high-strength premixes, the company saw its subsidiary Cía Pisquera de Chile’s share fall slightly in 2007 due to tougher competition from number two player Cooperativa Agrícola Pisquera de Elqui Ltda. For 2008 however, strong growth in imported beer will likely erode Cía Cervecerías Unidas SA’s share somewhat, as it only has one imported brand, Budweiser, in its portfolio.

Specialists see share slide

Specialists, which in Chile mainly consists of small neighbourhood liquor stores, saw its share of sales decline during the review period. This was mainly due to consumers having increasingly easy access to supermarkets and hypermarkets. The D y S chain in particular continued expanding, opening 10 new outlets in the third quarter of 2008 alone. Most consumers prefer to shop at supermarkets/hypermarkets rather than at small neighbourhood liquor store, as the former channel offers lower prices and a wider selection. In addition, there was growing popularity for niches such as artisanal beer, which small liquor stores do not have the shelf space to stock. This also shifted the balance in favour of supermarkets/hypermarkets. The one type of specialist retailer that did well towards the end of the review period was premium stores that mainly focus on wine and spirits, as consumers’ tastes are becoming more sophisticated.

Economic crisis to constrain forecast period growth

Growth is expected to slow in the forecast period. The economic crisis started to have an impact in Chile towards the end of the review period and is forecast to result in slowing growth during the forecast period, as worried consumers cut back on their spending on non-necessities. Growth will also slower as the dynamism seen in beer and RTDs/high-strength premixes during the review period settles down to steadier growth rates.

Table of contents

ALCOHOLIC DRINKS IN CHILE : MARKET INSIGHT

EXECUTIVE SUMMARY

2008 sees slower volume growth than in recent years

Premium beer makes inroads

Cía Cervecerías Unidas SA keeps lead in 2007 while 2008 appears less rosy

Specialists see share slide

Economic crisis to constrain forecast period growth

KEY TRENDS AND DEVELOPMENTS

Court ruling should open opportunities for smaller brewers

Economic problems likely to slow growth in premium alcoholic drinks

Congress considers legislation on alcohol advertising and product labelling

Specialist retailers lose share

Summary 1 Leading Specialist Retailers 2007

Market merger and acquisition activity

LEGISLATION

Summary 2 Drink Driving Penalties

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 2008

Table 3 Selling Margin of a Typical Imported Beer Brand 2008

Table 4 Selling Margin of a Typical Domestically Produced Beer Brand 2008

Table 5 Selling Margin of a Typical Domestically Produced Wine Brand 2008

Table 6 Selling Margin of a Typical Imported Wine Brand 2008

Table 7 Selling Margin of a Typical Domestically Produced Spirits Brand 2008

Table 8 Selling Margin of a Typical Imported Spirits Brand 2008

OPERATING ENVIRONMENT

MARKET INDICATORS

Table 9 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008

MARKET DATA

Table 10 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008

Table 11 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008

Table 12 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008

Table 13 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008

Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008

Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008

Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008

Table 17 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008

Table 18 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007

Table 19 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008

Table 20 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008

Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013

Table 22 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013

Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013

Table 24 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013

DEFINITIONS

Sources

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: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 5 Cía Pisquera de Chile SA: Competitive Position 2007

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 (CAPEL): Competitive Position 2007

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 2007

VIñA SAN PEDRO SA - ALCOHOLIC DRINKS - CHILE

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Viña San Pedro SA: Key Facts

Summary 11 Viña San Pedro SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 12 Viña San Pedro SA: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 13 Viña San Pedro SA: Competitive Position 2007

VIñA SANTA RITA SA - ALCOHOLIC DRINKS - CHILE

STRATEGIC DIRECTION

KEY FACTS

Summary 14 Viña Santa Rita SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 15 Viña Santa Rita SA: Competitive Position 2007

BEER IN CHILE

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Lager Price Band Methodology

Summary 16 Lager by Price Band 2008

Published Data Comparisons

Table 25 Sales of Beer by Subsector: Total Volume 2003-2008

Table 26 Sales of Beer by Subsector: Total Value 2003-2008

Table 27 Sales of Beer by Subsector: % Total Volume Growth 2003-2008

Table 28 Sales of Beer by Subsector: % Total Value Growth 2003-2008

Table 29 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008

Table 30 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008

Table 31 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 32 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 33 Beer: Production, Imports and Exports: Total Volume 2002-2007

Table 34 Beer Exports by Country of Destination: Total Volume 2002-2007

Table 35 Beer Exports by Country of Destination: Total Value 2002-2007

Table 36 Beer Imports by Country of Origin: Total Volume 2002-2007

Table 37 Beer Imports by Country of Origin: Total Value 2002-2007

Table 38 Company Shares of Beer by National Brand Owner 2003-2007

Table 39 Company Shares of Beer by Global Brand Owner 2003-2007

Table 40 Brand Shares of Beer 2004-2007

Table 41 Forecast Sales of Beer by Subsector: Total Volume 2008-2013

Table 42 Forecast Sales of Beer by Subsector: Total Value 2008-2013

Table 43 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013

Table 44 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013

RTDS/HIGH-STRENGTH PREMIXES IN CHILE

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Published Data Comparisons

SECTOR DATA

Table 45 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008

Table 46 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008

Table 47 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008

Table 48 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008

Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008

Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008

Table 51 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008

Table 52 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008

Table 53 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007

Table 54 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007

Table 55 Brand Shares of RTDS/High-strength Premixes 2004-2007

Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013

Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013

Table 58 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013

Table 59 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013

WINE IN CHILE

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

Published Data Comparisons

SECTOR DATA

Table 60 Sales of Wine by Subsector: Total Volume 2003-2008

Table 61 Sales of Wine by Subsector: Total Value 2003-2008

Table 62 Sales of Wine by Subsector: % Total Volume Growth 2003-2008

Table 63 Sales of Wine by Subsector: % Total Value Growth 2003-2008

Table 64 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008

Table 65 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008

Table 66 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 67 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 68 Volume Sales of Still Red Wine by Price Segment 2003-2008

Table 69 Volume Sales of Still White Wine by Price Segment 2003-2008

Table 70 Volume Sales of Still Rosé Wine by Price Segment 2003-2008

Table 71 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008

Table 72 Sales of Still Red Wine by Grape/Varietal Type 2003-2008

Table 73 Sales of Still White Wine by Grape/Varietal Type 2003-2008

Table 74 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008

Table 75 Sales of Still Red Wine by Quality Classification 2003-2008

Table 76 Sales of Still White Wine by Quality Classification 2003-2008

Table 77 Sales of Still Rosé Wine by Quality Classification 2003-2008

Table 78 Wine Production, Imports and Exports: Total Volume 2002-2007

Table 79 Wine Exports by Country of Destination: Total Volume 2002-2007

Table 80 Wine Exports by Country of Destination: Total Value 2002-2007

Table 81 Wine Imports by Country of Origin: Total Volume 2002-2007

Table 82 Wine Imports by Country of Origin: Total Value 2002-2007

Table 83 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007

Table 84 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007

Table 85 Brand Shares of Still Light Grape Wine 2004-2007

Table 86 Company Shares of Champagne by National Brand Owner 2004-2007

Table 87 Company Shares of Champagne by Global Brand Owner 2004-2007

Table 88 Brand Shares of Champagne 2004-2007

Table 89 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007

Table 90 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007

Table 91 Brand Shares of Fortified Wine and Vermouth 2004-2007

Table 92 Forecast Sales of Wine by Subsector: Total Volume 2008-2013

Table 93 Forecast Sales of Wine by Subsector: Total Value 2008-2013

Table 94 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013

Table 95 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013

SPIRITS IN CHILE

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 96 Sales of Spirits by Subsector: Total Volume 2003-2008

Table 97 Sales of Spirits by Subsector: Total Value 2003-2008

Table 98 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008

Table 99 Sales of Spirits by Subsector: % Total Value Growth 2003-2008

Table 100 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008

Table 101 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008

Table 102 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 103 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 104 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008

Table 105 Sales of Gin by Premium/Super-premium Split 2003-2008

Table 106 Sales of Vodka by Premium/Super-premium Split 2003-2008

Table 107 Sales of Flavoured vs Non-flavoured Vodka 2003-2008

Table 108 Spirits Production, Imports and Exports: Total Volume 2002-2007

Table 109 Spirits Exports by Country of Destination: Total Volume 2002-2007

Table 110 Spirits Exports by Country of Destination: Total Value 2002-2007

Table 111 Spirits Imports by Country of Origin: Total Volume 2002-2007

Table 112 Spirits Imports by Country of Origin: Total Value 2002-2007

Table 113 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007

Table 114 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007

Table 115 Vodka Production, Imports and Exports: Total Volume 2002-2007

Table 116 Gin Production, Imports and Exports: Total Volume 2002-2007

Table 117 Rum Production, Imports and Exports: Total Volume 2002-2007

Table 118 Liqueurs Production: Total Volume 2002-2007

Table 119 Company Shares of Spirits by National Brand Owner 2003-2007

Table 120 Company Shares of Spirits by Global Brand Owner 2003-2007

Table 121 Brand Shares of Spirits 2004-2007

Table 122 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013

Table 123 Forecast Sales of Spirits by Subsector: Total Value 2008-2013

Table 124 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013

Table 125 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013