Alcoholic Drinks in Portugal
Euromonitor International's Alcoholic Drinks in Portugal 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: 164 | Publication date: Feb 2009
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
Sluggish increase in alcoholic drinks market
The overall alcoholic drinks market saw a slightly negative performance in 2008, with a mild decline in terms of volume sales. This was not applicable to all products, however. Some offerings, such as RTDs and spirits, saw volume sales increase, mostly due to young people’s changing drinking habits, with a shift away from more traditional drinks. This became evident in the volume decline of wine and beer, which constrained the overall performance of the alcoholic drinks market.
Weather conditions and smoking ban impact sales
2008 saw a tightening of Portuguese smoking law, with a smoking ban implemented in public places. This particularly affected the performance of beer and wine, especially in on-trade establishments. Portuguese consumers increasingly preferred to consume initial drinks at home, where they can freely enjoy a cigarette after the meal. Weather conditions also impacted performance. Traditionally, Portugal is a country with hot summer weather and little rain. Nevertheless, the weather in 2008 was much milder, with more rain and a cooler summer.
Premiumisation drives market
The Portuguese alcoholic drinks market is not seen as quite mature, and manufacturers still feel there is growth potential in the country. However, some products already benefit from strong consolidation such as wine and beer. The way to drive the market forward and regain the interest of consumers manufacturers offered an increasing number of premium products towards the end of the review period. This trend was seen across many product types: beer saw several new launches of different, more refined beer; wine, although still accounting for a small proportion of the market, several new launches of wine priced over EUR75.00; spirits also saw increased move towards targeting high-end customers.
Women represent increasingly targeted segment
Along with product innovation, several new launches are mainly targeting women. In fact, Portuguese society reflects the development and rising purchasing power of women as consumers. As they are getting married later in life, with an increasing number in full-time employment, women represent a consumer segment of rising potential for manufacturers. Once again, the trend is evident across products ranging from the new pear vodka, rosé port, and new qualities of rosé wine. On a different level the creation of drinks with different combinations such as mint chocolate and caramel clearly illustrates the target.
Grey future ahead
With the traditional slow performance of Portuguese economy, with a great discrepancies in spending power between the affluent and the poor, and new developments in the international market alongside the impact of the international credit crunch, the future looks grey for the alcoholic drink market in the country. This will mostly show its impact in the on-trade channel due to high prices. Consumers will reign in expenditure, and are likely to consume more drinks at home prior to going out.
Table of contents
ALCOHOLIC DRINKS IN PORTUGAL : MARKET INSIGHT
EXECUTIVE SUMMARY
Sluggish increase in alcoholic drinks market
Weather conditions and smoking ban impact sales
Premiumisation drives market
Women represent increasingly targeted segment
Grey future ahead
KEY TRENDS AND DEVELOPMENTS
Low economic performance hinders consumption
Sales polarisation
Manufacturers stimulate consumption by sponsoring life’s good moments
Women shape offer
Smoking ban impacts sales
Specialist Retailers
Merger and Acquisition Activity
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 Beer Brand 2008
Table 4 Selling Margin of a Typical Wine Brand 2008
Table 5 Selling Margin of a Typical Spirits Brand 2008
OPERATING ENVIRONMENT
Contraband/parallel Trade
Duty-free
Cross-border/private Imports
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 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 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - PORTUGAL
ADEGA COOPERATIVA DA BORBA - ALCOHOLIC DRINKS - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Adega Cooperativa de Borba: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Adega Cooperativa de Borba: Competitive Position 2007
PRIMEDRINKS - COMERCIALIZAçãO DE BEBIDAS ALCOOLICAS E PRODUTOS ALIMENTARES, SA - ALCOHOLIC DRINKS - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 4 PrimeDrinks Comercio de Bebidas: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 5 PrimeDrinks Comercialização de Bebidas SA: Competitive Position 2007
ROQUEVALE, SA - ALCOHOLIC DRINKS - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Roquevale SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Roquevale SA: Competitive Position 2007
SCC - SOCIEDADE CENTRAL DE CERVEJAS SA - ALCOHOLIC DRINKS - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Sociedade Central de Cervejas e Bebidas SA: Key Facts
Summary 9 Sociedade Central de Cervejas e Bebidas SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Sociedade Central de Cervejas e Bebidas SA: Competitive Position 2007
SOGRAPE - VINHOS DE PORTUGAL SA - ALCOHOLIC DRINKS - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Sogrape – Vinhos de Portugal SA: Key Facts
Summary 12 Sogrape – Vinhos de Portugal SA: Operational Indicators
COMPANY BACKGROUND
Summary 13 Sogrape Vinhos de Portugal: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 14 Sogrape Vinhos de Portugal: Competitive Position 2007
UNICER - BEBIDAS DE PORTUGAL, SA - ALCOHOLIC DRINKS - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Unicer – Bebidas de Portugal SA: Key Facts
Summary 16 Unicer – Bebidas de Portugal SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Unicer – Bebidas de Portugal: Competitive Position 2007
BEER IN PORTUGAL
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 18 Lager by Price Band 2008
Published data comparisons
SECTOR DATA
Table 22 Sales of Beer by Subsector: Total Volume 2003-2008
Table 23 Sales of Beer by Subsector: Total Value 2003-2008
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 25 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 30 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 31 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 32 Beer Exports by Country of Destination: Total Value 2002-2007
Table 33 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 34 Beer Imports by Country of Origin: Total Value 2002-2007
Table 35 Company Shares of Beer by National Brand Owner 2003-2007
Table 36 Company Shares of Beer by Global Brand Owner 2003-2007
Table 37 Brand Shares of Beer 2004-2007
Table 38 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 39 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN PORTUGAL
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORT
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 42 Sales of Cider/Perry: Total Volume 2003-2008
Table 43 Sales of Cider/Perry: Total Value 2003-2008
Table 44 Sales of Cider/Perry: % Total Volume Growth 2003-2008
Table 45 Sales of Cider/Perry: % Total Value Growth 2003-2008
Table 46 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008
Table 47 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008
Table 48 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008
Table 50 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007
Table 51 Cider/Perry Exports by Country of Destination: Total Volume 2002-2007
Table 52 Cider/Perry Exports by Country of Destination: Total Value 2002-2007
Table 53 Cider/Perry Imports by Country of Origin: Total Volume 2002-2007
Table 54 Cider/Perry Imports by Country of Origin: Total Value 2002-2007
Table 55 Company Shares of Cider/Perry by National Brand Owner 2003-2007
Table 56 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
Table 57 Brand Shares of Cider/Perry 2004-2007
Table 58 Forecast Sales of Cider/Perry: Total Volume 2008-2013
Table 59 Forecast Sales of Cider/Perry: Total Value 2008-2013
Table 60 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013
Table 61 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013
RTDS/HIGH-STRENGTH PREMIXES IN PORTUGAL
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 63 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 64 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 65 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 68 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 70 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 71 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 72 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN PORTUGAL
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 77 Sales of Wine by Subsector: Total Volume 2003-2008
Table 78 Sales of Wine by Subsector: Total Value 2003-2008
Table 79 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 80 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 81 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 82 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 83 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 84 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 85 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 86 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 87 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 88 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 89 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 90 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 91 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 92 Sales of Still Red Wine by Quality Classification 2003-2008
Table 93 Sales of Still White Wine by Quality Classification 2003-2008
Table 94 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 95 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 96 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 97 Wine Exports by Country of Destination: Total Value 2002-2007
Table 98 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 99 Wine Imports by Country of Origin: Total Value 2002-2007
Table 100 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 101 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 102 Brand Shares of Still Light Grape Wine 2004-2007
Table 103 Company Shares of Champagne by National Brand Owner 2004-2007
Table 104 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 105 Brand Shares of Champagne 2004-2007
Table 106 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 107 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 108 Brand Shares of Other Sparkling Wine 2004-2007
Table 109 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 110 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 111 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 112 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 113 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 114 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 115 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN PORTUGAL
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
SECTOR DATA
Table 116 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 117 Sales of Spirits by Subsector: Total Value 2003-2008
Table 118 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 119 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 120 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 121 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 122 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 123 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 124 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 125 Sales of Gin by Premium/Super-premium Split 2006-2008
Table 126 Sales of Vodka by Premium/Super-premium Split 2006-2008
Table 127 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 128 Spirits Production, Imports and Exports: Total Volume 2002-2007
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 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 139 Liqueurs 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