Alcoholic Drinks in Uruguay
Euromonitor International's Alcoholic Drinks in Uruguay 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: 105 | Publication date: May 2008
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 industry shows recovery
After the sharp decline in volume sales of 2002 and 2003 as a direct consequence of the 2002 crisis, the economy recovered at a fast pace and helped to stop the downward trend and improve all sector volumes of alcoholic drinks.
Beer and Scotch whisky fuel volume growth
Beer is being aggressively marketed by InBev’s Fábrica Nacionales de Cerveza via extensive advertising campaigns and launches of new premium products: Pilsen Stout and Patricia Red Ale in 2007. After maintaining a constant price for its best-selling Pilsen beer between 2002 and 2006, and having the monopoly of beer sales, the company has gone all out to improve volumes, prices and margins. In 2007, it has been able to secure a long-term agreement with its workers’ union and solved a conflict with the truckers’ union, assuring the company a less conflictive future and smooth distribution of its products.
Blended Scotch whiskies, volumes already on the decline before the 2002 crisis, hit an all time low in 2003. The improvement in disposable income and adequate advertising by the major multinational players brought consumers back to consuming Scotch whiskies again. The amendment in excise tax (IMESI), which included Scotch whiskies in the same categories as domestic products, resulted in a reduction of prices for Scotch whiskies in 2005 and also helped to bring up volumes in 2006 and 2007 as standard Scotch brands became only slightly more expensive than domestic or Argentinean brands. Nevertheless, volumes of blended Scotch whiskies remain below the historic high of 1998 and there is ample room for further growth.
Same players dominate alcoholic drinks
In volume terms, consumption of wine and beer outstrips that of all the other types of alcoholic drinks by a very large margin. Therefore, the leading companies in these respective subsectors dominate the alcoholic drinks industry and have been a constant over the past years for the first 15 companies. Fábrica Nacionales de Cerveza is the leader by volume of alcoholic drinks as a whole, followed by Viña Santa Teresa the major producer of table wines, and six other wineries. Cía Industrial de Cerveza SA would rank ninth. However, Euromonitor system does not yet include wines market shares in Uruguay, so the system will show only manufacturers’ sales of alcoholic drinks other than wine. For that reason Cía Industrial de Cerveza SA appears as second by volume market share. Pernod Ricard Uruguay and Diageo Uruguay climb several places when considering value sales as their volume shares are derived mainly from blended Scotch whiskies which are more expensive than the average alcoholic drink.
Distribution remains unchanged
The volume of alcoholic drinks sold through specialist retailers in Uruguay, mostly consisting of premium brands, champagne, single malt Scotch whisky and cognac, is relatively low. The bulk of sales, being table wine, beer and to a lesser degree cider are concentrated in supermarkets/hypermarkets, independent grocers and, lately, discounter channels. Despite a small percentage drop in 2007, sales through supermarkets/hypermarkets are expected to pick up during the forecast period, as the main chains are opening more outlets both in medium to low income neighbourhoods and in the interior of the country. They are dedicating more floor space and personnel to serve consumers buying alcoholic drinks.
Further growth lies ahead
Beer and blended Scotch whiskies will continue to be the engines behind the growth of alcoholic drinks during the forecast period. FNC’s campaign to increase sales volumes outside the summer months in 2007 were successful and now that its “winter” brands are well established among consumers, it is foreseen that winter sales will continue to improve during the 2007-2012 forecast period. The efforts by Pernod Ricard to position Ballantine’s as the best-selling brand is already producing a reaction from Diageo which has increased the frequency of its TV advertisements. This contest is expected to increase volume sales for both multinationals.
Table of contents
ALCOHOLIC DRINKS IN URUGUAY : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks industry shows recovery
Beer and Scotch whisky fuel volume growth
Same players dominate alcoholic drinks
Distribution remains unchanged
Further growth lies ahead
KEY TRENDS AND DEVELOPMENTS
Consumers ready to trade up
High level of fragmentation in domestic quality wine
Alcohol consumption growing among teenagers
Specialist Retailers
Summary 1 Leading Specialist Retailers 2006
Market Merger and Acquisition Activity
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation on Alcoholic Drinks 2007 (example)
Table 2 Price structure of a Typical Domestically Produced Beer Brand 2007
Table 3 Price structure of a Typical Imported Beer Brand 2007
OPERATING ENVIRONMENT
MARKET DATA
Table 4 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 5 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 6 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 7 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 8 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 9 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 10 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 12 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 13 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 14 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 15 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 16 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 17 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 18 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Summary 2 Research Sources
BEER
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Summary 3 Lager by Price Band 2007
Sector Data
Table 19 Sales of Beer by Subsector: Total Volume 2002-2007
Table 20 Sales of Beer by Subsector: Total Value 2002-2007
Table 21 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 22 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 23 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 24 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 25 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 26 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 27 Company Shares of Beer by National Brand Owner 2002-2006
Table 28 Company Shares of Beer by Global Brand Owner 2002-2006
Table 29 Brand Shares of Beer 2003-2006
Table 30 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 31 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 32 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 33 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
WINE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 34 Sales of Wine by Subsector: Total Volume 2002-2007
Table 35 Sales of Wine by Subsector: Total Value 2002-2007
Table 36 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 37 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 38 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 39 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 40 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 41 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 42 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 43 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 44 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 45 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Data
Table 46 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 47 Sales of Spirits by Subsector: Total Value 2002-2007
Table 48 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 49 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 50 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 51 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 52 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 53 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 54 Company Shares of Spirits by National Brand Owner 2002-2006
Table 55 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 56 Brand Shares of Spirits 2003-2006
Table 57 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 58 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 59 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 60 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012
CIDER
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Data
Table 61 Sales of Cider/Perry: Total Volume 2002-2007
Table 62 Sales of Cider/Perry: Total Value 2002-2007
Table 63 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 64 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 65 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 66 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 67 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 68 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 69 Company Shares of Cider/Perry by National Brand Owner 2002-2006
Table 70 Company Shares of Cider/Perry by Global Brand Owner 2002-2006
Table 71 Brand Shares of Cider/Perry 2003-2006
Table 72 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 73 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 74 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 75 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Data
Table 76 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 77 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 78 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 79 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 80 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 81 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 82 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 83 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 84 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 85 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 86 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 87 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 88 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 89 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 90 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
CABA SA
Strategic Direction
Key Facts
Summary 4 CABA SA: Key Facts
Company Background
ProduCtion
Summary 5 CABA SA: Production Statistics 2006
Competitive Positioning
Summary 6 CABA SA: Competitive Position 2006
BODEGAS CASTILLO VIEJO
Strategic Direction
Key Facts
Summary 7 Bodegas Castillo Viejo: Key Facts
Company Background
Production
Summary 8 Bodegas Castillo Viejo SA: Production Statistics 2006
Competitive Positioning
Summary 9 Summary Bodegas Castillo Viejo SA: Competitive Position 2006
CÉSAR PISANO E HIJOS SA (VINOS PISANO)
Strategic Direction
Key Facts
Summary 10 Vinos Pisano: Key Facts
Company Background
Production
Summary 11 Vinos Pisano: Production Statistics 2006
Competitive Positioning
Summary 12 Summary Vinos Pisano: Competitive Position 2006
VIÑEDOS Y BODEGA FILGUEIRA (CASA FILGUEIRA)
Strategic Direction
Key Facts
Summary 13 Casa Filgueira: Key Facts
Company Background
Production
Summary 14 Casa Filgueira: Production Statistics 2006
Competitive Positioning
Summary 15 Summary Casa Filgueira: Competitive Position 2006