Alcoholic Drinks in Venezuela
Euromonitor International's Alcoholic Drinks in Venezuela 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: 161 | Publication date: Jan 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
Industry maintains growth despite decrease in consumer purchasing power
Volume growth of the alcoholic drinks industry remained unchanged in 2008 despite a slowdown in Venezuela’s economic growth, which helped contribute to a decline in average consumer purchasing power. Lower economic growth rates, combined with rising inflation, slowed the high rates of consumption witnessed during the middle of the review period, causing growth in more expensive sectors to slow down. However, the dynamism of certain emerging alcoholic drinks helped to offset this, allowing 2008 growth rates to remain at a healthy level.
Growing interest in gastronomy supports strong growth in wine
Wine was once again the best performing sector in 2008, benefiting from Venezuela’s growing interest in gastronomy. Venezuelans are paying more attention to international trends in dining, which has sparked their curiosity for wine and its role in food and cooking. This is especially true among Venezuela’s young adult population, which tends to be more open to experimenting with new international trends. As a result, the industry has witnessed the emergence of a wine-drinking culture, which has made consumers more enthusiastic about learning about the different aspects of wine.
Empresas Polar CA increases its overwhelming lead of the industry
Measured in volume terms, Empresas Polar CA led the alcoholic drinks industry by a wide margin in 2007 through its strong presence in the beer, wine and RTDs/high-strength premixes sectors. Maintaining its lead was not enough for the company as it embarked on numerous aggressive campaigns to actually increase its lead in all three of these sectors. The company’s stronghold comes mainly from its presence in beer, in which it manages the country’s most popular brand, namely Polar Ice. Its wide range of products has put the company in a very strong position to quickly and effectively respond to changing consumer preferences and emerging market trends. Thus, it is expected that Empresas Polar will continue to dominate volume sales of alcoholic drinks over the long term, barring any unexpected circumstances.
Specialists increase their share of off-trade volume sales
Despite gains by supermarkets/hypermarkets earlier in the review period, specialist retailers re-established their dominant position in the distribution of alcoholic drinks in 2008, increasing their share of off-trade volume sales. Specialist retailers are generally more conveniently located near to consumer homes and also provide more helpful assistance to undecided customers, making it a more attractive channel. This latter point is especially poignant when it comes to wine and spirits, where consumers might not be as knowledgeable. Furthermore, specialist retailers tend to carry a greater selection of products, making them the ideal place for the purchase of non-traditional products.
Volume growth expected to slow as the Venezuelan economy cools down
Industry sources expect overall growth to post a marked decline over the 2008-2013 period due to bleak prospects for the Venezuelan economy. The strong growth seen in alcoholic drinks over 2003-2008 is unlikely to be maintained over the forecast period as the Venezuelan economy is not expected to experience growth rates as impressive as those seen over the 2003-2008 period, which allowed consumer purchasing power to significantly expand. Manufacturers are, therefore, researching ways to expand consumption occasions and strengthen their traditional bases to weather the industry slowdown.
Table of contents
ALCOHOLIC DRINKS IN VENEZUELA : MARKET INSIGHT
EXECUTIVE SUMMARY
Industry maintains growth despite decrease in consumer purchasing power
Growing interest in gastronomy supports strong growth in wine
Empresas Polar CA increases its overwhelming lead of the industry
Specialists increase their share of off-trade volume sales
Volume growth expected to slow as the Venezuelan economy cools down
KEY TRENDS AND DEVELOPMENTS
Large young adult population allows manufacturers to grow their consumer base, but requires modernisation of marketing techniques
Security concerns restrict on-trade growth
Attention to health having a stronger influence on consumption decisions
Aspirational behaviour shapes the development of alcoholic drinks
Specialist Retailers
Summary 1 Leading Specialist Retailers 2007
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2007-2008
LEGISLATION
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008 (5)
Table 2 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 3 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 4 Selling Margin of a Typical Domestically Produced Beer Brand 2008
Table 5 Selling Margin of a Typical Imported Wine Brand 2008
Table 6 Selling Margin of a Typical Imported Spirits Brand 2008
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 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 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 3 Research Sources
LOCAL COMPANY PROFILES - VENEZUELA
CERVECERA REGIONAL CA - ALCOHOLIC DRINKS - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Cervecera Regional CA Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 5 Cervecera Regional CA: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 6 Cervecera Regional CA: Competitive Position 2007
EMPRESAS POLAR CA - ALCOHOLIC DRINKS - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Empresas Polar CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 8 Empresas Polar CA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Empresas Polar CA: Competitive Position 2007
PONCHE CREMA CA - ALCOHOLIC DRINKS - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Ponche Crema CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 11 Ponche Crema CA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Ponche Crema CA: Competitive Position 2007
RON SANTA TERESA CA - ALCOHOLIC DRINKS - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Ron Santa Teresa CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 14 Ron Santa Teresa CA: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 15 Ron Santa Teresa SA: Competitive Position 2007
TAMAYO & CíA SA - ALCOHOLIC DRINKS - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Tamayo & Cía SA: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 17 Tamayo & Cía SA: Competitive Position 2007
BEER IN VENEZUELA
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 23 Sales of Beer by Subsector: Total Volume 2003-2008
Table 24 Sales of Beer by Subsector: Total Value 2003-2008
Table 25 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 26 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 31 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 32 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 33 Beer Exports by Country of Destination: Total Value 2002-2007
Table 34 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 35 Beer Imports by Country of Origin: Total Value 2002-2007
Table 36 Company Shares of Beer by National Brand Owner 2003-2007
Table 37 Company Shares of Beer by Global Brand Owner 2003-2007
Table 38 Brand Shares of Beer 2004-2007
Table 39 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 40 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN VENEZUELA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Cider/Perry: Total Volume 2003-2008
Table 44 Sales of Cider/Perry: Total Value 2003-2008
Table 45 Sales of Cider/Perry: % Total Volume Growth 2003-2008
Table 46 Sales of Cider/Perry: % Total Value Growth 2003-2008
Table 47 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008
Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008
Table 51 Company Shares of Cider/Perry by National Brand Owner 2003-2007
Table 52 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
Table 53 Brand Shares of Cider/Perry 2004-2007
Table 54 Forecast Sales of Cider/Perry: Total Volume 2008-2013
Table 55 Forecast Sales of Cider/Perry: Total Value 2008-2013
Table 56 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013
Table 57 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013
RTDS/HIGH-STRENGTH PREMIXES IN VENEZUELA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 59 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 60 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 61 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 62 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 63 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 66 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 67 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 68 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 69 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 70 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN VENEZUELA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 73 Sales of Wine by Subsector: Total Volume 2003-2008
Table 74 Sales of Wine by Subsector: Total Value 2003-2008
Table 75 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 76 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 77 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 78 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 79 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 80 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 81 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 82 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 83 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 84 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 85 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 86 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 87 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 88 Sales of Still Red Wine by Quality Classification 2003-2008
Table 89 Sales of Still White Wine by Quality Classification 2003-2008
Table 90 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 91 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 92 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 93 Wine Exports by Country of Destination: Total Value 2002-2007
Table 94 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 95 Wine Imports by Country of Origin: Total Value 2002-2007
Table 96 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 97 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 98 Brand Shares of Still Light Grape Wine 2004-2007
Table 99 Company Shares of Champagne by National Brand Owner 2004-2007
Table 100 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 101 Brand Shares of Champagne 2004-2007
Table 102 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 103 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 104 Brand Shares of Other Sparkling Wine 2004-2007
Table 105 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 106 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 107 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 108 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 109 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 110 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 111 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN VENEZUELA
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 112 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 113 Sales of Spirits by Subsector: Total Value 2003-2008
Table 114 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 115 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 116 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 117 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 118 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 119 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 120 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 121 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 122 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 123 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 124 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 125 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 126 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 127 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 128 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 129 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 130 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 131 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 132 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 133 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 134 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 135 Liqueurs Production: Total Volume 2002-2007
Table 136 Other Spirits Production: Total Volume 2002-2007
Table 137 Company Shares of Spirits by National Brand Owner 2003-2007
Table 138 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 139 Brand Shares of Spirits 2004-2007
Table 140 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 141 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 142 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 143 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013