Alcoholic
Alcoholic Drinks

Alcoholic Drinks in Venezuela

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: 158  |  Publication date: Mar 2008
Cost: 
GBP950.00

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  • 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

High oil revenues continue to fuel consumption boom in 2007

Contrary to many macroeconomic forecasts, the consumption boom continued in Venezuela during 2007. Higher oil prices allowed the government to continue funding its social welfare programmes. This in turn allowed low-income consumers to increase their spending, invigorating the alcoholic drinks market. As a result, total alcoholic drinks volume and current value sales (off- plus on-trade) grew at a faster pace than in 2006. Alcoholic drinks categories where products are positioned as status symbols, such as whisk(e)y, wine, imported beer and vodka, developed at a faster pace than those with a commodity image, for example rum, cider/perry, aguardiente and aniseed-flavoured spirits.

New taxes and regulations cause unit prices to skyrocket

Average unit prices in alcoholic drinks skyrocketed towards the end of the review period as the government announced new regulatory policies. The provision of preferential currency rates to alcoholic drinks importers, an indirect subsidy, was revoked. Imports must now be paid for with free market currency, making them more than twice as expensive. A new tax on selective consumption was also enacted. Manufacturers and importers must now pay a tax of between 20% and 35% on the value added between the cost of manufacturing or import and the final consumer price. Though it did not say so officially, the government introduced these measures out of a desire to reduce alcoholic drinks consumption in Venezuela. Aside from this, alcoholic drinks manufacturers also had to contend with an additional new tax on financial transactions. All of these developments combined caused average unit prices to rise dramatically in current value terms over 2006-2007.

Product segmentation becomes more important in key categories

Producers in beer, whisk(e)y, rum and other key categories placed more importance on product segmentation towards the end of the review period, as various socio-economic groups displayed differing consumption patterns. Lower-income consumers increased their overall consumption, often trading up to products that were traditionally targeted at higher-income consumers. As a result, premium products gained popularity throughout the alcoholic drinks market.

One of the main beneficiaries of this trend was wine, where companies focused on consumer education instead of advertising and promotion in an effort to attract new drinkers and boost volume sales. At the same time, manufacturers offered more premium wine products to appeal to an increasingly sophisticated and knowledgeable consumer base, driving growth in current value sales.

Independent food stores continues to lose ground in distribution

Specialist chains continued to dominate retail alcoholic drinks distribution in 2007. The retail volume share of specialists was up on 2006 thanks to the success of chained players in meeting the needs of traditional alcoholic drinks consumers while also attracting new groups such as women and high-income earners. Independent stores channel operators continued to lose ground in 2007. This downward trend is likely to be maintained over the forecast period, as they cannot compete with specialists and supermarkets/hypermarkets chains in terms of low prices or value-added services.

Alcoholic drinks players face a tougher operating environment over 2007-2012

Import restrictions and currency devaluation will pose big challenges for multinational companies operating in the Venezuelan alcoholic drinks market over the forecast period. The impact of new taxes and currency rates on prices will force many Venezuelans to reduce their alcoholic drinks consumption or trade down to cheaper products. Another potential threat is economic uncertainty, which continued to loom in 2007 despite high oil prices.

Table of contents

ALCOHOLIC DRINKS IN VENEZUELA : MARKET INSIGHT

EXECUTIVE SUMMARY

High oil revenues continue to fuel consumption boom in 2007

New taxes and regulations cause unit prices to skyrocket

Product segmentation becomes more important in key categories

Independent food stores continues to lose ground in distribution

Alcoholic drinks players face a tougher operating environment over 2007-2012

KEY TRENDS AND DEVELOPMENTS

Aspirational behaviour shapes the development of alcoholic drinks

Price increases fuel a trend towards trading down to cheaper products

Security concerns impact negatively on on-trade consumption

Venezuelan consumers acquire more sophisticated food and drink tastes

Specialist Retailers

Summary 1 Leading Specialist Retailers 2006

Market Merger and Acquisition Activity

Summary 2 Speculated Merger and Acquisition Activity 2008

LEGISLATION

TAXATION AND DUTY LEVIES

Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007

Table 2 Taxation and Duty Levels on Alcoholic Drinks 2007 Imported Products

Table 3 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2007

Table 4 Selling Margin of a Typical Beer Brand 2007

Table 5 Selling Margin of a Typical Wine Brand 2007

Table 6 Selling Margin of a Typical Imported Spirits Brand 2007

OPERATING ENVIRONMENT

MARKET INDICATORS

Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007

MARKET DATA

Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007

Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007

Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007

Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007

Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007

Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007

Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007

Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007

Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006

Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007

Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007

Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012

Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012

Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012

Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012

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 2006

PONCHE CREMA CA - ALCOHOLIC DRINKS - VENEZUELA

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Ponche Crema CA: Key Facts

Summary 8 Ponche Crema CA: Operational Indicators 2005-2006

COMPANY BACKGROUND

PRODUCTION

Summary 9 Ponche Crema CA: Production Statistics 2005

COMPETITIVE POSITIONING

Summary 10 Ponche Crema CA: Competitive Position 2005

RON SANTA TERESA CA - ALCOHOLIC DRINKS - VENEZUELA

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Ron Santa Teresa CA: Key Facts

Summary 12 Ron Santa Teresa CA: Operational Indicators 2004-2006

COMPANY BACKGROUND

PRODUCTION

Summary 13 Ron Santa Teresa CA: Production Statistics 2005

COMPETITIVE POSITIONING

Summary 14 Ron Santa Teresa CA: Competitive Position 2006

TAMAYO & CíA SA - ALCOHOLIC DRINKS - VENEZUELA

STRATEGIC DIRECTION

KEY FACTS

Summary 15 Tamayo & Cía SA: Key Facts

Summary 16 Tamayo & Cía SA: Operational Indicators 2004-2006

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 17 Tamayo & Cía SA: Competitive Position 2006

BEER IN VENEZUELA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

Production, Imports and Exports

PROSPECTS

SECTOR DATA

Table 23 Sales of Beer by Subsector: Total Volume 2002-2007

Table 24 Sales of Beer by Subsector: Total Value 2002-2007

Table 25 Sales of Beer by Subsector: % Total Volume Growth 2002-2007

Table 26 Sales of Beer by Subsector: % Total Value Growth 2002-2007

Table 27 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007

Table 28 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007

Table 29 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007

Table 30 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007

Table 31 Beer: Production, Imports and Exports: Total Volume 2001-2006

Table 32 Beer Exports by Country of Destination: Total Volume 2001-2006

Table 33 Beer Exports by Country of Destination: Total Value 2001-2006

Table 34 Beer Imports by Country of Origin: Total Volume 2001-2006

Table 35 Beer Imports by Country of Origin: Total Value 2001-2006

Table 36 Company Shares of Beer by National Brand Owner 2002-2006

Table 37 Company Shares of Beer by Global Brand Owner 2002-2006

Table 38 Brand Shares of Beer 2003-2006

Table 39 Forecast Sales of Beer by Subsector: Total Volume 2007-2012

Table 40 Forecast Sales of Beer by Subsector: Total Value 2007-2012

Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012

Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012

CIDER/PERRY IN VENEZUELA

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 43 Sales of Cider/Perry: Total Volume 2002-2007

Table 44 Sales of Cider/Perry: Total Value 2002-2007

Table 45 Sales of Cider/Perry: % Total Volume Growth 2002-2007

Table 46 Sales of Cider/Perry: % Total Value Growth 2002-2007

Table 47 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007

Table 48 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007

Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007

Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007

Table 51 Company Shares of Cider/Perry by National Brand Owner 2002-2006

Table 52 Company Shares of Cider/Perry by Global Brand Owner 2002-2006

Table 53 Brand Shares of Cider/Perry 2003-2006

Table 54 Forecast Sales of Cider/Perry: Total Volume 2007-2012

Table 55 Forecast Sales of Cider/Perry: Total Value 2007-2012

Table 56 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012

Table 57 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012

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 2002-2007

Table 59 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007

Table 60 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007

Table 61 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007

Table 62 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007

Table 63 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007

Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007

Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007

Table 66 RTDS/High-strength Premixes Production, Imports and Exports: Total Volume 2001-2006

Table 67 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006

Table 68 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006

Table 69 Brand Shares of RTDS/High-strength Premixes 2003-2006

Table 70 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012

Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012

Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012

Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012

WINE IN VENEZUELA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 74 Sales of Wine by Subsector: Total Volume 2002-2007

Table 75 Sales of Wine by Subsector: Total Value 2002-2007

Table 76 Sales of Wine by Subsector: % Total Volume Growth 2002-2007

Table 77 Sales of Wine by Subsector: % Total Value Growth 2002-2007

Table 78 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007

Table 79 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007

Table 80 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007

Table 81 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007

Table 82 Volume Sales of Still Red Wine by Price Segment 2004-2007

Table 83 Volume Sales of Still White Wine by Price Segment 2004-2007

Table 84 Volume Sales of Still Rosé Wine by Price Segment 2004-2007

Table 85 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007

Table 86 Sales of Still Red Wine by Grape/Varietal Type 2004-2007

Table 87 Sales of Still White Wine by Grape/Varietal Type 2004-2007

Table 88 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007

Table 89 Sales of Still Red Wine by Quality Classification 2002-2007

Table 90 Sales of Still White Wine by Quality Classification 2002-2007

Table 91 Sales of Still Rosé Wine by Quality Classification 2002-2007

Table 92 Wine Production, Imports and Exports: Total Volume 2001-2006

Table 93 Wine Exports by Country of Destination: Total Volume 2001-2006

Table 94 Wine Exports by Country of Destination: Total Value 2001-2006

Table 95 Wine Imports by Country of Origin: Total Volume 2001-2006

Table 96 Wine Imports by Country of Origin: Total Value 2001-2006

Table 97 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006

Table 98 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006

Table 99 Brand Shares of Still Light Grape Wine 2003-2006

Table 100 Company Shares of Champagne by National Brand Owner 2003-2006

Table 101 Company Shares of Champagne by Global Brand Owner 2003-2006

Table 102 Brand Shares of Champagne 2003-2006

Table 103 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006

Table 104 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006

Table 105 Brand Shares of Other Sparkling Wine 2003-2006

Table 106 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006

Table 107 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006

Table 108 Brand Shares of Fortified Wine and Vermouth 2003-2006

Table 109 Forecast Sales of Wine by Subsector: Total Volume 2007-2012

Table 110 Forecast Sales of Wine by Subsector: Total Value 2007-2012

Table 111 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012

Table 112 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012

SPIRITS IN VENEZUELA

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Vodka, gin and other blended Scotch whisky price band methodology

Summary 18 Benchmark brands – Venezuela

SECTOR DATA

Table 113 Sales of Spirits by Subsector: Total Volume 2002-2007

Table 114 Sales of Spirits by Subsector: Total Value 2002-2007

Table 115 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007

Table 116 Sales of Spirits by Subsector: % Total Value Growth 2002-2007

Table 117 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007

Table 118 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007

Table 119 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007

Table 120 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007

Table 121 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007

Table 122 Sales of Gin by Premium/Super-premium Split 2004-2007

Table 123 Sales of Vodka by Premium/Super-premium Split 2004-2007

Table 124 Sales of Flavoured vs Non-flavoured Vodka 2004-2007

Table 125 Spirits Production, Imports and Exports: Total Volume 2001-2006

Table 126 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006

Table 127 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006

Table 128 Vodka Production, Imports and Exports: Total Volume 2001-2006

Table 129 Gin Production, Imports and Exports: Total Volume 2001-2006

Table 130 Rum Production, Imports and Exports: Total Volume 2001-2006

Table 131 Tequila Production, Imports and Exports: Total Volume 2001-2006

Table 132 Liqueurs Production: Total Volume 2001-2006

Table 133 Other Spirits Production: Total Volume 2001-2006

Table 134 Company Shares of Spirits by National Brand Owner 2002-2006

Table 135 Company Shares of Spirits by Global Brand Owner 2002-2006

Table 136 Brand Shares of Spirits 2003-2006

Table 137 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012

Table 138 Forecast Sales of Spirits by Subsector: Total Value 2007-2012

Table 139 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012

Table 140 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012

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