The demand for alcoholic drinks shows a slight improvement in 2013
The relatively better performance showed by alcoholic drinks in Costa Rica during 2013 (when compared with the review period CAGR) was the result of the ongoing and gradual recovery from the lingering effects of the recent economic downturn and the current transit legislation, which contemplates harsh penalties for drink-driving. Alcoholic drinks continues benefiting from the approved free trade agreements, which have boosted the broader availability of products and brands, from imported economy beer to differentiated spirits, while also consolidating global trends and cultures within the market, which are reflected in the rising popularity of craft beer and wine varieties.
Craft beer and the wine culture continue consolidating in Costa Rica
The further availability of craft beer and the rising interest in wine among Costa Ricans has continued to benefit the performance of these categories in the country, especially as the current transit legislation keeps incentivising consumers to opt for lower-alcoholic-content drinks. The unfolding globalisation process and the constantly updating trends (which demand novel off-trade alternatives) have allowed room for locally manufactured craft beer and a broader offering of wine types, particularly at high-end restaurants as well as among pubs and wine bars, which are often used as a platform for increasing the demand for, and visibility of, differentiated and added-value alternatives.
Florida Bebidas SA consolidates its positioning within spirits in 2013
The local brewery Florida Bebidas SA (which had already absorbed the distribution of a wine division during 2011) kept expanding its alliance with local distributor HÅ&COM Bebidas del Mundo SA in 2013 (which has had a strategic alliance with Diageo Plc and Bacardi & Co Ltd since 1998), assuming the distribution of top-of-mind brands such as Johnnie Walker, J&B, Smirnoff, Flor de Caña, Captain Morgan among others. The consolidated logistics and remarkable distribution system keeps allowing Florida Bebidas SA to take further advantage of such strategic alliances, in order to keep consolidating its leading position within the local alcoholic drinks market.
The off-trade channel continues to benefit within the local market
The on-trade consumption of alcoholic drinks continued to show a low-key performance during 2013. Factors such as the validated Transit Law, the tobacco control legislation and even the consolidation of social networking trends (which allow friends to interact online instead of going out to bars) have continued to benefit the development of the off-trade channels within alcoholic drinks, as more locals prefer staying at home to drink with friends on a more regular basis. Besides this, the increasing availability of novel products and brands offered by most modern grocery retailers, the shopping convenience (particularly in the case of supermarkets and convenience stores) and the still-recovering economic situation have kept driving consumers to spend more time at home, while remaining very cautious in relation to unnecessary expenses.
Added-value alternatives are anticipated to gain in relevance over the forecast period
In spite of the slow recovery seen so far in the volume sales of most alcoholic drinks since the economic downturn of 2009, manufacturers are expected to keep focusing on adding value to their products over the forecast period. Most players shall keep relying on new product development in order to add dynamism and maintain the positions of their most relevant brands, especially as the amount of imported products keeps rising at a high pace. Differentiated features, such as organic, biodynamic, fair trade, gluten-free and environmentally friendly packaging might be key developing factors over the forecast period, while the wine and artisanal beer cultures shall continue consolidating among locals.
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The Alcoholic Drinks in Costa Rica market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Production, imports by origin, exports by destination
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Alcoholic Drinks in Costa Rica?
- What are the major brands in Costa Rica?
- Have there been any alcoholic drinks legislative changes over the past 12 months?
- How is the alcoholic drinks industry affected by the recession?
- What is consumed more; beer, wine or spirits?
- What have been the key trends seen in new product developments?
- Do alcoholic drinks consumers want value for money or added value?
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This industry report originates from Passport, our Alcoholic Drinks market research database.