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2025 Developments
In 2025, Brazil’s alcoholic drinks category faces a paradoxical environment marked by the sharpest volume decline in a decade, dropping 4% to 15.1 billion litres. Meanwhile, retail value grew modestly by 2% to BRL133.4 billion, illustrating resilience driven by premiumisation and price increases. This performance contrasts with more moderate regional economic growth, reflecting unique local challenges including health and wellness priorities, economic pressures on price-sensitive consumers, and a methanol intoxication crisis that severely disrupted spirits consumption in on-trade venues. The market is characterised by polarisation, with premium products expanding among higher-income consumers and economy offerings maintaining demand among cost-conscious buyers, while mid-priced options face stagnation. Innovation in no/low alcohol variants, led by Anheuser-Busch InBev’s Skol Zero launch, and growth in ready-to-drink products respond to evolving consumer preferences for moderation, convenience, and health. Distribution is shifting strongly towards off-trade channels such as supermarkets, hypermarkets, and rapidly growing warehouse clubs, while on-trade venues continue to lose ground. Leading players are consolidating their stronghold through targeted investments in premium capacity, product innovation, and expanding retail presence, especially in health-conscious and lower-alcohol segments. To succeed, brands must balance portfolio polarisation, innovate health-driven products, leverage digital and traditional retail channels, and enhance operational efficiency amid socioeconomic uncertainties.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Brazil report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Brazil?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Brazil?
- How are products distributed in Brazil?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Brazil
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Economic and Social Factors Drive Sharp Volume Decline Amid Steady Value Growth
Beer Retains Dominance While Rtds Emerges as the Fastest-Growing Category
Chart 2 Skol Zero Launch Taps into Nolo Trend
Skol Zero Launch and Premium Investments Reshape Consumer Choice
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Producers Adapt to Economic Uncertainty and Demands From Health-Conscious Consumers
Breweries to Focus on Premium Offerings as Rtds Benefit From a Focus on Moderation
Health Trends and Sin Tax Set to Drive Innovation While Premiumisation Reshapes Operational Strategies
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Chart 7 Analyst Insight for Alcoholic Drinks
Top Three Players Account for 87% of Sales
Brand Innovation Offers Expansion Avenues for Established Players
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Grocery Retailers Continue to Dominate Sales
Convenience and Price Sensitivity Drive Retail Trends and Channel Shifts
Retail E-Commerce Grows Steadily, Driven by Convenience and Brand Innovation
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Health Concerns and Economic Factors Drive No/Low Alcohol Innovation and Market Polarisation
Chart 10 Cia Brasileira Expands Premium Beer Production
Skol Zero Launch and Premium Capacity Expansions Reshape Consumer Choice
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Economic Context for Alcoholic Drinks
Chart 14 Population 2020-2030
Chart 15 Population by Generation 2025
Chart 16 Consumer Context for Alcoholic Drinks
Beer in Brazil
Key Data Insights
Beer Summary
Chart 17 Key Industry Trends for Beer
Premium Brand Investments Reshape Growth Amid Economic Pressures
Lager Dominates Sales While Non/Low Alcohol Beer Shows Strong Growth
Chart 18 Heineken Opens New Production Centre in Brazil
Heineken’S New Facility and Skol Zero Launch Drive Premium and Nolo Focus
Chart 19 Volume Sales 2020-2030
Chart 20 Volume Sales by Category 2025
Premium Lager Drives Value Growth Despite Overall Volume Pressure
Lager Maintains Dominance While No/Low Alcohol Beer Leads Volume Growth
Premium and Health-Focused Investments Reshape Consumption Patterns
Chart 21 Forecast Volume Sales 2020-2030
Chart 22 Forecast Volume Sales by Category 2025-2030
Chart 23 Analyst Insight for Beer
Cia Brasileira De Bebidas and Heineken Strengthen Their Dominance
Innovative Product Launches Signal Evolving Consumer Tastes and Growth Potential
Chart 24 Company Shares 2025
Chart 25 Brand Shares 2025
Supermarkets Lead Sales as Warehouse Clubs Attract Price-Conscious Shoppers
E-Commerce Remains a Niche Channel with Growth Potential
Chart 26 Skol Zero Launched in Brazil
Leading Brewers Expand Premium and No/Low Alcohol Portfolios to Meet Demand
Innovations Target Flavoured Beer Niche
Chart 27 Real Gdp Growth 2020-2030
Chart 28 Inflation 2020-2030
Chart 29 Economic Context for Beer
Chart 30 Population 2020-2030
Chart 31 Population by Generation 2025
Chart 32 Consumer Context for Beer
Cider/Perry in Brazil
Key Data Insights
Cider/Perry Summary
Chart 33 Key Industry Trends for Cider/Perry
Players Launch New Formats to Address Volume Declines
Cereser’S Individual Bottles Reshape Consumption Occasions
Chart 34 Manza Expands Production of Its Canned Cider
Manza’S Canned Cider Targets Carnival to Boost Relevance
Chart 35 Volume Sales 2020-2030
Chart 36 Volume Sales by Category 2025
Emerging Brands Target Single-Serve Formats to Spark New Occasions
Premium Regular Cider/Perry Sustains Value as Innovation Remains Niche
Ingredient Transparency and Provenance Drive Premium Brand Messaging
Chart 37 Forecast Volume Sales 2020-2030
Chart 38 Forecast Volume Sales by Category 2025-2030
Cereser Leverages Portfolio Expansion to Reinforce Dominance
Chart 39 Cereser Launches Individual Bottles
Chart 40 Company Shares 2025
Chart 41 Brand Shares 2025
Small Local Grocers Sustain Cider Sales Amid Retailer Inertia
Online Retail Remains Marginal as Traditional Channels Hold Firm
Chart 42 Real Gdp Growth 2020-2030
Chart 43 Inflation 2020-2030
Chart 44 Economic Context for Cider/Perry
Chart 45 Population 2020-2030
Chart 46 Population by Generation 2025
Chart 47 Consumer Context for Cider/Perry
Rtds in Brazil
Key Data Insights
Rtds Summary
Chart 48 Key Industry Trends for Rtds
Spirit-Based Rtds Drive Volume and Value Growth Amid Economic Moderation
Spirit-Based Variants Attracting the Highest Demand
Chart 49 Cachaça Brand Velho Barreiro Enters Rtds
Velho Barreiro and Smirnoff Ice Lead Innovation and Flavour Expansion
Chart 50 Volume Sales 2020-2030
Chart 51 Volume Sales by Category 2025
Branded Producers Leverage Innovation and Convenience to Expand Category Growth
Spirit-Based Rtds to Remain the Key Growth Driver
Producers Adopt Diverse Pricing and Local Flavours to Navigate Tax and Trends
Chart 52 Forecast Volume Sales 2020-2030
Chart 53 Forecast Volume Sales by Category 2025-2030
Chart 54 Analyst Insight for Rtds
Leading Manufacturers Maintain Dominance Amid Shifting Volume Shares
Brand Innovation and Seasonal Demand Creating Growth Opportunities
Chart 55 Company Shares 2025
Chart 56 Brand Shares 2025
Supermarkets and Hypermarkets Dominate Sales
Impulse Purchasing and Strategic Retail Partnerships Drive Dynamic Channel Growth
Brands Leverage Flavour and Format Innovation to Capture Curiosity
Chart 57 Smirnoff Ice Launches New Flavours
Velho Barreiro and Smirnoff Ice Expand Their Presence with New Launches
Chart 58 Real Gdp Growth 2020-2030
Chart 59 Inflation 2020-2030
Chart 60 Economic Context for Rtds
Chart 61 Population 2020-2030
Chart 62 Population by Generation 2025
Chart 63 Consumer Context for Rtds
Spirits in Brazil
Key Data Insights
Spirits Summary
Chart 64 Key Industry Trends for Spirits
Health Concerns and Economic Pressures Hurt Sales
Chart 65 Ballena Introduces New Flavour to Its Liqueurs
Cachaça Dominates Volume Sales, While Liqueurs Show Positive Momentum
Aurora Leverages Premium Tequila Launch to Drive Premiumisation
Chart 66 Volume Sales 2020-2030
Chart 67 Volume Sales by Category 2025
Premiumisation and Local Innovation to Drive Growth Amid Economic Shifts
Cachaça to Retain Dominance While Whiskies Set to Fuel Value Gains
Companies Make Changes to Navigate Sin Tax Challenges
Chart 68 Forecast Volume Sales 2020-2030
Chart 69 Forecast Volume Sales by Category 2025-2030
Chart 70 Analyst Insight for Spirits
Cachaça Producers Dominate the Market
Brand Resilience and Growth in Niche Segments Offer Strategic Business Opportunities
Chart 71 Company Shares 2025
Chart 72 Brand Shares 2025
Food/Drink/Tobacco Specialists Lead as Warehouse Clubs Gain Traction
E-Commerce Retains a Niche Role but Shows Promise
Chart 73 Premium Tequila Arrives in Brazil
Aurora Fine Brands Drives Premium Tequila Launch to Reshape Consumption
Ballena and Don Luiz Leverage Sweet Flavours to Captivate Brazilian Palates
Baly’S Canned Spirits and Premium Launches Reshape Safety and Quality Perceptions
Chart 74 Real Gdp Growth 2020-2030
Chart 75 Inflation 2020-2030
Chart 76 Economic Context for Spirits
Chart 77 Population 2020-2030
Chart 78 Population by Generation 2025
Chart 79 Consumer Context for Spirits
Wine in Brazil
Key Data Insights
Wine Summary
Chart 80 Key Industry Trends for Wine
Wine Sees a Mixed Performance in 2025
Still Light Grape Wine Leads Sales, but Sparkling Wine Drives Growth
Chart 81 Crs Brands Launches New Economy Wine
Philosophia Launch Exemplifies Premium Repositioning Amid Market Polarisation
Chart 82 Volume Sales 2020-2030
Chart 83 Sales by Category 2025
Chilean Wine Intensifies Competition, Shaping Price Dynamics and Growth
Still Light Grape Wine Retains Leadership While Sparkling Wine Drives Premium Growth
E-Commerce and Consumer Education Reshape Buying Behaviour and Trade Strategies
Chart 84 Forecast Volume Sales 2020-2030
Chart 85 Forecast Volume Sales by Category 2025-2030
Chart 86 Analyst Insight for Wine
Leading Companies Retain Shares through Strong Off-Trade Presence and Affordability
The Rise in Chilean Imports Increases the Competition
Chart 87 Company Shares 2025
Chart 88 Brand Shares 2025
Supermarkets Lead Off-Trade Sales Driven by Imports and Shelf Expansion
Online Platforms and Subscription Models Reshape Retail Dynamics
Chart 89 Góes Taps into Premium Wine
Winery Góes Targets Premium Consumers with New Brand
Crs Brands Targets New Wine Drinkers
Concha Y Toro Appeals to Brazilian Palates with New Cabernet Blanc
Chart 90 Real Gdp Growth 2020-2030
Chart 91 Inflation 2020-2030
Chart 92 Economic Context for Wine
Chart 93 Population 2020-2030
Chart 94 Population by Generation 2025
Chart 95 Consumer Context for Wine
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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