Beer in Portugal

PROSPECTS

Economic optimism and tourism evolution set to fuel beer sales

The Portuguese economy witnessed an optimistic trend characterised by general purchasing power and consumption increases. Higher purchasing power aided by manufacturers’ investments in product diversification and marketing fuelled consumption in both on-trade and off-trade channels and the tendency will be to maintain this and further develop it over the forecast period.

Premiumisation and sophistication expected to elevate beer levels

Beer producers recently highlighted a window of opportunity by following a similar strategy which has already been widely used by wine producers. By focusing on the premiumisation of beer, producers have been capable of promoting this product to restaurants and even luxury restaurants as well as other premium consumer foodservice establishments.

Increasing popularity does not hide craft beer’s insignificant penetration

Portuguese beer is witnessing significant product sophistication and the craft beer movement has been the reflection of this tendency. There were dozens of craft brewers operating and launching different craft beer products in Portugal at the end of the review period, especially through on-trade, and this tendency is set to increase over the forecast period.

COMPETITIVE LANDSCAPE

Super Bock Group and SCC dominate beer

In Portugal, beer is closely contested by two major companies: Super Bock Group, previously Unicer - Bebidas de Portugal SA and SCC - Sociedade Central de Cervejas e Bebidas SA. The combined volume share of these companies has resulted in their domination of beer and leaves no margin for other companies to gain any notable ground.

Greater demand for regional products

Despite being nationally distributed brands, Super Bock and Sagres banners witnessed a curious tendency for regionalism. While Super Bock brands have earned higher popularity and superior penetration in the north zone of Portugal, Sagres is more demanded in the centre and south of the country.

Lidl & Cia’s private label beer continues to gain ground

Economic improvement brought about reinvigorated purchasing power, which enabled consumers to acquire their preferred brands. In parallel, most retailers offered price promotions, focusing on the most popular beer labels.

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