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Strategy Briefing
Spirits in Latin America
Mar 2019
US$1,325Added to Cart
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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
About This Report
New Report Guarantee
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
With over 40% of the region’s volumes, Brazil is the key market for spirits in Latin America. A severe recession in Brazil hampered growth in the region over the review period. This has been countered by other markets, notably Mexico, meaning volumes have remained static. This overview considers the factors helping and hindering growth, and what the prospects for the market are.
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Overview
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Key Findings
Economic woes hamper regional growth
Economic problems in a number of key markets, notably Brazil, Argentina and Venezuela, have greatly impacted the region’s performance, resulting in sales of spirits being largely static. The big drag has been Brazil, where the deep economic recession throughout most of the review period has seen volumes decline. This decline was countered by continued healthy growth in Mexico, along with smaller markets, such as Peru and Chile.
The off-trade dominates
Other than in Brazil, the off-trade is the main channel for selling spirits in Latin American markets. Across the region, there is a divide in which products are sold where. Cheaper local products, like pisco, cachaça, aguardiente and rum, are sold either in independent stores or in specialist ones, as that is where consumers who can only afford those products tend to shop. In contrast, supermarkets and hypermarkets, which are mainly frequented by better off consumers, are the main outlets for international categories, such as whiskies
International companies have a strong presence
Four international distillers – Diageo, Pernod Ricard, Campari and Bacardi – are among the top 10 distillers in the region. For all bar Bacardi, this is based on having a strong presence in locally produced products, especially in Brazil. Diageo leads the way, thanks to its Ypioca cachaça brand, as well as with Johnnie Walker and Smirnoff.
Mexico and Brazil will be the growth drivers
Mexico and Brazil will be the key contributors to the 1% CAGR predicted over 2017-2022. Local products, namely tequila in Mexico and cachaça in Brazil, will drive volumes, although blended Scotch in Mexico will help too. Local products will also play a key role in Argentina, where bitters, along with whiskies, will help drive volumes.
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Request more informationTable of Contents
Introduction
Scope
Key findings
Regional Overview
Potential for growth remains
2017 – a year of bouncing back
Local spirits dominate large markets
Big fluctuations in smaller markets
Contrasting performances of the big two markets
Growth by category in key markets
Mixed picture for local products as international products grow
Broad range of consumption habits
Changing consumption habits drive retailing changes
Incomes determine drink and retailer choices
Leading Companies and Brands
High levels of consolidation
Big in Brazil, big in Latin America
Local companies have a single market focus
Brazilian brands lead
Forecast Projections
Giants shape the region
Large markets shape growth prospects
Economic performance and pricing play key roles in forecasts
Country Snapshots
Brazil: market context
Brazil: competitive and retail landscape
Mexico: market context
Mexico: competitive and retail landscape
Argentina: market context
Argentina: competitive and retail landscape
Colombia: market context
Colombia: competitive and retail landscape
Chile: market context
Chile: competitive and retail landscape
Dominican Republic: market context
Dominican Republic: competitive and retail landscape
Peru: market context
Peru: competitive and retail landscape
Bolivia: market context
Bolivia: competitive and retail landscape
Costa Rica: market context
Costa Rica: competitive and retail landscape
Ecuador: market context
Ecuador: competitive and retail landscape
Guatemala: market context
Guatemala: competitive and retail landscape
Uruguay: market context
Uruguay: competitive and retail landscape
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.