Executive Summary

Jul 2019
PROSPECTS
The ISC tax increase compromises sales of spirits

May was a particularly difficult month for spirits companies, as in an unexpected decision, the government increased the Selective Tax on Consumption (ISC), the tax that regulates products with negative impacts on the country, such as sugary drinks, tobacco and alcoholic drinks, amongst others. This tax is also important for the country in terms of revenue collection.

Tax increases are thought to have led to more informal and smuggled products

Although it is difficult to estimate a figure, it is highly likely that the government’s measure to increase the ISC increased informal and smuggled products, in a country and a category in which where these products are the most important threat to growth. However, one spirit may benefit from this tax increase – pisco.

Pisco faces new regulation

To protect the appellation of origin “Pisco”, the government has released a new normative that regulates some key aspects of its production and commercialisation. According to this new regulation, to be considered a pisco producer, companies will have to be owners of the vineyard, and to improve quality controls.

COMPETITIVE LANDSCAPE
Bodegas y Viñedos Tabernero expands its presence in spirits

Bodegas y Viñedos Tabernero is a well-known player in wine and RTDs, and is also present in spirits, basically in pisco. However, in recent years, the company fuelled its growth through innovation, launching new varieties and flavours of its products.

Polarisation characterises spirits in Peru

Until recently, the Peruvian market was characterised by a trend towards premiumisation; however, the situation in the country in the review period made this trend take a new direction. Nowadays, there is polarisation in spirits, which has led to high growth for luxury brands, as well as first-price brands (mainstream).

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Spirits in Peru

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits industry in Peru with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Spirits industry in Peru, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits in Peru 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 volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spirits in Peru?
  • What are the major brands in Peru?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

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

This industry report originates from Passport, our Alcoholic Drinks market research database.

Spirits in Peru - Category analysis

HEADLINES

PROSPECTS

The ISC tax increase compromises sales of spirits
Tax increases are thought to have led to more informal and smuggled products
Pisco faces new regulation

COMPETITIVE LANDSCAPE

Bodegas y Viñedos Tabernero expands its presence in spirits
Polarisation characterises spirits in Peru

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 1 Benchmark Brands 2018

CATEGORY DATA

Table 1 Sales of Spirits by Category: Total Volume 2013-2018
Table 2 Sales of Spirits by Category: Total Value 2013-2018
Table 3 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 10 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 11 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 12 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 13 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 14 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 15 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 16 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 17 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 18 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 19 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 20 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 21 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Peru - Industry Overview

EXECUTIVE SUMMARY

A slowdown in consumption compromises growth in alcoholic drinks
ISC tax increase impacts alcoholic drinks
The intensity of the price war diminishes, but prices are not yet stable
Traditional grocery retailers remains the most relevant channel for alcoholic drinks
Alcoholic drinks is expected to see a positive performance over the forecast period

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 22 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation Levies on Alcoholic Drinks 2018
Summary 3 Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 23 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 24 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 25 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 26 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 27 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 28 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 29 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 31 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 32 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 33 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 34 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 35 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 36 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 37 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 38 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 4 Research Sources