Executive Summary

Jul 2019
PROSPECTS
Optimism for spirits

With macroeconomic indicators still positive, and tourism remaining a significant factor in this, spirits is gaining momentum. As private consumption increases, and consumers demand sophistication, particularly in the on-trade channel, also influenced by touristic inflows, spirit value sales are accelerating.

Sophistication is leading to premiumisation

Sophistication associated with an increase in private consumption is translating into spirits premiumisation in Portugal. Players across the category are investing to promote more premium products, with a significant number of high-end brands entering spirits, in both channels, such as Villa Massa limoncello, Nikka Coffey Gin in English Gin.

Cocktails and mixology are setting the pace

The cocktail and mixology trend shows no signs of fading, representing a positive prospect for the spirits category. Following a path set by English gin, which is now continuing a maturing phase after the boom at the beginning of the decade, what was thought to be a fad has turned into a lasting market trend, now impacting other spirits categories.

COMPETITIVE LANDSCAPE
Empor Spirits SA acquires Active Brands SA

Empor Spirits SA acquired Active Brands SA in a transaction completed in March 2018. This acquisition highlights the expanding operations of Empor Spirits, which has previously managed to represent several Campari-Milano SpA brands in the Portuguese market.

Craft spirits: A taboo for consumers, an opportunity for the industry

Craft remains a taboo for spirits, often associated with lower-quality home-made products, which seem old-fashioned and outdated to most consumers. The alcoholic drinks industry is trying to change this image, however.

Adding value is the way forward for spirits

Spirit players are creating ways to avoid the price promotions trap in the off-trade, a trend that dominated the category in the last decade. In 2018, Pernod Ricard Portugal launched two similar promotional campaigns, in the summer and Christmas seasons, offering vouchers for leisure activities with the purchase of two different products from their most renowned brands.

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Spirits in Portugal

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits industry in Portugal 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 Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits in Portugal 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 Portugal?
  • What are the major brands in Portugal?
  • 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 Portugal - Category analysis

HEADLINES

PROSPECTS

Optimism for spirits
Sophistication is leading to premiumisation
Cocktails and mixology are setting the pace

COMPETITIVE LANDSCAPE

Empor Spirits SA acquires Active Brands SA
Craft spirits: A taboo for consumers, an opportunity for the industry
Adding value is the way forward for spirits

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 Portugal - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks volume consumption slows down
Touristic demand and premiumisation drive sales
Empor Spirits SA acquires Active Brands
On-trade growth exceeds off-trade growth
Current value sales growth is expected to surpass volume sales growth

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 and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

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

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 3 Research Sources