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Spirits - Brazil - April 2015

“The Brazilian spirits market is slowly shifting from high volumes of cheap products to lower amounts of more expensive products. Volume sales of cachaça have been in decline while value sales keep going up, meaning more premium and craft products are being purchased. At the same time, vodka and whiskey, which have a more expensive average price, are being more heavily consumed.

Promoting the culture of cocktails and educating the consumer on the various aspects and versatility of spirits can help increase spirit consumption among Brazilian consumers.

Social networks should be more actively used by spirits companies, especially national ones, which are lacking a bigger online presence and staying behind international brands in terms of exposure and interaction with consumers.”
– Andre Euphrasio, Research Analyst

This report discusses the following key topics:

  • Boosting exports of cachaça
  • Promoting cachaça online to younger consumers
  • Increasing consumption of spirits among older consumers

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of Brazil sales of spirits, by value, 2009-19
            • Market drivers
              • Companies, brands and innovation
                • Figure 2: Company shares, by value, 2013-14
              • The consumer
                • What we think
                • Issues and Insights

                  • Boosting exports of cachaça
                    • The facts
                      • The implications
                        • Promoting cachaça online to younger consumers
                          • The facts
                            • The implications
                              • Figure 3: Social media account for cachaça brands, March 2015
                              • Figure 4: Social media account for vodka brands, March 2015
                            • Increasing consumption of spirits among older consumers
                              • The facts
                                • The implications
                                • Trend Application

                                    • Life – An Informal Affair
                                      • Prove it
                                        • Objectify
                                        • Market Drivers

                                          • Key points
                                            • Brazil’s worst drought in history can affect the production of spirits
                                              • Devaluation of the Brazilian currency
                                                • Promoting safety along with the brand
                                                  • Specialist places to drink cachaça
                                                    • High taxes on spirits
                                                      • Figure 5: Taxes on selected alcoholic beverages in 2013
                                                    • Diageo to display nutritional information on labels
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Diageo leads the launch of new products
                                                          • Figure 6: New product launches, by company, 2012-14
                                                          • Figure 7: New products by Diageo, Brazil
                                                        • New packaging dominates new product launches
                                                          • Figure 8: New product launches, by launch type, 2012-15
                                                          • Figure 9: New product launches, by new packaging, 2012-15
                                                        • World Cup theme
                                                          • Figure 10: World Cup themed products, 2014
                                                        • Sagatiba Pura Cachaça has been repackaged in a newly designed
                                                          • Figure 11: Special limited edition of Sagatiba, June 2014
                                                        • Golden cachaça for the upper class
                                                          • Special Christmas sets
                                                            • Shaken, not stirred
                                                              • Cachaça by subscription
                                                                • Brands could get more creative with flavors
                                                                  • Figure 12: Flavored cachaças, Brazil
                                                                  • Figure 13: Flavored liqueurs, Brazil
                                                                  • Figure 14: Flavored vodkas, Brazil
                                                                • New and interesting products from other countries
                                                                  • Figure 15: Worldwide product launches
                                                                • Permanent exposure with bricks and mortar
                                                                • Market Size, Forecast, and Segment Performance

                                                                  • Key points
                                                                    • Market performance
                                                                      • Figure 16: Retail sales of spirits in Brazil, by value, 2009-14
                                                                      • Figure 17: Total sales of spirits in Brazil, by volume, 2009-14
                                                                    • Value sales keep going up…
                                                                      • Figure 18: Forecast of Brazil retail sales of spirits, by value, 2009-19
                                                                    • …while volume sales are stagnating
                                                                      • Figure 19: Forecast of Brazil total sales of spirits, by volume, 2009-19
                                                                      • Figure 20: Volume sales of spirits, by channel, 2013-14
                                                                    • Sales by segment
                                                                      • Figure 21: Retail value sales of spirits, in R$ million, 2013-14
                                                                      • Figure 22: Retail volume sales of spirits, in million liters, 2013-14
                                                                    • Exporting a cherished beverage
                                                                      • Figure 23: Exports of cachaça, by value and volume, 2014
                                                                    • Forecast methodology
                                                                    • Market Share

                                                                      • Key points
                                                                        • The spirits retail market in Brazil is somewhat fragmented
                                                                          • Figure 24: Company shares, by value, 2013-14
                                                                          • Figure 25: Company shares, by volume, 2013-14
                                                                        • Rapper Snoop Dogg in partnership with Cuca Fresca
                                                                        • Companies and Brands

                                                                          • Cia. Müller de Bebidas
                                                                            • Product range
                                                                              • Diageo
                                                                                • Product range
                                                                                  • Ind. Reunidas de Bebidas Tatuzinho 3 Fazendas
                                                                                    • Product range
                                                                                      • Pitú Internacional
                                                                                        • Product range
                                                                                        • The Consumer – Frequency of Drinking Spirits

                                                                                          • Key points
                                                                                            • The spirits market has space to develop
                                                                                              • Figure 26: Frequency of drinking spirits either at home or out-of-home, October 2014
                                                                                            • Cachaça is the favorite drink for those aged 55+
                                                                                              • Figure 27: Drank in the last six months either at home or out-of-home, by age, October 2014
                                                                                            • As well as for socioeconomic group DE
                                                                                              • Figure 28: Drank in the last six months either at home or out-of-home, by socioeconomic group, October 2014
                                                                                              • Figure 29: Average price of spirits in Brazil, 2014
                                                                                            • São Paulo and Recife present the highest consumptions of spirits
                                                                                            • The Consumer – Occasions for Drinking Spirits

                                                                                              • Key points
                                                                                                • The highest consumption is out-of-home
                                                                                                  • Figure 30: Occasions for drinking spirits, October 2014
                                                                                                • Drinking out-of-home is more common in bars and nightclubs
                                                                                                  • Figure 31: Occasions for drinking spirits, out-of-home, October 2014
                                                                                                • Drinking at home happens more frequently with guests
                                                                                                  • Figure 32: Occasions for drinking spirits, at home, October 2014
                                                                                                  • Figure 33: Pre-mixed cocktail products, Brazil 2014 – Contini, Bacardi Mojito, and Askov Summer Mix
                                                                                                  • Figure 34: Deep Red Caipi One, July 2013
                                                                                                  • Figure 35: Cocktail kits, Worldwide
                                                                                                • Happy hour is a popular occasion to drink spirits
                                                                                                  • Figure 36: Occasions for drinking spirits, business purposes, October 2014
                                                                                              • The Consumer – Attitudes and Behaviors toward Spirits

                                                                                                • Key points
                                                                                                  • High competition in the alcoholic beverages market
                                                                                                    • Figure 37: Attitudes and behaviors toward spirits, October 2014
                                                                                                  • Promoting mix-ability of products
                                                                                                    • Figure 38: Attitudes and behaviors toward spirits, October 2014
                                                                                                    • Figure 39: Ypióca bottle featuring a neck label, Brazil, July 2014
                                                                                                    • Figure 40: Packaging with recipe on the back, SKYY Infusions, USA, December 2013
                                                                                                  • The taste of flavored spirits
                                                                                                    • Figure 41: Attitudes and behaviors toward spirits, October 2014
                                                                                                    • Figure 42: Exotic flavored spirits, worldwide
                                                                                                • The Consumer – Behavior toward the Purchase of Spirits

                                                                                                  • Key points
                                                                                                    • Premium products are worth it for younger consumers
                                                                                                      • Figure 43: Behavior toward the purchase of spirits, October 2014
                                                                                                      • Figure 44: Behavior toward the purchase of spirits, by age and gender, October 2014
                                                                                                    • Branding should also be reinforced at an early stage
                                                                                                      • Figure 45: Behavior toward the purchase of spirits, by age and gender, October 2014
                                                                                                    • Craft cachaça is more appealing to male consumers
                                                                                                      • Figure 46: Behavior toward the purchase of spirits, by age and gender, October 2014

                                                                                                  Companies Covered

                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                  Spirits - Brazil - April 2015

                                                                                                  US $3,995.00 (Excl.Tax)