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Spirits - Brazil - July 2013

“The spirits market in Brazil has seen mixed performances across different segments. While lower priced alcoholic beverages, such as cachaça, have seen volume retail sales fall, higher priced segments, like whiskey and vodka, are enjoying robust growth.”

– Lucas Marangoni Xavier, Senior Drinks Analyst

In this report we will discuss the following issues:

  • How can the whiskey segment reinforce its premium image and what new consumption occasions can it mine to reach younger consumers?
  • What steps can the vodka segment explore to increase its penetration among consumers in socioeconomic group C and how can it strengthen its premium and super-premium segments?
  • What can be done to diminish cachaça’s negative image and how can the segment appeal to younger consumers more effectively?
  • How can RTD cocktails increase their penetration through exploring new consumption occasions and what initiatives can help them to drive interest among spirits drinkers?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Sales of spirits in Brazil, by volume, 2007-12
              • Figure 2: Retail sales of spirits in Brazil, by value, 2007-12
              • Figure 3: Retail sales of spirits in Brazil, by segment, by volume, 2010-12
              • Figure 4: Retail value sales of spirits, by segment, 2010-12
            • Forecast
              • Figure 5: Value retail sales of spirits in Brazil, 2008-18
              • Figure 6: Volume retail sales of spirits in Brazil, 2008-18
            • Companies
              • Figure 7: Market share of leading companies in the spirits retail market in Brazil, by volume, 2010-12
              • Figure 8: Market shares of leading companies in the spirits retail market in Brazil, by value, 2010-12
            • The issues
              • A new kind of consumer is boosting the whiskey segment in Brazil
                • Figure 9: Consumption of whiskey/bourbon, “neat” or mixed with energy drinks, January 2013
              • In the wake of economic development, the vodka segment has strong potential in Brazil
                • Figure 10: Agreement with the statement "I’m drinking more distilled spirits than last year", by socio-economic group, January 2013
              • The cachaça category, the most typically Brazilian spirit, poses challenges and opportunities
                • Figure 11: Consumption of cachaça, “neat” or as part of a cocktail, by age group, January 2013
              • Ready-to-drink cocktails (RTDs) in Brazil are ready for new developments
                • Figure 12: Place of purchase of RTDs, bottles or cans (e.g., Smirnoff Ice), January 2013
              • What we think
              • A New Kind of Consumer is Boosting the Whiskey Category in Brazil

                • Key points
                  • Brands are the main quality indicator in the category for Brazilian consumers
                      • Figure 13: Brazil volume retail sales of spirits and whiskey, 2010-12
                      • Figure 14: Agreement with the statement "I'm drinking more spirits than last year," by type of spirit drunk, January 2013
                      • Figure 15: Agreement with the statement "Buying well-known brands makes me feel good about myself," by socioeconomic group, January 2013
                      • Figure 16: Agreement with the statement "There is a big difference in quality between brands of spirits" and "It's worth paying more for premium spirits," by types of drinks drunk, January 2013
                    • Whiskey with energy drink is the favored choice of young Brazilian adults
                        • Figure 17: Consumption of whiskey/bourbon, “neat” or mixed with energy drinks, January 2013
                        • Figure 18: Consumption of whiskey mixed with energy drinks, by age group, January 2013
                        • Figure 19: Consumption of whiskey with energy drinks, by location of consumption of spirits, January 2013
                      • Premium whiskey variants have potential among older groups
                        • Figure 20: Consumption of whiskey “neat,” by age group, January 2013
                        • Figure 21: Consumption of whiskey “neat,” by socioeconomic group, January 2013
                        • Figure 22: Agreement with the statement "I do not understand what terms such as blended and single malt mean in whiskey," by usage of all spirits and neat whiskey, January 2013
                      • What we think
                      • In the Wake of Economic Development, the Vodka Category has Strong Potential in Brazil

                        • Key points
                          • The rise of the middle class holds potential but also poses a challenge for the vodka category
                            • Figure 23: Evolution of retail sales of vodka in Brazil, by volume, 2010-12
                            • Figure 24: Consumption of vodka in the last six months, by socioeconomic group, January 2013
                            • Figure 25: Agreement with the statement "I've been drinking more spirits than last year," by socioeconomic group, January 2013
                            • Figure 26: Agreement with the statement "In general, spirits are expensive," by socioeconomic group, January 2013
                          • The popularity of vodka in mixed drinks bodes well for flavor innovation
                            • Figure 27: Consumption of vodka, whiskey, and cachaça “neat” or mixed, January 2013
                            • Figure 28: Consumption of vodka and whiskey with energy drinks or in a cocktail, by age group, January 2013
                            • Figure 29: Agreement with the statement "I am more likely to try a new type of spirit if it is flavored (e.g., vanilla)," by consumption of vodka, January 2013
                          • The predicted growth of ABs bodes well for premium vodka
                            • Figure 30: Agreement with the statement "It's worth paying more for a premium spirit (e.g., Vodka Absolut, Johnnie Walker Red Label),” by types of vodka drunk, January 2013
                            • Figure 31: Agreement with the statement "I would try a new type of spirit based on packaging (e.g., label or bottle shape)," by age group, January 2013
                            • Figure 32: Attitudes toward buying spirits, by socioeconomic group, January 2013
                          • What we think
                          • The Cachaça Category, the Most Typically Brazilian Spirit, Poses Challenges and Opportunities

                            • Key points
                              • The most Brazilian of cocktails, the caipirinha has the potential to capitalize on the World Cup and the Olympic Games
                                • Figure 33: Evolution of retail value sales of selected spirits in Brazil, 2010-12
                                • Figure 34: Consumption of cachaça as part of a cocktail, by gender and age group, January 2013
                              • Artisan cachaças are key to mitigating the perception of low value
                                • Figure 35: Consumption of cachaça “neat” or as part of a cocktail, by socioeconomic group, January 2013
                                • Figure 36: Agreement with the statement "The provenance (place of origin) is important when I'm buying spirits,” by age and gender, January 2013
                              • Flavored cachaças have potential to increase penetration among younger consumers
                                • Figure 37: Consumption of cachaça “neat” or as part of a cocktail, by age group, January 2013
                                • Figure 38: Consumption of cachaça in the last six months, by women, by age group, January 2013
                                • Figure 39: Agreement with the statement "I am more likely to try a new type of spirit if it is flavored (e.g., vanilla)," by age group, January 2013
                                • Figure 40: Agreement with the statement "I would try a new type of spirit based on packaging (e.g., label or bottle shape)," by gender and age group, January 2013
                              • What we think
                              • Ready-to-drink Cocktails (RTDs) in Brazil are Ready for New Developments

                                • Key points
                                  • RTDs can benefit from a greater focus on retail
                                    • Figure 41: Consumption of spirits, “neat” or mixed, in the last six months, January 2013
                                    • Figure 42: Place of purchase of RTDs, bottles or cans (e.g., Smirnoff Ice), January 2013
                                    • Figure 43: Consumption of spirits at barbecues by users of all spirits and by RTD drinkers, January 2013
                                  • Flavor innovations can drive engagement with RTDs among young consumers
                                    • Figure 44: Launches of flavored alcoholic beverages with lime flavor component, Brazil, 2009-12
                                    • Figure 45: Agreement with the statement "I am more likely to try a new type of spirit if it is flavored (e.g., vanilla)," by age group, January 2013
                                  • Energy and low-calorie claims could help brands stand out in the category
                                    • Figure 46: Consumption of RTDs, sold in bottles or cans (e.g., Smirnoff Ice), by age group, January 2013
                                    • Figure 47: Consumption of RTDs, sold in bottles or cans (e.g., Smirnoff Ice), by gender, by age group, January 2013
                                  • What we think
                                  • Appendix – The Market

                                      • Figure 48: Sales of spirits in Brazil, by channel, 2008-12
                                      • Figure 49: Retail sales of spirits in Brazil, 2008-12
                                      • Figure 50: Volume retail sales of spirits in Brazil, by segment, 2010-12
                                      • Figure 51: Value retail sales of spirits in Brazil, by segment, 2010-12
                                      • Figure 52: Leading companies’ market shares in the Brazilian spirits retail market, by volume, 2010-12
                                      • Figure 53: Leading companies’ market shares in the Brazilian spirits retail market, by value, 2010-12
                                      • Figure 54: Best- and worst-case forecast of volume retail sales of spirits, Brazil, 2013-18
                                      • Figure 55: Best- and worst-case Forecast of value retail sales of spirits, Brazil, 2013-18
                                  • Appendix – Consumption of Spirits by Type

                                      • Figure 56: Consumption of “neat” or mixed spirits, January 2013
                                      • Figure 57: Consumption of any spirits and vodka, by demographics, January 2013
                                      • Figure 58: Consumption of gin and tequila, by demographics, January 2013
                                      • Figure 59: Consumption of rum and whiskey/bourbon, by demographics, January 2013
                                      • Figure 60: Consumption of cachaça and RTD cocktails, by demographics, January 2013
                                      • Figure 61: Consumption of other types of alcoholic drinks, by demographics, January 2013
                                  • Appendix – Consumption of Spirits by Usage of Mixers

                                      • Figure 62: Consumption of spirits by usage of mixers, January 2013
                                      • Figure 63: Consumption of vodka by usage of mixers, by demographics, January 2013
                                      • Figure 64: Consumption of gin vodka by usage of mixers, by demographics, January 2013
                                      • Figure 65: Consumption of tequila by usage of mixers, by demographics, January 2013
                                      • Figure 66: Consumption of rum by usage of mixers, by demographics, January 2013
                                      • Figure 67: Consumption of whiskey by usage of mixers, by demographics, January 2013
                                      • Figure 68: Consumption of cachaça by usage of mixers ‘, by demographics, January 2013
                                  • Appendix – Typical Consumption Occasions for Drinking Spirits

                                      • Figure 69: Typical spirits consumption occasions, January 2013
                                      • Figure 70: Typical consumption occasions of spirits by usage of any spirits and vodka, January 2013
                                      • Figure 71: Typical consumption occasions of spirits by usage of gin and tequila, January 2013
                                      • Figure 72: Typical consumption occasions of spirits by usage of rum and whiskey/bourbon, January 2013
                                      • Figure 73: Typical consumption occasions of spirits by usage of cachaça and RTD cocktails, January 2013
                                      • Figure 74: Typical consumption occasions of spirits by usage of other alcoholic drinks, January 2013
                                      • Figure 75: Typical consumption occasions of spirits, by usage of vodka by mixer type, January 2013
                                      • Figure 76: Typical consumption occasions of spirits, by usage of vodka by mixer type, January 2013
                                  • Appendix – Spirits Purchasing Channels

                                      • Figure 77: Spirits purchasing channels by type of spirit, January 2013
                                  • Appendix – Attitudes Toward Spirits

                                      • Figure 78: Attitudes toward buying spirits, January 2013
                                      • Figure 79: Agreement with the statement “It’s worth paying more for a premium spirit (e.g., Vodka Absolut, Johnnie Walker Red Label),” by demographics 2013
                                      • Figure 80: Agreement with the statement “There is a big difference in quality between different brands of spirits,” by demographics 2013
                                      • Source: Ipsos Observer Brazil/Mintel
                                      • Figure 82: Agreement with the statement “I am more likely to try a new type of spirit if it is flavored (e.g., vanilla),” by demographics 2013
                                      • Figure 83: Agreement with the statement “Vodka is the most refreshing of spirits,” by demographics 2013
                                      • Figure 84: Agreement with the statement “In general, spirits are expensive,” by demographics 2013
                                      • Figure 85: Agreement with the statement “Provenance (place of origin) is important when I’m buying spirits,” by demographics 2013
                                      • Figure 86: Agreement with the statement “I would try a new type of spirit based on the packaging (e.g., label or bottle shape),” by demographics 2013
                                      • Figure 87: Agreement with the statement “I drink spirits to get drunk,” by demographics 2013
                                      • Figure 88: Agreement with the statement “I don’t understand what terms such as blended and single malt mean when talking about whiskey,” by demographics 2013
                                      • Figure 89: Agreement with the statement “I’m drinking more spirits than last year,” by demographics 2013
                                      • Figure 90: Agreement with the statement “I only drink spirits when they are mixed,” by demographics 2013
                                      • Figure 91: Attitudes toward buying spirits, by consumption of vodka and tequila, January 2013
                                      • Figure 92: Attitudes toward buying spirits, by consumption of whiskey/bourbon and cachaça, January 2013
                                  • Appendix – GNPD Data

                                      • Figure 93: Launches of Spirits with lime flavor, Brazil, 2009-12

                                  Companies Covered

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

                                  Spirits - Brazil - July 2013

                                  US $3,995.00 (Excl.Tax)