Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Alcoholic Drinks Consumption Habits - In Home and On Premise - Brazil - October 2019

“As consumers drink alcoholic beverages less often due to their financial instability and health concerns, the category needs to offer more competitive products, either by focusing on price and promotions or delivering products with higher added value that bring innovations in terms of flavor, appearance and consumption experience, or in terms of healthy attributes through healthier production methods and use of natural ingredients, as well as fewer calories, smaller concentration of alcohol and even functional characteristics.”
– Ana Paula Gilsogamo, Food and Drink Specialist

This report looks at the following areas:

  • Category has been losing space among Brazilian consumers
  • Health concerns are one of the main reasons why consumers are drinking less of certain types of alcoholic drinks
  • Bars, pubs and breweries have the challenge of encouraging consumers to go out on smaller occasions instead of staying at home

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Category has been losing space among Brazilian consumers
              • Figure 1: Consumption changes – Brazil, July 2019
            • Health concerns are one of the main reasons why consumers are drinking less of certain types of alcoholic drinks
              • Bars, pubs and breweries have the challenge of encouraging consumers to go out on smaller occasions instead of staying at home
                • Opportunities
                  • Natural options and low calories content can attract Brazilians with health concerns
                    • Delivery apps and purchase of alcoholic drinks via eCommerce can affect consumption habits at home
                      • Non-flavored spirits without a mixer with an attractive appearance can expand their presence among Generation Z
                        • Wine ranks second among the most consumed alcoholic drinks and can invest in options aimed at younger consumers
                          • What we think
                          • Market Drivers

                            • Price of alcoholic drinks impacts consumption
                              • Figure 2: Brazil’s IPCA – Monthly variation, year to date accumulation, 12 months accumulation, and monthly weight for the overall index and subgroups (beer and other alcoholic drinks), products and services items and sub-items – June 2018 to June 2019
                            • Health concerns are a barrier to the consumption of alcoholic drinks
                              • Aging of the population
                                • Delivery apps and purchase of alcoholic drinks via e-commerce can affect consumption habits at home
                                • Key Players – What You Need to Know

                                  • Ambev promotes conscious consumption of alcoholic drinks
                                    • Category of alcoholic drinks can invest in functional options
                                      • Johnnie Walker’s Game of Thrones edition is a sales success
                                      • Marketing Campaigns and Actions

                                        • Ambev promotes conscious consumption of alcoholic drinks
                                          • Figure 3: Ambev campaign
                                        • São Paulo City Council performs campaign to warn about alcohol consumption among young people
                                          • Figure 4: São Paulo City Council campaign
                                        • eCommerce platform associates wine with barbecue
                                          • Figure 5: Clube Wine campaign
                                        • Bob’s milkshake with Amarula, specially designed for the Pride, is part of the brand’s strategy to expand consumption forms
                                          • Figure 6: Bob’s Amarula Milk Shake
                                          • Figure 7: Rei do Mate Amarula Cappuccino
                                          • Figure 8: Fran’s Cafe products with Amarula
                                        • Johnnie Walker launches a collection of clothes in partnership with RSV+
                                          • Figure 9: RSV+ and Johnnie Walker collection
                                      • Who’s Innovating?

                                        • Options with herbs and spices can appeal to Brazilians
                                          • Figure 10: Percentage of launches by “fruits & vegetables” and “herbs & spices” flavors – Top five countries in launches of alcoholic drinks and Brazil, January 2016 to June 2019
                                          • Figure 11: Mix of herbs and spices for the preparation of gin-based cocktails – BeGIN
                                          • Figure 12: Sparkling Tea – Copenhagen Sparkling Tea Company
                                        • Category of alcoholic drinks can invest in functional options
                                          • Figure 13: Percentage of global launches by type of functionality within the category of non-alcoholic drinks, January 2016 to June 2019
                                      • Case Studies

                                        • Johnnie Walker’s Game of Thrones edition is a sales success
                                          • Flavored option of vodka-based products gains space among young consumers and increases sales of Corote in 40%
                                            • Figure 14: Corote campaign
                                        • The Consumer – What You Need to Know

                                          • Generation Z stands out when it comes to non-flavored spirits without a mixer
                                            • Category can add value to products with more natural ingredients and production processes
                                              • Low cost motivates C consumers to drink alcoholic beverages at home
                                                • High-quality special editions can encourage AB consumers to try a new drink
                                                  • Kits to prepare non-alcoholic cocktails can attract women aged 18-24
                                                    • Higher consumption of alcoholic drinks at home can be an opportunity for delivery services
                                                    • Alcoholic Drinks Consumption

                                                      • National beer is the most consumed alcoholic drink in Brazil
                                                        • Figure 15: Alcoholic drinks consumption – Brazil, July 2019
                                                      • Generation Z stands out when it comes to non-flavored spirits without a mixer
                                                        • Figure 16: Alcoholic drinks consumption, by generation – Brazil, July 2019
                                                        • Figure 17: Geranium & Mallow – The Old Curiosity’s Color Changing Gin
                                                    • Consumption Changes

                                                      • Category can add value to products with more natural ingredients and production processes
                                                        • Figure 18: Consumption changes – Brazil, July 2019
                                                      • Replacement for non-alcoholic drinks is greater than the exchange between categories
                                                        • Figure 19: Less consumption motivation – Brazil, July 2019
                                                        • Figure 20: O.Vine Wine Water Essence Water Chardonnay & Cabernet Sauvignon
                                                      • Wine is the second most consumed alcoholic drink and has the potential to grow
                                                        • Figure 21: Consumption changes, wine, by age group – Brazil, July 2019
                                                    • Consumption at Home vs Out of Home

                                                      • Immersive experiences can encourage consumers to visit bars, pubs and breweries in small occasions
                                                        • Figure 22: Consumption at home vs out of home – Brazil, July 2019
                                                        • Figure 23: ESPN NBA House campaign
                                                      • Low cost motivates C12 consumers to drink alcoholic beverages at home
                                                        • Figure 24: Reasons for drinking at home, by socioeconomic group – Brazil, July 2019
                                                      • Exclusive options can encourage women to consume more alcoholic drinks out of home
                                                        • Figure 25: Consumption at home vs out of home, by gender – Brazil, July 2019
                                                        • Figure 26: Prosecco House cocktail menu
                                                    • Reasons for Trying a New Alcoholic Drink

                                                      • Well-known brands of spirits can invest in innovative flavors
                                                        • Figure 27: Reasons for trying a new alcoholic drink, by consumption of spirits – Brazil, July 2019
                                                      • High-quality special editions can encourage AB consumers to try a new drink
                                                        • Figure 28: Reasons for trying a new alcoholic drink, by socioeconomic group – Brazil, July 2019
                                                      • Bartender’s top picks can have a decisive role in the choice of those who are migrating to other alcoholic or non-alcoholic beverages
                                                        • Figure 29: Reasons for trying a new alcoholic drink, by those who have drunk less of any alcoholic drink – Brazil, July 2019
                                                    • Interest in Innovation

                                                      • Consumers, in general, have an interest in alcoholic drinks low calories
                                                        • Figure 30: Interest in innovation – Brazil, July 2019
                                                        • Figure 31: La Pizka Sour
                                                      • Kits to prepare non-alcoholic cocktails can attract women aged 18-24
                                                        • Figure 32: Interest in innovation, by gender and age group – Brazil, April 2019
                                                        • Figure 33: Tipple Box Espresso Tonic and Berry Sour mocktail set (non-alcoholic)
                                                      • Options for special diets appeal to consumers aged 18-34
                                                        • Figure 34: Interest in innovation, by age group – Brazil, July 2019
                                                        • Figure 35: Ananias gluten-free wine
                                                        • Figure 36: Video explaining the Daura production process
                                                    • Attitudes and Opinions

                                                      • Higher consumption of alcoholic drinks at home can be an opportunity for delivery services
                                                        • Figure 37: Consumption at home vs out of home, by attitudes and opinions – Brazil, July 2019
                                                        • Figure 38: Yoki Rappi Hour
                                                      • Flavored spirits can boost consumption by focusing on cocktails
                                                        • Figure 39: Attitudes and opinions, by consumption of flavored spirits without a mixer – Brazil, July 2019
                                                      • AB consumers are more likely to associate alcoholic drinks they consume with their lifestyle
                                                        • Figure 40: Attitudes and opinions, by socioeconomic group – Brazil, July 2019
                                                        • Figure 41: Alcoholic drinks consumption, by socioeconomic group – Brazil, July 2019
                                                        • Figure 42: Heineken TV campaign
                                                    • Appendix – Abbreviations

                                                      • Abbreviations

                                                      Alcoholic Drinks Consumption Habits - In Home and On Premise - Brazil - October 2019

                                                      £3,122.80 (Excl.Tax)