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Spirits - Brazil - April 2015

Published By :


Published Date : Apr 2015

Category :

Alcoholic Beverages

No. of Pages : 72 Pages

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.
Table of Content



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

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
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

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