Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Sales of spirits in Brazil, by volume, 2007-12
- Figure 2: Retail sales of spirits in Brazil, by value, 2007-12
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- 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
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- Figure 5: Value retail sales of spirits in Brazil, 2008-18
- Figure 6: Volume retail sales of spirits in Brazil, 2008-18
- Companies
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- 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
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- 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
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- 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
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- 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
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- 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
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- Key points
- Brands are the main quality indicator in the category for Brazilian consumers
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- Figure 13: Brazil volume retail sales of spirits and whiskey, 2010-12
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- Figure 14: Agreement with the statement "I'm drinking more spirits than last year," by type of spirit drunk, January 2013
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- Figure 15: Agreement with the statement "Buying well-known brands makes me feel good about myself," by socioeconomic group, January 2013
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- 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
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- Figure 17: Consumption of whiskey/bourbon, “neat” or mixed with energy drinks, January 2013
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- Figure 18: Consumption of whiskey mixed with energy drinks, by age group, January 2013
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- Figure 19: Consumption of whiskey with energy drinks, by location of consumption of spirits, January 2013
- Premium whiskey variants have potential among older groups
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- Figure 20: Consumption of whiskey “neat,” by age group, January 2013
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- Figure 21: Consumption of whiskey “neat,” by socioeconomic group, January 2013
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- 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
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- Key points
- The rise of the middle class holds potential but also poses a challenge for the vodka category
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- 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
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- Figure 25: Agreement with the statement "I've been drinking more spirits than last year," by socioeconomic group, January 2013
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- 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
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- Figure 27: Consumption of vodka, whiskey, and cachaça “neat” or mixed, January 2013
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- Figure 28: Consumption of vodka and whiskey with energy drinks or in a cocktail, by age group, January 2013
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- 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
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- 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
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- 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
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- 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
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- Key points
- The most Brazilian of cocktails, the caipirinha has the potential to capitalize on the World Cup and the Olympic Games
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- 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
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- Figure 35: Consumption of cachaça “neat” or as part of a cocktail, by socioeconomic group, January 2013
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- 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
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- 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
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- 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
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- 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
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- Key points
- RTDs can benefit from a greater focus on retail
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- 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
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- 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
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- Figure 44: Launches of flavored alcoholic beverages with lime flavor component, Brazil, 2009-12
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- 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
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- 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
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- 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
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- 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
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- 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
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Appendix – Consumption of Spirits by Type
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- Figure 56: Consumption of “neat” or mixed spirits, January 2013
- Figure 57: Consumption of any spirits and vodka, by demographics, January 2013
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- Figure 58: Consumption of gin and tequila, by demographics, January 2013
- Figure 59: Consumption of rum and whiskey/bourbon, by demographics, January 2013
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- 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
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Appendix – Consumption of Spirits by Usage of Mixers
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- Figure 62: Consumption of spirits by usage of mixers, January 2013
- Figure 63: Consumption of vodka by usage of mixers, by demographics, January 2013
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- 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
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- 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
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- Figure 68: Consumption of cachaça by usage of mixers ‘, by demographics, January 2013
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Appendix – Typical Consumption Occasions for Drinking Spirits
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- Figure 69: Typical spirits consumption occasions, January 2013
- Figure 70: Typical consumption occasions of spirits by usage of any spirits and vodka, January 2013
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- 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
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- 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
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- 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
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Appendix – Spirits Purchasing Channels
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- Figure 77: Spirits purchasing channels by type of spirit, January 2013
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Appendix – Attitudes Toward Spirits
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 92: Attitudes toward buying spirits, by consumption of whiskey/bourbon and cachaça, January 2013
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Appendix – GNPD Data
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- Figure 93: Launches of Spirits with lime flavor, Brazil, 2009-12
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