Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Challenges
- Consumers are spending less with alcoholic drinks
- Healthy habits have discouraged Brazilians to consume alcoholic drinks
- Opportunities
- Teaching new uses of alcoholic drinks
- Soccer World Cup should stimulate consumption
- Young consumers demonstrate interest in flavored alcoholic beverages
- Health concerns can boost healthier options and alcohol-free cocktails
- What we think
The Market – What You Need to Know
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- Economic situation and health concerns affect the category
Market Drivers
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- Falling inflation
- Unemployment rate is still high
- Retail confidence slightly increases
- Aging population
- Health concerns are a considerable barrier
- Families are getting smaller and more people are living alone
- Legislation increases drink-driving penalty
- Soccer World Cup should stimulate consumption
Key Players – What You Need to Know
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- Brands invest in new experiences and special events
- Brands teach other forms of consumption
- Flavored alcoholic beverages and RTD cocktails can attract consumers
Marketing Campaigns and Actions
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- Brands invest in special events and bars with limited access
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- Figure 1: Heineken “Shape Your City” campaign
- Brands teach consumers to prepare drinks and pair them with food
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- Figure 2: Sponsorship and food pairing – Brahma Extra and Tastemade
- Jameson campaigns to change perception about whiskey
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- Figure 3: Jameson “Ser suave é para os fortes” campaign
- Brands launch special flavors and editions for Carnival
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- Figure 4: Skol Beats Fire and Frost
- Azuma Kirin brings sake to the ‘ices’ universe
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- Figure 5: Azuma Kirin Sparkling launch
Who’s Innovating?
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- Flavor is very important for Brazilian consumers
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- Figure 6: Launches of flavored vs unflavored alcoholic drinks, by top 5 countries and Brazil, January 2015-December 2017
- Brazilians show interest in ready-to-drink cocktails to consume at home
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- Figure 7: Launches of alcoholic drinks positioned as "drinks" and/or "cocktail,” by top five countries and Brazil, January 2015-Dec 2017
The Consumer – What You Need to Know
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- Teaching how to prepare cocktails can stimulate young consumers
- International beers can be positioned for relaxing moments at home
- Affordable options may keep consumers loyal to well-known brands
- Healthier and low-alcohol options may attract those with health concerns
- Wines can be positioned as the best option to consume with food
Consumption Occasions by Alcoholic Drink
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- Offering diverse consumption options may be an opportunity for wines
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- Figure 8: Consumption occasions by alcoholic drink, at home vs out-of-home, January 2018
- Teaching how to prepare cocktails can stimulate young consumers
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- Figure 9: Consumption occasions by alcoholic drink, cocktails (eg caipirinha, mojito), by age, January 2018
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- Figure 10: Resident Mixologist – Tanqueray
- Craft beers could extend their presence in bars for the World Cup
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- Figure 11: Consumption occasions by alcoholic drink, type of drink vs consumption watching sport events, January 2018
Consumption Occasions in General
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- International beers can be positioned for relaxing moments at home
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- Figure 12: Consumption occasions in general, January 2018
- Bars specialized in trending drinks can attract young Millennials
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- Figure 13: Consumption occasions in general, by generation, January 2018
- Presence in nightclubs and music festivals can appeal to women
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- Figure 14: Consumption occasions in general, by gender, January 2018
Consumption Drivers
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- Affordable options may keep consumers loyal to well-known brands
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- Figure 15: Consumption drivers, January 2018
- Bartenders can stimulate experimentation among young consumers
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- Figure 16: Consumption drivers, by age, January 2018
- Special editions of premium alcoholic drinks can attract AB consumers
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- Figure 17: Consumption drivers, by socioeconomic group, January 2018
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- Figure 18: Club 12 – Launch campaign
Behaviors toward Alcoholic Beverages
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- Healthier and low-alcohol options may attract those with health concerns
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- Figure 19: Behaviors toward alcoholic beverages, January 2018
- Mixture of alcoholic drinks may appeal to young consumers
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- Figure 20: Behaviors toward alcoholic beverages, by age, January 2018
- Non-alcoholic drinks and cocktails can appeal to consumers
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- Figure 21: Dry January & Beyond app
Perception toward Different Alcohol Types
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- Wines can be positioned as the best option to consume with food
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- Figure 22: Correspondence analysis, January 2018
- Investing in line extensions and educating consumers about the different types of beer available can encourage the perception of versatility
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- Figure 23: Brahma beers
- Ready-to-drink spirits mixed with soft drinks can be an alternative
Appendix – Abbreviations
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- Abbreviations
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