The category of alcoholic drinks has been affected by the health concerns of consumers and the search for cheaper options. These two factors have led consumers to control their intake of alcoholic drinks and opt for non-alcoholic beverages in some occasions. This opens an opportunity to invest in quality, which means consumers might save money buying less alcoholic drinks in terms of quantity, but still pay a bit more for premium products with higher added value in particular situations.

In addition, as consumers seek cheaper options, many of them, especially those from the C12 socioeconomic group, prefer to drink alcoholic beverages at home. This kind of consumption has been growing, as it allows consumers to save money and enjoy the convenience and practicality of their homes. The adoption of new habits, such as the use of mobile apps and ecommerce platforms for the purchase of products and organization of small events related to sports and TV series, for example, have also affected the consumption of alcoholic drinks at home.

This Report explores all types of alcoholic drinks and the consumers’ related habits and purchasing behaviors in and out-of-home on premise. The consumer research includes the following alcoholic drinks categories:

• National or international standard beer

• National or international premium beer

• Artisanal beer (craft beer)

• Wine

• Champagne/sparkling wine

• Traditional cocktails (eg caipirinha, mojito)

• Spirits without a mixer

• Spirits with a mixer (eg fruit juice)

• Catuaba

• RTD mixed alcoholic beverage