Table of Contents
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
Back to top