Alcoholic Drinks Consumption Habits - Brazil - March 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
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
Economic situation and health concerns affect the category
MARKET DRIVERS
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
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
Brands invest in special events and bars with limited access
Figure 1: Heineken “Shape Your City” campaign
Brands teach consumers to prepare drinks and pair them with food
Figure 2: Sponsorship and food pairing – Brahma Extra and Tastemade
Jameson campaigns to change perception about whiskey
Figure 3: Jameson “Ser suave é para os fortes” campaign
Brands launch special flavors and editions for Carnival
Figure 4: Skol Beats Fire and Frost
Azuma Kirin brings sake to the ‘ices’ universe
Figure 5: Azuma Kirin Sparkling launch
WHO’S INNOVATING?
Flavor is very important for Brazilian consumers
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
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
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
Offering diverse consumption options may be an opportunity for wines
Figure 8: Consumption occasions by alcoholic drink, at home vs out-of-home, January 2018
Teaching how to prepare cocktails can stimulate young consumers
Figure 9: Consumption occasions by alcoholic drink, cocktails (eg caipirinha, mojito), by age, January 2018
Figure 10: Resident Mixologist – Tanqueray
Craft beers could extend their presence in bars for the World Cup
Figure 11: Consumption occasions by alcoholic drink, type of drink vs consumption watching sport events, January 2018
CONSUMPTION OCCASIONS IN GENERAL
International beers can be positioned for relaxing moments at home
Figure 12: Consumption occasions in general, January 2018
Bars specialized in trending drinks can attract young Millennials
Figure 13: Consumption occasions in general, by generation, January 2018
Presence in nightclubs and music festivals can appeal to women
Figure 14: Consumption occasions in general, by gender, January 2018
CONSUMPTION DRIVERS 
Affordable options may keep consumers loyal to well-known brands
Figure 15: Consumption drivers, January 2018
Bartenders can stimulate experimentation among young consumers
Figure 16: Consumption drivers, by age, January 2018
Special editions of premium alcoholic drinks can attract AB consumers
Figure 17: Consumption drivers, by socioeconomic group, January 2018
Figure 18: Club 12 – Launch campaign
BEHAVIORS TOWARD ALCOHOLIC BEVERAGES
Healthier and low-alcohol options may attract those with health concerns
Figure 19: Behaviors toward alcoholic beverages, January 2018
Mixture of alcoholic drinks may appeal to young consumers
Figure 20: Behaviors toward alcoholic beverages, by age, January 2018
Non-alcoholic drinks and cocktails can appeal to consumers
Figure 21: Dry January & Beyond app
PERCEPTION TOWARD DIFFERENT ALCOHOL TYPES
Wines can be positioned as the best option to consume with food
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
Figure 23: Brahma beers
Ready-to-drink spirits mixed with soft drinks can be an alternative
APPENDIX – ABBREVIATIONS
Abbreviations