Table of Contents
Executive Summary
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- Challenges
- Economic uncertainty and focus on quality affect the category
- Health concerns and aging of the population can be a barrier
- Big brands have the challenge of maintaining the value of craft brands
- Craft beers have the challenge of building a more uniform image
- Opportunities
- Focus on quality stimulates growth in value and boosts premium and craft beers
- World Cup should have encouraged beer consumption on- and off-premise
- Products for different occasions can be an opportunity for the category
- Showing how a beer is produced can increase credibility
- Extension to other categories can appeal to those aged 18-34
- What we think
The Market – What You Need to Know
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- Beer market grows in value and stops falling in volume
- Economic uncertainty, focus on quality and health concerns
Market Size and Forecast
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- Market grows in value and stops falling in volume
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- Figure 1: Retail sales of beer, by value and volume, 2013-2023
- Economic uncertainty and focus on quality affect the category
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- Figure 2: Forecast of Brazil retail sales of beer, by value, 2013-2023
- Figure 3: Forecast of Brazil retail sales of beer, by volume, 2013-2023
Market Drivers
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- Economy and politics impact the market despite inflation fall
- Health concerns are a barrier to the consumption of alcoholic drinks
- Legislation increases drunk driving penalty
- World Cup should have encouraged consumption
- Aging population
- Consumption of alcoholic drinks increases among women
Key Players – What You Need to Know
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- Ambev leads and Heineken ranks second after buying Kirin
- Brands invest in campaigns and launches focused on the World Cup
- Craft beers can attract consumers who favor quality over quantity
Market Share
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- Ambev leads and Heineken ranks second after buying Kirin
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- Figure 4: Shares in the beer retail market, by value - Brazil, 2016 and 2017
- Figure 5: Shares in the beer retail market, by volume - Brazil, 2016 and 2017
Marketing Campaigns and Actions
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- Brands invest in campaigns and launches focused on the World Cup
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- Figure 6: Brahma's campaign
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- Figure 7: Brahma's campaign
- Skol performs marketing actions to impact women
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- Figure 8: Skol's campaign
- Amstel explores the habit of bringing beer to others’ houses
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- Figure 9: Amstel's campaign
- Skol launches glass bottle that is easier to open
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- Figure 10: Skol's easy to open glass bottle
- Colorado gives free beer in promotional action
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- Figure 11: Colorado's voucher
- Heineken promotes event during the Champions League final
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- Figure 12: Heineken's campaign
Who’s Innovating?
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- Craft beers can attract consumers who favor quality over quantity
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- Figure 13: Craft beer releases as a percentage of total beer releases, by region, January 2014-December 2017
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- Figure 14: Main claims related to quality and premium used by craft beers*, January 2014-December 2017
- Brazilian consumers have an interest in glass bottles
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- Figure 15: Percentage of global releases of glass bottles*, by beer bottle size, January 2014-December 2017
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- Figure 16: Percentage of Brazil's releases of glass bottles*, by beer bottle size, January 2014-December 2017
The Consumer – What You Need to Know
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- Large servings can appeal to consumers during sporting events
- Full-bodied beers can be appealing to men
- Well-known brands can invest in innovative flavors
- Craft beers are linked to the quality of ingredients and innovative flavors
- Showing how a beer is produced increases credibility
Consumption Occasion by Drink
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- Large servings can appeal to consumers during sporting events
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- Figure 17: Consumption occasion by drink, May 2018
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- Figure 18: Preferences by consumption occasion during sports by drink, May 2018
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- Figure 19: Brahma's campaign
- Consumers prefer higher strength beers before clubbing
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- Figure 20: Preferences by consumption occasion by drink, by abv preference, May 2018
- Stout beer can appeal to men aged 45-54
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- Figure 21: Consumption occasion by drink, by age group, May 2018
Preferences
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- Full-bodied beers can be appealing to men
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- Figure 22: Preferences, by gender, May 2018
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- Figure 23: How to pour the perfect pint of Guinness
- Smaller servings appeal to AB consumers
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- Figure 24: Preferences, by socioeconomic group, May 2018.
- International brands can gain more space among women
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- Figure 25: Preferences towards brand, by gender, May 2018
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- Figure 26: Jane Walker Limited Edition
Motivations for Trying New Types of Beer
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- Well-known brands can invest in innovative flavors
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- Figure 27: Factor for trying new types of beer, May 2018
- Exotic flavors can stimulate experimentation among young consumers
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- Figure 28: Motivations for trying new types of beer, by age group, May 2018
- Recommendations can boost experimentation among AB consumers
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- Figure 29: Factor for trying new types of beer, by socioeconomic group, May 2018
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- Figure 30: Taproom's different types of beer
Defining Craft Beer
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- Craft beers are linked to quality of ingredients and innovative flavors
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- Figure 31: Defining craft beer, May 2018
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- Figure 32: Society of Independent Brewers' label
- Figure 33: US Brewers Association's label
- Figure 34: Abracerva's label
- Large companies need to keep the quality of craft brands
- Attractive packaging can be an opportunity for craft beers
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- Figure 35: Defining craft beer, by behaviors and attitudes, May 2018
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- Figure 36: La Cavalera's First Aid Kit
Behaviors and Attitudes
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- Showing how a beer is produced increases credibility
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- Figure 37: Behaviors and attitudes, May 2018
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- Figure 38: Heineken Experience
- Extensions to other categories can appeal to those aged 18-34
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- Figure 39: Behaviors and attitudes, by age group, May 2018
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- Figure 40: New line of Budweiser sauces
- Older Millennials are more likely than other generations to believe that the brand or type of beer you drink says a lot about you
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- Figure 41: Behaviors and attitudes – brand and type of beer, by generation, May 2018
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size and Forecast
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- Market size and forecast
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- Figure 42: Retail sales of beer, by value and volume, 2013-2023
- Figure 43: Market forecast of beer, retail, by value, 2013-2023
- Figure 44: Market forecast of beer, retail, by volume, 2013-2023
- Figure 45: Shares of the beer retail market, by value - Brazil, 2016 and 2017
- Figure 46: Shares of the beer retail market, by volume - Brazil, 2016 and 2017
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