Description
The spirits market in Brazil have
shown dichotomies in recent years. While alcoholic beverages with less added
value, such as cachaça, show performance in descending volume retail;
categories with higher added value, such as whiskeys and vodka, have had strong
growth. With dynamic, diverse opportunities and challenges, score is distinct
fields of expertise for each of the categories.
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In the case of whiskys, marketing
messages based on international and cosmopolitan image may come to represent an
alternative to the status to reinforce the premium positioning of the brands in
the category. As for the vodka, position yourself as a category gateway to
middle-class consumers, presents itself as the potential to grow this social
stratum. Manufacturers of cachaça, in turn, can take ownership of major
sporting events to gain visibility among Brazilians and tourists (especially by
promoting the consumption of caipirinha).
TABLE OF CONTENT
Introduction
Definition
Abbreviations
New Consumer Leverages Category Whisky in Brazil
Central topics
The main brands symbolize thermometer quality category by the Brazilian
Figure 13: Evolution of Sales of Spirits and Whiskies, retail, 2010-12
Figure 14: Agreement with
the statement \"I am drinking more spirits than last year\", by type of
distillate consumed, January 2013
Figure 15: Agreement with the statement \"Buy known brands makes me feel good about myself (a)\", by class, January 2013
Figure 15: Agreement with the statement \"Buy known brands makes me feel good about myself (a)\", by class, January 2013
Figure 16: Agreement with
the statement \"There is a big difference in quality between brands of
spirits\" and \"Is it worth paying for a premium distilled\" by type of
distillate consumed, January 2013
Whisky with energy is the main form of consumption among young Brazilian adults
Figure 17: Consumption of Whiskies / or Bourbon Pure Energy, January 2013
Figure 18: Consumption of whiskey with energy, by age, January 2013
Figure 18: Consumption of whiskey with energy, by age, January 2013
Figure 19: Consumption of whiskey with energy consumption per channel distillates, January 2013
Variations have the potential premium whiskey among older audiences
Figure 20: Consumption of whiskey neat, by age, January 2013
Figure 21: Consumption of whiskey neat, social class, January 2013
Figure 22: Agreement with
the statement \"I do not understand what is meant by terms such as blend
and single malt whiskey when talking\" for consumers of spirits and
whiskey neat, January 2013
Figure 22: Agreement with
the statement \"I do not understand what is meant by terms such as blend
and single malt whiskey when talking\" for consumers of spirits and
whiskey neat, January 2013
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