Abstract
Euromonitor International' s Alcoholic Drinks in Peru market report
offers a comprehensive guide to the size and shape of the market at a national
level. It provides the latest retail sales data, allowing you to identify the
sectors driving growth. It identifies the leading companies, the leading
brands and offers strategic analysis of key factors influencing the market -
be they new product developments, packaging innovations, economic/lifestyle
influences, distribution or pricing issues. Forecasts illustrate how the
market is set to change.
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Beer; Cider/Perry; RTDs/High-Strength Premixes; Spirits; Wine
Executive summary
Alcoholic drinks achieves a slower rate of growth in 2009
Alcoholic drinks registered a positive but slower rate of growth in total
volume terms in 2009, compared with the previous year. This performance can be
explained by two main factors. Firstly, the deceleration of the Peruvian
economy in 2009 as a result of the international economic crisis led to a
slowdown in the growth of higher priced products such as spirits, wine and
premium beers, as Peruvian consumers cut back on these non-essential products.
Secondly, in the specific case of standard lager, the impressive level of
penetration achieved in the last three years meant a slower rate of growth for
2009, as well as for the forecast period.
Product innovation in beer is driven by further segmentation
During 2009, product innovation observed in the beer category targeted
specific niche segments. Both new products launched in 2009 were offered by
the leader in the category, Union de Cervecerias Peruanas Backus & Johnston
SAA. While the Quara brand targets the challenging female segment, offering a
fruity flavoured beer, Cusquena de Trigo was the first wheat beer in the
Peruvian market, offering a different flavour to demanding high income
consumers.
Domestic companies continue to dominate the market
Local companies continued to represent the key players in the alcoholic drinks
market in 2009. On the one hand, Union de Cervecerias Peruanas Backus &
Johnston SAA and Destilerias Unidas SAC, the leading companies in the beer and
rum categories respectively, achieved their positions thanks to longstanding
brands, the good quality of their products and frequent product innovations.
On the other hand, joint advertising efforts from the government and domestic
companies also helped to boost sales of traditional Peruvian pisco, led by
companies such as Santiago Queirolo SA and Vina Ocucaje SA.
Independent small grocers continues to lead distribution
Independent small grocers, traditionally known as bodegas, continued to
represent the key channel for the distribution of the most popular alcoholic
drinks, such as beer and rum. The reason for this performance is the
practicality of this retail channel, as these outlets are within blocks of
most households in Peru. On the other hand, supermarkets/hypermarkets
continued to gradually increase, mainly due to the offer of high priced
products such as spirits and wine, targeting high and middle income consumers.
Healthy rates of growth expected for the forecast period
It is expected that beer, the largest alcoholic drinks category in Peru, will
achieve moderate rates of growth during the forecast period, due to its
already large size, which will lead to a slowdown in its rate of growth,
except for the premium beer category, which is still a niche. On the other
hand, faster rates of growth are expected to be seen by still underdeveloped
categories, such as the spirits pisco, tequila and vodka, which will benefit
from increased consumption from middle income consumers, as they benefit from
higher disposable incomes due to the forecast strong performance of the
Peruvian economy.
Table of Contents
ALCOHOLIC DRINKS IN PERU : MARKET INSIGHT
- EXECUTIVE SUMMARY
- Alcoholic drinks achieves a slower rate of growth in 2009
- Product innovation in beer is driven by further segmentation
- Domestic companies continue to dominate the market
- Independent small grocers continues to lead distribution
- Healthy rates of growth expected for the forecast period
- LEGISLATION
- TAXATION AND DUTY LEVIES
- Table 1 Taxation and Duty Levies on Alcoholic Drinks 2009
- Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected
Sectors 2009
- Table 3 Selling Margin of a Typical Beer Brand 2009
- Table 4 Selling Margin of a Typical Wine Brand 2009
- Table 5 Selling Margin of a Typical Spirits Brand 2009
- OPERATING ENVIRONMENT
- MARKET INDICATORS
- Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2004-2009
- MARKET DATA
- Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
- Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
- Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth
2004-2009
- Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth
2004-2009
- Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Volume 2009
- Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Value 2009
- Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Volume 2009
- Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Value 2009
- Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner
2005-2009
- Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: %
Value Analysis 2009
- Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution
Format: % Volume Analysis 2009
- Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume
2009-2014
- Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value
2009-2014
- Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume
Growth 2009-2014
- Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value
Growth 2009-2014
- DEFINITIONS
- Summary 1 Research Sources
LOCAL COMPANY PROFILES - PERU
- AJEPER SA - ALCOHOLIC DRINKS - PERU
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 2 Ajeper SA: Key Facts
- Summary 3 Ajeper SA: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 4 Ajeper SA: Competitive Position 2009
- BODEGAS VInAS DE ORO SA - ALCOHOLIC DRINKS - PERU
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 5 Bodegas Vinas de Oro SA: Key Facts
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 6 Bodegas Vinas de Oro SA: Competitive Position 2009
- BODEGAS Y VInEDOS TABERNERO SA - ALCOHOLIC DRINKS - PERU
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 7 Bodegas y Vinedos Tabernero SA: Key Facts
- Summary 8 Bodegas y Vinedos Tabernero SA: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 9 Bodegas y Vinedos Tabernero SA: Competitive Position 2009
- SANTIAGO QUEIROLO SA - ALCOHOLIC DRINKS - PERU
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 10 Santiago Queirolo SAC: Key Facts
- Summary 11 Santiago Queirolo SAC: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 12 Santiago Queirolo SAC: Competitive Position 2009
- UNIoN DE CERVECERiAS PERUANAS BACKUS & JOHNSTON SAA - ALCOHOLIC DRINKS
- PERU
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 13 Union de Cervecerias Peruanas Backus & Johnston SAA: Key Facts
- Summary 14 Union de Cervecerias Peruanas Backus & Johnston SAA:
Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 15 Union de Cervecerias Peruanas Backus & Johnston SAA:
Competitive Position 2009
- VInA OCUCAJE SA - ALCOHOLIC DRINKS - PERU
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 16 Vina Ocucaje SA: Key Facts
- Summary 17 Vina Ocucaje SA: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 18 Vina Ocucaje SA: Competitive Position 2009
BEER IN PERU
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Lager price band methodology
- Summary 19 Lager by Price Band 2009
- SECTOR DATA
- Table 22 Sales of Beer by Subsector: Total Volume 2004-2009
- Table 23 Sales of Beer by Subsector: Total Value 2004-2009
- Table 24 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
- Table 25 Sales of Beer by Subsector: % Total Value Growth 2004-2009
- Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
- Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
- Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth
2004-2009
- Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 30 Beer: Production, Imports and Exports: Total Volume 2003-2008
- Table 31 Beer Exports by Country of Destination: Total Volume 2003-2008
- Table 32 Beer Exports by Country of Destination: Total Value 2003-2008
- Table 33 Beer Imports by Country of Origin: Total Volume 2003-2008
- Table 34 Beer Imports by Country of Origin: Total Value 2003-2008
- Table 35 Company Shares of Beer by National Brand Owner 2005-2009
- Table 36 Company Shares of Beer by Global Brand Owner 2005-2009
- Table 37 Brand Shares of Beer 2006-2009
- Table 38 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
- Table 39 Forecast Sales of Beer by Subsector: Total Value 2009-2014
- Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth
2009-2014
- Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth
2009-2014
RTDS/HIGH-STRENGTH PREMIXES IN PERU
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 42 Sales of RTDS/High-strength Premixes by Subsector: Total Volume
2004-2009
- Table 43 Sales of RTDS/High-strength Premixes by Subsector: Total Value
2004-2009
- Table 44 Sales of RTDS/High-strength Premixes by Subsector: % Total
Volume Growth 2004-2009
- Table 45 Sales of RTDS/High-strength Premixes by Subsector: % Total
Value Growth 2004-2009
- Table 46 On-trade vs Off-trade Sales of RTDS/High-strength Premixes:
Volume 2004-2009
- Table 47 On-trade vs Off-trade Sales of RTDS/High-strength Premixes:
Value 2004-2009
- Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Volume Growth 2004-2009
- Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Value Growth 2004-2009
- Table 50 Company Shares of RTDS/High-strength Premixes by Global Brand
Owner 2005-2009
- Table 51 Company Shares of RTDS/High-strength Premixes by National Brand
Owner 2005-2009
- Table 52 Brand Shares of RTDS/High-strength Premixes 2006-2009
- Table 53 Forecast Sales of RTDS/High-strength Premixes by Subsector:
Total Volume 2009-2014
- Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector:
Total Value 2009-2014
- Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Volume Growth 2009-2014
- Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Value Growth 2009-2014
WINE IN PERU
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 57 Sales of Wine by Subsector: Total Volume 2004-2009
- Table 58 Sales of Wine by Subsector: Total Value 2004-2009
- Table 59 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
- Table 60 Sales of Wine by Subsector: % Total Value Growth 2004-2009
- Table 61 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
- Table 62 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
- Table 63 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth
2004-2009
- Table 64 Sales of Wine by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 65 Wine Production, Imports and Exports: Total Volume 2003-2008
- Table 66 Wine Exports by Country of Destination: Total Volume 2003-2008
- Table 67 Wine Exports by Country of Destination: Total Value 2003-2008
- Table 68 Wine Imports by Country of Origin: Total Volume 2003-2008
- Table 69 Wine Imports by Country of Origin: Total Value 2003-2008
- Table 70 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
- Table 71 Forecast Sales of Wine by Subsector: Total Value 2009-2014
- Table 72 Forecast Sales of Wine by Subsector: % Total Volume Growth
2009-2014
- Table 73 Forecast Sales of Wine by Subsector: % Total Value Growth
2009-2014
SPIRITS IN PERU
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 74 Sales of Spirits by Subsector: Total Volume 2004-2009
- Table 75 Sales of Spirits by Subsector: Total Value 2004-2009
- Table 76 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
- Table 77 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
- Table 78 Sales of Spirits by On-trade vs Off-trade Split: Volume
2004-2009
- Table 79 Sales of Spirits by On-trade vs Off-trade Split: Value 2004-2009
- Table 80 Sales of Spirits by On-trade vs Off-trade Split: % Volume
Growth 2004-2009
- Table 81 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 82 Spirits Production, Imports and Exports: Total Volume 2003-2008
- Table 83 Spirits Exports by Country of Destination: Total Volume
2003-2008
- Table 84 Spirits Exports by Country of Destination: Total Value 2003-2008
- Table 85 Spirits Imports by Country of Origin: Total Volume 2003-2008
- Table 86 Spirits Imports by Country of Origin: Total Value 2003-2008
- Table 87 Whisk(e)y Production, Imports and Exports: Total Volume
2003-2008
- Table 88 Brandy & Cognac Production, Imports and Exports: Total Volume
2003-2008
- Table 89 Vodka Production, Imports and Exports: Total Volume 2003-2008
- Table 90 Gin Production, Imports and Exports: Total Volume 2003-2008
- Table 91 Rum Production, Imports and Exports: Total Volume 2003-2008
- Table 92 Tequila Production, Imports and Exports: Total Volume 2003-2008
- Table 93 Liqueurs Production: Total Volume 2003-2008
- Table 94 Other Spirits Production: Total Volume 2003-2008
- Table 95 Company Shares of Spirits by National Brand Owner 2005-2009
- Table 96 Company Shares of Spirits by Global Brand Owner 2005-2009
- Table 97 Brand Shares of Spirits 2006-2009
- Table 98 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
- Table 99 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
- Table 100 Forecast Sales of Spirits by Subsector: % Total Volume Growth
2009-2014
- Table 101 Forecast Sales of Spirits by Subsector: % Total Value Growth
2009-2014
