Abstract
Report Description
Cachaca is the ninth-largest global spirits category at 82.67m nine-litre
cases, deriving the vast majority of this volume from the domestic market,
selling some 81.8m cases in Brazil in 2011. It has been widely tipped as the
next big international spirits category. Much of that enthusiasm is based on
potential, rather than actual, international performance to date. With Brazil
scheduled to host both the Football World Cup in 2014 and the Summer Olympics
in Rio in 2016, there has possibly never been a better time to build global
awareness around the national spirit.
Campari managing director, South America Paolo Perego says: "We have been
hearing for a number of years that cachaca is going to be the next hot
category. There are some interesting things happening in export markets,
although it is very difficult to forecast an explosion. Today we are operating
in the reality that 98% of the volumes are consumed in Brazil. Maybe exports
will eventually grow to 3%, 4% or 5% of total volume, but that is in the
future. Today it is about Brazil."
Leblon's Luttmann sees parallels between cachaca and other rapidly
internationalising categories. "Right now, cachaca is where Tequila was 15-20
years ago, and rum nearly 50 years ago. It's exotic, Latin, and a versatile
white spirit. Like Tequila's margarita, there is a signature cocktail, the
caipirinha, and most importantly, there is an aspirational culture and
destination behind the spirit."
The question is why has cachaca made such little headway in export markets?
More importantly, are the conditions for international success present and is
cachaca finally poised for an international breakthrough?
This latest edition of just-drinks' and IWSR's unique review of the category
aims to answer these questions and more, containing latest 2011-actual market
consumption volumes by brand, domestic and export data and forecasted
consumption.
Including analysis by The IWSR and interviews with the leading players, this
report is the only complete research available for this fascinating spirits
category with potentially huge international growth.
Table of Contents
Chapter 1 Scope of the category
- The product
- International presence
- Exports struggle in 2011
- Export impediments
- High-profile events
- Improved packaging and presentation
- Domestic challenge
- Industry structure
- Leading companies
- Muller de Bebidas
- Engarrafamento Pitu
- Ypioca
- Tatuzinho
- Industria de Bebidas Pirassununga
- Takeover activity
- Growing multinational involvement
- Comment from just-drinks - Diageo hunts down Pernod Ricard in Brazil
- Tequila model
- Cocktail culture
- Confused with rum
Chapter 2 Performance of the markets
- Brazil
- Leading brands
- Distribution structure
- Highly regional market
- Premium development
- Ready-to-drink (RTD) growth
- Competition
- International markets
- United States
- Chile
- Germany
- Portugal
- Spain
- France
- United Kingdom
- Italy
- Travel retail
List of tables
- Table 1: Top ten spirits categories: 2006-2011 total volume by category
('000s nine-litre cases)
- Table 2: Top ten cachaca export markets: 2006-2016 total volume by market
('000s nine-litre cases)
- Table 3: Top ten cachaca export markets: 2006-2011 by total retail value
(US$'000s)
- Table 4: Top five cachaca exporters: 2006-2011 exporter and total volumes
('000s nine-litre cases)
- Table 5: Top five cachaca export brands: 2006-2011 brands' and total
volumes ('000s nine-litre cases)
- Table 6: Top five spirits categories in Brazil: 2006-2011 category and
total volume ('000s nine-litre cases)
- Table 7: Top ten cachaca owners in Brazil: 2006-2011 owners' and total
volumes ('000s nine-litre cases)
- Table 8: Top cachaca brand lines for Muller De Bebidas: 2006-2011 volume
('000s nine-litre cases)
- Table 9: Top five and total export markets for Cachaca 51: 2006-2011
volume ('000s nine-litre cases)
- Table 10: Top cachaca brand lines for Pitu: 2006-2011 volume ('000s
nine-litre cases)
- Table 11: Top five and total export markets for Pitu: 2006-2011 volume
('000s nine-litre cases)
- Table 12: Top cachaca brands for Ypioca: 2006-2011 volume ('000s
nine-litre cases)
- Table 13: Top cachaca brands for Tatuzinho: 2006-2011 volume ('000s
nine-litre cases)
- Table 14: Top cachaca brands for Industria de Bebidas Pirassununga:
2006-2011 volume ('000s nine-litre cases)
- Table 15: Top ten cachaca brands in Brazil: 2006-2011 consumption volume
('000s nine-litre cases)
- Table 16: Ready-to-drink market in Brazil: 2006-2011 volume ('000s
nine-litre cases)
- Table 17: Top cachaca brands in the United States: 2006-2011 brands' and
total market volumes ('000s nine-litre cases)
- Table 18: Top cachaca brands in Chile: 2006-2011 brands' and total market
volumes ('000s nine-litre cases)
- Table 19: Top cachaca brands in Germany: 2006-2011 brands' and total
market volumes ('000s nine-litre cases)
- Table 20: Top cachaca brands in Portugal: 2006-2011 brands' and total
market volumes ('000s nine-litre cases)
- Table 21: Top cachaca brands in Spain: 2006-2011 brands' and total market
volumes ('000s nine-litre cases)
- Table 22: Top cachaca brands in France: 2006-2011 brands' and total market
volumes ('000s nine-litre cases)
- Table 23: Top cachaca brands in United Kingdom: 2006-2011 brands' and
total market volumes ('000s nine-litre cases)
- Table 24: Top cachaca brands in Italy: 2006-2011 brands' and total market
volumes ('000s nine-litre cases)
List of figures
- Figure 1: Sagatiba
- Figure 2: Caipirinha cocktail
- Figure 3: Mixing caipirinha
- Figure 4: Cachaca 51
- Figure 5: Pitu
- Figure 6: Cachaca 51 Reserva
- Figure 7: World Duty Free Cocktail Bar
