Vodka grows and cachaça is stable

The alcoholic beverage market showed little growth in 2014 and tends to deterioration this year. According to a survey of consulting firm Euromonitor International, in 2014, the sector grew 3.2% by volume, to 15.4 billion liters. The result was driven by the growth of 3.6% in sales of beer, to 14.1 billion liters.
The spirits segment closed the year with an increase of 0.4%, to 1 billion liters. In revenue, the advance was of 12.2%, to $ 35.3 billion. The Euromonitor estimates that by 2019, this thread will have an average annual shrinkage of 0.2% by volume and an improvement of 16.8% per annum in revenue, nearing the end of the period with revenues of R $ 41.3 billion and sales at 1 billion liters.
The rum category, which accounts for 80% of the market of distillates, was stable last year, with sales of 856.1 million liters. "Cachaça is a mature market. Last year, the segment had a positive impact of the World Cup and closed stable, reversing a previous falls frame. There is no prospect of change this year in 2014, "said Renata Akshay Malhotra, a research analyst at Euromonitor International.
Ricardo Gonçalves, President of the Cla Müller de Bebidas (dona da Cachaça 51), noted that consumers have gone less to bars, which generates a negative impact for the beverage industry. "Another trend to note is the exchange of drinks with higher added value for similar with lower price, but there is no replacement for a category by another," he said.
Still in the segment of distillates, the rows of vodka and tequila had positive performance in 2014 and tend to grow less this year, with the downturn in consumption and the high of the dollar, which makes imports less accessible.
According to Euromonitor, in 2014, the vodka market grew 17.3 percent in revenue, to $ 6.6 billion and 7.6 percent in volume, to 45.7 million liters. Tequila sales already increased 15.9% in revenue, to $ 290,7 million. In volume, the increase was 6.9%, to 129.3 million liters.
Renata pondered that the consumption of tequila represents 0.13% distillate market and have a basis for comparison, small variations are stronger. In the case of vodka, which represents 6% of distillates, the growth was the result of marketing campaigns developed by manufacturers such as Diageo and Pernod Ricard, and consumption by young people.
The Euromonitor estimates that sales of tequila will grow an average of 6.7% per year until 2019. In the case of vodka, the expected annual average growth of 7.1%.
Carlos Moura, Director-General of the Campari Group in Brazil, said see a trend in the country imported drinks substitution, such as whiskey and vodka, for domestic products. Campari does not disclose sales projection for the year, but reported that sees opportunities to expand sales volume of distillates in the country.