CLASS C SHALL CONSUME THE MOST EXPENSIVE DRINKS

A question of class C status, with disposable income, shall consume the most expensive drinks and awakens the interest of brands such as Pernod Ricard, which launches in June a new pack of whiskey at the price of R $ 29.90 the new class C doesn't want to just drink, she wants status. Entry into the consumer market from the income is not limited only to the price you can pay for a product. In the case of drinks, some companies have already realized the migration of new middle class for items of greater value. Manufacturers of special beers, whisky, wines and sparkling wines have won a demanding consumer and interested in what's new. The purchase of more expensive drinks is a sign of the rise, especially away from home. If drink combines with celebration, is at bars, parties and ballads that higher value-added items demonstrate a change of level.
Marco Quintarelli, AZO Group retail consultant, said that the increase in drinking more expensive premium or category has a lot of connection with the young people of the class c. and is at the time of fun that are experienced and desired. From there, he says, are presented to the entire family.
"In General, the class C is consuming more expensive products and this is a reflection of increase in purchasing power. The young man is more receptive and attentive to all that and ends up being the target of marks ".
Renato Manning, partner Director of the Popular Date, corroborates the claim of Quintarelli. For him, the class C, due to the increase of purchasing power, is having more and more money in your pocket, want to have access to new experiences.
"The consumption of distillates increased greatly and the premium beers as well. So much so that within communities are already being installed beverage distributors with greater added value, "says Manning. The Popular Date, data has not yet closed on the increase of premium beverages for the class C.
Diego Bertolini, Marketing Manager of the Brazilian Wine Institute (Ibravin) States that the fine wine market has been growing at the expense of the wines of demijohn.
"In wines Are $ 15, $ 20. Brands like Salton and Almadén, among others, have become part of the consumer's shopping list of class C, to the detriment of the demijohn wine and wines in bulk, that are in the range of $ 4 to $ 5 per liter.There is still a specific cut consumption but we realize that there are already more output of fine wine bottled and the industry is improving demand to account for it, "he says, noting that the same has been done in the case of national sparkling.Consumption rose from 13.2 million gallons in 2011 to 15 million litres in 2012. "This also has connection with the higher consumption of sparkling wine by the class C" ensures it.
Eyeing this market, beverage maker Pernod Ricard, launches in June, a new Passport Scotch packing, in 670 ml version. The initiative was taken by the local marketing team, which believes that in this way the bottled whisky will have greater ease of purchase by consumers of the class c. Brazil is the main Passport market worldwide, with almost a third of all worldwide sales.
The new package will be distributed at retail in southern Brazil and in São Paulo, to $ 29.90.
"We know the consumption potential of the C class, which increasingly requires of high quality products and brands with higher added value, at an affordable price. Was thinking about it that we develop the Passport size 670 ml packaging. It is expected to exceed the market share, which today is 17.7%, expanding our distribution in smaller stores, "says Patricia Cardoso, Grouper Passport brand in Brazil.
Cesar Chacon, commercial Director of Amazon Beer, craft beer produced in the Amazon and that broadened its distribution in the domestic market, also notice an increased demand for class C consumer brand products.
"We see the growth of the purchasing power of the class C in our products. Our sales are in bars and stores, the average price of R $ 12 ".
Paul Bettiol, Manager of another craft beer brand, the Lady Bier, of Piracicaba, São Paulo State, put in new packaging to draw the attention of the consumer-grade C. The beer line is sold in supermarkets and has just hit the market.
"Class C accounts for 10% of our revenues and the average prices of our products ranges from $ 9 to $ 12," he says.
Despite all the strength of consumption, professor Silvio Passarelli, Director of program management of luxury of FAAP, says that even with new middle class having personal income available for more expensive products, this movement is sustainable.
"We are rehearsing the steps of a systemic change in income. The demand bubble is a cyclical and not structural factor and the objects of desire still follow this demand. "alert.