Bourbon whisky sales grow in Brazil

Diageo took the demand for American Whiskey (bourbon)-growing, despite the setback in the category as a whole, to bring to the country the mark Bulleit Bourbon. The company follows the same strategy adopted by Gruppo Campari, which brought to Brazil at the beginning of the year the Wild Turkey bourbon. Bourbon sales increase in Brazil as connoisseurs of Scotch in lieu of the consumption by distillates Americans, due to the lower price. Another factor that encourages sales is the preference of younger consumers (below 30 years) for pure or distilled spirits in drinks.
According to Euromonitor International, the total sales of Scotch in Brazil fell 2.4% in volume in 2015, to 38,400,000 liters. The American whiskies already registered 1.8 percent advance, to 1.5 million liters.
The thread is led by Brown-Forman, with the brand Jack Daniel''s. Then is the Pernod Ricard, Jim Beam branded, and Diageo, with Seagram''s 7 Crown. The total market of whiskies, the leading brand is the Johnnie Walker (Diageo), followed by Teacher''s (Pernod Ricard), Old Eight (Campari), Natu Nobilis (Pernod Ricard) and White Horse (Diageo).
Cecilia Gurgel, Director of Diageo Reserve (area that includes the luxury portfolio company), said that the coming of the brand to the Brazil is part of the company''s plan to expand the offer, taking advantage of categories which have faster growth. According to the consulting firm International Wine and Spirit Research (IWSR), Brazil is the country in which the American Whiskey category grew over the last five years, with an average rate of growth of 33% per year, while the global average was 6%.
Cecilia says that, despite the adverse economic scenario yet, the category presents growth and has great potential for expansion in the future. "Today, the American Whiskey sales are equivalent to 1% of the sales volume of the category in the United States. The expectation is to reach in Brazil a performance similar to that achieved in the American market ", says the Executive.
Diageo introduced in the fiscal year ended June 30 net profit of 2.24 billion pounds (US $ 2.96 billion), a fall of 5.9% over the previous year. The result was attributed to losses on the Exchange variation. Overall net revenue fell 3%. In Brazil, the company reported, without citing figures, which the IRS backed off due to exchange rate variations and lower demand in the area of cachaça.