Spirits in Latin America to 2014

Introduction

This databook provides key data and information on the spirits market covering eight countries in Latin America. This report is a comprehensive resource for market, category and segment level data including value, volume, distribution and company share. This report also provides expenditure and consumption data for the historic and forecast periods.

Scope

*Contains information on eight categories; whisk(e)y, specialty spirits, rum, brandy, gin & genever, vodka, liqueurs, and tequila & mezcal

*Market, category and segment level information on value and volume with historic (2004-09) and forecast (2010-14) data

*Category level company share as well as distribution share information for 2008 and 2009

*Review of the top two companies within the spirits market, including company overview, key facts and business description

Highlights

The market for spirits in Latin America increased at a compound annual growth rate o f2.2% between 2004 and 2009.

The specialty spirits category led the spirits market in Latin America, accounting for a share of 31.1%.

The leading players in the Latin American spirits market include Industrias Müller de Bebidas Ltda, Pernod Ricard and Engarrafamento Pitu Ltda.

Reasons to Purchase

*Develop business strategies by understanding the quantitative trends within the spirits market in Latin America

*Design effective marketing and sales strategies by identifying key market categories and segments

*Identify key players within the market to plan lucrative M&A, partnerships and agreements


Report Highlights

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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: spirits 2
Summary category level: brandy 3
Summary category level: liqueurs 4
Summary category level: rum 5
Summary category level: specialty spirits 6
Summary category level: gin & genever 7
Summary category level: whisk(e)y 8
Summary category level: tequila & mezcal 9
Summary category level: vodka 10
Chapter 2 Introduction 11
What is this report about? 11
How to use this report 11
Market definition 12
Chapter 3 Overview 27
Value Analysis 27
Volume Analysis 28
Chapter 4 Latin America Spirits: Market Overview 29
Value analysis (US Dollar), 2004?09 29
Value analysis (US Dollar), 2009?14 30
Volume analysis, 2004?09 32
Volume analysis, 2009?14 33
Company share analysis 35
Distribution analysis 38
Expenditure and consumption per capita 40
Chapter 5 Leading Company Profile 44
Pernod Ricard SA 44
Chapter 6 Category Analysis: Brandy 46
Value analysis (US Dollar), 2004?09 46
Value analysis (US Dollar), 2009?14 47
Volume analysis, 2004?09 49
Volume analysis, 2009?14 50
Company share analysis 52
Distribution analysis 55
Expenditure and consumption per capita 57
Chapter 7 Category Analysis: Liqueurs 59
Value analysis (US Dollar), 2004?09 59
Value analysis (US Dollar), 2009?14 60
Volume analysis, 2004?09 62
Volume analysis, 2009?14 63
Company share analysis 65
Distribution analysis 68
Expenditure and consumption per capita 70
Chapter 8 Category Analysis: Rum 72
Value analysis (US Dollar), 2004?09 72
Value analysis (US Dollar), 2009?14 73
Volume analysis, 2004?09 75
Volume analysis, 2009?14 76
Company share analysis 78
Distribution analysis 81
Expenditure and consumption per capita 83
Chapter 9 Category Analysis: Specialty Spirits 85
Value analysis (US Dollar), 2004?09 85
Value analysis (US Dollar), 2009?14 86
Volume analysis, 2004?09 88
Volume analysis, 2009?14 89
Company share analysis 91
Distribution analysis 94
Expenditure and consumption per capita 96
Chapter 10 Category Analysis: Gin & Genever 98
Value analysis (US Dollar), 2004?09 98
Value analysis (US Dollar), 2009?14 99
Volume analysis, 2004?09 100
Volume analysis, 2009?14 101
Company share analysis 102
Distribution analysis 105
Expenditure and consumption per capita 107
Chapter 11 Category Analysis: Whisk(e)y 109
Value analysis (US Dollar), 2004?09 109
Value analysis (US Dollar), 2009?14 110
Volume analysis, 2004?09 112
Volume analysis, 2009?14 113
Company share analysis 115
Distribution analysis 118
Expenditure and consumption per capita 120
Chapter 12 Category Analysis: Tequila & Mezcal 123
Value analysis (US Dollar), 2004?09 123
Value analysis (US Dollar), 2009?14 124
Volume analysis, 2004?09 125
Volume analysis, 2009?14 126
Company share analysis 127
Distribution analysis 130
Expenditure and consumption per capita 132
Chapter 13 Category Analysis: Vodka 134
Value analysis (US Dollar), 2004?09 134
Value analysis (US Dollar), 2009?14 135
Volume analysis, 2004?09 137
Volume analysis, 2009?14 138
Company share analysis 140
Distribution analysis 143
Expenditure and consumption per capita 145
Chapter 14 Research Methodology 147
Methodology overview 147
Secondary research 148
Market modeling 149
Creating an initial data model 149
Revising the initial data model 149
Creating a final estimate 150
Creating demographic value splits 150
Primary research 150
Data finalization 151
Ongoing research 151
Chapter 15 Appendix 152
Future readings 152
How to contact experts in your industry 152
Disclaimer 152

LIST OF FIGURES
Figure 1: Spirits, Latin America, value by category ($m), 2004?14 31
Figure 2: Spirits, Latin America, category growth comparison, by value, 2004?14 31
Figure 3: Spirits, Latin America, volume by category (liters, million), 2004?14 34
Figure 4: Spirits, Latin America, category growth comparison, by volume, 2004?14 34
Figure 5: Spirits, Latin America, company share (top five companies) by volume (%), 2008?09 37
Figure 6: Spirits, Latin America, distribution channels by volume (%), 2008?09 39
Figure 7: Brandy, Latin America, value by segment ($m), 2004?14 48
Figure 8: Brandy, Latin America, category growth comparison, by value, 2004?14 48
Figure 9: Brandy, Latin America, volume by segment (liters, million), 2004?14 51
Figure 10: Brandy, Latin America, category growth comparison, by volume, 2004?14 51
Figure 11: Brandy, Latin America, company share (top five companies) by volume (%), 2008?09 54
Figure 12: Brandy, Latin America, distribution channels by volume (%), 2008?09 56
Figure 13: Liqueurs, Latin America, value by segment ($m), 2004?14 61
Figure 14: Liqueurs, Latin America, category growth comparison, by value, 2004?14 61
Figure 15: Liqueurs, Latin America, volume by segment (liters, million), 2004?14 64
Figure 16: Liqueurs, Latin America, category growth comparison, by volume, 2004?14 64
Figure 17: Liqueurs, Latin America, company share (top five companies) by volume (%), 2008?09 67
Figure 18: Liqueurs, Latin America, distribution channels by volume (%), 2008?09 69
Figure 19: Rum, Latin America, value by segment ($m), 2004?14 74
Figure 20: Rum, Latin America, category growth comparison, by value, 2004?14 74
Figure 21: Rum, Latin America, volume by segment (liters, million), 2004?14 77
Figure 22: Rum, Latin America, category growth comparison, by volume, 2004?14 77
Figure 23: Rum, Latin America, company share (top five companies) by volume (%), 2008?09 80
Figure 24: Rum, Latin America, distribution channels by volume (%), 2008?09 82
Figure 25: Specialty spirits, Latin America, value by segment ($m), 2004?14 87
Figure 26: Specialty spirits, Latin America, volume by segment (liters, million), 2004?14 90
Figure 27: Specialty spirits, Latin America, company share (top five companies) by volume (%), 2008?09 93
Figure 28: Specialty spirits, Latin America, distribution channels by volume (%), 2008?09 95
Figure 29: Gin & genever, Latin America, value ($m), 2004?14 99
Figure 30: Gin & genever, Latin America, volume (liters, million), 2004?14 101
Figure 31: Gin & genever, Latin America, company share (top five companies) by volume (%), 2008?09 104
Figure 32: Gin & genever, Latin America, distribution channels by volume (%), 2008?09 106
Figure 33: Whisk(e)y, Latin America, value by segment ($m), 2004?14 111
Figure 34: Whisk(e)y, Latin America, category growth comparison, by value, 2004?14 111
Figure 35: Whisk(e)y, Latin America, volume by segment (liters, million), 2004?14 114
Figure 36: Whisk(e)y, Latin America, category growth comparison, by volume, 2004?14 114
Figure 37: Whisk(e)y, Latin America, company share (top five companies) by volume (%), 2008?09 117
Figure 38: Whisk(e)y, Latin America, distribution channels by volume (%), 2008?09 119
Figure 39: Tequila & mezcal, Latin America, value ($m), 2004?14 124
Figure 40: Tequila & mezcal, Latin America, volume (liters, million), 2004?14 126
Figure 41: Tequila & mezcal, Latin America, company share (top five companies) by volume (%), 2008?09 129
Figure 42: Tequila & mezcal, Latin America, distribution channels by volume (%), 2008?09 131
Figure 43: Vodka, Latin America, value by segment ($m), 2004?14 136
Figure 44: Vodka, Latin America, category growth comparison, by value, 2004?14 136
Figure 45: Vodka, Latin America, volume by segment (liters, million), 2004?14 139
Figure 46: Vodka, Latin America, category growth comparison, by volume, 2004?14 139
Figure 47: Vodka, Latin America, company share (top five companies) by volume (%), 2008?09 142
Figure 48: Vodka, Latin America, distribution channels by volume (%), 2008?09 144
Figure 49: Annual data review process 148

LIST OF TABLES
Table 1: Spirits category definitions 13
Table 2: Spirits distribution channels 14
Table 3: Spirits, Latin America, value (country-wise), 2004?09 ($m) 27
Table 4: Spirits, Latin America, value (country-wise) forecast, 2009?14 ($m) 27
Table 5: Spirits, Latin America, volume (country-wise), 2004?09 (liters, million) 28
Table 6: Spirits, Latin America, volume (country-wise) forecast, 2009?14 (liters, million) 28
Table 7: Spirits, Latin America, value by category ($m), 2004?09 29
Table 8: Spirits, Latin America, value forecast by category ($m), 2009?14 30
Table 9: Spirits, Latin America, volume by category (liters, million), 2004?09 32
Table 10: Spirits, Latin America, volume forecast by category (liters, million), 2009?14 33
Table 11: Spirits, Latin America, company share (top 20 companies) by volume (%), 2008?09 35
Table 12: Spirits, Latin America, volume by company (liters, million), 2008?09 36
Table 13: Spirits, Latin America, distribution channels by volume (%), 2008?09 38
Table 14: Spirits, Latin America, volume by distribution channel (liters, million), 2008?09 38
Table 15: Spirits, Latin America, expenditure per capita ($), 2004?09 40
Table 16: Spirits, Latin America, forecast expenditure per capita ($), 2009?14 41
Table 17: Spirits, Latin America, consumption per capita (liters), 2004?09 42
Table 18: Spirits, Latin America, forecast consumption per capita (liters), 2009?14 43
Table 19: Pernod Ricard SA key facts 44
Table 20: Brandy, Latin America, value by segment ($m), 2004?09 46
Table 21: Brandy, Latin America, value forecast by segment ($m), 2009?14 47
Table 22: Brandy, Latin America, volume by segment (liters, million), 2004?09 49
Table 23: Brandy, Latin America, volume forecast by segment (liters, million), 2009?14 50
Table 24: Brandy, Latin America, company share (top 20 companies) by volume (%), 2008?09 52
Table 25: Brandy, Latin America, volume by company (liters, million), 2008?09 53
Table 26: Brandy, Latin America, distribution channels by volume (%), 2008?09 55
Table 27: Brandy, Latin America, volume by distribution channel (liters, million), 2008?09 55
Table 28: Brandy, Latin America, expenditure per capita ($), 2004?09 57
Table 29: Brandy, Latin America, forecast expenditure per capita ($), 2009?14 57
Table 30: Brandy, Latin America, consumption per capita (liters), 2004?09 58
Table 31: Brandy, Latin America, forecast consumption per capita (liters), 2009?14 58
Table 32: Liqueurs, Latin America, value by segment ($m), 2004?09 59
Table 33: Liqueurs, Latin America, value forecast by segment ($m), 2009?14 60
Table 34: Liqueurs, Latin America, volume by segment (liters, million), 2004?09 62
Table 35: Liqueurs, Latin America, volume forecast by segment (liters, million), 2009?14 63
Table 36: Liqueurs, Latin America, company share (top 20 companies) by volume (%), 2008?09 65
Table 37: Liqueurs, Latin America, volume by company (liters, million), 2008?09 66
Table 38: Liqueurs, Latin America, distribution channels by volume (%), 2008?09 68
Table 39: Liqueurs, Latin America, volume by distribution channel (liters, million), 2008?09 68
Table 40: Liqueurs, Latin America, expenditure per capita ($), 2004?09 70
Table 41: Liqueurs, Latin America, forecast expenditure per capita ($), 2009?14 70
Table 42: Liqueurs, Latin America, consumption per capita (liters), 2004?09 71
Table 43: Liqueurs, Latin America, forecast consumption per capita (liters), 2009?14 71
Table 44: Rum, Latin America, value by segment ($m), 2004?09 72
Table 45: Rum, Latin America, value forecast by segment ($m), 2009?14 73
Table 46: Rum, Latin America, volume by segment (liters, million), 2004?09 75
Table 47: Rum, Latin America, volume forecast by segment (liters, million), 2009?14 76
Table 48: Rum, Latin America, company share (top 20 companies) by volume (%), 2008?09 78
Table 49: Rum, Latin America, volume by company (liters, million), 2008?09 79
Table 50: Rum, Latin America, distribution channels by volume (%), 2008?09 81
Table 51: Rum, Latin America, volume by distribution channel (liters, million), 2008?09 81
Table 52: Rum, Latin America, expenditure per capita ($), 2004?09 83
Table 53: Rum, Latin America, forecast expenditure per capita ($), 2009?14 83
Table 54: Rum, Latin America, consumption per capita (liters), 2004?09 84
Table 55: Rum, Latin America, forecast consumption per capita (liters), 2009?14 84
Table 56: Specialty spirits, Latin America, value by segment ($m), 2004?09 85
Table 57: Specialty spirits, Latin America, value forecast by segment ($m), 2009?14 86
Table 58: Specialty spirits, Latin America, volume by segment (liters, million), 2004?09 88
Table 59: Specialty spirits, Latin America, volume forecast by segment (liters, million), 2009?14 89
Table 60: Specialty spirits, Latin America, company share (top 20 companies) by volume (%), 2008?09 91
Table 61: Specialty spirits, Latin America, volume by company (liters, million), 2008?09 92
Table 62: Specialty spirits, Latin America, distribution channels by volume (%), 2008?09 94
Table 63: Specialty spirits, Latin America, volume by distribution channel (liters, million), 2008?09 94
Table 64: Specialty spirits, Latin America, expenditure per capita ($), 2004?09 96
Table 65: Specialty spirits, Latin America, forecast expenditure per capita ($), 2009?14 96
Table 66: Specialty spirits, Latin America, consumption per capita (liters), 2004?09 97
Table 67: Specialty spirits, Latin America, forecast consumption per capita (liters), 2009?14 97
Table 68: Gin & genever, Latin America, value ($m), 2004?09 98
Table 69: Gin & genever, Latin America, value forecast ($m), 2009?14 99
Table 70: Gin & genever, Latin America, volume (liters, million), 2004?09 100
Table 71: Gin & genever, Latin America, volume forecast (liters, million), 2009?14 101
Table 72: Gin & genever, Latin America, company share by volume (%), 2008?09 102
Table 73: Gin & genever, Latin America, volume by company (liters, million), 2008?09 103
Table 74: Gin & genever, Latin America, distribution channels by volume (%), 2008?09 105
Table 75: Gin & genever, Latin America, volume by distribution channel (liters, million), 2008?09 105
Table 76: Gin & genever, Latin America, expenditure per capita ($), 2004?09 107
Table 77: Gin & genever, Latin America, forecast expenditure per capita ($), 2009?14 107
Table 78: Gin & genever, Latin America, consumption per capita (liters), 2004?09 108
Table 79: Gin & genever, Latin America, forecast consumption per capita (liters), 2009?14 108
Table 80: Whisk(e)y, Latin America, value by segment ($m), 2004?09 109
Table 81: Whisk(e)y, Latin America, value forecast by segment ($m), 2009?14 110
Table 82: Whisk(e)y, Latin America, volume by segment (liters, million), 2004?09 112
Table 83: Whisk(e)y, Latin America, volume forecast by segment (liters, million), 2009?14 113
Table 84: Whisk(e)y, Latin America, company share by volume (%), 2008?09 115
Table 85: Whisk(e)y, Latin America, volume by company (liters, million), 2008?09 116
Table 86: Whisk(e)y, Latin America, distribution channels by volume (%), 2008?09 118
Table 87: Whisk(e)y, Latin America, volume by distribution channel (liters, million), 2008?09 118
Table 88: Whisk(e)y, Latin America, expenditure per capita ($), 2004?09 120
Table 89: Whisk(e)y, Latin America, forecast expenditure per capita ($), 2009?14 121
Table 90: Whisk(e)y, Latin America, consumption per capita (liters), 2004?09 121
Table 91: Whisk(e)y, Latin America, forecast consumption per capita (liters), 2009?14 122
Table 92: Tequila & mezcal, Latin America, value ($m), 2004?09 123
Table 93: Tequila & mezcal, Latin America, value forecast ($m), 2009?14 124
Table 94: Tequila & mezcal, Latin America, volume (liters, million), 2004?09 125
Table 95: Tequila & mezcal, Latin America, volume forecast (liters, million), 2009?14 126
Table 96: Tequila & mezcal, Latin America, company share by volume (%), 2008?09 127
Table 97: Tequila & mezcal, Latin America, volume by company (liters, million), 2008?09 128
Table 98: Tequila & mezcal, Latin America, distribution channels by volume (%), 2008?09 130
Table 99: Tequila & mezcal, Latin America, volume by distribution channel (liters, million), 2008?09 130
Table 100: Tequila & mezcal, Latin America, expenditure per capita ($), 2004?09 132
Table 101: Tequila & mezcal, Latin America, forecast expenditure per capita ($), 2009?14 132
Table 102: Tequila & mezcal, Latin America, consumption per capita (liters), 2004?09 133
Table 103: Tequila & mezcal, Latin America, forecast consumption per capita (liters), 2009?14 133
Table 104: Vodka, Latin America, value by segment ($m), 2004?09 134
Table 105: Vodka, Latin America, value forecast by segment ($m), 2009?14 135
Table 106: Vodka, Latin America, volume by segment (liters, million), 2004?09 137
Table 107: Vodka, Latin America, volume forecast by segment (liters, million), 2009?14 138
Table 108: Vodka, Latin America, company share (top 20 companies) by volume (%), 2008?09 140
Table 109: Vodka, Latin America, volume by company (liters, million), 2008?09 141
Table 110: Vodka, Latin America, distribution channels by volume (%), 2008?09 143
Table 111: Vodka, Latin America, volume by distribution channel (liters, million), 2008?09 143
Table 112: Vodka, Latin America, expenditure per capita ($), 2004?09 145
Table 113: Vodka, Latin America, forecast expenditure per capita ($), 2009?14 145
Table 114: Vodka, Latin America, consumption per capita (liters), 2004?09 146
Table 115: Vodka, Latin America, forecast consumption per capita (liters), 2009?14 146


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