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Global Market Review of Cachaça – Forecasts to 2014
just-drinks, Nov 2010, Pages: 49
The cachaça (pronounced ka-SHA-sa, also known as 'Brazilian rum') category has been widely tipped by industry experts as an up-and-coming international spirits category. Although cachaça’s international progress remains limited to date certainly the category ticks many of the necessary boxes for potential success.
For most, cachaça is closely associated with the Brazilian lifestyle. Brazil is currently trendy and set to become even more so as it is due to host the 2014 Football World Cup and 2016 Summer Olympics. Brazil seems set to be on everybody’s lips over the next few years and leading cachaça producers are hoping that their products will be as well. These high-profile events present one giant sampling opportunity for the cachaça industry.
The producers have high expectations:
Leblon president and CEO Steve Luttmann says: “The growth of ‘Brand Brazil’ overall is driving the cachaça category’s growth internationally. This has been a consistent trend, going back 10 years ago, in many different industries and categories: fashion, food, culture, sports, etc. It’s been faster in some markets than others, particularly the US and Western Europe.”
Cia Muller de Bebidas (producer of Cachaça 51) export manager Darleize Barbosa says: “Last year was really tough for the entire alcohol beverage industry. However, considering that Brazil will be very prominent over the next four to six years due to the Olympic Games and World Cup, the expectations for cachaça in the international marketplace are very positive.”
This latest report from just-drinks/IWSR analyses the category's drivers, notably:
- Cocktail culture and cachaça's main cocktail, the caipirinha
- How limited its international development is (for now)
- The need for multinational companies to lead the way to expansion
- The substantial premiumisation opportunity
- It reviews the structure of the industry, including distribution.
The global markets are analysed, with data comprising market volumes from 1999 to 2014. Markets include:
- Brazil
- Germany
- United States
- Portugal
- France
- Spain
- Chile
- Italy
- Austria
- Switzerland
- Duty Free
- Suriname
- United Kingdom
- Argentina
- Japan
- Belgium and Luxembourg
- Netherlands
- Greece
- Bolivia
- Poland
- Travel retail
Data includes total market volume and volumes for the top ten brands in the leading countries. All data is supported by full analysis and interviews with the following leading players are included throughout the report:
- Bebidas Pirassununga
- Cereser
- Cia Muller de Bebidas (producer of Cachaça 51)
- Engarrafamento Pitú
- Heaven Hill Distilleries
- Leblon
- Missiato
- Sagatiba
Use this report to:
- Understand the size and scope of the market
- Know what's driving the trends within the sector
- Hear what the leading brands' latest thinking is
- See where the future lies for the sector
Product samples
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