Alcoholic drinks in 2024: The big picture
2024 was complex for most Brazilians, especially from an economic perspective. The accumulated inflation rate in Brazil finished at 4.8% in 2024, a marginally higher figure than in 2023. Minimum wages increased at the start of 2024, and in early 2025 were at BRL1,518. Nevertheless, Brazilians’ purchasing power has not evolved for several years, especially due to the ongoing price rises across essential food and beverage items. Despite the challenging macroeconomic context and healthier habits (particularly among younger generations),encouraging some consumers to deviate from alcohol consumption, alcoholic drinks in Brazil remained resilient in 2024. Total volume sales of alcoholic drinks grew by 1%, mainly driven by beer, the largest category overall.
2024 key trends
Local consumers’ purchasing decisions regarding alcoholic drinks tend to be influenced by price, health and indulgence. The expansion of premium lager brands continued in 2024, with players focusing on expanding their portfolios, distribution and production of premium options. Some Brazilian consumers, particularly younger adults residing in metropolitan areas, have been prioritising quality over quantity, not only for more rewarding experiences, but also with the intention of reducing their average alcohol intake. In this context, non/low alcohol beer continued to perform well during the year. However, among price-sensitive beer consumers, the demand for traditional mid-priced brands remained high.
Competitive landscape
In 2024, Cia Brasileira de Bebidas maintained its overall leadership of alcoholic drinks in total volume terms, followed by Heineken NV and Cervejaria Petrópolis SA. All three companies have a strong presence in the largest category of beer, and have enhanced their production, communication and distribution efforts for their premium brands. Cia Brasileira de Bebidas (for Anheuser-Busch InBev NV) has strongly focused on the brands Spaten and Corona, while Heineken’s main brand Heineken maintained its resilience and solid presence across different off-trade and on-trade premises. Cervejaria Petrópolis is aiming to rebranding its premium portfolio, particularly for Itaipava Premium and Go Draft. The health and wellness trend that spans most FMCGs also had its influence on beer. For instance, Cia Brasileira de Bebidas is focused at strengthening the presence of the non/low alcohol Corona Cero brand, which is also fortified with vitamin D, while Heineken 0.0 continued to record strong growth in the category. The low-calorie and gluten-free brand Stella Pure Gold also gained space across different establishments.
Retail developments
Alcoholic drinks through mass retailers, such as supermarkets, hypermarkets, discounters and warehouse clubs, experienced positive volume growth in 2024, as they particularly appeal to price-sensitive consumers. Premium lager brands gained greater shelf space across different off-trade and on-trade establishments. Some retailers started to directly import wines, raising the quality of the products and brands available and consequently strengthening the competition in the economy and mid-priced segments. Volume sales of spirits in popular everyday retailers such as supermarkets gained marginal share in 2024, but drinks specialists and small local grocers still accounted for most volume sales. Meanwhile, the distribution of RTDs continued to be dominated by supermarkets and hypermarkets.
On-trade vs off-trade split
Off-trade continued to record solid volume growth within alcoholic drinks in Brazil, as at-home social occasions remained a priority for many consumers. The combination of convenience and more affordable off-trade prices was attractive in 2024, particularly to consumers strongly driven by price fluctuations. Despite the ongoing consumption migration away from on-trade to off-trade, the former channel continued to account for a higher share of volume sales, driven by the wide number of bars across Brazil, and particularly by the solid consumption of beer and cachaça on these premises.
What next for alcoholic drinks?
Total volume sales of alcoholic drinks in Brazil are likely to remain resilient over the forecast period, despite the uncertain socio and macroeconomic scenario, although growth is likely to slow compared to the review period. The high value growth recorded over much of the review period is unlikely to be repeated in the coming years, as unit price increases continue to ease. Naturally, each category will have its own dynamic though.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Brazil report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Brazil?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Brazil?
- How are products distributed in Brazil?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Brazil
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Brazil
KEY DATA FINDINGS
A year of resilience and growth, despite macroeconomic hindrances
Efforts by leading players remain focused on the premium segment
Off-trade volume growth of beer more dynamic than through on-trade
Premiumisation and wellness to continue to impact the positioning of beer brands
Technology investments will be a key priority for major beer players
Uncertainty grows as the implementation of a new tax system is considered
Lager price band methodology
Cider/Perry in Brazil
KEY DATA FINDINGS
Cider/perry’s reach remains limited in Brazil
Premium segment is the target of most emerging cider brands
Increasing focus on natural aspect and origin of ingredients
Volume sales of cider/perry to remain low over the forecast period
Premium segment to remain major focus for cider brands
Clarifying origin of ingredients and production methods to become increasingly common
Rtds in Brazil
KEY DATA FINDINGS
Spirit-based brands are the main growth engine of RTDs in 2024
Innovation remains key for RTDs in Brazil
Shelf space and low consumer awareness are challenges for RTDs in Brazil
Demand for RTDs set to continue increasing over the forecast period
Exploration of local ingredients as a key strategy for small RTD brands in Brazil
Discussions about new “sin tax” and the potential impact on RTDs
Spirits in Brazil
KEY DATA FINDINGS
A modest year for spirits in Brazil
Cachaça brands lead competitive landscape
Off-trade outperforms on-trade channel in 2024
Cachaça to drive overall volume sales of spirits over the forecast period
Local ingredients and lower ABV to be explored by players in Brazil
Questions about new tax rates, and operational efficiency as a key priority
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Brazil
KEY DATA FINDINGS
Structural challenges continue to impact wine, particularly still red wine
Sparkling, still white and still rosé volume sales grow, but at slower rates
On-trade outperforms off-trade channel, while Chilean brands expand their presence
Contrasting expectations for wine in Brazil
Price challenges expected over the forecast period
Online to maintain its relevance in B2C and B2B channels
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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