Alcoholic drinks in 2024: The big picture
Alcoholic drinks in Uruguay was heavily impacted by the country’s economic context in 2024. The economy showed greater dynamism and gross domestic production grew. Boosting local industry is the favourable exchange rate with Argentina. Small-scale contraband decreased notably during 2024, and so the attractiveness of buying products in Argentina also diminished (though this neighbouring country will continue to be cheaper than Uruguay). As a result, a substantial proportion of alcoholic drinks sales to Uruguayans in Argentina has shifted back to Uruguay.
2024 key trends
Accelerating health and wellness trends are undermining growth in beer in Uruguay, while economic pressures are pushing some consumers towards cheaper beers imported from Brazil – these products carry prices well below those from local breweries, and Brazil saw substantial increases in beer exports in 2024.
Competitive landscape
Fábricas Nacionales de Cerveza remained the overall leading player in alcoholic drinks in Uruguay in 2024. Following an uptick in bitters consumption, Fábricas Nacionales de Cerveza recently took over the local distribution of Fernet-Branca - the most popular bitters product in Argentina and, for the last few years, also in Uruguay. The new distributor has further boosted sales (which were already doing well under local importer Carrau & Cia) thanks to its wider commercial network and its stronger financial investment in advertising. The Fernet-Branca brand is gaining traction as it remains a firm favourite among local consumers, who particularly enjoy it mixed with cola.
Retail developments
Small local grocers as a distribution channel remains strong but is losing relevance in Uruguay, with modern channels likes supermarkets and convenience store chains taking over these traditional outlets. In 2024 El Dorado bought three such traditional stores, while chained convenience stores Frog and Kinko bought multiple small local grocers in Montevideo and the interior area of Uruguay. Tienda Inglesa, with its small supermarket chain Red Express, bought Supermercado 18; Red express has more than 40 stores in 2024.
On-trade vs off-trade split
The off-trade sector holds the majority share in alcoholic drinks sales in Uruguay in both volume and value terms. However, in terms of launches and positioning, what happens in the on-trade is crucial for brands. When introducing a new product, the trial is conducted in the on-trade channel, so brands allocate significant marketing and communication budgets here, even if ultimately most volume sales occur later off-trade.
What next for alcoholic drinks?
Some of the trends observed in 2024 will also continue to drive sales over the forecast period. Consumers will be attracted by the premiumisation of alcoholic drinks and will be more eager to prepare cocktails (simple or more complex options) at home. White spirits and bitters will be amongst the biggest beneficiaries of this trend, with English gin, bitters and vodka expected to show strong growth rates. These spirits will grow at the expense of local other whiskies, and traditional liqueurs such as grappamiel and cane. New generations of consumers appreciate spirits, but in cocktails or mixed with fruit flavours.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Uruguay 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 Uruguay, 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 Uruguay 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 Uruguay?
- 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 Uruguay?
- How are products distributed in Uruguay?
- 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 Uruguay
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 Uruguay
KEY DATA FINDINGS
Moderated alcohol consumption leads to further falls for beer in 2024
Fábricas Nacionales de Cerveza continues to dominate beer in Uruguay, while non-alcoholic trend expands
Small local grocers as favoured channel for beer
Maturity means low volume growth for beer in Uruguay
Non/low alcohol options set to see further rises
Imported premium brands will gain traction
Lager price band methodology
Cider/Perry in Uruguay
KEY DATA FINDINGS
Cider continues to lose relevance in Uruguay
Sublimar and Bodegas y Viñedos Santa Rosa remain clear leaders
Small local grocers account for most sales, aimed at low- and mid-income neighbourhoods
Major players likely to strive to break seasonality
Rise of craft cider may fuel premiumisation trend
Product and packing innovation key to boosting consumption
Rtds in Uruguay
KEY DATA FINDINGS
Young adults drive strong growth in RTDs in 2024
Grupo Cepas leads through innovation
Supermarkets remains the most popular channel on the back of strong promotional and brand activity
RTD sales forecast to keep on rising driven by cocktails and more sophisticated drinks
Hard seltzers still under scrutiny
Online sales set to gain share
Spirits in Uruguay
KEY DATA FINDINGS
Overall spirits sees both volume and value sales rise in 2024
Diageo leads spirits overall
Modern retailers acquire traditional stores
Bitters and English gin sales likely to drive future growth for overall spirits
Whiskies set to struggle against white spirits and bitters
Innovation may boost popular products
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Uruguay
KEY DATA FINDINGS
Growth hampered by poor harvest and intensified competition from imports
Imports drive slight growth for sparkling wine
Supermarkets leads wine sales thanks to broad variety and attractive discounts
Wine sales may benefit from new grape varieties and organic still wines
Increasing attractiveness of vermouth, still light white and rosé wine
Anticipated expansion in fine wines from local and foreign investors
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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