市場調査レポート

世界のカシャッサ市場予測:〜2016年

Global Market Review of Cachaca - Forecasts to 2016

発行 just-drinks 商品コード 246558
出版日 ページ情報 英文 38 Pages
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=106.12円で換算しております。
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世界のカシャッサ市場予測:〜2016年 Global Market Review of Cachaca - Forecasts to 2016
出版日: 2012年07月01日 ページ情報: 英文 38 Pages
概要

カシャッサ(カシャーサ)は2011年において出来高8,267万ケース(1ケース=9リットル基準)を記録し、世界で9番目に大きなスピリッツの分類となりました。このうちほとんど(8,180万ケース)がブラジルで販売されています。ブラジルで予定されている2014年のワールドカップサッカー、および2016年の夏季オリンピックは、国産スピリッツの世界的認知を確立するまたとないチャンスです。

当レポートでは、世界のカシャッサ(カシャーサ)市場について調査し、産業構造、主要企業、輸出動向、流通構造および競合情勢などについて分析しており、2011年のブランド別消費量、国内・輸出データ、および消費量予測についてまとめ、概略下記の内容でお届けいたします。

第1章 調査範囲

  • 製品
  • 国際的プレゼンス
  • 輸出の苦闘:2011年
  • 注目イベント
  • 国内の課題
  • 産業構造
  • 主要企業
  • Muller de Bebidas
  • Engarrafamento Pitu
  • Ypioca
  • Tatuzinho
  • Industria de Bebidas Pirassununga
  • 企業買収活動
  • 多国籍関係の高まり
  • just-drinks のコメント
  • テキーラのモデル
  • カクテル文化
  • ラム酒との混同

第2章 市場実績

  • ブラジル
  • 主要ブランド
  • 流通構造
  • 極めて地域的な市場
  • プレミアム開発
  • RTDの成長
  • 競合
  • 国際市場
  • 米国
  • チリ
  • ドイツ
  • ポルトガル
  • スペイン
  • フランス
  • 英国
  • イタリア
  • トラベルリテール

図表

目次
Product Code: 142743

Abstract

Report Description

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Cachaca is the ninth-largest global spirits category at 82.67m nine-litre cases, deriving the vast majority of this volume from the domestic market, selling some 81.8m cases in Brazil in 2011. It has been widely tipped as the next big international spirits category. Much of that enthusiasm is based on potential, rather than actual, international performance to date. With Brazil scheduled to host both the Football World Cup in 2014 and the Summer Olympics in Rio in 2016, there has possibly never been a better time to build global awareness around the national spirit.

Campari managing director, South America Paolo Perego says: "We have been hearing for a number of years that cachaca is going to be the next hot category. There are some interesting things happening in export markets, although it is very difficult to forecast an explosion. Today we are operating in the reality that 98% of the volumes are consumed in Brazil. Maybe exports will eventually grow to 3%, 4% or 5% of total volume, but that is in the future. Today it is about Brazil."

Leblon's Luttmann sees parallels between cachaca and other rapidly internationalising categories. "Right now, cachaca is where Tequila was 15-20 years ago, and rum nearly 50 years ago. It's exotic, Latin, and a versatile white spirit. Like Tequila's margarita, there is a signature cocktail, the caipirinha, and most importantly, there is an aspirational culture and destination behind the spirit."

The question is why has cachaca made such little headway in export markets? More importantly, are the conditions for international success present and is cachaca finally poised for an international breakthrough?

This latest edition of just-drinks' and IWSR's unique review of the category aims to answer these questions and more, containing latest 2011-actual market consumption volumes by brand, domestic and export data and forecasted consumption.

Including analysis by The IWSR and interviews with the leading players, this report is the only complete research available for this fascinating spirits category with potentially huge international growth.

Table of Contents

Chapter 1 Scope of the category

  • The product
  • International presence
  • Exports struggle in 2011
  • Export impediments
  • High-profile events
  • Improved packaging and presentation
  • Domestic challenge
  • Industry structure
  • Leading companies
  • Muller de Bebidas
  • Engarrafamento Pitu
  • Ypioca
  • Tatuzinho
  • Industria de Bebidas Pirassununga
  • Takeover activity
  • Growing multinational involvement
  • Comment from just-drinks - Diageo hunts down Pernod Ricard in Brazil
  • Tequila model
  • Cocktail culture
  • Confused with rum

Chapter 2 Performance of the markets

  • Brazil
  • Leading brands
  • Distribution structure
  • Highly regional market
  • Premium development
  • Ready-to-drink (RTD) growth
  • Competition
  • International markets
  • United States
  • Chile
  • Germany
  • Portugal
  • Spain
  • France
  • United Kingdom
  • Italy
  • Travel retail

List of tables

  • Table 1: Top ten spirits categories: 2006-2011 total volume by category ('000s nine-litre cases)
  • Table 2: Top ten cachaca export markets: 2006-2016 total volume by market ('000s nine-litre cases)
  • Table 3: Top ten cachaca export markets: 2006-2011 by total retail value (US$'000s)
  • Table 4: Top five cachaca exporters: 2006-2011 exporter and total volumes ('000s nine-litre cases)
  • Table 5: Top five cachaca export brands: 2006-2011 brands' and total volumes ('000s nine-litre cases)
  • Table 6: Top five spirits categories in Brazil: 2006-2011 category and total volume ('000s nine-litre cases)
  • Table 7: Top ten cachaca owners in Brazil: 2006-2011 owners' and total volumes ('000s nine-litre cases)
  • Table 8: Top cachaca brand lines for Muller De Bebidas: 2006-2011 volume ('000s nine-litre cases)
  • Table 9: Top five and total export markets for Cachaca 51: 2006-2011 volume ('000s nine-litre cases)
  • Table 10: Top cachaca brand lines for Pitu: 2006-2011 volume ('000s nine-litre cases)
  • Table 11: Top five and total export markets for Pitu: 2006-2011 volume ('000s nine-litre cases)
  • Table 12: Top cachaca brands for Ypioca: 2006-2011 volume ('000s nine-litre cases)
  • Table 13: Top cachaca brands for Tatuzinho: 2006-2011 volume ('000s nine-litre cases)
  • Table 14: Top cachaca brands for Industria de Bebidas Pirassununga: 2006-2011 volume ('000s nine-litre cases)
  • Table 15: Top ten cachaca brands in Brazil: 2006-2011 consumption volume ('000s nine-litre cases)
  • Table 16: Ready-to-drink market in Brazil: 2006-2011 volume ('000s nine-litre cases)
  • Table 17: Top cachaca brands in the United States: 2006-2011 brands' and total market volumes ('000s nine-litre cases)
  • Table 18: Top cachaca brands in Chile: 2006-2011 brands' and total market volumes ('000s nine-litre cases)
  • Table 19: Top cachaca brands in Germany: 2006-2011 brands' and total market volumes ('000s nine-litre cases)
  • Table 20: Top cachaca brands in Portugal: 2006-2011 brands' and total market volumes ('000s nine-litre cases)
  • Table 21: Top cachaca brands in Spain: 2006-2011 brands' and total market volumes ('000s nine-litre cases)
  • Table 22: Top cachaca brands in France: 2006-2011 brands' and total market volumes ('000s nine-litre cases)
  • Table 23: Top cachaca brands in United Kingdom: 2006-2011 brands' and total market volumes ('000s nine-litre cases)
  • Table 24: Top cachaca brands in Italy: 2006-2011 brands' and total market volumes ('000s nine-litre cases)

List of figures

  • Figure 1: Sagatiba
  • Figure 2: Caipirinha cocktail
  • Figure 3: Mixing caipirinha
  • Figure 4: Cachaca 51
  • Figure 5: Pitu
  • Figure 6: Cachaca 51 Reserva
  • Figure 7: World Duty Free Cocktail Bar
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