Brazil
Brazil ( pt, Brasil; ), officially the Federative Republic of Brazil (Portuguese: ), is the largest country in both South America and Latin America. At and with over 217 million people, Brazil is the world's fifth-largest country by area ...
is the world's third largest
beer
Beer is one of the oldest and the most widely consumed type of alcoholic drink in the world, and the third most popular drink overall after water and tea. It is produced by the brewing and fermentation of starches, mainly derived from ce ...
market with total volume at 139 million hectoliters, and per capita consumption 61 liters in 2016.
History
![Cerverja Brahma (tamanhos)](https://upload.wikimedia.org/wikipedia/commons/1/1d/Cerverja_Brahma_%28tamanhos%29.JPG)
The tradition of brewing in Brazil dates back to German immigration in the early nineteenth century. The first breweries date from the 1830s, the brand Bohemia is claimed to be the first Brazilian beer, with production starting in 1853 in the city of
Petrópolis
Petrópolis (; ), also known as The Imperial City, is a Municipalities of Brazil, municipality in the Southeast Region, Brazil, Southeast Region of Brazil. It is located in the state of Rio de Janeiro (state), Rio de Janeiro, northeast of the ci ...
,
Rio de Janeiro
Rio de Janeiro ( , , ; literally 'River of January'), or simply Rio, is the capital of the state of the same name, Brazil's third-most populous state, and the second-most populous city in Brazil, after São Paulo. Listed by the GaWC as a b ...
and is the oldest Brazilian beer which is still under production (now owned by
Anheuser–Busch InBev). Naturally, many breweries appeared and disappeared in that period like Ritter from
Rio Grande do Sul
Rio Grande do Sul (, , ; "Great River of the South") is a Federative units of Brazil, state in the South Region, Brazil, southern region of Brazil. It is the Federative_units_of_Brazil#List, fifth-most-populous state and the List of Brazilian st ...
and Imperial ''Fábrica de Cerveja Nacional'' from
Rio de Janeiro
Rio de Janeiro ( , , ; literally 'River of January'), or simply Rio, is the capital of the state of the same name, Brazil's third-most populous state, and the second-most populous city in Brazil, after São Paulo. Listed by the GaWC as a b ...
. Two important brands,
Antarctica
Antarctica () is Earth's southernmost and least-populated continent. Situated almost entirely south of the Antarctic Circle and surrounded by the Southern Ocean, it contains the geographic South Pole. Antarctica is the fifth-largest contine ...
and
Brahma
Brahma ( sa, ब्रह्मा, Brahmā) is a Hindu god, referred to as "the Creator" within the Trimurti, the trinity of supreme divinity that includes Vishnu, and Shiva.Jan Gonda (1969)The Hindu Trinity Anthropos, Bd 63/64, H 1/2, pp. 21 ...
, started production in the 1880s.
Market
Brazil is the world's third largest beer market, behind China and the US, with beer volumes in 2015 pegged at 139 million hectoliters. Per capita consumption has declined, dropping from 67 liters in 2012 to around 61 liters in 2016. Despite the weak performance in recent years, outlooks expect per head consumption to increase slightly out to 2021. The on-trade channel accounted for 60% of sales in 2016. As is the case with the market's overall volumes, and per capita consumption, on-trade sales have been adversely impacted by an unfavorable economic situation.
Categories
Standard
Lager
Lager () is beer which has been brewed and conditioned at low temperature. Lagers can be pale, amber, or dark. Pale lager is the most widely consumed and commercially available style of beer. The term "lager" comes from the German for "storage" ...
beers are the most popular in Brazil (98% of the market share), with only a limited choice of beers from other categories.
Competitive environment
![Antactica Malzbier](https://upload.wikimedia.org/wikipedia/commons/f/f4/Antactica_Malzbier.jpg)
The majority of the market belongs to
AmBev, the owner of the ''Brahma'', ''Antarctica'', ''Bohemia'' and ''
Skol
Skol Lager was developed originally by Ind Coope breweries in Alloa, Central Scotland. In 1958, Graham's Continental was launched (based upon a local brew called Graham's Golden) and quickly changed to Graham's Skol to give a Scandinavian impre ...
'' brands. Brazil's largest brewer was formed in 1999 from the merger of the two biggest brands, Brahma and Antarctica. In 2004, Ambev merged with Belgium's
Interbrew
Interbrew is subsidiary of Anheuser-Busch InBev SA/NV is based in Breda, Netherlands. It has one subsidiary, Ambev S.A. of São Paulo, Brazil.
Brands
Interbrew brands have historically included Budweiser, Stella Artois, Boddingtons, Beck's, S ...
(
Stella Artois
Stella Artois ( ) is a pilsner beer, first brewed in 1926 by Brouwerij Artois in Leuven, Belgium. In its original form, the beer is 5.2 per cent ABV, the country's standard for pilsners. The beer is also sold in other countries like the UK, Ire ...
,
Becks,
Staropramen
Staropramen Brewery (Pivovary Staropramen s.r.o.) in the Smíchov district of Prague is the second largest brewery in the Czech Republic. It was founded in 1869 and the brand name Staropramen, literally meaning “old spring”, was registered ...
and many others) to form the world's largest brewer, now known as
InBev
InBev () is a brewing company that resulted from the merger between Belgium-based company Interbrew and Brazilian brewer AmBev which took place in 2004. It existed independently until the acquisition of Anheuser-Busch in 2008, which formed Anheu ...
. After the merger, Grupo Schincariol became the largest Brazilian-owned brewery in the country. In 2011, the company became a subsidiary of Japanese beverage company
Kirin Brewery Company
is a Japanese integrated beverages company. It is a subsidiary of Kirin Holdings Company, Limited.
Its major operating units include Kirin Brewery Company, Limited, Mercian Corporation and Kirin Beverages Company, Limited. Kirin is a member o ...
, and subsequently changed its name to
Brasil Kirin
Brasil Kirin was a Brazilian brewery and drink company, the second largest in the country after AmBev. Founded in 1939 as Schincariol, the company was purchased in 2011 by the Kirin Company. In 2017, Kirin sold the company to Heineken N.V. of t ...
. In 2017 Kirin sold this business to Heineken NV for a transaction value of US$1.1 billion.
In 2002,
Molson Coors
The Molson Coors Beverage Company is an American-Canadian multinational drink and brewing company incorporated under Delaware General Corporation Law and headquartered in Golden, Colorado and Montreal, Quebec.
Molson Coors was formed in 2005 ...
bought Brazil's second largest brewery
Kaiser
''Kaiser'' is the German word for "emperor" (female Kaiserin). In general, the German title in principle applies to rulers anywhere in the world above the rank of king (''König''). In English, the (untranslated) word ''Kaiser'' is mainly ap ...
. In 2006, the Mexican
FEMSA Cerveza
Fomento Económico Mexicano, S.A.B. de C.V., doing business as FEMSA, is a Mexican multinational beverage and retail company headquartered in Monterrey, Mexico. It operates the largest independent Coca-Cola bottling group in the world and the la ...
acquired 68% of Kaiser Brewery from Molson Coors. Molson Coors still holds 15% of Kaiser brewery shares, and
Heineken
Heineken Lager Beer ( nl, Heineken Pilsener), or simply Heineken () is a pale lager beer with 5% alcohol by volume produced by the Dutch brewing company Heineken N.V. Heineken beer is sold in a green bottle with a red star.
History
On 15 Febr ...
holds the remaining 17%. In 2006, FEMSA Cerveza released the Mexican brand
Sol in the Brazilian market to compete to the biggest Inbev brands with poor results. In 2010, Heineken bought all FEMSA's brewery including the Brazilian unit.
Company market share in 2009:
Ambev (Inbev) (70%),
Grupo Schincariol (11,6%),
Petrópolis brewery
Petrópolis (; ), also known as The Imperial City, is a municipality in the Southeast Region of Brazil. It is located in the state of Rio de Janeiro, northeast of the city of Rio de Janeiro. According to the 2010 National Brazilian Census, Petr ...
(9,8%),
Heineken (6,9%),
others (1,73%).
Brand market share in 2005:
Skol (32,6%),
Brahma (20,4%),
Antarctica (13,6%),
Nova Schin (10,2%),
Kaiser (8,9%).
There are a number of
microbreweries
Craft beer is a beer that has been made by craft breweries. They produce smaller amounts of beer, typically less than large breweries, and are often independently owned. Such breweries are generally perceived and marketed as having an emphasis o ...
in Brazil, the emergence of which are a relatively recent phenomenon. Some of the better renowned microbreweries include;
*
Baden Baden (established in 1999)
*
Eisenbahn
* Wäls
* Colorado
* DaDo Bier (The first craft brewery in Brazil established in 1995 in Porto Alegre, Rio Grande do Sul)
* Cervejaria Backer
Curitiba and Blumenau are cities with several breweries:
Curitiba: WayBeer, Ogre Beer, BodeBrown, Wensky Beer, Klein Bier, GaudenBier, Cervejas Pagan, Bierhoff, Morada and Asgard.
Blumenau: Eisenbahn (Currently controlled by the Heineken Group), Bierland and some soft American lager breweries.
Belo Horizonte is also becoming a major microbrewering pole in the country, with several recognized brands such as Backer, Wals and many others.
Imports
Over the past decade Brazilian drinkers are enjoying more imported beer. Leading supply destinations include but are not limited to: Mexico, The Netherlands, Belgium, Germany, and Uruguay. These imports are a lot more expensive than locally brewed beers. However, there are a growing number of bars and beer shops dedicating themselves to selling a large range of craft and imported beer.
Some international brands are actually produced in Brazil, such as
Stella Artois
Stella Artois ( ) is a pilsner beer, first brewed in 1926 by Brouwerij Artois in Leuven, Belgium. In its original form, the beer is 5.2 per cent ABV, the country's standard for pilsners. The beer is also sold in other countries like the UK, Ire ...
and
Heineken
Heineken Lager Beer ( nl, Heineken Pilsener), or simply Heineken () is a pale lager beer with 5% alcohol by volume produced by the Dutch brewing company Heineken N.V. Heineken beer is sold in a green bottle with a red star.
History
On 15 Febr ...
, but all are dedicated to the premium market with very small market share.
Economy
![Bohemia Pilsen](https://upload.wikimedia.org/wikipedia/commons/4/4b/Bohemia_Pilsen.jpg)
Beer is the most competitive sector of the alcoholic drinks market in Brazil, and the big global beer companies like
InBev
InBev () is a brewing company that resulted from the merger between Belgium-based company Interbrew and Brazilian brewer AmBev which took place in 2004. It existed independently until the acquisition of Anheuser-Busch in 2008, which formed Anheu ...
and
FEMSA
Fomento Económico Mexicano, S.A.B. de C.V., doing business as FEMSA, is a Mexican multinational beverage and retail company headquartered in Monterrey, Mexico. It operates the largest independent Coca-Cola bottling group in the world and the la ...
compete strongly for market share.
Carnival
In the
Brazilian Carnival
The Carnival of Brazil ( pt, Carnaval do Brasil, ) is an annual Brazilian festival held the Friday afternoon before Ash Wednesday at noon, which marks the beginning of Lent, the forty-day period before Easter. During Lent, Roman Catholics and so ...
period there is an explosion in beer consumption. In these 4 days, 400 million liters (or around 4% of the yearly production) are consumed. In November with the approach of summer, the manufacture and investment in
marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...
triples. International tourists find that domestic and local beers are much less expensive than imported brands.
See also
*
Beer and breweries by region
*
Devassa by Playboy
The Beer Sector in Brazil, Flanders Investment and trade
References
{{DEFAULTSORT:Beer In Brazil