Spirits - BRICS

The Spirits market in BRICS is experiencing significant growth and development. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors are all contributing to this positive trajectory.

Customer preferences: In BRICS countries, there is a growing preference for premium and craft spirits. Consumers are increasingly seeking high-quality products that offer unique flavors and experiences. This shift in preferences can be attributed to rising disposable incomes and a desire for more sophisticated drinking options. Additionally, there is a growing interest in spirits that are locally produced, reflecting a desire to support domestic industries and promote national identity.

Trends in the market: One notable trend in the BRICS Spirits market is the increasing popularity of vodka in Russia. Vodka has long been a traditional drink in Russia, and its consumption remains high. However, there is now a shift towards premium and flavored vodkas, as consumers seek more diverse and refined options. This trend is driven by a desire for higher quality products and a willingness to experiment with new flavors. In Brazil, there is a growing demand for cachaça, a traditional Brazilian spirit made from sugarcane. This trend can be attributed to a renewed interest in local and traditional products, as well as a desire to support domestic industries. Cachaça is not only consumed domestically but is also gaining popularity internationally, with exports increasing in recent years. In India, there is a growing demand for whisky, particularly premium and imported brands. This trend is driven by a rising middle class, increasing disposable incomes, and a growing appreciation for luxury products. Whisky is seen as a status symbol and is often associated with sophistication and success. As a result, international whisky brands are expanding their presence in the Indian market to cater to this growing demand.

Local special circumstances: In China, the Spirits market is heavily influenced by cultural and social factors. Baijiu, a traditional Chinese spirit, dominates the market and holds significant cultural significance. Baijiu is often consumed during business and social gatherings and plays a central role in Chinese hospitality. This cultural preference for Baijiu creates a unique market environment that is different from other BRICS countries.

Underlying macroeconomic factors: The growth and development of the Spirits market in BRICS countries can be attributed to several underlying macroeconomic factors. These include rising disposable incomes, a growing middle class, urbanization, and changing consumer lifestyles. As incomes increase, consumers have more purchasing power and are willing to spend on premium and luxury products, including spirits. Additionally, urbanization and changing lifestyles have led to a shift in consumer preferences towards more sophisticated and diverse drinking options. In conclusion, the Spirits market in BRICS countries is experiencing significant growth and development. Customer preferences for premium and craft spirits, trends in the market such as the popularity of vodka in Russia and cachaça in Brazil, local special circumstances such as the dominance of Baijiu in China, and underlying macroeconomic factors including rising incomes and changing consumer lifestyles are all contributing to this positive trajectory.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.