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.
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.
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.
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.
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.
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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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
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