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Consumer and Market Insights: Spirits in Portugal

Consumer and Market Insights: Spirits in Portugal

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Executive Summary

The Portuguese Spirits Market is being led by the Whiskey category and is also expected to register fastest growth during 2015-2020 in both value and volume terms. Private labels in Whiskey category registered fastest growth during 2012-2015. On-trade transactions account for the highest distribution share in the Spirits market. Pernod Ricard S.A., Diageo Plc and Bacardi Limited are the leading players in the country.

Key Findings

The Whiskey category is forecast to register the fastest volume growth during 2015-2020.

The Whiskey category is the largest value category in the Portuguese Spirits market.

On-trade transactions account for the highest distribution share in the Gin & Genver category.

Tres Ochos is the leading brand in the Tequila & Mezcal category.

Private label penetration in the Portuguese Spirits market remains low.

Screw Top is the commonly used closure type in Portugal's Spirits market.


Canadean's Consumer and Market Insights report on the Spirits market in Portugal provides insights on high growth categories to target, trends in the usage of packaging materials, types and closures category level distribution data and brands market shares.

What else is contained?

Market data: Overall market value and volume data with growth analysis for 2010-2020

Category coverage: Value and growth analysis for eight categories including Brandy, Gin & Genever, Liqueurs, Rum, Specialty Spirits, Tequila & Mezcal, Vodka, and Whiskey with inputs on individual segment share within each category and the change in their market share forecast for 2015-2020

Leading players: Market share of brands and private labels, including private label growth analysis from 2012-2015

Distribution data: Percentage of sales within each category through distribution channels such as Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists and others in 2015

Packaging data: consumption breakdown for packaging materials and containers in each category, in terms of percentage share of number of units sold. Packaging material data for Glass, Paper & Board, Rigid metal, and others; container data for: Bottle and Box

Reasons To Buy

Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning


Report Scope

Country Context

Macroeconomic indicators-GDP Per Capita, Population, Consumer Price Index and Age Profile

Market Overview

Value and volume analysis for Portugal's Spirits market

Impact of exchange rate fluctuations on Portugal's Spirits market

Degree of trade up/down in Portugal's Spirits market

Volume analysis by category

Market value and growth rates, by category

Historic and forecast value analysis by category

Winners and losers by categories with change in market share

Segment share in a category (value terms) and change in market share

Average category level pricing

Retail Landscape and Key Distribution Channels

Leading retailers in Portugal's Wine & Spirits market

Leading distribution channels (volume terms) in Portugal's Spirits market

Leading distribution channels (volume terms) by category

Competitive Landscape

Market share of leading brands (in volume terms) by category

Penetration of private label by category in Portugal's Spirits market

Private label growth (in volume terms) compared to brands


Spirits market by type of packaging material/container (in volume terms)

Spirits market by type of packaging closure/outer (in volume terms)

Spirits market by type of packaging, forecast (in volume terms)


Country context

Category value and volume data

Sector Overview

Segment data

Packaging data

Category definitions

Segment definitions

Channel definitions


About Canadean

Figure 1: Macro economic analysis: GDP per capita, Population, CPI (2010-2015), Age Profile (2015)

Figure 2: Market volume analysis, 2010-2020

Figure 3: Consumers purchase behavior-Trading up/down, 2015

Figure 4: Market volume share analysis by category, 2015

Figure 5: Market value growth analysis by category, 2010-2020

Figure 6: Historic and forecast value analysis by category, 2010-2020

Figure 7: Change in market share by category, 2015-2020

Figure 8: Leading distribution channels, overall Wine & Spirits, 2012-2015

Figure 9: Leading distribution channels, overall Spirits market, 2015

Figure 10: Leading distribution channels by category, 2015

Figure 11: Brand share analysis by category (by volume), 2015

Figure 12: Private label penetration by category, 2015

Figure 13: Private label and brand share growth, 2012-2015

Figure 14: Packaging analysis-key packaging material, container, closure and outer type, 2015

Figure 15:Growth in key packaging material, container, closure and outer type, 2015-2020

Table 1: Market value analysis in EUR and USD , 2010-2020

Table 2: Market volume growth analysis, 2010-2020

Table 3: Exchange rate fluctuations: USD to EUR

Table 4: Market volume growth, by category, 2015-2020

Table 5: Segment level analysis by category, 2015

Table 6: Average price per litrecomparison by categories

Table 7: Leading retailers

Table 8: Leading brands by category, 2015

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Famous Grouse

Cutty Sark

William Lawson's



Johnnie Walker

Chivas Regal




Vat 69

Jack Daniel's



Old Parr



Clan Macgregor

Label 5

Tullamore Dew

Four Roses



Marquis Senac


Baron Otard Cognac

Aguardente Velha

Brandy Croft

Neto Costa

Brandy 1920


Licor Beirao


Licor Nacional



Pisang Ambon

Southern Comfort

Gold Strike


Marie Brizard



Fernet Branca






Sao Domingos


3 Medronhos



Jim Beam





Polegar Maxibar







Bombay Sapphire


Martin Miller's



Fifty Pounds




The London No. 1





Havana Club

Captain Morgan

Tres Ochos


Jose Cuervo

Pingo Doce





Portugal, Spirits, Brandy, Gin & Genever, Liqueurs, Rum, Specialty Spirits, Tequila & Mezcal, Vodka, Whiskey, Armagnac, Cognac, Fruit Brandy, Other Grape Brandy, Bitters, Cream Liqueurs, Fruit Liqueurs, Other Liqueurs, Dark Rum, Light Rum, Other Specialty Spirits, Ouzo, Raki, Rice-Based Spirits, Sake, Shochu, Flavored Vodka, Unflavored Vodka, American Whiskey, Canadian Whiskey, Irish Whiskey, Other Whiskey, Scotch Whiskey, distribution, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, channel share, brand share, market share, packaging, materials, containers, closure, outer, volume share, value share

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