Kantar x Global Alcohol Company
This project assesses the Beer category in Brazil to identify growth opportunities across key demographics and alcohol occasions. This unique project undertook existing client data to understand Brazil’s Beer Market as it stands today. We then assessed other markets world wide and chose 3 benchmark markets that represent Brazil today and Brazil’s future. Our resulting 5 growth opportunities layered in the opportunities to close gaps to 2 existing benchmark markets today while creating a forward-looking plan to mitigate similar risks of 1 future benchmark country.
Today’s Beer Market
This approach considered the existing trends of Brazil’s Beer market today among key age groups, income levels, and globally acknowledged Alcohol Occasions Frameworks developed by our team in earlier years. With these resources we conducted a thorough study of analyzing Brazil’s Beer market to the economically and culturally similar countries of Mexico and Colombia. Our research served to study and understand in which key areas Brazil was lacking compared to our benchmarks to identify key short and mid term opportunities for growth.
Brazil’s Future Market
As a rapidly developing country, Brazil is set to become a late-stage mature market similar to the US. Thus, the US served as our benchmark to mitigate future risk of a potential decline in Brazil’s markets. We then dove into what the US looks like today with its declining Beer market to identify the longer-term opportunities and watch-outs Brazil should manage as their country continues to mature.
Final Deliverables
Our final deliverable included a thorough report visualizing where Brazil’s Beer market stands today, how they match against the benchmark markets, and recommendations for growth of the Beer category including preliminary suggestions for messaging and positioning adjustments for the client’s top priority Beer brands.