BEER SECTOR in BRAZIL FLANDERS INVESTMENT & TRADE MARKET SURVEY Market Study
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BEER SECTOR IN BRAZIL FLANDERS INVESTMENT & TRADE MARKET SURVEY Market study /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// BEER SECTOR IN BRAZIL 6.08.2020 //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// www.flandersinvestmentandtrade.com INHOUD 1. Foreword .................................................................................................................................................................................................. 3 2. Introduction ............................................................................................................................................................................................. 4 3. The beer history in Brazil ................................................................................................................................................................. 5 4. The consumption of beer in Brazil .............................................................................................................................................. 7 5. Foreign trade statistics Belgium-Brazil .................................................................................................................................... 13 6. Inputs for the beer industry ......................................................................................................................................................... 16 7. Import regulations and taxes ....................................................................................................................................................... 21 8. Association, press and trade fair ............................................................................................................................................... 23 9. Brazilian beer producers ................................................................................................................................................................ 25 //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// pagina 2 van 34 Beer sector in Brazil 6.08.2020 1. FOREWORD Brazil is the third biggest beer consumer by volume in the world. Pilsner is the most popular beer in Brazil with a 90% market share, but the consumer habits are changing, and the consumption of craft and premium beer is increasing fast. There is a growing number of Belgian beers in Brazil compared to ten years ago. The third main beer exporter to Brazil in 2018 and 2019 was Belgium, after Mexico and Germany. Belgian beer has a significant market share. More than 30% from the imported European beers during the first months of 2020 came from Belgium. Notwithstanding the corona - COVID-19 crisis and a sharp year to year devaluation of 40 % Reais/Euro, net export in Euro terms grow again in the first half of 2020. The main reason for this study is twofold: - There is an increase in imports of beer in Brazil, hence creating more opportunities for Belgian exporters. - Local micro-breweries are being more successful, and their number is increasing as well, creating opportunities for suppliers of equipment, technology and raw materials. Our office in Sao Paulo will be glad to provide you with the contact details of local distributors and importers. //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 6.08.2020 Beer sector in Brazil pagina 3 van 34 2. INTRODUCTION The first beer arrived in Latin America in the sixteenth century. It is said that the first beer was brewed in Mexico in 1544 and Brazil brewed its first beer around 1830 when immigrants started to brew artisan beer home. In 2018, Brazil was the 3rd biggest beer producer in the world and brewed 14,1 billion liters of beer, an increase of about 1% compared to 2017.1 The sector accounted R$107 billion in 2018, representing 1,6% of GDP, according to CevBrasil (Brazilian Beer Association). It employs 2,7 million people, both direct and indirect jobs, and it is constantly receiving new investments. From each BRL 1,00 invested in the sector, it generates BRL 2,50 in the economy.2 The importance of the sector is increasing rapidly in the Brazilian economy and MAPA, the Brazilian Ministry for Livestock Farming and Supply – created the “Sectorial Chamber for Beer” last October (2019) to support the sector. The beer consumption per capita averages 60 liters annually and the beer industry leaders are AB-InBev, Heineken and Grupo Petropolis, supplied by domestic brands. The most sold beers are the ones considered entry-price and pilsner is the most consumed category of beer in the country, followed by American lager3. According to a Euromonitor’s research4 in 2018, the most consumed beers by brand are Skol, Brahma, Antarctica (brands from AB-InBev) and Itaipava (Grupo Petropolis). The typical beer in Brazil has corn or rice and a very low hop content. However, thanks to a more globalized world, Brazilians started to taste new brands and the consumption of craft and premium beers is growing rapidly; the sector’s leading companies are investing in the production and development of new beer styles. This trend also reflected on the micro-brewery business. In 1999 Brazil had only 33 micro-businesses and in 2019 the country had a total of 1209 micro-breweries accordingly to the Beer Directory 2019 from MAPA5 - Ministry of Livestock, Farming and Supply. Compared to 2018, when Brazil had 889 micro- breweries, it represents 320 new businesses in 2019, or 36% growth. The beer section in the supermarkets were adapted to respond to costumers demand for craft and premium beers and international brands became more active in the Brazilian market. 1 https://www.kirinholdings.co.jp/english/news/2019/1003_01.html 2 http://www.cervbrasil.org.br/novo_site/dados-do-setor/ 3 https://www.hominilupulo.com.br/universo-da-cerveja/tipos-de-cerveja/ 4 https://exame.com/marketing/cerveja-original-ganha-versao-em-lata/ 5 https://www.gov.br/agricultura/pt-br/assuntos/inspecao/produtos-vegetal/pasta-publicacoes-DIPOV/anuario-da-cerveja-2019/view /http://www.cervbrasil.org.br/novo_site/wp-content/uploads/2020/03/anuario-cerveja-WEB.pdf //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// pagina 4 van 34 Beer sector in Brazil 6.08.2020 3. THE BEER HISTORY IN BRAZIL Brazil brewed its own beer around 1830 when immigrants started to brew artisan beer at home. Until then, the Portuguese feared that the production of beer in Brazil would interfere with their thriving imports of wines and the Brazilian ports were closed for non-Portuguese vessels. The Portuguese Prince-Regent Dom Joao came to Brazil in 1808 when he opened the Brazilian ports for the “friendly nations” and England took the most benefit of it. At that moment, Brazil started to import beer from England. Around 1830 Germans immigrants arrived in Brazil and they started to brew artisan beer at home. This beer used to be made by women while they were cooking at home. Then the neighbors wanted to buy the beer, forcing them to improve its production and commercialize it. Producers such as Cervejaria Brasileira (RJ, 1836), Henrique Schoenbourg (SP, 1840), Georg Heirich Ritter (Nova Petrópolis/RS,1846), Henrique Leiden (RJ, 1848), Vogelin & Bager (RJ, 1848), João Bayer (RJ, 1849), Gabriel Albrecht Schmalz (Joinville/SC, 1852), Carlos Rey (Petrópolis/RJ, 1853) and Henrique Kremer (Petrópolis/RJ, 1854/ Bohemia Beer- AB InBev brand),6 took the first steps to produce beer in Brazil. These beers had a high degree of fermentation so that, even when bottled, produced an enormous amount of carbon dioxide thus creating big pressure. In 1882 Antarctica beer was created by Louis Bucher and Joaquim Salles which is now the third most consumed brand in Brazil and belongs to AB InBev. Swiss immigrant, Joseph Villiger, started brewing his own beer at home and registered his brand Brahma in 1888 together with Paul Fritz and Ludwig Mack. They produced daily 12.000 liters of beer and had at that time 32 employees. Now, it also belongs to AB InBev.7 Around 1970 the sector started to expand investments in the North and Northeast. Until then the beer production was concentrated in the main consumption market, the South and Southeast Brazil. In 1996 Brahma was the largest beer producer in Latin America, accordingly to former Brazilian newspaper Gazeta Mercantil and its brand, Brahma Chope, was the fourth most consumed beer in the world, being positioned as the fifth largest brewery in the world, behind US American Anheuser-Busch, the Dutch brand Heineken, US American Miller Brewing Company and South African Breweries (SAB) (ASCHER, 2012). 8 Both companies, Brahma and Antarctica, had a similar growth path in the following years, always fighting for the first position in Brazil while investing in the marketing promotion. 6 https://blog.clubedomalte.com.br/cervejarias/cerveja-artesanal-no-brasil/ 7 https://opabier.com.br/blog/historia-da-cerveja-no-brasil-parte-3-as-grandes-industrias/ 8 https://www.gov.br/agricultura/pt-br/assuntos/camaras-setoriais-tematicas/documentos/camaras- setoriais/cerveja/2019/estudo_sobre_a_viabilidade_da_camara_setorial_da_cerveja.pdf