发布日期：2008年5月
摘要
Alcoholic Drinks in Mexico market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
目录及图表
Executive summary
The growth in consumer expenditure on alcoholic drinks slows
The slower growth in expenditure on alcoholic drinks does not mean that Mexicans are stopping their consumption; rather they are switching from heavily taxed spirits to wine and beer. The budget of Mexican consumers also shrank in 2007 as a result of an increase in the price of basic foods such as bread, milk and tortillas, amongst others. Consequently, the money allocated to the consumption of alcoholic drinks also decreased, forcing Mexicans to spend their money more wisely.
Consumption by adults will support future sales of alcoholic drinks
The average age of Mexicans was 27 years old in 2007. This is excellent news for companies in the alcoholic drinks industry. The consumer base of adults likely to drink alcohol is expanding. This generation of drinkers tends to have a job or source of income, either formal or informal, and enjoys a drink in the company of friends and family. Along with this demographic change, Mexicans continued to show signs of better knowledge about alcoholic drinks. Exposure to global trends through the mass media, and increased penetration of the internet exposed consumers to new drinks.
Wine wins and tequila loses
In spite of tequila being the drink of national pride, research suggests that younger generations are becoming less engaged by it, and are turning towards other spirits and wine. Intensive campaigns on the health benefits of drinking wine on a regular basis are convincing more Mexicans to switch their traditional tequila for a glass of red or white wine. The image of wine is being built around sophistication, through the increasing number of wine clubs and on-trade sales. Mexicans more than ever have access to a wide array of labels to fit their budget, from economy to super-premium. This flexibility is not as evident in spirits.
Illegal sales of alcoholic drinks remain a problem
High excise taxes on spirits continue to affect the legal sales of established brands. Parallel trading is a big problem which is difficult for the government to control. The current administration is showing promising actions to curb the problem; however, corrupt law enforcement officers may affect the outcome. There is a continued black market for original bottles purchased from landfill sites. Illegal production still poses a public health risk. Both the government and industry are working together by implementing awareness campaigns to teach consumers about the negative effects of supporting illegal sales of alcoholic drinks.
Domestic producers dominate volume sales
It is true that by number, the presence of domestic producers is declining against multinationals. However, in terms of volume sales, domestic producers continue to lead, supported by sales of beer and tequila. Grupo Modelo SA de CV, Cervecería Cuauhtemoc Moctezuma SA de CV and Casa Cuervo SA de CV remain an important source of national pride. However, multinationals are slowly moving up in the ranks through acquisitions and strategic marketing campaigns.
目录及图表
Table of contents
ALCOHOLIC DRINKS IN MEXICO : MARKET INSIGHT
EXECUTIVE SUMMARY
The growth in consumer expenditure on alcoholic drinks slows
Consumption by adults will support future sales of alcoholic drinks
Wine wins and tequila loses
Illegal sales of alcoholic drinks remain a problem
Domestic producers dominate volume sales
KEY TRENDS AND DEVELOPMENTS
Tequila loses its dynamism
Marketing campaigns directed towards young adults and women
The spend on alcoholic drinks slows
Alcoholism on the rise
Specialist Retailers
Summary 1 Leading Specialist Retailers 2006
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2006-2007
MARKET BACKGROUND
LEGISLATION
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007 – Corona Extra
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2007 – XA Domecq
Table 5 Selling Margin of a Typical Imported Wine Brand 2007 – Concha y Toro
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2007 – José Cuervo Tradicional
Table 7 Selling Margin of a Typical Imported Spirits Brand 2007 – Torres Brandy
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
Summary 3 Research Sources
LOCAL COMPANY PROFILES - MEXICO
BACARDI Y CíA SA DE CV - ALCOHOLIC DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Bacardi y Cía SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 5 Bacardi y Cía: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 6 Bacardi y Cía SA de CV: Competitive Position 2006
CASA CUERVO SA DE CV - ALCOHOLIC DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Casa Cuervo SA de CV: Key Facts
Summary 8 Casa Cuervo SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Casa Cuervo SA de CV: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 10 Casa Cuervo SA de CV: Competitive Position 2006
CASA PEDRO DOMECQ MEXICO SA DE CV - ALCOHOLIC DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Casa Pedro Domecq Mexico SA de CV: Key Facts
Summary 12 Casa Pedro Domecq Mexico SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Casa Pedro Domecq Mexico SA de CV: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 14 Casa Pedro Domecq Mexico SA de CV: Competitive Position 2006
CERVECERíA CUAUHTEMOC MOCTEZUMA SA DE CV - ALCOHOLIC DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Cervecería Cuauhtemoc Moctezuma SA de CV (FEMSA Cerveza): Key Facts
Summary 16 Cervecería Cuauhtemoc Moctezuma SA de CV (FEMSA Cerveza): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 Cervecería Cuauhtemoc Moctezuma SA de CV (FEMSA Cerveza): Production Statistics 2006
COMPETITIVE POSITIONING
Summary 18 Cervecería Cuauhtémoc Moctezuma SA de CV (FEMSA Cerveza): Competitive Position 2006
DIAGEO MéXICO SA DE CV - ALCOHOLIC DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Diageo México SA de CV: Key Facts
Summary 20 Diageo México SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 21 Diageo México SA de CV: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 22 Diageo México SA de CV: Competitive Position 2006
GRUPO MODELO SA DE CV - ALCOHOLIC DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 23 Grupo Modelo SA de CV: Key Facts
Summary 24 Grupo Modelo SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 25 Grupo Modelo SA de CV: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 26 Grupo Modelo SA de CV: Competitive Position 2006
VALLE REDONDO SA DE CV - ALCOHOLIC DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 27 Valle Redondo SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 28 Valle Redondo SA de CV: Competitive Position 2006
VINíCOLA LA CETTO SA DE CV - ALCOHOLIC DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 29 Vinícola LA Cetto SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 30 Vinícola LA Cetto SA de CV: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 31 Vinícola LA Cetto SA de CV: Competitive Position 2006
BEER IN MEXICO
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price Band Methodology
Summary 32 Lager by Price Band 2007
Published Data Comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2002-2007
Table 25 Sales of Beer by Subsector: Total Value 2002-2007
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 27 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 31 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 32 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 34 Beer Exports by Country of Destination: Total Value 2001-2006
Table 35 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 36 Beer Imports by Country of Origin: Total Value 2001-2006
Table 37 Company Shares of Beer by National Brand Owner 2002-2006
Table 38 Company Shares of Beer by Global Brand Owner 2002-2006
Table 39 Brand Shares of Beer 2003-2006
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 41 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN MEXICO
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 44 Sales of Cider/Perry: Total Volume 2002-2007
Table 45 Sales of Cider/Perry: Total Value 2002-2007
Table 46 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 47 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 49 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 52 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
Table 53 Company Shares of Cider/Perry by National Brand Owner 2002-2006
Table 54 Company Shares of Cider/Perry by Global Brand Owner 2002-2006
Table 55 Brand Shares of Cider/Perry 2003-2006
Table 56 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 57 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 58 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 59 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES IN MEXICO
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 61 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 63 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 68 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 69 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 70 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 75 Sales of Wine by Subsector: Total Volume 2002-2007
Table 76 Sales of Wine by Subsector: Total Value 2002-2007
Table 77 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 78 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 79 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 80 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 81 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 82 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 83 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 84 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 85 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 86 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 87 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 88 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 89 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 90 Sales of Still Red Wine by Quality Classification 2002-2007
Table 91 Sales of Still White Wine by Quality Classification 2002-2007
Table 92 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 93 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 94 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 95 Wine Exports by Country of Destination: Total Value 2001-2006
Table 96 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 97 Wine Imports by Country of Origin: Total Value 2001-2006
Table 98 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 99 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 100 Brand Shares of Still Light Grape Wine 2003-2006
Table 101 Company Shares of Champagne by National Brand Owner 2003-2006
Table 102 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 103 Brand Shares of Champagne 2003-2006
Table 104 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 105 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 106 Brand Shares of Other Sparkling Wine 2003-2006
Table 107 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 108 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 109 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 110 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 111 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 112 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 113 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN MEXICO
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Summary 33 Benchmark brands –Mexico
Published Data Comparisons
SECTOR DATA
Table 114 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 115 Sales of Spirits by Subsector: Total Value 2002-2007
Table 116 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 117 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 118 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 119 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 120 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 121 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 122 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 123 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 124 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 125 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 126 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 127 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 128 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 129 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 130 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 131 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 132 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 133 Company Shares of Spirits by National Brand Owner 2002-2006
Table 134 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 135 Brand Shares of Spirits 2003-2006
Table 136 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 137 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 138 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 139 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012