Spirits in Peru

SPIRITS IN PERU
Euromonitor International
June 2015
SPIRITS IN PERU
Passport
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Production, Imports and Exports .................................................................................................. 2
Competitive Landscape ................................................................................................................ 3
Prospects ..................................................................................................................................... 3
Category Background ................................................................................................................... 4
Vodka, Gin, Other Blended Scotch Whisky, Dark Rum and White Rum Price Band
Methodology ............................................................................................................................. 4
Summary 1
Benchmark Brands 2014 .............................................................................. 5
Category Data .............................................................................................................................. 5

Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Table 15
Table 16
Table 17
Table 18
Table 19
Table 20
Table 21
Table 22
Sales of Spirits by Category: Total Volume 2009-2014 ................................ 5

Sales of Spirits by Category: Total Value 2009-2014 ................................... 6
Sales of Spirits by Category: % Total Volume Growth 2009-2014 ............... 6
Sales of Spirits by Category: % Total Value Growth 2009-2014 .................. 7
Sales of Spirits by Off-trade vs On-trade: Volume 2009-2014...................... 7
Sales of Spirits by Off-trade vs On-trade: Value 2009-2014......................... 8
Sales of Spirits by Off-trade vs On-trade: % Volume Growth 20092014 ............................................................................................................. 8
Sales of Spirits by Off-trade vs On-trade: % Value Growth 2009-2014 ........ 8
GBO Company Shares of Spirits: % Total Volume 2010-2014 .................... 8
NBO Company Shares of Spirits: % Total Volume 2010-2014..................... 9
LBN Brand Shares of Spirits: % Total Volume 2011-2014 ......................... 10
Imports of Spirits by Country of Origin: Total Volume 2008-2013 .............. 10
Imports of Spirits by Country of Origin: Total Value 2008-2013 ................. 11
Production, Imports and Exports of Brandy & Cognac: Total Volume
2008-2013 .................................................................................................. 11
Production, Imports and Exports of Rum: Total Volume 2008-2013 .......... 11
Production, Imports and Exports of Whiskies: Total Volume 20082013 ........................................................................................................... 11
Production, Imports and Exports of Gin: Total Volume 2008-2013 ............ 12
Production, Imports and Exports of Vodka: Total Volume 2008-2013 ........ 12
Forecast Sales of Spirits by Category: Total Volume 2014-2019 ............... 12
Forecast Sales of Spirits by Category: Total Value 2014-2019 .................. 13
Forecast Sales of Spirits by Category: % Total Volume Growth 20142019 ........................................................................................................... 13
Forecast Sales of Spirits by Category: % Total Value Growth 20142019 ........................................................................................................... 14
SPIRITS IN PERU
SPIRITS IN PERU
HEADLINES
Spirits experiences 7% total volume growth, to reach 26 million litres in 2014
Premiumisation trend continues to be observed, especially in rum
Tequila posts the highest total volume growth of 15% in 2014
Average unit prices only increase by 2% in 2014
Cartavio Rum Co SAC continues to lead spirits accounting for 41% total volume share in 2014
Spirits is predicted to record a total volume CAGR of 7% over the forecast period
TRENDS
Premiumisation continued to be the most relevant trend in spirits in 2014. Within every
socioeconomic segment, consumers are slowly trading up from economy brands to midincome brands and from mid-priced brands to premium. This trend is favoured by a wider
range of packaging sizes in particular in rum; frequent promotions and discounts in leading
off-trade channels and the aspirational need of some consumers to be perceived as having a
better economic position. Nevertheless, this trend did not mean that Peruvian consumers
significantly increased their per capita consumption of spirits, but chose better products taking
into account their budget restrictions.
The 7% total volume growth achieved in 2014 was significantly lower than the 11% growth
achieved the previous year. As the Peruvian economy grew at a slower pace, some
consumers who chose to buy better products reduced their frequency of purchase, which
impacted sales. Moreover, some consumers switched from one category of spirits to another
(for example, in the case of vodka), once more in search of satisfying their aspirational needs.
In addition, in the case of pisco (other spirits) which is the second biggest spirit in Peru,
further growth was threatened by the fact that the product is not ready to drink, requiring a
certain level of preparation, which does not satisfy the need for convenience provided by
other alcoholic drinks in this category. As a result, pisco registered only a modest
performance, with a 2% growth in total volume terms in 2014.
Tequila recorded the fastest total volume growth of 16% in 2014. Peru has the fourth lowest
per capita consumption of tequila in the region, which determines that there is ample space to
develop at fast rates. In addition, tequila is increasing its availability both within off-trade and
on-trade channels.
Unit prices only increased by 2% in 2014. The category already carries the highest unit prices
among alcoholic drinks; therefore, companies limited price increases to avoid losing share.
Rum recorded the second fastest total volume growth in 2014 of 11%. Rum is developing due
to strong competition that keeps competitive prices, as well as the rising availability of
premium brands, which are increasingly being demanded by consumers looking for better
quality products as well as those who want to show off a higher social status.
Other blended Scotch whisky constitutes the most popular type in whiskies in Peru, because it
has a longstanding presence in the country and has a good level of distribution both within ontrade and off-trade channels. In 2014, this category accounted for 98% share of total volume
sales of whiskies.
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SPIRITS IN PERU
Bourbon/other US whiskey recorded the most dynamic total volume growth of 14% in 2014. It
only accounts for 1% share of total volume sales of whiskies. As a result it has plenty of
potential to develop at healthy rates.
In 2014, off-trade sales represented 88% share of total volume sales of spirits. This is the
preferred channel because Peruvians like to consume alcoholic drinks in gatherings at home
with family and friends. In addition, the low penetration within on-trade channels is explained
by the wide gap between off-trade and on-trade prices.
Micro distillers and craft spirits are negligible in the country. In Peru, there is still important
contraband and counterfeiting and because of this, consumers are normally very careful to
purchase alcoholic drinks from recognised locations to avoid being scammed. The informality
in the country makes it difficult for micro-distillers to grow, because consumers are concerned
about the origin of the product.
In 2014, 66% of total other blended Scotch whisky sales were strongly concentrated in
standard products, followed by 32% in premium products. The shift was from standard
products to premium products during 2014.
Gin sales in the country were mostly concentrated in standard products, with 85% share of
total volume sales, and 14% in premium products. The shift in this case was more towards
standard products. This is because gin is a product mostly sold to be included in cocktails,
where the brand of the product is not necessarily acknowledged by the consumer.
Vodka sales in the country were strongly concentrated in economy and standard products,
with 48% and 32% total volume sales respectively. 19% of total sales belonged to premium
products. Vodka is also a product that is mostly drunk in cocktails, and because of it in many
cases consumers do not know the brand used to prepare the final product.
Mezcal is negligible in the country, because demand is fully concentrated in tequila only.
Flavoured vodka is still underdeveloped in the country, in 2014 it represented 2% share of
total vodka consumption, and its consumption is highly concentrated in the off-trade channel.
In the on-trade channel, it is more common to find plain vodka to be used in cocktails, and in
most cases domestic standard or economy brands to be able to offer affordable drinks.
Flavoured pisco remained almost negligible in 2014. Peruvian consumers highly favour plain
spirits to be able to mix them according to their tastes, in different cocktails.
Key consumers are men and women above 30 years of age, from every socioeconomic level.
Rum is the most popular, precisely because it offers a good range of brands among every
price band. Some spirits such as whiskies are more elitist. Spirits are usually consumed at
home, or in family and friends gatherings.
PRODUCTION, IMPORTS AND EXPORTS

The Ministry of Production of the country, PRODUCE publishes information about pisco
production only. However, data listed by the organisation is substantially underestimated, as
most companies do not feel comfortable fully disclosing their sales information.
The tax authority of the country tracks imports and exports information, and in this case the
information is complete and available. We used this information for this research for all
imported products and categories.
In the case of gin, 89% of total product comes from the UK; in this case there are no exports.
In the case of brandy, the principle countries of origin are France and Spain. There are no
exports from Peru. In the case of Cognac, the product comes from France.
In the case of vodka, the principle countries of origin are the US, the UK, and Sweden. There
are no Peruvian exports.
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SPIRITS IN PERU
In the case of rum, the principle countries of origin are Jamaica, Cuba, and Colombia. Export
destinations include Ecuador, Italy, Chile, and the Netherlands.
In the case of whiskies, the principle country of original is the UK, specifically Scotland. There
were no Peruvian exports.
Domestic spirits accounted for more than 73% of total volume sales, highly represented by
rum and pisco, which are the second and third most sold alcoholic drinks in the country.
Rum has different domestic companies producing local brands, and has a longstanding
presence. During the later years, domestic companies managed to launch premium and super
premium products as well to be able to compete with international offerings.
Pisco is 100% domestic, because it is a proprietary beverage that only can be produced in the
country.
COMPETITIVE LANDSCAPE
Cartavio Rum Co SAC remained as the leading company in spirits with 41% total volume
share in 2014, due to carrying popular brands of rum that have wide availability such as
Cartavio and Cabo Blanco. On the one hand, Cartavio is a brand with a longstanding
presence in Peru, and well recognised by consumers as being of good quality. In addition,
within vodka, the company leads sales with its Russkaya brand, which offers a standard
quality and is more affordable than imported brands. Furthermore, the company is
progressively increasing its offering of premium brands, in order to compete more effectively
with international brands.
Cartavio Rum gained two percentage points in 2014, mostly due to the fact that its Russkaya
brand, within vodka, registered rising demand among consumers looking for a product with
standard quality at more attractive prices than other imported brands.
In spirits, in general, domestic brands have achieved a high level of penetration, because rum
and pisco, the most popular spirits, are highly dominated by local companies. However, the
scenario changes on other types of spirits, for example: whiskies, brandy, cognac, liqueurs
and tequila are highly dominated by international brands, which are strongly associated with
high social status and quality.
In April 2014, Mistrosanti SAC launched new imported rum in Peru: Diplomtico, from
Venezuela. The product is expected to be a new alternative in the mid-price range of brands.
No important packaging innovation took place in 2014.
Premium brands traditionally compete by targeting their key consumers using billboards,
direct mailing and attending to special and premium events to do tastings and samplings. Midpriced brands normally compete more aggressively investing in magazines and newspaper
advertisements, in-store tastings, samplings and promotions, among many others. Economy
brands only compete by offering the lowest price possible to compete with standard brands.
Private label was not available in spirits in Peru in 2014.
No merger and acquisition activity took place in 2014.
PROSPECTS
Spirits is predicted to register a 7% total volume CAGR over the forecast period, which is
below the performance achieved over the review period. Higher disposable incomes of
Peruvian consumers will allow them to trade up to higher quality products within whiskies, rum
and vodka. In addition, some consumers will begin to purchase other types of spirits that
remain underdeveloped but have important growth potential, such as tequila, gin and liqueurs.
Passport
SPIRITS IN PERU
A potential threat to growth of spirits will be an economic recession, which could lead
consumers to return to basic and more affordable alcoholic drinks, such as beer and economy
distilled beverages.
Rum is expected to record the best performance over the forecast period with a 9% total
volume CAGR. It will benefit from middle-income consumers trading up to more premium
options as well as some low-middle income consumers trading up to mid-priced brands. In
addition, rum still has space to develop, and new brands will help to keep consumers
interested.
It is expected that unit prices will increase by an average of 3% per year over the forecast
period, in line with expected inflation for the country.
New brand Diplomtico is likely to perform well in the short-term, provided that Mistrosanti
SAC, the company that imports it, strengthens its advertising efforts. Other companies that
import spirits could become interested in introducing other mid-priced spirits to Peru.
It is expected that Cartavio Rum Co will focus on gradually incorporate new premium brands
to its portfolio of gin and vodka, in an effort to compete with well-reputed international brands.
Off-trade will continue to dominate sales in spirits, due to the fact that this channel has a
better range of products and provide significantly lower unit prices than on-trade outlets.
Nevertheless, consumption through on-trade outlets will grow at a faster pace, as foodservice
continues to develop at a healthy pace and rising disposable incomes help more middleincome consumers to dine out more frequently.
Mid-priced products will continue to represent the largest share of sales; however, a mild
switch will be observed towards premium and super premium products, and from economy to
standard products, reducing the size of the former ones. This trend will be boosted by rising
purchasing power of consumers as well as the premiumisation trend.
CATEGORY BACKGROUND
Vodka, Gin, Other Blended Scotch Whisky, Dark Rum and White Rum
Price Band Methodology
Classification for these spirits is based purely on pricing, taking a typical brand, usually the
leading brand by volume, as the benchmark price, which is indexed as 100%. The benchmark
brand will usually be a mid-priced brand. There will be exceptions, however, whereby an
economy brand (likely for vodka in some countries in Eastern Europe) or a premium brand
(typically the case for Scotch whisky in the US) is used as the benchmark brand. Refer to the
guidelines below for further detail.
Based on benchmark brand being mid-priced:
Super premium: 30.00% or higher than price of the benchmark brand;
Premium: 10.00-29.99% higher price than benchmark brand;
Mid-priced: Between 9.99% lower or 9.99% higher than benchmark brand;
Economy: At least 10.00% lower than the price of benchmark brand.
Based on benchmark brand being economy:
Super premium: 50.00% or higher than price of the benchmark brand;
Premium: 30.00-49.99% higher than price of benchmark brand;
Mid-priced: Between 10.00% and 29.99% higher than price of benchmark brand;
Economy: Anything lower or up to 9.99% higher than the price of the benchmark brand.
Based on benchmark brand being premium:
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SPIRITS IN PERU
Passport
Super premium: 10.00% or higher than benchmark brand;

Premium: Any brand that is up to 9.99% higher or 9.99% lower than benchmark brand;
Mid-priced: Between 10.00% and 29.99% cheaper than the benchmark brand;
Economy: Anything over 30.00% cheaper than the benchmark brand.
Based on benchmark brand being super premium:
Super premium: Anything higher or up to 9.99% lower than the benchmark brand;
Premium: 10.00% to 29.99% lower than benchmark brand;
Mid-priced: 30.00% to 49.99% lower than benchmark brand;
Economy: Over 50% lower than benchmark brand.
Summary 1
Category
Benchmark Brands 2014

Brand name
Positioning
Other blended Scotch whisky
Johnnie Walker Red Label
Standard
Vodka
Absolut
Premium
Gin
Tanqueray
Premium
Dark rum
Cartavio
Mid-priced
White rum
Cartavio
Mid-priced
Source:
Euromonitor International from store checks
CATEGORY DATA
Table 1
Sales of Spirits by Category: Total Volume 2009-2014
'000 litres
Brandy and Cognac

- Brandy
- Cognac
Liqueurs
- Bitters
- Cream-based Liqueurs
- Other Liqueurs
Rum
- Dark Rum
- White Rum
Tequila (and Mezcal)
Whiskies
- Bourbon/Other US
Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
- Blended Scotch Whisky
- Single Malt Scotch
Whisky
- Other Whiskies
White Spirits
- Gin
- Vodka
2009
2010
2011
2012
2013
2014
12.2
10.7
1.5
255.7
6.6
156.6
92.5
7,565.9
6,965.1
600.8
64.0
1,759.6
13.8
12.9
11.2
1.8
269.0
6.9
165.9
96.2
8,631.3
8,009.5
621.8
82.2
1,938.4
16.2
13.7
11.6
2.0
288.2
7.1
181.5
99.6
9,530.5
8,885.6
644.9
120.6
2,179.8
18.7
14.1
11.9
2.1
301.6
8.9
189.9
102.8
10,959.6
10,229.4
730.2
133.5
2,439.9
21.2
14.6
12.4
2.2
318.5
11.1
201.1
106.3
12,703.4
11,887.6
815.8
163.2
2,777.3
28.1
15.0
12.7
2.3
329.0
11.8
207.6
109.6
14,128.5
13,230.6
897.9
188.4
2,809.2
32.2
1,725.7
20.2
1,893.6
28.6
2,129.5
31.6
2,385.0
33.7
2,727.5
21.6
2,762.7
14.3
626.4
46.8
579.6
695.2
49.1
646.1
767.1
55.8
711.2
833.4
62.1
771.3
925.8
68.6
857.2
852.0
72.6
779.4
SPIRITS IN PERU
Passport
Other Spirits
- Pisco
Spirits
Source:
6,334.2
6,334.2
16,618.1
6,915.6
6,915.6
18,544.7
6,945.8
6,945.8
19,845.7
7,040.1
7,040.1
21,722.3
7,162.4
7,162.4
24,065.1
7,306.4
7,306.4
25,628.5
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2
Sales of Spirits by Category: Total Value 2009-2014
PEN million
Brandy and Cognac

- Brandy
- Cognac
Liqueurs
- Bitters
- Other Liqueurs
Rum
- Dark Rum
- White Rum
Whiskies
- Bourbon/Other US
Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
Whisky
- Other Whiskies
White Spirits
- Gin
- Vodka
Other Spirits
- Pisco
Spirits
2009
2010
2011
2012
2013
2014
1.1
0.7
0.4
18.5
0.8
12.2
5.5
360.8
340.8
20.0
6.3
306.0
2.2
1.2
0.7
0.5
19.7
0.8
13.2
5.7
414.0
393.1
20.9
7.8
341.6
2.6
1.3
0.8
0.5
21.7
0.9
14.8
6.1
468.5
446.3
22.2
11.0
391.9
3.0
1.4
0.8
0.6
23.7
1.1
16.0
6.5
553.9
527.8
26.1
12.6
456.3
3.4
1.5
0.9
0.6
25.8
1.5
17.5
6.9
656.2
626.1
30.1
15.9
538.1
4.7
1.6
0.9
0.6
27.4
1.6
18.5
7.3
759.1
724.7
34.5
19.0
563.4
5.5
299.7
4.2
333.1
6.0
382.2
6.8
445.3
7.5
528.4
5.0
554.5
3.4
44.5
3.8
40.7
410.8
410.8
1,147.9
49.8
4.1
45.8
459.2
459.2
1,293.3
56.0
4.6
51.3
487.4
487.4
1,437.8
62.8
5.3
57.6
518.6
518.6
1,629.3
72.2
6.0
66.2
549.8
549.8
1,859.6
68.9
6.6
62.3
588.3
588.3
2,027.7
Source:
Table 3
Sales of Spirits by Category: % Total Volume Growth 2009-2014
% total volume growth
Brandy and Cognac

- Brandy
- Cognac
Liqueurs
- Bitters
- Other Liqueurs
Rum
- Dark Rum
- White Rum
2013/14
2009-14 CAGR
2009/14 Total
2.9
3.0
2.8
3.3
6.3
3.2
3.1
11.2
11.3
10.1
15.5
4.2
3.6
8.1
5.2
12.2
5.8
3.5
13.3
13.7
8.4
24.1
22.7
19.2
47.6
28.6
77.6
32.6
18.5
86.7
90.0
49.4
194.6
SPIRITS IN PERU
Passport
Whiskies
- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
- Single Malt Scotch Whisky
- Other Whiskies
White Spirits
- Gin
- Vodka
Other Spirits
- Pisco
Spirits
Source:
1.2
14.3
1.3
-33.9
-8.0
5.9
-9.1
2.0
2.0
6.5
9.8
18.5
9.9
-6.6
6.3
9.2
6.1
2.9
2.9
9.1
59.6
133.4
60.1
-29.0
36.0
55.1
34.5
15.3
15.3
54.2
Table 4
Sales of Spirits by Category: % Total Value Growth 2009-2014
% local currency, current value growth
Brandy and Cognac

- Brandy
- Cognac
Liqueurs
- Bitters
- Other Liqueurs
Rum
- Dark Rum
- White Rum
Whiskies
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
- Other Whiskies
White Spirits
- Gin
- Vodka
Other Spirits
- Pisco
Spirits
Source:
2013/14
2009-14 CAGR
2009/14 Total
5.8
6.1
5.4
6.2
9.5
6.1
5.5
15.7
15.8
14.4
19.1
4.7
17.4
4.9
-31.9
-4.7
9.2
-5.9
7.0
7.0
9.0
8.0
6.4
10.6
8.2
15.3
8.7
5.9
16.0
16.3
11.5
24.9
13.0
20.3
13.1
-3.9
9.1
11.8
8.9
7.4
7.4
12.1
46.8
36.2
65.4
48.3
103.8
51.5
33.4
110.4
112.6
72.4
203.5
84.1
151.6
85.0
-18.2
54.9
74.7
53.1
43.2
43.2
76.6
Table 5
Sales of Spirits by Off-trade vs On-trade: Volume 2009-2014
'000 litres
Off-trade
2009
2010
2011
2012
2013
2014
14,705.3
16,436.0
17,494.8
19,131.0
21,173.9
22,516.0
SPIRITS IN PERU
Passport
On-trade
Total
Source:
1,912.8
16,618.1
2,108.6
18,544.7
2,350.9
19,845.7
2,591.2
21,722.3
2,891.2
24,065.1
3,112.5
25,628.5
Table 6
Sales of Spirits by Off-trade vs On-trade: Value 2009-2014
PEN million
Off-trade
On-trade
Total
Source:
2009
2010
2011
2012
2013
2014
643.6
504.3
1,147.9
726.9
566.4
1,293.3
792.3
645.6
1,437.8
885.8
743.5
1,629.3
996.1
863.5
1,859.6
1,068.9
958.8
2,027.7
Table 7
Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2009-2014
% volume growth
Off-trade
On-trade
Total
Source:
2013/14
2009-14 CAGR
2009/14 TOTAL
6.3
7.7
6.5
8.9
10.2
9.1
53.1
62.7
54.2
Table 8
Sales of Spirits by Off-trade vs On-trade: % Value Growth 2009-2014
% current value growth
Off-trade
On-trade
Total
Source:
2013/14
2009-14 CAGR
2009/14 TOTAL
7.3
11.0
9.0
10.7
13.7
12.1
66.1
90.1
76.6
Table 9
GBO Company Shares of Spirits: % Total Volume 2010-2014
% total volume
Company
Cartavio Rum Co SAC
Diageo Plc
Grupo Comercial Bari SA
Santiago Queirolo SA
Via Ocucaje SA
Pernod Ricard Groupe
Via Tacama SA
Campari Milano SpA,
Davide
Bodegas Vista Alegre SA
2010
2011
2012
2013
2014
8.9
7.0
7.5
6.9
3.6
4.4
0.0
9.9
7.1
7.1
6.5
3.9
4.2
0.1
10.3
7.2
6.6
6.1
3.9
3.9
2.0
38.7
10.2
7.4
6.3
5.6
4.9
3.7
2.2
40.6
9.3
7.1
6.2
5.4
4.1
3.8
2.5
2.7
2.5
2.3
2.2
2.2
SPIRITS IN PERU
Passport
Agrcola Via Vieja

Santa Isabel SAC
Bodegas y Viedos
Tabernero SA
Bodegas Vias de Oro SA
Manuel Muoz Najar SAC
Bodegas Jimenez SA
E Copello SA
Bacardi & Co Ltd
Ca Licorera de
Nicaragua SA
Fbrica de Licores y
Alcoholes de Antioquia
Barcel International SA
Grupo Cuervo SA de CV
La Martiniquaise SVS
MV Group
Brown-Forman Corp
Suntory Holdings Ltd
Soyuzplodimport ZAO
Ca Tequilera de
Arandas SA de CV
Belvdre SA
William Grant & Sons Ltd
Heaven Hill
Distilleries Inc
Destileras Unidas SAC
Others
Total
Source:
3.4
3.2
2.9
2.5
2.1
3.3
3.0
2.8
2.4
2.1
2.3
2.2
1.9
1.5
0.9
0.7
2.2
2.0
1.7
1.5
0.9
0.6
2.0
1.8
1.6
1.4
1.0
0.6
2.1
1.5
1.3
1.2
0.9
0.8
2.0
1.4
1.1
1.1
0.9
0.8
0.6
0.6
0.6
0.6
0.7
0.1
0.3
0.1
0.3
0.1
0.3
-
0.3
0.5
0.1
0.3
0.1
0.3
-
0.3
0.5
0.1
0.3
0.1
0.3
-
0.4
0.4
0.1
0.2
0.1
0.2
0.0
0.6
0.4
0.2
0.2
0.1
0.1
0.1
0.1
0.1
0.2
0.1
0.1
0.2
0.1
0.1
0.2
0.1
0.1
0.1
0.1
0.1
0.1
0.0
34.0
6.5
100.0
35.1
5.8
100.0
37.3
3.7
100.0
3.9
100.0
4.7
100.0
Table 10
NBO Company Shares of Spirits: % Total Volume 2010-2014
% total volume
Company
Cartavio Rum Co SAC
Diageo Per SA
Via Ocucaje SA
Via Tacama SA
Pernod Ricard Per SA
Drokasa Licores SA
Agrcola Via Vieja
Santa Isabel SAC
Bodegas y Viedos
Tabernero SA
Bodegas Vias de Oro SA
GW Yichang & Ca SA
Manuel Muoz Najar SAC
Bodegas Jimenez SA
E Copello SA
Perufarma SA
LC Group SAC
Gustavo Eguren SA
Drokasa Per SA
2010
2011
2012
2013
2014
8.9
7.0
7.5
6.9
4.4
2.7
1.9
2.7
3.4
9.9
7.1
7.1
6.5
4.2
2.7
2.1
2.5
3.2
10.3
7.2
6.6
6.1
3.9
2.7
2.1
2.3
2.9
39.2
10.2
7.4
6.3
5.6
3.7
3.5
2.3
2.2
2.5
41.1
9.3
7.1
6.2
5.4
3.8
3.0
2.6
2.2
2.1
3.3
3.0
2.8
2.4
2.1
2.3
1.9
2.2
1.9
1.5
1.0
0.4
0.7
0.1
2.2
2.1
2.0
1.7
1.5
1.1
0.7
0.6
0.1
2.0
2.1
1.8
1.6
1.4
1.1
0.6
0.6
0.1
2.1
2.1
1.5
1.3
1.2
1.0
0.7
0.8
0.1
2.0
1.9
1.4
1.1
1.1
1.0
0.9
0.8
0.1
SPIRITS IN PERU
Passport
Soluciones del Sur SAC

Best Brands SAC
Destilera Peruana SAC
William Grant & Sons Ltd
Others
Total
Source:
0.1
35.8
0.1
3.7
100.0
0.1
38.0
0.1
3.6
100.0
0.0
0.1
3.8
100.0
0.1
0.0
4.7
100.0
Table 11
LBN Brand Shares of Spirits: % Total Volume 2011-2014
% total volume
Brand (Global Brand
Owner)
Cartavio
Pomalca
Queirolo
Ocucaje
Johnnie Walker Red
Label (Diageo Plc)
Tacama
Johnnie Walker
Black Label (Diageo
Plc)
Cabo Blanco
Sol de Ica
Vargas
Cartavio
Others
Total
Source:
0.1
34.6
0.1
4.6
100.0
Company
2011
2012
2013
2014
Cartavio Rum Co SAC

Via Ocucaje SA
Diageo Per SA
6.7
7.1
6.5
4.8
6.8
6.6
6.1
4.8
34.0
7.0
6.3
5.6
4.8
35.7
6.7
6.2
5.4
4.1
Via Tacama SA
Diageo Per SA
4.2
2.3
3.9
2.4
3.7
2.4
3.8
2.4
Cartavio Rum Co SAC

Agrcola Via Vieja
Santa Isabel SAC
Others
Total
2.5
3.2
2.3
2.9
2.2
2.2
2.5
2.3
2.2
2.1
30.6
32.2
100.0
32.8
31.4
100.0
29.3
100.0
29.0
100.0
Table 12
Imports of Spirits by Country of Origin: Total Volume 2008-2013
'000 litres
Spirits Mexico
Spirits Argentina
Spirits Italy
Spirits Brazil
Spirits Spain
Spirits China
Spirits Switzerland
Spirits Canada
Spirits Netherlands
Spirits Panama
Spirits Total
Source:
Note:
GTIS, Euromonitor International

- indicates data not available
2008
2009
2010
2011
2012
2013
121.5
114.6
27.0
30.1
12.7
21.0
28.1
8.3
3,653.6
42.6
1.8
6.6
0.1
0.0
51.1
66.6
3.0
6.0
1.6
0.0
78.4
101.6
4.9
4.8
9.6
0.0
0.9
123.4
149.9
8.3
10.3
9.6
0.1
0.0
178.4
154.8
7.2
3.9
2.7
1.8
1.1
0.0
0.0
173.3
10
SPIRITS IN PERU
Table 13
Passport
Imports of Spirits by Country of Origin: Total Value 2008-2013
PEN million
Spirits Mexico
Spirits Argentina
Spirits Italy
Spirits Brazil
Spirits Spain
Spirits United States
Spirits China
Spirits Canada
Spirits France
Spirits Germany
Spirits Total
Source:
2008
2009
2010
2011
2012
2013
1.7
0.9
0.4
0.1
0.2
1.1
0.0
1.7
0.3
40.8
0.8
0.0
0.1
0.0
0.0
0.0
0.0
1.0
1.3
0.0
0.1
0.0
0.0
0.0
1.5
1.9
0.1
0.1
0.2
0.0
0.0
0.0
2.3
2.6
0.1
0.2
0.2
0.0
0.0
0.0
3.0
2.9
0.1
0.0
0.0
0.0
0.0
0.0
0.0
3.2
Note:
Table 14
Production, Imports and Exports of Brandy & Cognac: Total Volume 20082013
'000 litres
Brandy and Cognac
Exports
Brandy and Cognac
Imports
Source:
Note:
2008
2009
2010
2011
2012
2013
7,433.2
324.3
6,250.1
9,613.5
1,232.7
18.7
49.6
39.8
25.4
23.2

Table 15
Production, Imports and Exports of Rum: Total Volume 2008-2013
'000 litres
Rum Imports
Rum Exports
Source:
Note:
2008
2009
2010
2011
2012
2013
801.0
142.7
1,062.8
208.8
1,353.2
275.5
1,516.2
950.2
1,964.3
266.4

Table 16
Production, Imports and Exports of Whiskies: Total Volume 2008-2013
'000 litres
Whiskies Imports
Whiskies Exports
Source:
Note:

2008
2009
2010
2011
2012
2013
1,131.7
0.0
2,241.6
-
1,943.5
11.0
2,273.4
2.1
6,743.4
-
11
SPIRITS IN PERU
Table 17
Passport
Production, Imports and Exports of Gin: Total Volume 2008-2013
'000 litres
Gin Imports
Gin Exports
Source:
Note:
2008
2009
2010
2011
2012
2013
6.4
5.9
13.2
-
76.8
-
26.4
-
29.1
-

Table 18
Production, Imports and Exports of Vodka: Total Volume 2008-2013
'000 litres
Vodka Imports
Vodka Exports
Source:
Note:
2008
2009
2010
2011
2012
2013
367.1
23.1
510.1
0.5
547.7
1.4
679.6
9.2
660.0
0.0

Table 19
Forecast Sales of Spirits by Category: Total Volume 2014-2019
'000 litres
Brandy and Cognac

- Brandy
- Cognac
Liqueurs
- Bitters
- Other Liqueurs
Rum
- Dark Rum
- White Rum
Whiskies
- Bourbon/Other US
Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
Whisky
- Other Whiskies
White Spirits
- Gin
- Vodka
Other Spirits
- Pisco
Spirits
Source:
2014
2015
2016
2017
2018
2019
15.0
12.7
2.3
329.0
11.8
207.6
109.6
14,128.5
13,230.6
897.9
188.4
2,809.2
32.2
15.5
13.1
2.3
339.9
12.3
214.8
112.8
15,617.7
14,632.9
984.8
206.4
2,973.8
35.9
16.0
13.6
2.4
351.4
12.8
222.0
116.6
17,162.3
16,085.8
1,076.5
223.3
3,161.3
39.4
16.5
14.0
2.5
362.7
13.3
229.3
120.1
18,642.1
17,469.8
1,172.3
239.7
3,373.9
42.7
17.0
14.4
2.6
374.4
13.8
236.6
123.9
20,090.5
18,817.5
1,272.9
255.1
3,607.0
46.0
17.6
14.9
2.7
386.1
14.4
243.9
127.8
21,442.5
20,062.9
1,379.6
270.6
3,869.1
49.4
2,762.7
14.3
2,925.1
12.7
3,110.0
11.9
3,320.1
11.1
3,550.5
10.5
3,809.7
10.0
852.0
72.6
779.4
7,306.4
7,306.4
25,628.5
891.9
76.3
815.6
7,466.6
7,466.6
27,511.9
935.9
79.9
856.0
7,641.0
7,641.0
29,491.1
984.8
83.9
901.0
7,838.2
7,838.2
31,458.0
1,038.9
87.8
951.1
8,053.5
8,053.5
33,436.4
1,098.8
92.0
1,006.8
8,271.6
8,271.6
35,356.3
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
12
SPIRITS IN PERU
Table 20
Passport
Forecast Sales of Spirits by Category: Total Value 2014-2019
PEN million
Brandy and Cognac

- Brandy
- Cognac
Liqueurs
- Bitters
- Other Liqueurs
Rum
- Dark Rum
- White Rum
Whiskies
- Bourbon/Other US
Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
Whisky
- Other Whiskies
White Spirits
- Gin
- Vodka
Other Spirits
- Pisco
Spirits
Source:
Table 21
2014
2015
2016
2017
2018
2019
1.6
0.9
0.6
27.4
1.6
18.5
7.3
759.1
724.7
34.5
19.0
563.4
5.5
1.6
1.0
0.7
28.4
1.7
19.2
7.5
844.0
805.9
38.1
20.8
597.5
6.2
1.7
1.0
0.7
29.4
1.7
19.9
7.8
934.0
891.9
42.1
22.6
636.7
6.7
1.7
1.0
0.7
30.4
1.8
20.6
8.0
1,025.0
978.8
46.2
24.3
681.6
7.3
1.8
1.1
0.7
31.4
1.9
21.2
8.3
1,116.3
1,065.7
50.6
25.9
731.5
7.8
1.9
1.1
0.8
32.5
1.9
21.9
8.6
1,203.1
1,147.9
55.3
27.5
788.4
8.4
554.5
3.4
588.4
3.0
627.1
2.8
671.7
2.7
721.1
2.5
777.6
2.4
68.9
6.6
62.3
588.3
588.3
2,027.7
72.3
7.0
65.3
609.7
609.7
2,174.4
76.0
7.3
68.7
632.0
632.0
2,332.3
80.2
7.7
72.5
657.1
657.1
2,500.3
84.9
8.1
76.8
683.7
683.7
2,675.5
90.0
8.5
81.5
711.8
711.8
2,855.1
trade sources
Forecast Sales of Spirits by Category: % Total Volume Growth 2014-2019
% total volume growth
Brandy and Cognac

- Brandy
- Cognac
Liqueurs
- Bitters
- Other Liqueurs
Rum
- Dark Rum
- White Rum
Whiskies
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
- Other Whiskies
2014/15
2014-19 CAGR
2014/19 Total
3.2
3.2
3.2
3.1
3.9
3.1
3.1
6.7
6.6
8.4
6.1
7.3
7.3
7.3
-5.0
-
3.2
3.2
3.2
3.3
4.0
3.3
3.1
8.7
8.7
9.0
7.5
6.6
9.0
6.6
-6.9
-
17.0
17.0
17.0
17.4
21.9
17.5
16.6
51.8
51.6
53.7
43.6
37.7
53.6
37.9
-30.2
-
13
SPIRITS IN PERU
Passport
White Spirits
- Gin
- Vodka
Other Spirits
- Pisco
Spirits
Source:
Table 22
5.8
4.8
5.9
2.7
2.7
5.7
5.2
4.9
5.3
2.5
2.5
6.6
29.0
26.8
29.2
13.2
13.2
38.0
trade sources
Forecast Sales of Spirits by Category: % Total Value Growth 2014-2019
% local currency, constant value growth
Brandy and Cognac

- Brandy
- Cognac
Liqueurs
- Bitters
- Other Liqueurs
Rum
- Dark Rum
- White Rum
Whiskies
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
- Other Whiskies
White Spirits
- Gin
- Vodka
Other Spirits
- Pisco
Spirits
Source:
2014/2015
2014-19 CAGR
2014/19 TOTAL
3.3
3.4
3.3
3.3
4.0
3.3
3.3
7.8
7.7
9.2
6.2
7.8
7.2
7.8
-4.8
6.1
4.9
6.2
4.1
4.1
6.7
3.3
3.4
3.3
3.4
4.1
3.4
3.3
9.6
9.6
9.9
7.7
7.0
8.7
7.0
-6.8
5.5
5.1
5.5
3.9
3.9
7.1
17.8
18.0
17.6
18.3
22.4
18.3
17.5
58.5
58.4
60.3
44.8
39.9
52.1
40.2
-29.8
30.7
28.4
31.0
21.0
21.0
40.8
trade sources
14

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SPIRITS IN PERU

LIST OF CONTENTS AND TABLES

Benchmark Brands 2014 .............................................................................. 5

Category Data .............................................................................................................................. 5

Sales of Spirits by Category: Total Volume 2009-2014 ................................ 5

PRODUCTION, IMPORTS AND EXPORTS

Super premium: 10.00% or higher than benchmark brand;

Benchmark Brands 2014

Other blended Scotch whisky

Johnnie Walker Red Label

Euromonitor International from store checks

Sales of Spirits by Category: Total Volume 2009-2014

Brandy and Cognac

Sales of Spirits by Category: Total Value 2009-2014

Brandy and Cognac

Sales of Spirits by Category: % Total Volume Growth 2009-2014

% total volume growth

Brandy and Cognac

Sales of Spirits by Category: % Total Value Growth 2009-2014

% local currency, current value growth

Brandy and Cognac

Sales of Spirits by Off-trade vs On-trade: Volume 2009-2014

Sales of Spirits by Off-trade vs On-trade: Value 2009-2014

Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2009-2014

Sales of Spirits by Off-trade vs On-trade: % Value Growth 2009-2014

% current value growth

GBO Company Shares of Spirits: % Total Volume 2010-2014

Agrcola Via Vieja

NBO Company Shares of Spirits: % Total Volume 2010-2014

Soluciones del Sur SAC

LBN Brand Shares of Spirits: % Total Volume 2011-2014

Cartavio Rum Co SAC

Cartavio Rum Co SAC

Imports of Spirits by Country of Origin: Total Volume 2008-2013

GTIS, Euromonitor International

Imports of Spirits by Country of Origin: Total Value 2008-2013

GTIS, Euromonitor International

GTIS, Euromonitor International

Production, Imports and Exports of Rum: Total Volume 2008-2013

GTIS, Euromonitor International

Production, Imports and Exports of Whiskies: Total Volume 2008-2013

GTIS, Euromonitor International

Production, Imports and Exports of Gin: Total Volume 2008-2013

GTIS, Euromonitor International

Production, Imports and Exports of Vodka: Total Volume 2008-2013

GTIS, Euromonitor International

Forecast Sales of Spirits by Category: Total Volume 2014-2019

Brandy and Cognac

Forecast Sales of Spirits by Category: Total Value 2014-2019

Brandy and Cognac

Forecast Sales of Spirits by Category: % Total Volume Growth 2014-2019

% total volume growth

Brandy and Cognac

Forecast Sales of Spirits by Category: % Total Value Growth 2014-2019

% local currency, constant value growth

Brandy and Cognac

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