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Brazil's Alcohol Industry: Brewing a Bright Future Amidst Challenges

Eduardo Chaves
13 September 2023

Brazil has a rich history of alcohol consumption and production, with beer and cachaça being the most popular beverages. However, our country’s restrictions on alcohol-related public communications can pose challenges for building strong brands and effective communication channels. Nonetheless, the alcoholic drinks market in Brazil is poised for growth in the coming years, in part thanks to factors such as a growing population and rising disposable incomes.

In the global ranking, Brazil’s beer and cachaça segments stand out. Leading brands include Skol, Brahma, Antarctica, Schin, and Ypióca. Notably, three out of the five brands mentioned are part of parent company AB InBev, the former Ambev brewery. Ambev, also known as Companhia de Bebidas das Américas originated in Brazil and is now one of the world’s largest beverage companies, solidifying its position as a dominant player in the Brazilian beer market.

Schin, the only non-Ambev beer brand included in the ranking, belongs to the former manufacturer Brasil Kirin, which was controlled by the Japanese group Kirin Holdings Company. Today, Schin is part of the product portfolio of Heineken.

In Brazil, the beer and cachaça markets are moving in different directions. The Brazilian beer market has experienced limited growth, or may even be considered to have declined, since 2016 as observed in more recent years.

On the other hand, the cachaça has untapped potential and has been growing steadily year-on-year. Currently, most cachaça producers operate informally, and there is a culture in Brazil of manufacturing these brands in stills in rural locations scattered across the country. There are further geographical indications that play a role in certifying the origin of cachaça, such as cachaça from the Micro Region of Abaíra, Paraty, and Salinas Region.

Looking at Brazil’s wine industry, we can also see growth as production has increased significantly in recent years. In terms of commercial spirits, these brands also appear to have improved market share, with notable emphasis on Ypióca cachaça, produced in Brazil by alcoholic beverage giant Diageo.

About the Author

Eduardo Chaves
Managing Director

Eduardo Chaves is a Managing Director of Brand Finance Brazil. Since 2004, he worked as a consultant and marketing researcher spanning several sectors: banking, education, financial services, FCMG, aeroplanes and defence, and commercial services across Brazil and Latin America. After gaining substantial experience, Eduardo started his own consulting company.

Integrating market research, brand consulting, and marketing innovation, his professional framework is a powerful tool of value generation. Eduardo has vast experience in both theory and practice. He has published several articles and books in the field of microeconomics, marketing, brand evaluation, brand equity, semiotics, nation branding, return on assets, evaluation of intangible assets, etc. Eduardo holds a  PhD in Business from the São Paulo University - USP, and a post-doctorate degree in Marketing from Getúlio Vargas Foundation - FGV. He teaches marketing and branding as part of graduate and undergraduate programmes in various educational institutions in Brazil.

Having worked with companies such as Santander, AB InBev, Siemens, Coca-Cola, Vale, Brasfrigo, Suzano, Passaredo, SPC Boa Vista, Banco do Brasil, Limger and LocaAmerica, Eduardo understands customer needs and delivers results that create value. Among the services he currently offers at Brand Finance are: marketing research (qualitative and quantitative), branded business valuation, brand contribution analysis, brand valuation, evaluation of intangible assets, brand audits, score tracking brand analysis, return on marketing investment (ROMI), brand transition, brand governance, brand architecture and portfolio management, brand positioning, M&A financing and due diligence, franchising and licensing, tax and transfer pricing, expert witness reports and evidence, marketing innovation process, as well as ad hoc projects and proprietary methodologies.


Eduardo Chaves é Diretor Geral da Brand Finance no Brasil. Desde 2004 atua como consultor e pesquisador em marcas e marketing em diversos segmentos: bancos, educação, serviços financeiros, alimentos, transporte aéreo, serviços em geral, mineração, indústrias em geral, sendo bem ampla sua atuação no Brasil e na Amarica Latina. Foi consultor em marcas e marketing em duas empresas de consultoria representativas no Brasil, posteriormente abrindo sua própria empresa de consultoria. Integrar pesquisa de mercado, consultoria em marketing e marcas, e inovação em marketing é um processo poderoso de geração de valor que norteia as ações desse professional. 

Eduardo tem uma vasta experiência teórica e prática. Já publicou diversos artigos e livros na área de microeconomia, marketing, marcas, avaliação de marcas, brand equity, semiótica, sensações da marca, marca-país, avaliação financeira de marcas e empresas, retorno de ativos, avaliação de ativos intangíveis, etc. Toda sua formação acadêmica é voltada para avaliação de empresas e marcas; graduação, mestrado e doutorado (PhD) em negócios pela Universidade de São Paulo – USP e pós-doutorado em marketing na Fundação Getúlio Vargas – FGV. Ministra aulas de marketing e branding em programas de pós-graduação e graduação em diversas instituições de ensino de negócios no Brasil.

Trabalhou com empresas como Santander, AB InBev, Siemens, Coca-Cola, Vale, Brasfrigo, Suzano, Passaredo, SPC Boa Vista, Banco do Brasil, Limger, LocaAmerica, Let´s, e outras, Eduardo  compreende a necessidade do cliente e entrega resultados que realmente geram valor. Dentre as atividades que hoje desempenha na Brand Finance estão: pesquisas de marketing (quali e quanti), avaliação de negócios de marca, análise de contribuição da marca, valoração de marcas, avaliação de ativos intangíveis, auditorias de marca, pesquisa de mercado e análises associadas, inteligência de mercado, rastreamento de pontuação da marca, análise do retorno do investimento em marketing, consultoria de transição de marca, consultoria sobre governança de marca, arquitetura de marca e gerenciamento de portfólio, consultoria de posicionamento e extensão de marca, fusões e aquisições, financiamento e due diligence, assessoria em franchising e licenciamento, análise de preços de transferência e de taxas, relatórios e evidências de testemunhas especializadas, processo de inovação em marketing, além de projetos ad hoc e metodologias proprietárias.

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