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Chile beer market: Falling consumption of alcoholic beverages in 2012
Chile Beer Market Insights 2013 - a new market research report on 2014-04-22 02:15:02
The Chile beer market has been affected by a new zero tolerance drink driving law implemented in March 2012. This has led to a reduction in consumption of alcoholic beverages, especially during festivities.

The Chilean consumer has become more sophisticated in recent years. As a result of continued economic growth, consumers with more disposable income are demanding products with extra value. A more developed consumer taste has provided producers with the opportunity to innovate further to create new kinds of products.

Premium and super premium beers have helped the category perform positively, especially in value terms. The higher margins of these segments provide opportunities not only for the big players, but also for microbreweries.

Although not generally considered a major beer exporter, a number of local premium and super premium beers have become established in the regional market. Lead by the local beer, Kunstmann, the export market is slowly expanding. The imported segment is clearly led by Corona, from Mexico, with a large customer base which provides the brand with an ample local market.

Leading brewer CCU dominates the market, with nearly three quarters of all beer consumption. It is driven by the strong penetration of its brands Cristal and Escudo.

Glass and can packs dominate the market. Glass holds 66% of total consumption, while can takes the other 34%. In a country with a strong tradition for refillable bottles, this trend could reverse when and if economic conditions deteriorate further.

The local economy has been performing very positively and the country is now seen as a potential market for investors around the globe.

Off-premise is dominant in the market and currently accounts for 82% of total consumption. Strong expansion by the main Chilean retailers has meant a wider geographic scope and access to more consumers.

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