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3.1. Main brands by product category
3.1. Main brands by product category
Three of the main categories involve dark beer, Lager, and Non/Low Alcohol Beer.
Lager has made the most sales with 10,751.5 million EUR in total from 2014 - 2019 and the main brand is Sagres
Sagres produces 5 different types of beer. The normal one is Pilsner type and has an alcoholic content of 5%. This type comes in sizes of 1L, 0,5L, 0,33L, 0,25L and 0,2L.
When it comes to Dark beer, it has made 694.1 million EUR in total between 2014 - 2019 which Sagres also has the product for.
The main brand in the category of Non/Low alcohol beer is Super bock with a total value of 312 million EUR between 2014 - 2019.
Super bock includes products like Craft beer, Non-alcoholic, Stout, and Green beer.
3.2. Description and characterisation of the 3 main brands
3.2. Description and characterisation of the 3 main brands
3.2.1 Sales in value and volume
3.2.1 Sales in value and volume
Based on the data gathered the three main brands in terms of market control are Super Bock, Sagres and Cristal.
In the following graphs sales volume and value of those three brands are demonstrated.
Graph representing sales in volume of the 3 main brands in the portuguese beer market
Graph representing sales in value of the 3 main brands in the portuguese beer market
Sagres
Sagres
Leading brand in Portugal with competitor Super Bock. This brand was created in 1940. Taking the lead market share from Super Bock in 2008 and maintaining it ever since. Sagres is owned by “Sociedade Central de Cervejas e Bebidas” SCC company.
Sagres is the preferred beer for many people in the south of Portugal, mainly due to marketing and sponsors. Sponsoring football clubs such as Benfica, the National football team and festivals such as NOS Alive.
Strengths:
National brand
Know-how
Sponsor of the Portuguese National football team
Involved in social solidarity
Innovation driven
Growing green awarness
Weaknesses:
Non competitive price
Weak in Porto region
Strong competition
Poor customer service
Opportunities:
Opportunities to expand to new markets
Increasing trend in beer consumption
Festivals and social events
Threats:
Health and wellness awarness
Seasonal consumption
Binge-drinking harmful for competitors
Anti-alcohol campaigns
Super Bock
Super Bock
Launched in 1927, Super Bock is one of the favorite brands in Portugal and one of the best-selling Portuguese beers in the world.
One of the biggest rock festivals in Portugal was inaugurated with the brand name “Super Bock Super Rock” contributing to the brand’s popularity.
Its main rival is Sagres, drunk mainly in the south of Portugal while Super Bock dominates the north.
Super Bock is not only consumed in Portuguese markets but largely enjoyed in foreign markets. The brand extends its products to Portuguese-speaking countries such as Mozambique, Brazil and Angola. Super Bock exports their non-alcoholic variant to Saudi Arabia and other Arab countries.
Strengths:
Strong in Porto region
Partnerships with major football teams
Quality product with national and international recognition
Super Bock Super Rock festival organization
Present in many music festivals and social events
Weaknesses:
Non competitive price
South zone of Portugal reports lower adherence
Opportunities:
Festivals and social gatherings
Opportunities in internaitonal markets
Forecasts indicate a trend of growing beer consumption
Threats:
Health and wellness awarness
Seasonal consumption
Binge-drinking is harmful for consumer
Cristal
Cristal
Cristal beer have been on the market since 1890. As such, they qualify as the oldest beer on the Portuguese market.
Cristal Branca is a quality beer, with the characteristics of a pilsner; it has a pale gold colour and a persistent and white foam crown. This beer is slightly lighter than typical beers in the Portuguese market. The aroma is slightly fruity aroma with malty notes.
Strengths:
Cheap and accessible
Weaknesses:
Large pool of competitors
Easily replaced
Lower awarness
Opportunities:
Competing with price
Accessibilty at more points of sale
Threats:
Health awareness
Tougher regulations on alcohol consumption
3.3. Market shares and its evolution in Value and Volume
3.3. Market shares and its evolution in Value and Volume
3.3.1 Global Brand Owner Main Companies Shares
3.3.1 Global Brand Owner Main Companies Shares
In the graphs we demonstrate the evolution in GBO shares in the Portuguese beer market from 2017 to 2019
Note to self: No evolution (meter isto direito)
Graph representing GBO Company shares of beer: % total volume 2017
Graph representing GBO Company shares of beer: % total volume 2018
Graph representing GBO Company shares of beer: % total volume 2019
3.3.2. National Brand Owner Main Companies Shares
3.3.2. National Brand Owner Main Companies Shares
In the graphs we demonstrate the evolution in NBO shares in the portuguese beer market from 2017 to 2019
Graph representing NBO Company shares of beer: % total volume 2017
Graph representing NBO Company shares of beer: % total volume 2018
Graph representing NBO Company shares of beer: % total volume 2019
3.3.3. Local Brand Name Main Companies Shares
3.3.3. Local Brand Name Main Companies Shares
In the graphs we demonstrate the evolution in LBN shares in the portuguese beer market from 2017 to 2019
Graph representing LBN Company shares of beer: % total volume 2017
Graph representing LBN Company shares of beer: % total volume 2018
Graph representing LBN Company shares of beer: % total volume 2019
Data taken from Euromonitor "Beer in Portugal"
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