While Cachaça is the true Brazilian spirit—being invented during the times of Portuguese colonization—Brazil is a beer-drinking country. This year, Brazilians will likely have consumed 10.4 billion liters of beer, around 49 liters per person. Unsurprisingly, two beer labels figure among the top 5 most valuable Brazilian brands.
But Brazilian beer drinkers are changing their habits, according to a recent survey. More and more, consumers are prioritizing quality over quantity—which has raised red flags for big brewers. Among high-income Brazilians, 68 percent of beer drinkers are now becoming pickier when choosing their liquor. But the trend is also observed among those with a smaller purchasing power (52 percent)....
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