Whiskey inflation in Brazil stood at 17.650% in April 2023, according to GlobalData’s report on the prices of stock keeping units (SKUs) supplied through online retailers. In Q4 2023, GlobalData monitored the pricing of 35 whiskey SKUs from companies such as Johnnie Walker, Jack Daniel’s and Chivas Regal that were sold by e-retailers. Buy the report here.

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Pricing is crucial, especially in a challenging economic climate, as competitive pricing and price leadership impact consumers’ choices. GlobalData’s pricing analysis reveals that Delivery Extra offered lowest prices of the total SKUs within the whiskey category from October through December 2023, followed by Delivery Extra and Shoppe. According to the analysis, the price range of $20 and $50 was the most competitive, with 24 SKUs.

The chart below illustrates price leadership among the covered retailers which offer the highest number of low-priced products in the category. Of all retailers, Delivery Extra had greatest share of lowest prices for individual SKUs in whiskey in Brazil in Q4 2023.

Analysis of the quarterly price data showed that Delivery Extra offered the highest number of SKUs on discount among the listed SKUs for each retailer. Among variants, the tracker revealed extra and black label as the most popular (by number of SKUs) whiskey variants. These were priced 54.12% lower than the average price of a whiskey SKU.

Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were Delivery Extra, Pao de Acucar, Shoppe, Muffato and Angeloni. According to the analysis, Muffato had the lowest average unit price, while the retailer with the widest product assortment was Delivery Extra.

The report brings attention to the intricate pricing dynamics within the whiskey market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, Pao de Acucar, Delivery Extra and Shoppe stood out as prominent e-retailers, providing competitive pricing for a substantial number of whiskey SKUs. However, to comprehensively grasp whiskey market in Brazil, continuous tracking of SKU pricing over time is necessary.

For a more detailed analysis of pricing trends in the Brazil whiskey market, buy the report here.

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