1. BRAZIL:Country Profile Ronaldo Laranjeira, M.D., PhD President of the Brazilian Society of Addiction ATLANTA – USA September 2003

2. BRAZIL Demographically the fifth country in the world. Half of the South America continent. 180 million, with nearly 75% living in urban areas. Strong differences in cultural and social backgrounds within the country. But absence of significant ethinic, religious or political confict.

3. BRAZIL Portuguese is the official language. Officially a Catholic contry, but Protestant Christianity and Afro-Brazilian cults are also important.

4. Alcohol Markets and Problems: 2003

5. Global Burden of Disease (Disability-Adjusted Life Years) Attribution TobaccoAlcoholIllicit Drugs Worldwide 4.1%4.0%0.8% North America 8 - 15.9% 4 - 7.9%2 - 3.9% South America 2 - 3.9% 8 - 15.9% 1 - 1.9% Source: World Health Report 2002 World Health Organization

6. Global Market – Alcohol Spirits Sales Exceed 2 Billion Cases Annually CountryCase Volume China725 million cases Russia350 India249 Brazil195 Japan176 United States135 Korea79 Thailand76 Germany60 France37 Source: Mark Brown, President Sazerac Company, Inc. March 4, 2003

7. Product Categories – Alcohol Spirits Product CategoryCase Volume Baijiu725 million cases Vodka400 Whisky205 Cachaca200 Rum115 Brandy82 Shochu70 Soju70 Liqueurs51 Source: Mark Brown, President Sazerac Company, Inc. March 4, 2003

8. Euromonitor International - 2002 “alcoholic drinks up by 12% in retail volume” “Beer is set to remain the largest alcoholic drinks category” “The introduction of a new generation of spirit- based drinks along with increased consumption of beverages containing low alcohol content were two of the many factors behind the outstanding performance”

9. Euromonitor International - 2002 “On-trade channel accounts for 80% of value sales of the total alcoholic drinks market.” “Brazilians in general are very social people who prefer gathering in bars and-or restaurants to drink with friends and family. In particular low- income workers, who are regulars at botecos and prefer cheap drinks such as cachaça.”

10. Euromonitor International - 2002 “ The immediate prospects for the Brazilian alcoholic drinks market appear optimistic, with volume sales expected to grow by 9% over the forecast period.”

11. Alcohol Advertising Industry Importance of each media: BeerOthers Newspaper 3.5% 2.9% Outdoor 1.0% 3.9% Magazine 3.5%23.0% Radio - 6.7% TV 92.1%47.2% Cable TV -16.3%

12. Examples of alcohol ads Beer - Humor, happiness, sensuality, refreshment properties, relationship to national “passions” (soccer, carnival, etc.).

13. Examples of alcohol ads Beer - Humor, happiness, sensuality, refreshment properties, relationship to national “passions” (soccer, carnival, etc.).

14. Examples of alcohol ads Beer - happiness, sensuality, refreshment properties, relationship to national “passions” (soccer, carnival, etc.).

15. Examples of alcohol ads Beer - Humor, happiness, sensuality, refreshment properties, relationship to national “passions” (soccer, carnival, etc.). Skol Beats Concert 2003 homepage

16. Examples of alcohol ads “Ice” products- mixture of liquor and soda (ex.: “Smirnoff-ice, Bacardi breeze, Pitú-cola). especifically targeting young people

17. Problems for Prevention Overall volume of consumption Unrecorded consumption – large production of sugar cane alcohol Drinking patterns: intoxication, injuries, drinking and driving Violence related to alcohol: bars without a license Alcohol Advertising Industry very agressive

18. Problems for Prevention Price is the biggest problem : 1 liter of milk = U$ 0,60 1 liter of mineral water = U$ 0,40 1 BIGMAC = U$ 1,30 1 can of beer (355ml) = U$ 0,25 1 liter of spirit = U$ 0,50

19. Public Health Success Smoking HIV / AIDS

20. Public Health Success Smoking – Stable Public Policy –Smoking in public places –No Ads allowed on Television –Counter Ads in cigarettes packages –Start a national program of treatment for smokers with Nicotine Replacement Therapy

21. Examples of Anti-smoking ADs

25. Public Health Success HIV / AIDS – Stable Public Policies –Health message consistent over the years –Targeting risk groups as homossexuals, IVDUs, women, sex workers –Substantial Resources available over the years –ALL AIDS PATIENTS receive FREE medication from the goverment