Although there has been a fall in consumption of spirits in the on-trade sector in recent years, a number of brands, especially spirit brands, are opening their own bars in Brazil. This provides an interesting way to promote consumption and showcase the latest launches. Beer, which is the most consumed alcoholic beverage by far, saw a fall in volume in 2013, but the market is confident it will return to growth in 2014. Wine has been experiencing a steady growth in recent years and this is unlikely to wear off any time soon. Brazilians still drink much less than their neighbors and the industry is making efforts to increase consumption.