{"id":43184,"date":"2023-08-22T09:42:11","date_gmt":"2023-08-22T13:42:11","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=43184"},"modified":"2026-05-06T23:09:54","modified_gmt":"2026-05-07T03:09:54","slug":"pesquisa-de-mercado-de-whisky","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/pt\/solucoes\/pesquisa-de-mercado-da-industria-de-bebidas-alimenticias\/pesquisa-de-mercado-de-whisky\/","title":{"rendered":"Whiskey Market Research: Premium Category Strategy"},"content":{"rendered":"<div class=\"sis-hero-preserved sis-injected-hero\" data-sis-injected=\"hero\">\n<h1 class=\"wp-block-heading\">Pesquisa de mercado de u\u00edsque<\/h1>\n<figure class=\"gb-block-image gb-block-image-67a2fadf\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-67a2fadf\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-11.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"Alcoholic beverage (11)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-11.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-11-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-11-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-11-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-11-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<\/p>\n<p>O whisky \u00e9 um mercado que existe h\u00e1 s\u00e9culos e sendo um setor t\u00e3o maduro, compreender a sua din\u00e2mica torna-se essencial para os stakeholders.<\/p>\n<p>Portanto, a import\u00e2ncia da pesquisa de mercado do whisky n\u00e3o pode ser exagerada. Em uma ind\u00fastria caracterizada por sabores complexos, processos de envelhecimento e varia\u00e7\u00f5es regionais, \u00e9 essencial acompanhar as tend\u00eancias do mercado, as prefer\u00eancias do consumidor e o posicionamento competitivo. \u00c9 por isso que, atrav\u00e9s da pesquisa de mercado de whisky, todos os intervenientes no mercado garantem que as suas ofertas permanecem relevantes e procuradas.<\/p>\n<h2 class=\"wp-block-heading\">O que \u00e9 pesquisa de mercado de whisky?<\/h2>\n<p>Whiskey market research refers to the systematic collection, analysis, and interpretation of data about the whiskey industry. This research seeks to understand various facets of the <a href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/industrias\/pesquisa-de-mercado-de-petroleiros\/\" title=\"Pesquisa de mercado de petroleiros\"  data-wpil-monitor-id=\"4719\">whiskey<\/a> market such as consumer preferences, market size, growth potential, competitive landscape, distribution channels, and emerging trends.<\/p>\n<p>Os insights derivados dessa pesquisa permitem que as partes interessadas tomem decis\u00f5es informadas e criem estrat\u00e9gias de forma eficaz, aumentando as suas chances de sucesso no mercado. Aqui est\u00e1 uma an\u00e1lise mais detalhada do que est\u00e1 envolvido na pesquisa de mercado de whisky:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Insights do consumidor:<\/strong> Isso se concentra na compreens\u00e3o do comportamento, prefer\u00eancias e padr\u00f5es de compra do consumidor. Ele busca respostas para perguntas como: Quais sabores ou tipos de whisky s\u00e3o atualmente populares? Qual \u00e9 o perfil demogr\u00e1fico do consumidor t\u00edpico de whisky? Como os h\u00e1bitos de consumo est\u00e3o mudando ao longo do tempo?<\/li>\n<li><strong>Segmenta\u00e7\u00e3o de mercado:<\/strong> Isto envolve dividir o mercado mais amplo em segmentos distintos com base em crit\u00e9rios como tipo de whisky, idade do whisky, faixa de pre\u00e7o ou regi\u00f5es geogr\u00e1ficas. Compreender cada segmento ajuda as marcas a adaptar seus produtos e esfor\u00e7os de marketing de forma mais eficaz.<\/li>\n<li><strong>Analise competitiva:<\/strong> An integral part of <a href=\"https:\/\/www.sisinternational.com\/pt\/solucoes\/solucoes-de-pesquisa-quantitativa-qualitativa\/pesquisa-de-mercado-de-analise-de-cluster\/\" title=\"Pesquisa de mercado de an\u00e1lise de cluster\"  data-wpil-monitor-id=\"7043\">pesquisa de mercado de whisky<\/a>, this examines the market positioning, product offerings, branding strategies, and strengths and weaknesses of competing whiskey brands in the local or global markets.<\/li>\n<li><strong>Elasticidade de pre\u00e7os e previs\u00e3o de vendas:<\/strong> Ao analisar dados hist\u00f3ricos de vendas e condi\u00e7\u00f5es de mercado, os pesquisadores podem prever as vendas futuras e compreender como as mudan\u00e7as de pre\u00e7os podem impactar a demanda.<\/li>\n<li><strong>Insights do mercado global:<\/strong> Dado o apelo internacional do whisky, \u00e9 crucial compreender como diferentes culturas e regi\u00f5es interagem com o produto. Isto pode envolver o estudo da din\u00e2mica do mercado em pa\u00edses consumidores de whisky estabelecidos e a identifica\u00e7\u00e3o de potenciais mercados de crescimento.<\/li>\n<\/ul>\n<\/div>\n<h1>Whiskey Market Research: How Category Leaders Win Premium Share<\/h1>\n<p>Whiskey is no longer a single category. It is a portfolio of premium bourbons, single malts, Japanese imports, Irish revivals, and flavored extensions competing for distinct occasions and palates. Whiskey market research is how leading distillers and importers separate signal from noise across these lanes.<\/p>\n<p>The brands gaining share treat sensory science, occasion mapping, and cultural positioning as one connected discipline. They run consumer panels in parallel with trade interviews. They test liquid before they test packaging. They map the bar call before they price the bottle.<\/p>\n<h2>Why Whiskey Market Research Now Drives Premium Strategy<\/h2>\n<p>Premiumization has reshaped the economics of the category. Volume growth in standard tiers has flattened in mature markets while super-premium and ultra-premium tiers continue to expand. The margin sits in the top shelf, and the top shelf is where consumer perception is most fragile.<\/p>\n<p>Buyers at the $60 and $120 price points evaluate provenance, mash bill, age statement, cask finish, and brand mythology. Each of those signals can be tested, scored, and refined before launch. Distillers that skip this step often discover at retail that their cask finish reads as gimmick rather than craft.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">SIS International&#8217;s qualitative work with whiskey drinkers across the United States, Japan, and Ireland indicates that brand familiarity does not translate evenly into trust. Consumers who recognize a heritage label may still hesitate at premium price points if the brand&#8217;s cultural narrative feels manufactured rather than earned.<\/span><\/p>\n<h2>The Sensory Architecture Behind Whiskey Category Winners<\/h2>\n<p>Liquid wins or loses on first sip. The discipline behind that judgment is sensory science, and it is where most whiskey programs underinvest.<\/p>\n<p>A serious sensory program uses a calibrated descriptive analysis panel to map the flavor profile against benchmark competitors. It applies QDA (quantitative descriptive analysis) to score attributes such as smoke, vanilla, oak, fruit, and finish length. It runs triangle tests to confirm whether a reformulation is detectable, and paired comparison analysis to test whether detectable means preferred.<\/p>\n<p>Hedonic scaling tells you whether consumers like the product. JAR (just-about-right) scales tell you why, and penalty analysis tells you what to fix. A bourbon that scores high on overall liking but skews &#8220;too sweet&#8221; on JAR will lose repeat purchase even if the launch test looks strong.<\/p>\n<p>Temporal dominance of sensations (TDS) is the technique that separates serious whiskey research from generic taste testing. TDS captures how flavor evolves second by second across the sip, the swallow, and the finish. For aged spirits, finish length and warmth are the attributes that justify the price ladder.<\/p>\n<h2>Occasion Mapping and the Flavored Whiskey Opportunity<\/h2>\n<p>Flavored whiskey changed the demographic shape of the category. Brands such as Skrewball, Sheep Dog, Fireball, and Ole Smoky pulled in drinkers who would never have approached a traditional bourbon shelf. The strategic question for established distillers is whether to follow, partner, or hold the line.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">SIS International Research central location tests on flavored whiskey across US and UK consumer panels found that flavored expressions are rarely substitutes for traditional whiskey. They occupy different occasions, different serve formats, and different social contexts. The buyer of a peanut butter whiskey shot at a bar is often the same buyer who pours a single malt at home on a Saturday.<\/span><\/p>\n<p>This is occasion mapping, and it changes the competitive set. A flavored launch competes with tequila, schnapps, and ready-to-drink cocktails far more than with rye or Scotch. Pricing, ABV, and serve guidance need to reflect that.<\/p>\n<h2>Geographic Nuance: Japan, India, and the Premium Import Story<\/h2>\n<p>Japanese whisky has redrawn the global premium map. Suntory, Nikka, and Hibiki demonstrated that a non-Scottish, non-American category could command Scotch-equivalent pricing through disciplined craftsmanship and patient brand building. Indian single malts including Amrut, Paul John, and Rampur are now following a similar arc.<\/p>\n<p>For a Fortune 500 importer or distiller, the <a href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/pesquisa-de-mercado-de-sabonetes\/\" title=\"Soap Market Research: Category Strategy Insights\"  data-wpil-monitor-id=\"11725\">research questions in these markets<\/a> differ from Western templates. In India, premium whiskey consumption sits inside a complex regulatory and tax structure that varies by state. In Japan, age-statement scarcity has reshaped consumer expectations of what &#8220;premium&#8221; means. In China, gifting culture and on-premise consumption drive purchase decisions more than household stocking behavior.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">In structured consumer panels conducted by SIS across Indian, Chinese, and UK whiskey buyers, willingness to pay at the premium tier correlated more strongly with perceived authenticity of origin than with age statement alone. Brands that anchored their story to a specific distillery, region, or maker outperformed brands that leaned on generic heritage cues.<\/span><\/p>\n<h2>The SIS Whiskey Intelligence Stack<\/h2>\n<p>A complete whiskey market research program integrates five layers. Each layer answers a question the others cannot.<\/p>\n<figure class=\"wp-block-table sis-injected-table\" data-sis-injected=\"table\">\n<table>\n<thead>\n<tr>\n<th>Research Layer<\/th>\n<th>Method<\/th>\n<th>Strategic Question Answered<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Sensory benchmarking<\/td>\n<td>QDA panel, TDS, descriptive analysis<\/td>\n<td>How does the liquid compare to category leaders?<\/td>\n<\/tr>\n<tr>\n<td>Consumer acceptance<\/td>\n<td>CLT, hedonic scaling, JAR, penalty analysis<\/td>\n<td>Will buyers prefer it, and why?<\/td>\n<\/tr>\n<tr>\n<td>Occasion and behavior<\/td>\n<td>Ethnographic research, focus groups<\/td>\n<td>When, where, and with whom is it consumed?<\/td>\n<\/tr>\n<tr>\n<td>Trade and channel<\/td>\n<td>B2B expert interviews with distributors and on-premise buyers<\/td>\n<td>Will the trade carry it, and at what price?<\/td>\n<\/tr>\n<tr>\n<td>Inteligencia competitiva<\/td>\n<td>Brand tracking, shelf audits, pricing analysis<\/td>\n<td>Where is the white space?<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p style=\"font-size:11px;color:#666;margin-top:4px;\"><em>Source: SIS International Research<\/em><\/p>\n<p>Most distillers run two or three of these layers. Category leaders run all five and tie them to a single decision calendar so that sensory findings shape trade narrative and trade narrative shapes consumer messaging.<\/p>\n<h2>What Category Leaders Do Differently<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-4baeb739\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-7.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"Alcoholic beverage (7)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-7.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-7-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-7-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-7-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-7-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<p>The conventional approach treats consumer research and sensory testing as separate workstreams owned by separate teams. Marketing runs concept tests. R&#038;D runs taste panels. The two rarely meet until after launch.<\/p>\n<p>The brands gaining premium share integrate the two from the start. They recruit the same consumer cohort across concept, sensory, and post-trial research so that preference shifts can be tracked against the same palate. They run concept-product fit testing rather than testing concept and product in isolation. They calibrate their descriptive panel against the actual competitive set their bottle will sit beside on the back bar.<\/p>\n<p>This integrated approach also exposes the silent failure mode of whiskey launches: a product that tests well in a blind sensory panel and well in a concept test, but loses the moment those two are paired. Concept-product fit testing surfaces that gap before the print run.<\/p>\n<h2>From Liquid to Shelf: Closing the Loop<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-3bca50be\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-9.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"Alcoholic beverage (9)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-9.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-9-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-9-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-9-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Alcoholic-beverage-9-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<p>Whiskey market research only earns its keep when findings translate into commercial decisions. That means pricing the age statement against the demonstrated finish length. It means writing the back-label story to match the cultural cues consumers actually recognize. It means briefing distributors with the occasion data that explains why the product belongs on the steakhouse list rather than the cocktail menu.<\/p>\n<p>The distillers winning the premium tier treat whiskey market research as the connective tissue between cooper, blender, brand, and buyer. Done well, it compresses the gap between what the maker intends and what the consumer perceives. That gap is where margin is won or lost.<\/p>\n<h2 id=\"about-sis-international\" style=\"font-family:Arial,sans-serif;color:#1a3d68;\">Sobre SIS Internacional<\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/pt\/\">SIS Internacional<\/a> oferece pesquisa quantitativa, qualitativa e estrat\u00e9gica. Fornecemos dados, ferramentas, estrat\u00e9gias, relat\u00f3rios e insights para a tomada de decis\u00f5es. Tamb\u00e9m realizamos entrevistas, pesquisas, grupos focais e outros m\u00e9todos e abordagens de Pesquisa de Mercado. <a href=\"https:\/\/www.sisinternational.com\/pt\/sobre-a-sis-international-research\/contact-sis-international-market-research\/\">Entre em contato conosco<\/a> para o seu pr\u00f3ximo projeto de pesquisa de mercado.<\/p>\n<p><!-- sis-hreflang-start -->\n<link rel=\"alternate\" hreflang=\"en-US\" href=\"https:\/\/www.sisinternational.com\/solutions\/food-beverage-industry-market-research\/whiskey-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"ar\" href=\"https:\/\/www.sisinternational.com\/ar\/solutions\/food-beverage-industry-market-research\/whiskey-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-CN\" href=\"https:\/\/www.sisinternational.com\/zh\/solutions\/food-beverage-industry-market-research\/whiskey-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-HK\" 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rel=\"alternate\" hreflang=\"pl\" href=\"https:\/\/www.sisinternational.com\/pl\/solutions\/food-beverage-industry-market-research\/whiskey-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"pt\" href=\"https:\/\/www.sisinternational.com\/pt\/solutions\/food-beverage-industry-market-research\/whiskey-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"es\" href=\"https:\/\/www.sisinternational.com\/es\/solutions\/food-beverage-industry-market-research\/whiskey-market-research\/\" \/>\n<!-- sis-hreflang-end --><\/p>\n<section class=\"sis-related-recovered\" data-sis-recovered-section=\"1\">\n<h3>Related SIS Resources<\/h3>\n<ul>\n<li><a href=\"https:\/\/www.sisinternational.com\/pt\/connected_car_market_research\/\" class=\"sis-link-recovered\">connections according to whiskey market research<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/pt\/pesquisa-de-mercado-no-oriente-medio\/\" class=\"sis-link-recovered\">markets with a growing middle<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/pt\/cobertura\/pesquisa-de-mercado-asia\/pesquisa-de-mercado-em-taiwan\/\" class=\"sis-link-recovered\">whiskeys<\/a><\/li>\n<\/ul>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>O u\u00edsque \u00e9 um setor de mercado maduro que existe h\u00e1 s\u00e9culos. Compreender a sua din\u00e2mica torna-se essencial para os stakeholders.<\/p>","protected":false},"author":1,"featured_media":63165,"parent":22018,"menu_order":341,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-43184","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/43184","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=43184"}],"version-history":[{"count":11,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/43184\/revisions"}],"predecessor-version":[{"id":88265,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/43184\/revisions\/88265"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/22018"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/63165"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=43184"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}