Alcoholic
Alcoholic Drinks

Alcoholic Drinks in Guatemala

Guatemala

Euromonitor International's Alcoholic Drinks in Guatemala market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.

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Tables: 21  |  Publication date: Dec 2009
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Executive summary

Continued strong performance

The Guatemalan alcoholic drinks market is expected to perform strongly over the forecast period. In addition to the traditional popularity of beer and rum, the fact that Guatemala has one of the youngest populations in Latin America and that wine is rapidly increasing in popularity will help to fuel demand for alcoholic drinks over the coming years. In addition, the introduction of a number of new brands within areas like beer and wine will help producers to increase their consumer bases.

Increasing food/drink/tobacco specialist sales

The presence of speciality wine and spirits stores continues to increase in Guatemala, especially within shopping centres and higher income areas in Guatemala City. For example, wine specialist La Vinoteca, which already operates three stores, will open the first wine bar in Guatemala in the new Plaza Fontabella shopping centre in June 2009. In addition, wine and spirits distributors like Distribuidora Marte and Distribuidora Baco are also following this trend by opening their own speciality stores. Finally, rum giant Industrias Licoreras de Guatemala also recently opened its own Villa los Añejos shop/bar concept.

Domestic companies continue to dominate sales

Longstanding domestic companies like Cervecería Centroamericana (CCA) and Industrias Licoreras de Guatemala (ILG) continue to lead alcoholic beverage sales in Guatemala. After enjoying a near-monopoly over beer sales in the country for almost 100 years, CCA has thus far responded well to the aggressive entry of AmBev Centroamérica in 2003 and continued to dominate beer sales in 2009. ILG continues to leverage its high level of consumer brand awareness by expanding into a number of new alcoholic drinks categories. For example, in addition to white and dark rum, the company now also produces RTDs and vodka under its popular Botrán brand.

Increased distribution value share of modern retail channels

Supermarkets/hypermarkets increased their alcoholic drinks value share over the review period, especially in urban centres. This increase has come at the expense of traditional independent small grocers, which continue to dominate sales in rural areas. Other non-grocery stores like PriceSmart are becoming increasingly important retailers for wines and spirits in the capital city since they offer a wide variety of products at more competitive prices than supermarkets/hypermarkets. In addition, it should be noted that sales within speciality stores, which specialise in offering a wide range of wines and imported spirits, are also increasing.

High forecast period growth potential

The outlook for alcoholic drinks in Guatemala over the forecast period is bright, with demand being fuelled by the country’s large young population. Domestic manufacturers such as ILG are aware of the importance of attracting younger consumers and continue to introduce new innovative, youth-orientated, RTD brands. In addition, CCA has recently introduced new lighter and smoother beer brands which are more popular amongst younger consumers.

Table of contents

ALCOHOLIC DRINKS IN GUATEMALA : MARKET INSIGHT

EXECUTIVE SUMMARY

Continued strong performance

Increasing food/drink/tobacco specialist sales

Domestic companies continue to dominate sales

Increased distribution value share of modern retail channels

High forecast period growth potential

LEGISLATION

TAXATION AND DUTY LEVIES

Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008

Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008

Table 3 Selling Margin of a Typical Beer Brand 2009

Table 4 Selling Margin of a Typical Wine Brand 2009

Table 5 Selling Margin of a Typical Spirits Brand 2009

OPERATING ENVIRONMENT

MARKET DATA

Table 6 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009

Table 7 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009

Table 8 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2004-2009

Table 9 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2004-2009

Table 10 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2009

Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2009

Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2009

Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2009

Table 14 Company Shares of Alcoholic Drinks by Global Brand Owner 2005-2009

Table 15 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2009

Table 16 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2009

Table 17 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2009-2014

Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2009-2014

Table 19 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2009-2014

Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2009-2014

DEFINITIONS

Published data comparisons

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