Latin America

Players continued to invest in the expansion of wine in the country in 2022 with this delivering positive results. Wine sales continued growing in total volume terms in 2022, with wine reaching new consumers as well as seeing an increase in per…

The consumption of wine has increased considerably in Ecuador due to it being an accessible and fashionable beverage for aspirational consumers. In 2022, premium and economy wines are both gaining popularity. Higher income groups are less price…

The popularity of Argentine wine imports has experienced a significant surge in 2022, building on a trend that began in 2020. The fluctuations in the Argentine currency have been advantageous for local importers, resulting in lower prices for…

Industrias Licoreras de Guatemala SA has the widest portfolio of spirits in the country, with popular brands that attract different target audiences, ages, and budgets. For example, within the premium segment the company offers Zacapa Centenario,…

The spirits category has been greatly affected by the increase in ICE tax (Special Consumption Tax) for alcoholic beverages, which is a tax levied on each litre of pure alcohol. Since the spirits category has the highest levels of alcohol, it has…

The migration of consumption to lower-value categories is slowing the growth in value sales of spirits, specifically the expansion of low-priced beers. This trend is particularly evident in traditional sales channels, where low-priced beers dominate…

Cervecería Centroamericana SA successfully launched its Karma brand of spirit-based RTDs during the review period. The brand has taken advantage of its lower price positioning (GTQ5 per 350ml unit), a strong distribution reach in modern, traditional…

Azende Corp Cía Ltda continues to lead the RTD category in 2022 with its Switch brand. Aimed at young adults, Azende has used a strong social media campaign with a funny and fresh message to engage its audience. Switch is a well-known spirit-based…

In 2022, RTD sales received a boost from product innovations as local producers ventured into the development of hard seltzer offerings, expanding the consumption within the category. In Bolivia, hard seltzers still occupy a niche segment, primarily…

The consumption of cider in Bolivia is primarily focused on holiday seasons such as Christmas and New Year celebrations, where it is typically used for toasting. Bolivian consumers have a preference for sweeter ciders, which they often pair with…

Beer dominates sales of alcoholic drinks in the country in total volume terms, but despite this these products continue to see growing interest from Guatemalan consumers. Beer saw strong growth in total volume terms in 2022 boosted by the sustained…

A number of key sporting events boosted beer sales in 2022. Guayaquil hosted the final of the Copa Libertadores bringing many tourists in from Latin America, most of them Brazilians who enjoy drinking beer. Amstel launched a special commemorative…

Sales of premium lager beers experienced a surge in 2022, driven by consumers in higher socioeconomic segments who were less affected by the pandemic's economic impact, as well as those in medium socioeconomic segments seeking indulgence during…

The increasing demand for oral care packaging in Argentina can be attributed to factors such as rising levels of oral health awareness and the popularity of cosmetic dentistry, which has resulted in greater demand for oral care products. To stand out…

Total volume sales of alcoholic drinks in Paraguay maintained positive growth in 2022. The removal of COVID-19 restrictions enabled consumers to release pent-up demand, with sales also boosted by the return of tourism. Consumers craved…

Alcoholic drinks witnessed strong growth in total volume terms in 2022 despite the economic difficulties facing many consumers in Guatemala, some of whom rely on economic support from family living in the US. Sales of alcoholic drinks in Guatemala…

Sales of alcoholic drinks continued to rebound in 2022. The on-trade benefited from the full lifting of COVID-19 restrictions and the resumption of pre-pandemic lifestyles. Beer and spirits remain the largest categories, while wine sales remain low.…

Ecuador’s widespread vaccination campaign helped Ecuador to start 2022 with the effects of the pandemic greatly reduced. There were still outbreaks in the first quarter due to the omicron variant, which led to mild restrictions during this period.…

In 2022, the sales of alcoholic drinks experienced a notable increase as COVID-19 restrictions were lifted. The normalisation of both off-trade and on-trade channels, without capacity limitations and with pre-pandemic operating hours, played a…

Companies face numerous challenges in 2023 after recent record-breaking sales. They include weakened demand, high interest rates on debts, and tighter consumer credit conditions. Elevated inventory levels are also of concern.