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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Guatemala

Sep 2020

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Executive Summary

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COVID-19 impact on alcoholic drinks

Sales of alcoholic drinks have been heavily impacted by the closure of cafés, pubs and restaurants during the lockdown in response to the COVID-19 pandemic in the first half of 2020. This has decimated sales of alcoholic drinks on-trade in 2020 across all major categories, including beer, wine and spirits.

COVID-19 country impact

All restaurants and bars in Guatemala have been closed since March 17. Currently, it is unclear when the economy will return to normal in the country.

Rising incomes and more sophisticated tastes fuel alcoholic drinks sales

Alcoholic drinks sales continue to increase in Guatemala, with total volume sales rising at a stronger rate than in 2018. This good performance can be attributed to a number of trends, affecting different consumer bases.

Domestic players continue to attract local consumers with low prices

Domestic beer company Cervecería Centroamericana continues to dominate alcoholic drinks in Guatemala. The company has a wide portfolio of leading domestic beer brands in all price tiers, such as: Monte Carlo and Cabro (premium); Gallo and Dorada Draft (mid-priced) and Dorada Ice (economy).

Continued strong growth projected for forecast period

Alcoholic drinks is expected to continue to see strong total volume growth in Guatemala over the forecast period. Sales will continue to be driven by different trends and Guatemalans’ desire to drink socially both off-trade and on-trade.

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Alcoholic Drinks Sample Report Alcoholic Drinks Data Sample Report

Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Guatemala with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Guatemala, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Guatemala for free:

The Alcoholic Drinks in Guatemala market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Alcoholic Drinks in Guatemala?
What are the major brands in Guatemala?
Have there been any alcoholic drinks legislative changes over the past 12 months?
How is the alcoholic drinks industry affected by the recession?
What is consumed more; beer, wine or spirits?
What have been the key trends seen in new product developments?
Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

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Alcoholic Drinks in Guatemala

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Rising incomes and more sophisticated tastes fuel alcoholic drinks sales

Domestic players continue to attract local consumers with low prices

Continued strong growth projected for forecast period

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments

TAXATION AND DUTY LEVIES

Table 1 Taxation and Duty Levies on Alcoholic Drinks 2019

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 1 Research Sources

Beer in Guatemala

HEADLINES

PRE-COVID-19 PERFORMANCE

New options and rising consumer sophistication drive demand

European craft beer craze continues to spread in Guatemala

Domestic players continue to dominate sales with low price ranges

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

Summary 2 Lager by Price Band 2019
Table 18 Number of Breweries 2014-2019

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2014-2019
Table 20 Sales of Beer by Category: Total Value 2014-2019
Table 21 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 22 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 27 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 28 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 29 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 30 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 31 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024

Wine in Guatemala

HEADLINES

PRE-COVID-19 PERFORMANCE

Demand continues to be limited by restricted consumer base

Growing competition from on-trade distribution

Sales remain highly fragmented among large number of brands

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Table 34 Sales of Wine by Category: Total Volume 2014-2019
Table 35 Sales of Wine by Category: Total Value 2014-2019
Table 36 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 37 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 39 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 42 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 43 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 44 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 45 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024

Spirits in Guatemala

HEADLINES

PRE-COVID-19 PERFORMANCE

Demand impacted by price competition and rising health awareness

Spread of cocktail culture fuels interest among younger consumers

Domestic players continue to dominate spirits sales

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 3 Benchmark Brands 2020

CATEGORY DATA

Table 46 Sales of Spirits by Category: Total Volume 2014-2019
Table 47 Sales of Spirits by Category: Total Value 2014-2019
Table 48 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 49 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 50 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 51 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 52 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 53 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 54 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 55 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 56 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 57 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 58 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 59 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 60 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024

Cider/Perry in Guatemala

PRE-COVID-19 PERFORMANCE

Rtds in Guatemala

HEADLINES

PRE-COVID-19 PERFORMANCE

Demand for new innovative offerings fuels sales among millennials

Launch of new innovative flavours fuelling demand for spirit-based RTDs

Marketing and promotional campaigns key to success of domestic players

2020 AND BEYOND

COVID-19 impact

Affected products within RTDs

Recovery and opportunities

CATEGORY DATA

Table 61 Sales of RTDs by Category: Total Volume 2014-2019
Table 62 Sales of RTDs by Category: Total Value 2014-2019
Table 63 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 64 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 65 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 66 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 67 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 68 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 69 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 70 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 71 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 72 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 73 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 74 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 75 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024

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Megatrends

Country Report

Alcoholic Drinks in Guatemala

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Rising incomes and more sophisticated tastes fuel alcoholic drinks sales

Domestic players continue to attract local consumers with low prices

Continued strong growth projected for forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Alcoholic Drinks in Guatemala

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Rising incomes and more sophisticated tastes fuel alcoholic drinks sales

Domestic players continue to attract local consumers with low prices

Continued strong growth projected for forecast period

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Beer in Guatemala

HEADLINES

PRE-COVID-19 PERFORMANCE

New options and rising consumer sophistication drive demand

European craft beer craze continues to spread in Guatemala

Domestic players continue to dominate sales with low price ranges

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Wine in Guatemala

HEADLINES

PRE-COVID-19 PERFORMANCE

Demand continues to be limited by restricted consumer base

Growing competition from on-trade distribution

Sales remain highly fragmented among large number of brands

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Spirits in Guatemala

HEADLINES

PRE-COVID-19 PERFORMANCE

Demand impacted by price competition and rising health awareness

Spread of cocktail culture fuels interest among younger consumers

Domestic players continue to dominate spirits sales

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

CATEGORY DATA

Cider/Perry in Guatemala

PRE-COVID-19 PERFORMANCE

Rtds in Guatemala