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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Guatemala

May 2021

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Executive Summary

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COVID-19 impact on alcoholic drinks

As a result of Coronavirus (COVID-19) and related safety measures, alcoholic drinks in Guatemala posted a slight decline in total volume terms and a double-digit decline in total current value terms in 2020. The lacklustre performance can be attributed to the negative impact restrictions had on on-trade sales.

COVID-19 country impact

Restrictions with a corresponding national lockdown were imposed swiftly beginning on 17 March 2020 when the country reported its first COVID-19 death. All public transport was suspended, although personal vehicles and taxis were still permitted to travel.

Company response

In 2020, players adopted various strategies to cope with COVID-19. A successful example of a company adapting to the crisis was Marcas Mundiales SA.

Retailing shift

Regarding distribution, traditional channels continue to lead alcoholic drinks sales in Guatemala in 2020. However, telemarketing, orders via WhatsApp, and e-commerce became much more relevant in 2020.

On-trade vs off-trade split

As a result of the pandemic and measures implemented to curb its spread, there was a clear shift from on-trade to off-trade in 2020. In the early stages of the restrictions, the on-trade channel was especially hurt, but there were also disruptions in off-trade channels.

What next for alcoholic drinks?

In 2021, alcoholic drinks is set to experience double-digit growth in total volume and current value terms, before normalising and sustaining a slower but still strong rate of growth throughout the remainder of the forecast period. As beer dominates the total category, alcoholic drinks as a whole is expected to rebound rather quickly, as at home consumption continues to support beer sales specifically.

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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

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2016-2020

TAXATION AND DUTY LEVIES

Table 2 Taxation and Duty Levies on Alcoholic Drinks 2020

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 3 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 4 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 5 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 6 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 7 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 12 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 13 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 14 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 16 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 18 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 1 Research Sources

Beer in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Lockdown collapsed on-trade sales while off-trade channels benefited from home seclusion in 2020

Craft beer sustained some level of consumer demand

Players turned to social media to facilitate the consumption shift from on-trade to off-trade

RECOVERY AND OPPORTUNITIES

Revival of on-trade outlets will drive recovery in 2021

The pandemic may have lingering implications in the forecast period

Long-standing history of beer in Guatemala will support growth

CATEGORY BACKGROUND

Summary 2 Lager by Price Band 2020
Table 19 Number of Breweries 2014-2020

CATEGORY DATA

Table 20 Sales of Beer by Category: Total Volume 2015-2020
Table 21 Sales of Beer by Category: Total Value 2015-2020
Table 22 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 23 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 24 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 25 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 26 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 27 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 28 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 29 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 30 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 31 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 32 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in Guatemala

KEY DATA FINDINGS

2020 IMPACT

On-trade sales declined in light of the mandated closures in 2020

Some product shortages permeated in 2020

Promotions were used to drive consumption under lockdown

RECOVERY AND OPPORTUNITIES

Resurgence of on-trade channels will drive recovery in the forecast period

Consumers will be eager to try new offerings

European brands set to drive sales

CATEGORY DATA

Table 35 Sales of Wine by Category: Total Volume 2015-2020
Table 36 Sales of Wine by Category: Total Value 2015-2020
Table 37 Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 38 Sales of Wine by Category: % Total Value Growth 2015-2020
Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020
Table 40 Sales of Wine by Off-trade vs On-trade: Value 2015-2020
Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020
Table 43 Forecast Sales of Wine by Category: Total Volume 2020-2025
Table 44 Forecast Sales of Wine by Category: Total Value 2020-2025
Table 45 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025
Table 46 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Demand negatively impacted by economic uncertainty and trading down in 2020

Tequila (and mezcal) showed some resistance in face of the pandemic

Lack of social activities provided an obstacle to growth

RECOVERY AND OPPORTUNITIES

Traditionally preferred spirits will drive recovery in the beginning of the forecast period

Limited consumer base will moderate the growth potential of tequila

Price will restrain the appeal of certain spirits

CATEGORY DATA

Table 47 Sales of Spirits by Category: Total Volume 2015-2020
Table 48 Sales of Spirits by Category: Total Value 2015-2020
Table 49 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 50 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 51 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 52 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 53 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 54 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 55 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 56 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 57 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 58 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 59 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 60 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 61 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in Guatemala

2020 IMPACT

RECOVERY AND OPPORTUNITIES

Rtds in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Healthy off-trade growth was not able to outweigh the negative effects of the pandemic in 2020

Local preferences fuelled demand for spirit-based RTDs

Successful domestic players engaged in product launches and marketing campaigns

RECOVERY AND OPPORTUNITIES

Recovery in the forecast period will be supported by compatibility with at-home consumption

Spirit-based RTDs will drive sales

Product launches will have to meet demands of young adults

CATEGORY DATA

Table 62 Sales of RTDs by Category: Total Volume 2015-2020
Table 63 Sales of RTDs by Category: Total Value 2015-2020
Table 64 Sales of RTDs by Category: % Total Volume Growth 2015-2020
Table 65 Sales of RTDs by Category: % Total Value Growth 2015-2020
Table 66 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020
Table 67 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020
Table 68 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 69 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020
Table 70 GBO Company Shares of RTDs: % Total Volume 2016-2020
Table 71 NBO Company Shares of RTDs: % Total Volume 2016-2020
Table 72 LBN Brand Shares of RTDs: % Total Volume 2017-2020
Table 73 Forecast Sales of RTDs by Category: Total Volume 2020-2025
Table 74 Forecast Sales of RTDs by Category: Total Value 2020-2025
Table 75 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025
Table 76 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025

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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

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

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

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

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

DISCLAIMER

SOURCES

Beer in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Lockdown collapsed on-trade sales while off-trade channels benefited from home seclusion in 2020

Craft beer sustained some level of consumer demand

Players turned to social media to facilitate the consumption shift from on-trade to off-trade

RECOVERY AND OPPORTUNITIES

Revival of on-trade outlets will drive recovery in 2021

The pandemic may have lingering implications in the forecast period

Long-standing history of beer in Guatemala will support growth

CATEGORY BACKGROUND

CATEGORY DATA

Wine in Guatemala

KEY DATA FINDINGS

2020 IMPACT

On-trade sales declined in light of the mandated closures in 2020

Some product shortages permeated in 2020

Promotions were used to drive consumption under lockdown

RECOVERY AND OPPORTUNITIES

Resurgence of on-trade channels will drive recovery in the forecast period

Consumers will be eager to try new offerings

European brands set to drive sales

CATEGORY DATA

Spirits in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Demand negatively impacted by economic uncertainty and trading down in 2020

Tequila (and mezcal) showed some resistance in face of the pandemic

Lack of social activities provided an obstacle to growth

RECOVERY AND OPPORTUNITIES

Traditionally preferred spirits will drive recovery in the beginning of the forecast period

Limited consumer base will moderate the growth potential of tequila

Price will restrain the appeal of certain spirits

CATEGORY DATA

Cider/Perry in Guatemala

2020 IMPACT

RECOVERY AND OPPORTUNITIES

Rtds in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Healthy off-trade growth was not able to outweigh the negative effects of the pandemic in 2020