Executive Summary

Jul 2019
Total volume growth for alcoholic drinks in Guatemala

Alcoholic drinks registered a positive performance in Guatemala in 2018, with stronger total volume growth than seen in 2017. Growth is attributed to several different trends, affecting different consumer bases.

Cervecería Centroamericana opens a new microbrewery

In May 2018, Cervecería Centroamericana, the domestic leader in beer in Guatemala, opened a new microbrewery which prepares artisanal beer using traditional European methods. The new brand is called El Zapote (large frog), and was launched in the market in six different flavours: Scotch, American, Porter, IPA, Belgian and Weizen.

Domestic company Cervecería Centroamericana dominates alcoholic drinks

Domestic beer company Cervecería Centroamericana dominated alcoholic drinks in Guatemala in total volume terms in 2018. 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).

Traditional distribution channels remain the strongest

Traditional distribution channels are the strongest for alcoholic drinks in Guatemala, with over 115,000 independent small grocers operating throughout the country. In 2018, this channel accounted for more than half of volume sales of alcoholic drinks.

A strong performance is expected in the forecast period

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

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Alcoholic Drinks in Guatemala

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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.

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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.

Alcoholic Drinks in Guatemala

EXECUTIVE SUMMARY

Total volume growth for alcoholic drinks in Guatemala
Cervecería Centroamericana opens a new microbrewery
Domestic company Cervecería Centroamericana dominates alcoholic drinks
Traditional distribution channels remain the strongest
A strong performance is expected in the 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 2018

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 2013-2018

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Beer in Guatemala

HEADLINES

PROSPECTS

Growth in the product range and rising interest in beer drive sales
Artisanal beer is a growing niche
The FIFA World Cup 2018 drives sales of beer

COMPETITIVE LANDSCAPE

Cervecería Centroamericana leads beer
New product launches
Marketing strategies focus on creating experiences

CATEGORY BACKGROUND

Summary 2 Lager by Price Band 2018
Table 18 Number of Breweries 2013-2018

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2013-2018
Table 20 Sales of Beer by Category: Total Value 2013-2018
Table 21 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 22 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 27 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 28 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 29 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 30 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 31 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Cider/Perry in Guatemala

PROSPECTS

Spirits in Guatemala

HEADLINES

PROSPECTS

Factors affecting sales of spirits
Off-trade registers stronger growth
The cocktail culture fuels demand amongst younger adults

COMPETITIVE LANDSCAPE

Industrias Licoreras de Guatemala dominates spirits
Marketing strategies are seen within spirits
New product launches

CATEGORY DATA

Table 34 Sales of Spirits by Category: Total Volume 2013-2018
Table 35 Sales of Spirits by Category: Total Value 2013-2018
Table 36 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 37 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 38 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 39 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 40 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 41 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 42 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 43 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 44 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 45 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 46 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 47 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 48 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in Guatemala

HEADLINES

PROSPECTS

The consumer base for wine remains limited
On-trade sales are rising, but off-trade sales remain dominant
Red wine continues to lead

COMPETITIVE LANDSCAPE

Wine remains fragmented in Guatemala
Marketing campaigns are very small
New product launches

CATEGORY DATA

Table 49 Sales of Wine by Category: Total Volume 2013-2018
Table 50 Sales of Wine by Category: Total Value 2013-2018
Table 51 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 52 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 53 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 54 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 55 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 56 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 57 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 58 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 59 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 60 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023

Rtds in Guatemala

HEADLINES

PROSPECTS

Young adults of legal drinking age drive sales of RTDs in Guatemala
The price gap between on-trade and off-trade hinders on-trade expansion
Spirit-based RTDs remains the largest and fastest growing category within RTDs

COMPETITIVE LANDSCAPE

Industrias Licoreras de Guatemala dominates RTDs
Other players
New product launches

CATEGORY DATA

Table 61 Sales of RTDS by Category: Total Volume 2013-2018
Table 62 Sales of RTDS by Category: Total Value 2013-2018
Table 63 Sales of RTDS by Category: % Total Volume Growth 2013-2018
Table 64 Sales of RTDS by Category: % Total Value Growth 2013-2018
Table 65 Sales of RTDS by Off-trade vs On-trade: Volume 2013-2018
Table 66 Sales of RTDS by Off-trade vs On-trade: Value 2013-2018
Table 67 Sales of RTDS by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 68 Sales of RTDS by Off-trade vs On-trade: % Value Growth 2013-2018
Table 69 GBO Company Shares of RTDS: % Total Volume 2014-2018
Table 70 NBO Company Shares of RTDS: % Total Volume 2014-2018
Table 71 LBN Brand Shares of RTDS: % Total Volume 2015-2018
Table 72 Forecast Sales of RTDS by Category: Total Volume 2018-2023
Table 73 Forecast Sales of RTDS by Category: Total Value 2018-2023
Table 74 Forecast Sales of RTDS by Category: % Total Volume Growth 2018-2023
Table 75 Forecast Sales of RTDS by Category: % Total Value Growth 2018-2023