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