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2025 Developments
Sales of alcoholic drinks in Guatemala experienced steady expansion in 2025, with total volume rising 3% to 684 million litres and total value rising 6% to GTQ24.9 billion. This growth outpaced Guatemala's real GDP growth of 4% in the same year, supported by a substantial increase of almost 19% in remittances from citizens living abroad, which injected liquidity and boosted consumer spending. There has been a transition towards premiumisation, as improved consumer confidence and rising disposable incomes encourage interest in differentiated products and higher-value offerings.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Guatemala, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Guatemala report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Guatemala?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Guatemala?
- How are products distributed in Guatemala?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Guatemala
2025 Developments
Key Data Insights
Corona and Heineken Expand Nolo Range to Meet the Demands of Gen Z
Chart 1 Nolo Trend Drives Demand and Innovation
Remittance-Driven Spending Fuels Premium Beer and Spirits Growth
Chart 2 Volume Sales 2020-2030
Chart 3 Volume Sales by Category 2025
Younger Consumers Demand Nolo and Premium Options
Chart 4 Forecast Volume Sales 2020-2030
Chart 5 Forecast Volume Sales by Category 2025-2030
Cervecería Centro Americana Doubles Capacity to Reinforce Leadership
Chart 6 Company Shares 2025
Chart 7 Brand Shares 2025
Small Local Grocers Retain Dominance as Modern Channels Close the Gap
Retail E-Commerce Grows but Remains Marginal Due to Entrenched Offline Habits
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 8 Economic Context for Alcoholic Drinks
Chart 9 Real Gdp Growth 2020-2030
Chart 10 Inflation 2020-2030
Chart 11 Consumer Context for Alcoholic Drinks
Chart 12 Population 2020-2030
Chart 13 Population by Generation 2025
Beer in Guatemala
Key Data Insights
Beer Summary
Heineken 0.0 and Corona Cero Reshape Drinking Occasions
Chart 14 Non-Alcoholic Beer Sees Strong Growth
Cervecería Leverages Smaller Bottles for Affordable Premium Experiences
Chart 15 Changes in Packaging Support Consumption
Craft Taprooms Educate and Engage to Build Premium Loyalty
Chart 16 Volume Sales 2020-2030
Chart 17 Volume Sales by Category 2025
Young Consumers Boost Non-Alcoholic Options While Lager Consolidates Dominance
Major Brands and Format Innovation Drive New Consumption Occasions
Chart 18 Forecast Volume Sales 2020-2030
Chart 19 Forecast Volume Sales by Category 2025-2030
Chart 20 Analyst Insight for Beer
Cervecería Centroamericana Drives Dominance through Brand Strength and Pricing
Chart 21 Company Shares 2025
Chart 22 Brand Shares 2025
Small Local Grocers Retain Dominance as Multipacks Boost Modern Trade
Digital Platforms Accelerate Growth but Remain a Minor Sales Channel
Heineken 0.0 and Corona Cero Use Flavour and Inclusivity to Drive Demand
Gallo and Heineken Reshape Consumption through Packaging and Format Innovation
Chart 23 Economic Context for Beer
Chart 24 Real Gdp Growth 2020-2030
Chart 25 Inflation 2020-2030
Chart 26 Consumer Context for Beer
Chart 27 Population 2020-2030
Chart 28 Population by Generation 2025
Cider/Perry in Guatemala
Key Data Insights
Cider/Perry Summary
Non-Alcoholic Options Drive Year-Round Sales
Chart 29 Non Alcoholic Cider/Perry Driving Growth
Well's Cider Leverages Fruit Flavours to Reduce Seasonality
Chart 30 Volume Sales 2020-2030
Chart 31 Volume Sales by Category 2025
Well's Expanded Portfolio Should Continue to Fuel Year-Round Sales
Chart 32 Forecast Volume Sales 2020-2030
Chart 33 Forecast Volume Sales by Category 2025-2030
Vinícola Centroamericana Sa Sustains Lead as Imported Brands Fluctuate
Chart 34 Company Shares 2025
Chart 35 Brand Shares 2025
Hypermarkets Capture Festive Demand as At-Home Consumption Dominates
E-Commerce Fails to Penetrate Cider/Perry
Chart 36 Economic Context for Cider/Perry
Chart 37 Real Gdp Growth 2020-2030
Chart 38 Inflation 2020-2030
Chart 39 Consumer Context for Cider/Perry
Chart 40 Population 2020-2030
Chart 41 Population by Generation 2025
Rtds in Guatemala
Key Data Insights
Rtds Summary
Spirit-Based Innovation Attracts Young Adults with Cocktail-Inspired Choices
Chart 42 Flavour Variety Drives Growth
Players Boost Engagement through Social Storytelling and Flavour Diversity
Convenience and Mindful Drinking Reshape Consumption Occasions for Young Adults
Chart 43 Volume Sales 2020-2030
Chart 44 Volume Sales by Category 2025
Younger Adults Fuel Demand as New Flavours Drive Trial
Spirit-Based Launches Expand Share While Malt-Based Options Accelerate
Chart 45 Forecast Volume Sales 2020-2030
Chart 46 Forecast Volume Sales by Category 2025-2030
Industrias Licoreras Drives Leadership through Premium Spirits-Based Rtds
Chart 47 Company Shares 2025
Chart 48 Brand Shares 2025
Small Local Grocers Secure Leadership as Rtds Move Off-Trade
Supermarkets and E-Commerce Attract Value-Driven Shoppers with Promotions
Chart 49 Economic Context for Rtds
Chart 50 Real Gdp Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Rtds
Chart 53 Population 2020-2030
Chart 54 Population by Generation 2025
Spirits in Guatemala
Key Data Insights
Spirits Summary
Aguardiente Remains the Heartbeat of Spirits in Guatemala
Don Julio 70 and Zacapa Spark Premiumisation through Storytelling and Innovation
Chart 55 Premium Spirits in Demand
Chart 56 Volume Sales 2020-2030
Chart 57 Volume Sales by Category 2025
Gen Z and Millennials Drive Demand for Lower-Alcohol Spirits
Aguardiente Maintains Leadership as Tequila Accelerates Premium Growth
Flavour Innovation and Premium Experiences Transform Consumer Expectations
Chart 58 Flavoured Spirits on the Rise
Chart 59 Forecast Volume Sales 2020-2030
Chart 60 Forecast Volume Sales by Category 2025-2030
Industrias Licoreras De Guatemala Consolidates Dominance
Chart 61 Company Shares 2025
Chart 62 Brand Shares 2025
Small Local Grocers Capture At-Home Demand with Strong Volume Share
Retail E-Commerce yet to Make a Significant Mark in Spirits
Chart 63 Economic Context for Spirits
Chart 64 Real Gdp Growth 2020-2030
Chart 65 Inflation 2020-2030
Chart 66 Consumer Context for Spirits
Chart 67 Population 2020-2030
Chart 68 Population by Generation 2025
Wine in Guatemala
Key Data Insights
Wine Summary
Wine Sales Remain Stable, Backed by Increasing Interest in Sparkling and Rosé Wine
Influencers and Retailers Elevate Knowledge to Shape Demand
Chart 69 Players Invest in Wine Education
Wine Storytellers Capture Attention with Origin-Focused Experiences
Chart 70 Volume Sales 2020-2030
Chart 71 Volume Sales by Category 2025
Importers Cultivate Premium Demand by Expanding Consumer Education
New Packaging Formats Unlock Occasions for Younger Drinkers
Chart 72 Forecast Volume Sales 2020-2030
Chart 73 Forecast Volume Sales by Category 2025-2030
Boutique Importers Drive Premiumisation by Catering to Evolving Tastes
Chart 74 Company Shares 2025
Chart 75 Brand Shares 2025
Supermarkets Drive Wine Sales with Promotions and Variety
Specialists Expand Online Presence to Reach Discerning Buyers
Chart 76 Economic Context for Wine
Chart 77 Real Gdp Growth 2020-2030
Chart 78 Inflation 2020-2030
Chart 79 Consumer Context for Wine
Chart 80 Population 2020-2030
Chart 81 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
-
- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
-
Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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