Alcoholic Drinks in Guatemala

June 2022
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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

EXECUTIVE SUMMARY

Alcoholic drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
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

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2021

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021 Table 3 Sales of Alcoholic Drinks by Category: Total Value 2016-2021 Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021 Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021 Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021 Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021 Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021 Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020 Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026 Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Guatemala

KEY DATA FINDINGS

2021 DEVELOPMENTS

Beer consumption benefits from opening up of society in 2021
No change in status quo in 2021
Craft beer returned to growth driven by e-commerce sales

PROSPECTS AND OPPORTUNITIES

Healthy volume growth over forecast period
A healthier positioning in beer will gain value share
Low and no alcohol beers register healthy growth

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2022 Table 17 Number of Breweries 2016-2021

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2016-2021 Table 19 Sales of Beer by Category: Total Value 2016-2021 Table 20 Sales of Beer by Category: % Total Volume Growth 2016-2021 Table 21 Sales of Beer by Category: % Total Value Growth 2016-2021 Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2016-2021 Table 23 Sales of Beer by Off-trade vs On-trade: Value 2016-2021 Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2016-2021 Table 26 GBO Company Shares of Beer: % Total Volume 2017-2021 Table 27 NBO Company Shares of Beer: % Total Volume 2017-2021 Table 28 LBN Brand Shares of Beer: % Total Volume 2018-2021 Table 29 Forecast Sales of Beer by Category: Total Volume 2021-2026 Table 30 Forecast Sales of Beer by Category: Total Value 2021-2026 Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2021-2026 Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2021-2026

Cider/Perry in Guatemala

2021 DEVELOPMENTS

Rtds in Guatemala

KEY DATA FINDINGS

2021 DEVELOPMENTS

Strong recovery in 2021
Successful domestic players engaged in product launches and marketing campaigns
Jury is out on potential success of hard seltzer

PROSPECTS AND OPPORTUNITIES

Growth slows over forecast period
Spirit-based RTDs will drive sales
Potential headwinds could dampen volume growth

CATEGORY DATA

Table 33 Sales of RTDs by Category: Total Volume 2016-2021 Table 34 Sales of RTDs by Category: Total Value 2016-2021 Table 35 Sales of RTDs by Category: % Total Volume Growth 2016-2021 Table 36 Sales of RTDs by Category: % Total Value Growth 2016-2021 Table 37 Sales of RTDs by Off-trade vs On-trade: Volume 2016-2021 Table 38 Sales of RTDs by Off-trade vs On-trade: Value 2016-2021 Table 39 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 40 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2016-2021 Table 41 GBO Company Shares of RTDs: % Total Volume 2017-2021 Table 42 NBO Company Shares of RTDs: % Total Volume 2017-2021 Table 43 LBN Brand Shares of RTDs: % Total Volume 2018-2021 Table 44 Forecast Sales of RTDs by Category: Total Volume 2021-2026 Table 45 Forecast Sales of RTDs by Category: Total Value 2021-2026 Table 46 Forecast Sales of RTDs by Category: % Total Volume Growth 2021-2026 Table 47 Forecast Sales of RTDs by Category: % Total Value Growth 2021-2026

Spirits in Guatemala

KEY DATA FINDINGS

2021 DEVELOPMENTS

Spirits benefits from opening up of society in 2021
Industrias Licoreras de Guatemala continues to dominate
Premiumisation within aguardiente

PROSPECTS AND OPPORTUNITIES

Minimal volume growth over forecast period
Growth in gin and vodka slowing, as tequila gains value share
Whisky growth driven by bourbon and other US whiskies

CATEGORY DATA

Table 48 Sales of Spirits by Category: Total Volume 2016-2021 Table 49 Sales of Spirits by Category: Total Value 2016-2021 Table 50 Sales of Spirits by Category: % Total Volume Growth 2016-2021 Table 51 Sales of Spirits by Category: % Total Value Growth 2016-2021 Table 52 Sales of Spirits by Off-trade vs On-trade: Volume 2016-2021 Table 53 Sales of Spirits by Off-trade vs On-trade: Value 2016-2021 Table 54 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 55 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2016-2021 Table 56 GBO Company Shares of Spirits: % Total Volume 2017-2021 Table 57 NBO Company Shares of Spirits: % Total Volume 2017-2021 Table 58 LBN Brand Shares of Spirits: % Total Volume 2018-2021 Table 59 Forecast Sales of Spirits by Category: Total Volume 2021-2026 Table 60 Forecast Sales of Spirits by Category: Total Value 2021-2026 Table 61 Forecast Sales of Spirits by Category: % Total Volume Growth 2021-2026 Table 62 Forecast Sales of Spirits by Category: % Total Value Growth 2021-2026

Wine in Guatemala

KEY DATA FINDINGS

2021 DEVELOPMENTS

Wine registers double-digit volume growth in 2021
European wines gaining value share
Diversification of distribution

PROSPECTS AND OPPORTUNITIES

Healthy volume growth over forecast period
Increased value share for rosé, white wine and sparkling wine
European brands set to drive sales

CATEGORY DATA

Table 63 Sales of Wine by Category: Total Volume 2016-2021 Table 64 Sales of Wine by Category: Total Value 2016-2021 Table 65 Sales of Wine by Category: % Total Volume Growth 2016-2021 Table 66 Sales of Wine by Category: % Total Value Growth 2016-2021 Table 67 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021 Table 68 Sales of Wine by Off-trade vs On-trade: Value 2016-2021 Table 69 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 70 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021 Table 71 Forecast Sales of Wine by Category: Total Volume 2021-2026 Table 72 Forecast Sales of Wine by Category: Total Value 2021-2026 Table 73 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026 Table 74 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026
The following categories and subcategories are included:

Alcoholic Drinks

      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
      • Flavoured/Mixed Lager
          • Domestic Premium Lager
          • Imported Premium Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Economy Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
      • Low Alcohol Beer
      • Non Alcoholic Beer
    • Stout
  • Cider/Perry
    • Malt-based RTDs
    • Spirit-based RTDs
    • Wine-based RTDs
    • Other RTDs
      • Brandy
      • Cognac
      • Bitters
      • Cream-based Liqueurs
      • Other Liqueurs
    • Non Alcoholic Spirits
        • Prestige Dark Rum
        • Ultra Premium Dark Rum
        • Super Premium Dark Rum
        • Premium Dark Rum
        • Standard Dark Rum
        • Economy Dark Rum
        • Prestige White Rum
        • Ultra Premium White Rum
        • Super Premium White Rum
        • Premium White Rum
        • Standard White Rum
        • Economy White Rum
    • Tequila (and Mezcal)
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
        • Blended Malt Scotch Whisky
          • 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
      • Other Whiskies
          • Prestige English Gin
          • Ultra Premium English Gin
          • Super Premium English Gin
          • Premium English Gin
          • Standard English Gin
          • Economy English Gin
        • Dutch Gin
        • Prestige Vodka
        • Ultra Premium Vodka
        • Super Premium Vodka
        • Premium Vodka
        • Standard Vodka
        • Economy Vodka
      • Absinthe
      • Ad-Mix Brandy
      • Ad-Mix Gin
      • Ad-Mix Rum
      • Ad-Mix Vodka
      • Ad-Mix Whisky
      • Aguardente/Aguardiente
      • Akvavit/Aquavit
      • Aniseed-Flavoured Spirits
      • Borovicka
      • Boukha
      • Brandy Type Distilled Spirits
      • Cachaça
      • Calvados
      • Cane
      • Chacha
      • Charanda
      • Chinese Herbal Spirits
      • Chinese Spirits
      • Cut Brandy
      • 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
      • Nastoyka Gorkaya
      • 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
      • Port
      • Sherry
      • Vermouth
      • Other Fortified Wine
      • 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
      • Local Non-Grape Wine
      • Lower Mid-Range Rice Wine
      • Non-Grape Dessert Wine
      • Premium Rice Wine
      • Rice Wine
      • Sake
      • Takju
      • Upper Mid-Range Rice Wine
      • Yakju
      • Yellow Wine
      • Other Non-Grape Wine
      • Champagne
      • Other Sparkling Wine
      • Still Red Wine
      • Still Rosé Wine
      • Still White 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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