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2025 Developments
In 2025, alcoholic drinks in Peru demonstrated resilience with volumes reaching 1,536 million litres and value sales climbing to PEN19 billion, supported by both affordability-driven purchases and a sustained premium offering, despite a slow economic recovery. The landscape was characterised by pronounced market polarisation, as discounters and convenience chains gained traction with cost-conscious consumers, while higher-income groups continued to support premium brands, particularly in beer and spirits. RTDs was the fastest growing area, fuelled by innovation and shifting preferences among younger adults, while beer remained central but faced limited growth, and wine and spirits showed only modest advances. Growing competition in RTDs and the expansion of exclusive brands in the modern trade highlight the need for manufacturers to balance value, differentiation, and relevance for emerging consumption occasions.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Peru 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 Peru, 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 Peru 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 Peru?
- 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 Peru?
- How are products distributed in Peru?
- 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 Peru
2025 Developments
Key Data Insights
Chart 1 Maniak: Cartavio’S Bold Bet to Ignite Value-Driven Rtds in 2025
Cartavio Launches Maniak to Capture Price-Sensitive Rtd Drinkers
Chart 2 Ab Inbev Strengthen Non-Alcoholic Beer Range with the Launch of Cusqueña Cero%
Ab Inbev Accelerates No-Alcohol Innovation to Drive Beer Momentum
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Discounters and Modern Trade Drive Polarisation in Pack and Price Strategies
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Unión De Cervecerías Peruanas Backus & Johnston Leverages Brand Depth and Distribution to Reinforce Leadership as New Entrants Drive Rtd Fragmentation
Chart 7 Company Shares 2025
Chart 8 Brand Shares 2025
Discounters and Convenience Chains Reshape Everyday Shopping Behaviour
Delivery Apps and Digital Upgrades Set Stage for Online Growth
Legislation
Legal Purchasing Age and Legal Drinking Age
Advertising
Smoking Ban
Opening Hours
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 9 Economic Context for Alcoholic Drinks
Chart 10 Real Gdp Growth 2020-2030
Chart 11 Inflation 2020-2030
Chart 12 Population 2020-2030
Chart 13 Population by Generation 2025
Chart 14 Consumer Context for Alcoholic Drinks
Beer in Peru
Key Data Insights
Beer Summary
Chart 15 Ab Inbev Strengthens Peru’S No-Alcohol Beer Momentum with the Launch of Cusqueña Cero
Ab Inbev Accelerates Nolo Expansion and Redefines Premium Value
Chart 16 Flying Fish Drives Peru’S Growing Flavoured Beer Trend
Flying Fish and Cusqueña Cero Capture Shifting Consumer Priorities
Households Prioritise Value as Cautious Optimism Returns
Chart 17 Volume Sales 2020-2030
Chart 18 Volume Sales by Category 2025
Ab Inbev and Heineken Drive Innovation as Discounters Fuel Value Demand
Flying Fish and Cusqueña Cero Reshape Consumer Choice and Business Models
Chart 19 Forecast Volume Sales 2020-2030
Chart 20 Forecast Volume Sales by Category 2025-2030
Unión De Cervecerías Peruanas Backus Leverages Scale and Brand Equity to Reinforce Dominance
Chart 21 Company Shares 2025
Chart 22 Brand Shares 2025
Spsa’S Mass Drives Discounter Gains as Shoppers Seek Value
Rappi and Pedidos Ya Shape Urban Beer Shopping Habits
Chart 23 Real Gdp Growth 2020-2030
Chart 24 Inflation 2020-2030
Chart 25 Economic Context for Beer
Chart 26 Population 2020-2030
Chart 27 Population by Generation 2025
Chart 28 Consumer Context for Beer
Cider/Perry in Peru
Key Data Insights
Cider/Perry Summary
Withdrawal of Somersby Negatively Impacts Sales
Chart 29 Steady On-Trade Expansion Positions Sidra Calango as a Rising Player in Cider/Perry Category
Sidras Perú’S Online Debut Boosts Discovery but Not Scale
Chart 30 Volume Sales 2020-2030
Chart 31 Volume Sales by Category 2025
Local Brands Expand Reach as Younger Drinkers Seek New Experiences
On-Trade Venues Accelerate Consumer Discovery and Repeat Purchase
Improving Economic Outlook Supports Innovation and Investment
Chart 32 Forecast Volume Sales 2020-2030
Chart 33 Forecast Volume Sales by Category 2025-2030
Spirits Beverage Group Sac Leverages Logistics to Reinforce Dominance
Chart 34 Company Shares 2025
Chart 35 Brand Shares 2025
Food/Drink/Tobacco Specialists Maintain Lead as E-Commerce Expands Reach
Last-Mile Delivery Apps Accelerate Cider/Perry Trial and Accessibility
Sidras Perú’S Online Launch Expands Consumer Choice and Awareness
Chart 36 Real Gdp Growth 2020-2030
Chart 37 Inflation 2020-2030
Chart 38 Economic Context for Cider/Perry
Chart 39 Population 2020-2030
Chart 40 Population by Generation 2025
Chart 41 Consumer Context for Cider/Perry
Rtds in Peru
Key Data Insights
Rtds Summary
Chart 42 Maniak: Cartavio’S Bold Bet to Ignite Value-Driven Rtds in 2025
Market Polarisation Accelerates as Rtds Surge in Discounters
Maniak and Mike’S Hard Lemonade Reshape Consumer Preferences with Innovation and Value
Chart 43 Mike’S Hard Lemonade Dethrones Four Loko to Become Peru’S Top Rtd, with New Apple Flavour
Ab Inbev and Muñoz Najar Set the Pace in Flavour and Format Innovation
Chart 44 Volume Sales 2020-2030
Chart 45 Volume Sales by Category 2025
Mike’S?Hard Lemonade, Four Loko and Candelaria Are Set to Accentuate Market Polarisation
Premium Cocktail Formats and Economy Launches Drive Innovation at Both Ends
Chart 46 Forecast Volume Sales 2020-2030
Chart 47 Forecast Volume Sales by Category 2025-2030
Mike’S Hard Lemonade Achieves Rapid Share Gains as Economy Rtds Drive Fragmentation
Chart 48 Company Shares 2025
Chart 49 Brand Shares 2025
Tambo, Oxxo and Mass Accelerate Shift as Modern Channel Expands
Candelaria and Exal Fuel Modern Trade with Economy Rtd Launches
Chart 50 Real Gdp Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Economic Context for Rtds
Chart 53 Population 2020-2030
Chart 54 Population by Generation 2025
Chart 55 Consumer Context for Rtds
Spirits in Peru
Key Data Insights
Spirits Summary
Rum and Whisky Players Defend Share with Price Cuts as Cocktail Culture Grows
Chart 56 Coffee Cocktails Lift Liqueur Demand as Peruvians Explore New Flavours in a Growing Bar Scene
Bebidas Premium and Pernod Ricard Drive Liqueurs Growth as Cocktail Trends Accelerate
Don Michael Distillery Elevates Andean Whiskey with National Recognition
Chart 57 Volume Sales 2020-2030
Chart 58 Volume Sales by Category 2025
Younger Drinkers Accelerate Demand for Tequila and Liqueurs as Mindful Habits Reshape Consumption
Rum Maintains Lead as Tequila and Liqueurs Outpace Traditional Formats
Chart 59 Forecast Volume Sales 2020-2030
Chart 60 Forecast Volume Sales by Category 2025-2030
Perufarma and Emerging Brands Intensify Competition and Reshape Share Structure
Bebidas Premium and Anís Najar Drive Innovation through Strategic Moves and Launches
Chart 61 Company Shares 2025
Chart 62 Brand Shares 2025
Food and Drink Specialists Retain Lead as Shoppers Seek Expertise and Range
Discounters and Convenience Stores Expand Affordable Spirits to Capture Young and Value-Focused Shoppers
Diageo and Cartavio Drive Online Spirits Growth through Targeted Promotions
Chart 63 Real Gdp Growth 2020-2030
Chart 64 Inflation 2020-2030
Chart 65 Economic Context for Spirits
Chart 66 Population 2020-2030
Chart 67 Population by Generation 2025
Chart 68 Consumer Context for Spirits
Wine in Peru
Key Data Insights
Wine Summary
Chart 69 Tabernero Cuts Prices as Still Grape Wine Shifts toward a More Value-Driven Market in 2025
Tabernero Lowers Prices to Defend Sales as Economic Pressure Bites
Chart 70 Sparkling Cocktails Fuel Riccadonna and Cinzano's Growth under Campari’S Brand Halo
Tabernero Prioritises Value as Still Grape Wine Leads by Volume
Tacama Leverages Heritage and Launches to Capture Premium Demand
Chart 71 Volume Sales 2020-2030
Chart 72 Volume Sales by Category 2025
Argentinian and Spanish Imports Outpace Local Brands as Preferences Shift
Sparkling Wine Leverages Cocktail Culture to Drive Volume Gains
Chart 73 Forecast Volume Sales 2020-2030
Chart 74 Forecast Volume Sales by Category 2025-2030
Santiago Queirolo and Bodegas Y Viñedos Tabernero Reinforce Their Lead through Scale and Pricing
Chart 75 Company Shares 2025
Chart 76 Brand Shares 2025
Food and Drink Specialists Defend Premium Wine Sales as Supermarkets Expand Reach
E-Commerce Loses Relevance for Wine as Shoppers Favour Offline Channels
Chart 77 Real Gdp Growth 2020-2030
Chart 78 Inflation 2020-2030
Chart 79 Economic Context for Wine
Chart 80 Population 2020-2030
Chart 81 Population by Generation 2025
Chart 82 Consumer Context for Wine
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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-
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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
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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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