Rtds/High-Strength Premixes in Guatemala

PROSPECTS

RTDs – the new strategy of spirits companies to attract consumers

Ever since the beer price war began in Guatemala in 2010 where beer prices dropped considerably, alcoholic drinks changed in the country. Consumers began to switch from drinking spirits to drinking beer.

Spirit-based RTDs dominate

Spirit-based RTDs records the greatest sales within RTDs/high-strength premixes in Guatemala, holding a dominant total volume share. Industrias Licoreras de Guatemala SA has domestic production of Botrán VIP and Cubata Botrán at low unit prices that allows the brands to compete directly with beer and offer a wide product portfolio with different flavours that appeal to the target consumer base comprising young, urban adults.

Off-trade versus on-trade sales

Within RTDs/high-strength premixes, the majority of sales are sold through off-trade establishments such as modern channel retailers (discounters, hypermarkets and supermarkets). RTDs are not commonly found in restaurants and bars, since these establishments prefer to prepare their own spirit-based drinks that earn a higher mark-up price.

COMPETITIVE LANDSCAPE

Industrias Licoreras de Guatemala SA leads

Industrias Licoreras de Guatemala SA is the largest domestic producer of spirit-based RTDs in Guatemala, and it also continued to dominate RTDs/high-strength premixes in 2017 in terms of total volume share. Its leading brands Botrán VIP, Cubata Botrán and Quezalteca offer a wide flavour portfolio that appeal to young urban Guatemalans, who are the largest consumer base of these products.

Domestic brands dominate

Domestic brands have stronger participation in Guatemala. Industrias Licoreras de Guatemala is the main domestic producer and most of its spirit-based RTDs are made with its umbrella brands; for example, Cubata is made from Venado Light, a white rum brand.

Mid-priced RTDs lead sales

The majority of spirit-based RTDs are mid-priced brands that compete through affordable prices and availability. These products have strong distribution and are easily found in both modern and traditional retailers across the country.

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