Executive Summary

Jul 2018
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.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Rtds/High-Strength Premixes in Guatemala

Report Samples

FAQs about samples

Delivery

Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Guatemala with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the RTDs/High-Strength Premixes industry in Guatemala, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTDs/High-Strength Premixes in Guatemala market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of RTDs/High-Strength Premixes in Guatemala?
  • What are the major brands in Guatemala?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

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

Rtds/High-Strength Premixes in Guatemala - Category analysis

HEADLINES

PROSPECTS

RTDs – the new strategy of spirits companies to attract consumers
Spirit-based RTDs dominate
Off-trade versus on-trade sales

COMPETITIVE LANDSCAPE

Industrias Licoreras de Guatemala SA leads
Domestic brands dominate
Mid-priced RTDs lead sales

CATEGORY DATA

Table 1 Sales of RTDS/High-Strength Premixes by Category: Total Volume 2012-2017
Table 2 Sales of RTDS/High-Strength Premixes by Category: Total Value 2012-2017
Table 3 Sales of RTDS/High-Strength Premixes by Category: % Total Volume Growth 2012-2017
Table 4 Sales of RTDS/High-Strength Premixes by Category: % Total Value Growth 2012-2017
Table 5 Sales of RTDS/High-Strength Premixes by Off-trade vs On-trade: Volume 2012-2017
Table 6 Sales of RTDS/High-Strength Premixes by Off-trade vs On-trade: Value 2012-2017
Table 7 Sales of RTDS/High-Strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 8 Sales of RTDS/High-Strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
Table 9 GBO Company Shares of RTDS/High-Strength Premixes: % Total Volume 2013-2017
Table 10 NBO Company Shares of RTDS/High-Strength Premixes: % Total Volume 2013-2017
Table 11 LBN Brand Shares of RTDS/High-Strength Premixes: % Total Volume 2014-2017
Table 12 Forecast Sales of RTDS/High-Strength Premixes by Category: Total Volume 2017-2022
Table 13 Forecast Sales of RTDS/High-Strength Premixes by Category: Total Value 2017-2022
Table 14 Forecast Sales of RTDS/High-Strength Premixes by Category: % Total Volume Growth 2017-2022
Table 15 Forecast Sales of RTDS/High-Strength Premixes by Category: % Total Value Growth 2017-2022