While volume growth was muted in 2020, spirits benefitted from the opening up of society in 2021, and registered healthy volume growth. Volume sales increased by a fifth within on-trade channels and retail channels also registered positivise growth.
Industrias Licoreras de Guatemala remained by far the leading player within spirits in Guatemala in 2021. The company offers a wide portfolio of strong domestic brands, mainly in rum (white and dark) and aguardiente, while also producing vodka and importing other spirits, such as tequila and whiskies.
Aguardiente is the most popular sprit in Guatemala and it is experiencing a degree of premiumisation. Consumers are opting for higher-priced offerings that offer interesting flavour combinations.
Spirits will register minimal volume growth over the forecast period, in what is a mature product area. Aguardiente will continue to account for most volume sales and the leading spirits player, Industrias Licoreras de Guatemala, will continue investing in innovation and extending its distribution in order to push volume sales.
Gin will register lower volume growth over the forecast period than the highs it registered during the review period. Growth for vodka will also be muted and it suffers from not having a stand-out brand that consumers recognise.
Whiskies were the best performing spirits in 2021 and they are also expected to gain further value share over the forecast period. Bourbon and other US whiskies will grow in popularity and there will be further fragmentation over the forecast period, as new brands are launched.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See All of Our DefinitionsThis report originates from Passport, our Spirits research and analysis database.
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