Wine is not a popular alcoholic drink in Guatemala but its consumption has been increasing in recent years. In 2021, wine registered double-digit volume growth, buoyed by the opening up of the on-trade and continued healthy growth through retail channels.
Although wine is still mainly only consumed by upper-income consumers, a large selection of wines is available from all over the world. With the lack of domestic production of wine in Guatemala, all products are imported.
Economy brands include Casillero del Diablo and Barefoot and they are widely promoted. For instance, Casillero del Diablo also launched a limited-edition Guatemalan wine.
The outlook for wine is positive over the forecast period. However, there are potential headwinds on the horizon.
It Is expected that rosé, white wine, as well as sparkling wine will register higher growth red wine over the forecast period. These types of wine are more suited to Guatemala’s hot climate and there will be further product launches over the forecast period.
Over the forecast period, European wines will gain further value share in Guatemala. Although Chilean wines have an important presence, European (mainly Spanish) wines are set to continue increasing in popularity as their price/value equation continues to improve in the forecast period.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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