Alcoholic drinks in 2024: The big picture
According to the International Monetary Fund (IMF), the Salvadoran economy grew by 3% in 2024. This is supported by the positive performance of activities, such as construction and tourism, which have compensated for the drop in manufacturing and the reduction in external demand, mainly from the United States, the leading destination for exports.
2024 key trends
Beer is the most important category within alcoholic drinks, and in 2024 total volume sales remained flat. The price increases recorded during the year constrained demand. Salvadorans prefer domestic beer, in particular brands in the mi-priced segment. Premium brands, however, which represent a small proportion of sales, achieved the strongest increase in popularity, driven by brands, such as Michelob Ultra, that appeals to consumers because it has a low-calorie count.
Competitive landscape
The competitive landscape remained almost unchanged during the review period, and in 2024, Industrias La Constancia SA retained its leading position in alcoholic drinks, leveraged on the success of brands such as Pilsener, Golden, Corona, and Michelob. Pilsener, a local brand, is the outright leading brand, supported by its long-standing presence in the country and being part of Salvadorian culture.
Retail developments
No significant changes have been observed in the distribution of alcoholic drinks, with supermarkets and hypermarkets remaining the most popular and dynamic channels. The success of these channels can be attributed to ongoing promotional efforts and discounts that appeal to consumers seeking budget-friendly options. Additionally, food/drink/tobacco specialists play an important role in the distribution of premium products. Small local grocers have limited distribution because, in the country, a licence is required to sell beverages with an abv content of more than 6%.
On-trade vs off-trade split
Sales of alcoholic drinks in the on-trade channel continue to decline. Despite improved security in El Salvador, which makes people feel safer visiting restaurants, bars, and nightclubs, the strict enforcement of drinking and driving laws has deterred on-trade sales due to a zero-tolerance policy for alcohol. The legal limit can be easily exceeded, as two and a half beers can produce a positive alcohol test. Furthermore, increased scrutiny from authorities regarding updated operating permits has led to the closure of many venues throughout 2024, prompting consumers to shift their drinking habits towards home consumption.
What next for alcoholic drinks?
Over the forecast period, the total volume sales of alcoholic drinks are expected to experience moderate growth. While economic conditions seem promising, substantial increases are not expected. Private investment is likely to stay low, and the economy will continue to depend significantly on foreign markets and remittances. Although these remittances have remained stable, they could be negatively impacted by the immigration policies of US President Donald Trump, who is recognised for his stringent deportation measures.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in El Salvador 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 El Salvador, 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 El Salvador 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 El Salvador?
- 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 El Salvador?
- How are products distributed in El Salvador?
- 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 El Salvador
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Taxation and Duty Levies
Operating Environment
Contraband/parallel trade
Duty free
Cross-border/private imports
Key New Product Launches
Outlook
DISCLAIMER
Key Data Findings
2024 Developments
Price increases impact volume sales
Industrias La Constancia retains its outright leadership
Supermakets remains the most important distribution channel, although small local grocers also fares well
Prospects and Opportunities
Steady forecast period growth for beer sales
Non/low alcohol beer remains a small category
Innvoations oreintate towards larger presentations
Category Data
Key Data Findings
2024 Developments
Growing interet among Salvadorans to explore the world of wine
The wine offering in the country is mostly comprised of imported products
Modern retailers account for the majority of wine sales
Prospects and Opportunities
Wine sales achieve steady growth over the forecast period
Non-alcoholic wine fails to attract consumers
Lighter and sweeter wines gain relevance over the forecast period
Category Data
Key Data Findings
2024 Developments
Spirits sales sustain a postive performance in 2024
Distribuidora Salvadoreña SA de CV remains the top player in spirits
Modern retailers are key distributors of alcoholic drinks, including spirits
Prospects and Opportunities
Aguardiente continues to drive sales of spirits
Eye-catching bottles and sweeter flavours continue to emerge
Lower alcohol content and new flavours are the focus of innovation
Category Data
2024 Developments
Cider/perry sales remain negligible due to a lack of availability, no consumption tradition and high prices
Imported brands remain the most popular, especially around Christmas and New Year
Limited distribution to upmarket food/drink/tobacco specialists due to a lack of demand
Prospects and Opportunities
Forecast period sales of cider/perry remain negligible and limited to the Christmas and New Year period
Category Data
Key Data Findings
2024 Developments
Sales of RTDs are driven by preferences for low alcohol products
Smirnoff Ice continues to lead, regaining some ground in 2024 after losing share to new brand entrants
Modern grocery retailers are the main channel for RTDs
Prospects and Opportunities
RTDs continues to see positive growth over the forecast period
Moderation preferred over abstinence
Opportunities for domestic companies to innovate in RTDs
Category Data
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
- 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.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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