Alcoholic drinks in 2024: The big picture
Volume sales of alcoholic drinks in Guatemala saw healthy growth in 2024, marking a significant improvement over the previous year. In 2023, the market faced several challenges, including heightened political uncertainty surrounding the presidential elections, which led to more cautious consumer spending. In addition, a global shortage of glass affected supply chains, particularly in the first quarter, disrupted the availability of many bottled alcoholic beverages. By contrast, 2024 benefited from a more favourable economic outlook. As inflation eased and disposable incomes increased, consumers became more willing to spend on discretionary items, including alcoholic drinks. Additionally, the continued revival of tourism and social activity provided a strong boost to demand.
2024 key trends
Beer remains the most widely consumed alcoholic beverage in Guatemala, thanks to its deep-rooted cultural presence in social settings. Its broad price range makes it accessible to consumers across all income levels, while the variety of styles - from lighter to stronger options - caters to diverse tastes and preferences. Additionally, Guatemala’s warm climate plays a key role in sustaining beer’s popularity, and as such, it represents a refreshing and versatile choice for virtually any occasion.
Competitive landscape
Cervecería Centroamericana SA. was the leading company in the overall alcoholic drinks market in 2024, having steadily increased its share of volume sales over the review period. The company produces several well-known beer brands, including Gallo, Dora Ice, Monte Carlo and Cabro. The second most important player in alcoholic drinks is AmBev Centroamérica SA, which also operates within beer. Together, Cervecería Centroamericana and AmBev Centroamérica hold a virtual monopoly over the beer market, making it extremely difficult for competing brands outside of these two companies to gain a foothold.
Retail developments
Small local grocers remained the leading off-trade channel for alcoholic drinks purchases in Guatemala in 2024, as consumers are still accustomed to buying a wide range of products - including alcohol - through these traditional outlets. However, the modern trade channel, comprising supermarkets, hypermarkets and discounters, gained increasing relevance during the year. This was largely driven by a high concentration of promotions and special offers, which successfully attracted a growing number of consumers.
On-trade vs off-trade split
In 2024, the Guatemalan alcoholic drinks market remained heavily skewed towards off-trade consumption, accounting for more than three quarters of total volume sales. This reflects the continued dominance of traditional retail channels such as small local grocers, as well as growing traction in modern retail and e-commerce. However, on-trade volume is showing steady growth, thanks to the resurgence of tourism, greater consumer mobility, and increased social gatherings. Due to price differences between channels, on-trade has a much greater relevance in terms of value, rather than in volume sales, representing almost half of the former.
What next for alcoholic drinks?
Although Guatemala is the largest economy in Central America, this has not yet translated into broad-based poverty reduction. A large proportion of the population - primarily rural and indigenous communities - remains underserved in terms of healthcare, education, infrastructure and income opportunities. As a result, while alcoholic drinks is expected to continue growing over the forecast period, this will largely be driven by beer and aguardiente, which are the most widely consumed and also the most affordable in terms of price.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Guatemala 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 Guatemala, 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 Guatemala 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 Guatemala?
- 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 Guatemala?
- How are products distributed in Guatemala?
- 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 Guatemala
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
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Guatemala
KEY DATA FINDINGS
Beer sees continuation of positive growth trend, despite its maturity
Cerveceria Centroamericana SA remains leading and most dynamic player
Distribution landscape remains stable, with small local grocers leading off-trade sales
Continued growth expected, with premium brands having significant potential
Non alcoholic beer to receive a boost from launch of new brands
Craft beer, although remaining niche, will see sustained growth
Lager price band methodology
Cider/Perry in Guatemala
KEY DATA FINDINGS
Cider/perry remains smallest category of alcoholic drinks market
Vinícola Centroamericana continues as leading player
Cider/perry has limited presence in on-trade channel
Development will hinge on strong marketing and promotional investment
Artisanal producers are gaining visibility
Zapote cider offers growth potential
Rtds in Guatemala
KEY DATA FINDINGS
Spirits based RTDs gain popularity amongst young adult consumers
Industrias Licoreras de Guatemala SA dominates sales
Sales remain highly focused on off-trade channel
RTDs will continue to grow, driven by spirit-based varieties
On-trade channel offers scope for development
Diverse flavours and influencer campaigns to fuel growth among young consumers
Spirits in Guatemala
KEY DATA FINDINGS
Spirits sales continue to rise, led by aguardiente and growing interest in tequila
Industrias Licoreras de Guatemala SA continues to dominate the spirits market
Small grocers retailers the most important channel for spirits
English gin to lead growth, but aguardiente will remain dominant
Industrias Licoreras de Guatemala will continue to dominate the market
Health-conscious consumers drive demand for lower-alcohol spirits
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Guatemala
KEY DATA FINDINGS
Wine sales stabilise after period of buoyant growth
Competitive landscape is characterised by large network of importers
Off-trade channel, especially supermarkets, continue to dominate sales
Guatemala’s wine market poised for steady growth driven by rising demand for white wine and expanded retail presence
Wine-related events and tastings could drive sales amongst higher-income consumers
Premium offerings see further expansion as consumers become more knowledgeable about wine options
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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- 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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