Alcoholic drinks in 2024: The big picture
According to Inter-American Development Bank (IADB), the Honduran economy grew by 3.5% in 2024, supported by an improvement in internal consumption and the positive performance of financial services, private construction, hotels and restaurants, and internal commerce. On the other hand, primary activities such as agriculture, livestock, forestry, and fishing declined.
2024 key trends
Spirits, the second largest category, sustained positive demand in 2024. Low-priced brands contributed to the performance of the category because Hondurans, instead of leaving the category, traded down to more affordable brands. Aguardiente remains the largest category, although it lost relevance over the past two years of the review period. Rum sales increased in popularity, driven by white rum, which offers a broad range of brands in all price segments, along with flavoured products that appeal to young adults seeking sweeter tastes and easy-to-drink alcoholic beverages.
Competitive landscape
In 2024, the competitive landscape in Honduras remained largely unchanged, with Cerveceria Hondureña SA de CV as the outright leading player. Its flagship brand, Salva Vida, holds a strong position due to its tradition and local appeal, embodying the Orgullo Catracho (Proud Hondurans) spirit. Other notable brands in its portfolio include Barena, Michelob, Corona, and Imperial. Michelob, positioned in the premium price segment, has gained popularity for its light and refreshing taste. In 2024, the brand also sponsored Copa America and organised a promotional event with Walmart, allowing consumers who purchased Michelob Ultra to take a picture with the Copa America trophy.
Retail developments
Despite a decline in share due to reduced beer supply, small local grocers remains by far the largest sales channel for alcoholic beverages. This is largely because of the established presence of such outlets and the significance of beer and spirits in these stores. Known as pulperias, these small local grocers play a crucial role in Honduran culture, thanks to their deep-rooted traditions and widespread availability across the country. Customers can also buy products on credit in these stores, with storekeepers keeping track of their debts. These accounts usually include other grocery items, which customers pay off when they have the funds, often at the end of the week or month.
On-trade vs off-trade split
In 2024, sales of alcoholic drinks through the on-trade channel remained flat, after two years of double-digit growth rates. Security issues in Honduras have impacted socialising in bars, restaurants, and nightclubs, as there is more fear of going out, than two years ago, which is reflected in a deceleration in the number of transactions.
What next for alcoholic drinks?
During the forecast period, total volume sales of alcoholic drinks are expected to see positive but modest growth. Economic conditions appear optimistic for this period, although significant increases are not anticipated. Private investment will likely remain low, and the economy will continue relying heavily on foreign markets and remittances. While these remittances have remained stable, they could be adversely affected by the immigration policies of American President Donald Trump, who is known for his strict deportation policies.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Honduras 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 Honduras, 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 Honduras 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 Honduras?
- 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 Honduras?
- How are products distributed in Honduras?
- 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 Honduras
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
Operating Environment
Contraband/parallel trade
Duty free
Cross-border/private imports
Key New Product Launches
Outlook
DISCLAIMER
Key Data Findings
2024 Developments
Sales of beer decline in 2024
Cervecería Hondureña continues to dominate sales of beer
Small local grocers remains the natural channel for beer
Prospects and Opportunities
Moderate but positive volume sales growth of beer over the forecast period
Non/low alcohol beer is not appealing to Hondurans
Development of different pack sizes provides an area of opportunity for industry players
Category Data
Key Data Findings
2024 Developments
Growing interest of Hondurans in wine
Wine offering relies on imported products
Food/drink/tobacco specialists and modern grocery retailers account for the majority of wine sales
Prospects and Opportunities
The development of a wine culture provides an opportunity for sales growth
Offer of wine is focused on higher-priced segment
Mining company Auras Minosa invests in viticulture with the aim of producing local wine and boosting economic growth through job creation
Category Data
Key Data Findings
2024 Developments
Sales of spirits grow but consumers trade down to more affordable brands
Distribuidora Itsmania leads in the fragmented spirits competitive landscape
Smalll local grocers remains the most popular channel, while modern grocers achieve the strongest growth
Prospects and Opportunities
Aguardiente remains the most popular category, though its popularity stagnates somewhat over the forecast period
Innovations focus on premium products
Category Data
2024 Developments
Cider/perry remains a negligible category in Honduras
Brands of Spanish origin characterise this highly niche category in Honduras
Modern grocery retailers and food/drink/tobacco specialists stock cider/perry on a seasonal basis
Prospects and Opportunities
Poor prospects for the development of cider/perry over the forecast period
Category Data
Key Data Findings
2024 Developments
Preference for easy-to-drink beverages drives sales of RTDs
Distribuidora Itsmania remains the leading player
RTDs are mostly available through supermarkets and hypermarkets
Prospects and Opportunities
RTDs continues to perform well over the forecast period
Consumers opt to reduce their alcohol consumption over complete abstinence
Opportunities for domestic companies to innovate in a category dominated by foreign brands
Category Data
The following categories and subcategories are included:
Alcoholic Drinks
-
-
- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
-
- Flavoured/Mixed Lager
-
-
- Domestic Premium Lager
- Imported Premium Lager
-
- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
-
- Domestic Economy Lager
- Imported Economy Lager
-
-
-
- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
-
- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
-
-
- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
-
-
- Regular Cider/Perry
- Non Alcoholic Cider/Perry
-
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
-
-
- Brandy
- Cognac
-
- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
-
-
- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
-
- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
-
- Tequila (and Mezcal)
-
- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
-
-
- Blended Malt Scotch Whisky
-
- 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
-
- Other Whiskies
-
-
-
- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
-
-
- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
-
-
- 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
-
-
-
- Port
- Sherry
- Vermouth
- Other Fortified Wine
-
- 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
-
- Champagne
- Other Sparkling Wine
-
- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
-
Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsWhy 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 report originates from Passport, our Alcoholic Drinks research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!