Alcoholic drinks in 2024: The big picture
The economy in Paraguay in 2024 performed better than it did in the previous year, seeing stable inflation, which is enabling Paraguay to emerge as one of the best performing countries in Latin America. Following the Paraguayan Central Bank estimation for 2024, GDP grew 4.1%, while inflation for the end of the year reached 3.8%, remaining relatively stable from 3.7% recorded in 2023. Annual growth was driven by strong investment and robust household consumption, a result of government efforts to increase disposable income.
2024 key trends
Generally, demand for beer benefits from economic stability and population growth. Beer is by far the largest category of alcoholic drinks in Paraguay. For this reason, Paraguay has 73 litres per capita of beer, one of the highest rates in Latin America, where lager remains the most popular type of beer, with lighter varieties such as pilsner dominating sales. It is important to note that in recent years, the beer category has evolved significantly towards lighter Pilsen beers, with a low IBU (international bitterness unit). Following this trend, Cía Cervecera Asuncion with the intention of anticipating the launch of Michelob Ultra introduced Munich Ultra, a new beer concept with a lower alcohol content (3.4 ABV), and lower calorie content at the end of 2023. Additionally, Cerveceria Paraguaya SA (AB-Inbev) launched Michelob Ultra in March 2024. It is important to mention, that both new product developments achieved impressive results during 2024. Moreover, Munich Ultra was fuelled by a second innovation, with the launch of Munich Utra gluten free available in 275ml and 600ml glass bottles, and 260ml aluminium cans at the beginning of 2024. Imported beer was also popular driven by a wider penetration in both modern grocery retailers and small local grocers, and by the entry of new players, such as Cerveza Imperio, imported from Brazil since September 2024. The new brand is available in four beer varieties.
Competitive landscape
Cervecería Paraguaya SA is the leading player in alcoholic drinks. It produces the Ouro Fino, Brahma, Brahma Sub Zero, Skol, Budweiser 66, Pilsen, Corona, Michelob Ultra brands and Mike’s, present in beer and RTDs categories. However, the company witnessed a decline in its volume share in 2024. Although the company witnessed the growing popularity of its Ouro Fino, Budweiser 66, Corona and Michelob Ultra brands in 2024, the company lost some ground against Cía Cerveceria Asuncion, which occupied second position in terms of volume share, with this company competing in beer as well as in RTDs categories. The company is present with the Polar and Munich beer brands, which performed well in 2024.
Retail developments
As of 2024, small local grocers accounted for the bulk of volume sales. However, supermarkets and hypermarkets are increasing their share of alcoholic drinks’ sales in Paraguay. There are a couple of large supermarkets and hypermarkets in the country, although most are concentrated in the capital city Asuncion. Modernisation of retailing occurs mainly in the metropolitan area of the capital. However, there are some exceptions, such as Superseis, which is also present in other urban regions as the chain had around 32 stores located in 12 cities in 2024.
On-trade vs off-trade split
The on-trade channel continues to grow aligned with the positive economic scenario experienced during the last years of the review period, which encouraged several new restaurants and bars to open in 2024. The on-trade grows organically, with not much funding from manufacturers/distributors supporting on-trade campaigns. On-trade establishments, to compete, therefore have to be creative with their cocktail offerings and frequent engagement in promotions.
What next for alcoholic drinks?
The country’s GDP is expected to climb 3.6% in 2025, making Paraguay one of the strongest economies in the region. In this regard, the World Bank (WB) updated its global economic projections and placed Paraguay as the second-fastest-growing economy in 2024, behind Argentina. Consequently, income levels will rise and living standards will improve once more, resulting in the further expansion of the middle class and a further erosion of poverty.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Paraguay 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 Paraguay, 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 Paraguay 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 Paraguay?
- 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 Paraguay?
- How are products distributed in Paraguay?
- 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 Paraguay
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
Positive growth of beer volume sales aligned with an improving economic scenario, while the health trend stimulates the popularity of non/low alcoholic beer
Cerveceria Paraguaya holds a dominant position although it loses ground to Compañía Cervecera Asuncion
Small local grocers remains the leading channel while supermarkets achieves the fastest growth
Prospects and Opportunities
Beer sales continue growing despite the category’s increasing maturity
Non-alcoholic beer gains further momentum driven by increasing concerns over alcohol intake
New product development invigorates new premium beer options
Category Data
Key Data Findings
2024 Developments
Upbeat growth of wine sales fostered by economic stability and rising incomes
Low import taxes present an opportunity for importers
Supermarkets leads in wine sales while the on-trade gains ground in 2024
Prospects and Opportunities
Forecast period sales growth of wine as the category increasingly competes with beer alternatives
The popularity of still white wine ramps up fuelled by warm weather and the presence of more imports
Non-alcoholic wine unlikely to increase in popularity due to its taste profile
Category Data
Key Data Findings
2024 Developments
Spirits sales decrease in the main due to a strong reduction in caña with a mature profile
Grupo AJ Vierci solidifies its presence through a joint venture with Compañía Cervecerías Unidas (CCU)
Further gains for modern grocery retailers aligned with a decrease in caña (other spirits) sales, which mostly take place via small local grocers
Prospects and Opportunities
Stagnation for spirits sales as the large caña category continues to lose popularity and more niche premium offerings gather momentum
Bitters plays a more important role in spirits over the forecast period
Contraband decreases as the Argentine peso appreciates and prices in Argentina rise
Category Data
Key Data Findings
2024 Developments
Double-digit growth of cider as surplus stock in Argentina is sold in Paraguay at heavily discounted prices
Cider is led by Grupo AJ Vierci and its popular Preferida brand
Small local grocers accounts for the majority of cider sales
Prospects and Opportunities
Moderate growth of cider/perry sales over the forecast period
Cider suffers competition from the growing popularity of other sparkling wine
Industry players focus on premiumisation through new product development and extension of consumption occasions
Category Data
Key Data Findings
2024 Developments
Strong growth of RTDs sales driven by growing consumption among young adults
Smirnoff Ice retains its outright lead, though the Dr Lemon brand gains momentum
Supermarkets and small local grocers lead, while retail e-commerce generates strong growth from a low base
Prospects and Opportunities
Upbeat growth projected for RTDs driven by intense product innovation aimed at widening the consumer base
Hard seltzers enters Paraguay driven by the health and wellness trend
Beer has the potential to lose share to RTDs over the forecast period
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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