Alcoholic drinks in 2024: The big picture
The performance of the alcoholic drinks industry in Peru in 2024 was mixed, reflecting the broader challenges of a recovering yet fragile economy. Although the country posted an improvement in GDP, according to official data from the Peruvian Institute of Statistics and Informatics (INEI), economic gains were offset by continued inflationary pressures, a rising unemployment rate, and persistently high informality affecting most of the working population. These conditions led consumers to become more cautious with their spending, limiting companies’ ability to launch new products or drive category value.
2024 key trends
Lager beer continues to dominate the alcoholic drinks landscape in Peru, with mid-priced lager maintaining the highest sales penetration in 2024. Despite an overall decline driven by reduced consumer spending, the category remains highly relevant due to its affordability and constant promotional activity by major players such as AB InBev and Heineken. These factors contribute to its sustained consumer awareness and resilience in a challenging economic environment.
Competitive landscape
The economic crisis in Peru in 2024 significantly reshaped the competitive dynamics across alcoholic drinks, with economy-priced brands gaining ground as consumers increasingly prioritised affordability. This trend benefitted domestic spirits brands such as Cartavio, Tabernero and Queirolo, which offer more accessible price points compared to premium imports. However, the ongoing economic, social and political instability has weakened enforcement by police and customs authorities, allowing the illicit market to expand. Counterfeiting and adulteration of brands particularly through the refilling of premium bottles with inferior liquids emerged as major concerns, undermining consumer trust and legal sales.
Retail developments
In 2024, the retail landscape for alcoholic drinks in Peru experienced notable shifts, with Small Local Grocers, while still the dominant channel, seeing a decline in sales. This contraction came as modern retail channels gained ground across the country, becoming increasingly favoured by companies to drive consumption through promotional campaigns and broader product visibility.
On-trade vs off-trade split
The on-trade channel in Peru continues to show slow growth, still falling short of pre-pandemic levels. For lager beer by far the most consumed alcoholic drinks category consumption has remained largely oriented towards private settings since the pandemic, limiting opportunities for brands to significantly penetrate bars, restaurants, and events, which are considered mature in terms of volume.
What next for alcoholic drinks?
In the short term, the alcoholic drinks industry is expected to return to growth following a challenging 2023 and 2024, though competition will remain intense particularly in core categories such as beer, wine, and spirits like other blended Scotch, vodka, and gin. While official government indicators suggest improved macroeconomic conditions that could help moderate inflation and reignite consumption, persistent global trade tensions continue to pose a risk. Disruptions in international supply chains may constrain the pace of recovery, especially in categories reliant on imports.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Peru 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 Peru, 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 Peru 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 Peru?
- 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 Peru?
- How are products distributed in Peru?
- 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 Peru
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
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Peru
KEY DATA FINDINGS
Soft economic recovery and shifting consumption habits limit category performance
AB InBev retains leadership amid intensified competitive pressure
Modern retail gains momentum as discounters expand their footprint
Soft recovery expected to support modest growth and cautious innovation
Craft brewers target the on-trade channel to strengthen margins and reach
Rising interest in non-alcoholic and flavoured innovations expected to shape the category
Lager price band methodology
Cider/Perry in Peru
KEY DATA FINDINGS
New Somersby market exit reverses early signs of recovery
The Good Cider holds the lead while Sidra Calango reclaims second place
On-trade gains prominence as modern retail channels lose interest
Category faces key challenge in carving out space alongside RTDs
On-trade expected to remain the strategic focus for leading brands
Non-alcoholic cider could become a breakout subcategory
Rtds in Peru
KEY DATA FINDINGS
RTDs continue to drive growth in alcoholic drinks through flavour variety and strong value positioning
Four Loko holds the lead, but competitive intensity is increasing
Modern retail strengthens while on-trade and e-commerce remain niche
Continued growth likely, though brand concentration may increase amid price-based competition
Cans to remain the dominant format as brands favour practicality and branding opportunities
Flavour innovation and wellness trends support expansion into seltzers and premium-style RTDs
Spirits in Peru
KEY DATA FINDINGS
Category shows mixed results in 2024 amid economic and consumption shifts
International players expand share as local leaders face mounting pressure
On-trade expansion drives premiumisation as traditional channels lose relevance
Spirits set to benefit from improved economic conditions and renewed category investments
Young consumers drive flavour innovation as spirits follow RTD playbook
Non-alcoholic spirits benefit from rising awareness and mocktail culture
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Peru
KEY DATA FINDINGS
Economic uncertainty continues to constrain still wine consumption
Local leaders lose ground amid rising preference for imported wines
Modern distribution gains traction as small grocers lose share
Economic recovery expected to support category-wide growth, especially in still grape and non-alcoholic wines
Argentinian wines to remain the top import choice, while Chilean and Spanish brands recover
Local producers turn to heritage varietals to carve out a niche in a competitive market
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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