Alcoholic Drinks in Guatemala

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 fr... Euromonitor International's Alcoholic Drinks in Guatemala report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change. Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine. Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data. Why buy this report? * Get a detailed picture of the Alcoholic Drinks market; * Pinpoint growth sectors and identify factors driving change; * Understand the competitive environment, the market’s major players and leading brands; * Use five-year forecasts to assess how the market is predicted to develop. Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.


Alcoholic Drinks in Guatemala
Euromonitor International
June 2025
List Of Contents And Tables
ALCOHOLIC DRINKS IN GUATEMALA
EXECUTIVE SUMMARY
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?
MARKET BACKGROUND
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
MARKET INDICATORS
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2019-2024
MARKET DATA
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2024
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2024
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2024
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2024
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2020-2024
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2019-2024
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2024
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2024-2029
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2024-2029
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2024-2029
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
BEER IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY BACKGROUND
Lager price band methodology
Summary 2 Lager by Price Band 2024
CATEGORY DATA
Table 17 Sales of Beer by Category: Total Volume 2019-2024
Table 18 Sales of Beer by Category: Total Value 2019-2024
Table 19 Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 20 Sales of Beer by Category: % Total Value Growth 2019-2024
Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2019-2024
Table 22 Sales of Beer by Off-trade vs On-trade: Value 2019-2024
Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2019-2024
Table 25 Sales of Beer by Craft vs Standard 2019-2024
Table 26 GBO Company Shares of Beer: % Total Volume 2020-2024
Table 27 NBO Company Shares of Beer: % Total Volume 2020-2024
Table 28 LBN Brand Shares of Beer: % Total Volume 2021-2024
Table 29 Forecast Sales of Beer by Category: Total Volume 2024-2029
Table 30 Forecast Sales of Beer by Category: Total Value 2024-2029
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2024-2029
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2024-2029
WINE IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 33 Sales of Wine by Category: Total Volume 2019-2024
Table 34 Sales of Wine by Category: Total Value 2019-2024
Table 35 Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 36 Sales of Wine by Category: % Total Value Growth 2019-2024
Table 37 Sales of Wine by Off-trade vs On-trade: Volume 2019-2024
Table 38 Sales of Wine by Off-trade vs On-trade: Value 2019-2024
Table 39 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 40 Sales of Wine by Off-trade vs On-trade: % Value Growth 2019-2024
Table 41 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2019-2024
Table 42 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2019-2024
Table 43 Sales of Still White Wine by Price Segment: % Off-trade Volume 2019-2024
Table 44 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2019-2024
Table 45 GBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
Table 46 NBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
Table 47 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2021-2024
Table 48 GBO Company Shares of Champagne: % Total Volume 2020-2024
Table 49 NBO Company Shares of Champagne: % Total Volume 2020-2024
Table 50 LBN Brand Shares of Champagne: % Total Volume 2021-2024
Table 51 GBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
Table 52 NBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
Table 53 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2021-2024
Table 54 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
Table 55 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
Table 56 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2021-2024
Table 57 GBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
Table 58 NBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
Table 59 LBN Brand Shares of Non-grape Wine: % Total Volume 2021-2024
Table 60 Forecast Sales of Wine by Category: Total Volume 2024-2029
Table 61 Forecast Sales of Wine by Category: Total Value 2024-2029
Table 62 Forecast Sales of Wine by Category: % Total Volume Growth 2024-2029
Table 63 Forecast Sales of Wine by Category: % Total Value Growth 2024-2029
SPIRITS IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 3 Benchmark Brands 2024
CATEGORY DATA
Table 64 Sales of Spirits by Category: Total Volume 2019-2024
Table 65 Sales of Spirits by Category: Total Value 2019-2024
Table 66 Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 67 Sales of Spirits by Category: % Total Value Growth 2019-2024
Table 68 Sales of Spirits by Off-trade vs On-trade: Volume 2019-2024
Table 69 Sales of Spirits by Off-trade vs On-trade: Value 2019-2024
Table 70 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 71 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2019-2024
Table 72 Sales of Dark Rum by Price Platform: % Total Volume 2019-2024
Table 73 Sales of White Rum by Price Platform: % Total Volume 2019-2024
Table 74 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2019-2024
Table 75 Sales of English Gin by Price Platform: % Total Volume 2019-2024
Table 76 Sales of Vodka by Price Platform: % Total Volume 2019-2024
Table 77 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2019-2024
Table 78 GBO Company Shares of Spirits: % Total Volume 2020-2024
Table 79 NBO Company Shares of Spirits: % Total Volume 2020-2024
Table 80 LBN Brand Shares of Spirits: % Total Volume 2021-2024
Table 81 Forecast Sales of Spirits by Category: Total Volume 2024-2029
Table 82 Forecast Sales of Spirits by Category: Total Value 2024-2029
Table 83 Forecast Sales of Spirits by Category: % Total Volume Growth 2024-2029
Table 84 Forecast Sales of Spirits by Category: % Total Value Growth 2024-2029
CIDER/PERRY IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Cider/perry remains smallest category of alcoholic drinks market
Vinícola Centroamericana continues as leading player
Cider/perry has limited presence in on-trade channel
PROSPECTS AND OPPORTUNITIES
Development will hinge on strong marketing and promotional investment
Artisanal producers are gaining visibility
Zapote cider offers growth potential
CATEGORY DATA
Table 85 Sales of Cider/Perry: Total Volume 2019-2024
Table 86 Sales of Cider/Perry: Total Value 2019-2024
Table 87 Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 88 Sales of Cider/Perry: % Total Value Growth 2019-2024
Table 89 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2024
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2024
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2019-2024
Table 93 GBO Company Shares of Cider/Perry: % Total Volume 2020-2024
Table 94 NBO Company Shares of Cider/Perry: % Total Volume 2020-2024
Table 95 LBN Brand Shares of Cider/Perry: % Total Volume 2021-2024
Table 96 Forecast Sales of Cider/Perry: Total Volume 2024-2029
Table 97 Forecast Sales of Cider/Perry: Total Value 2024-2029
Table 98 Forecast Sales of Cider/Perry: % Total Volume Growth 2024-2029
Table 99 Forecast Sales of Cider/Perry: % Total Value Growth 2024-2029
RTDS IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Spirits based RTDs gain popularity amongst young adult consumers
Industrias Licoreras de Guatemala SA dominates sales
Sales remain highly focused on off-trade channel
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 100 Sales of RTDs by Category: Total Volume 2019-2024
Table 101 Sales of RTDs by Category: Total Value 2019-2024
Table 102 Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 103 Sales of RTDs by Category: % Total Value Growth 2019-2024
Table 104 Sales of RTDs by Off-trade vs On-trade: Volume 2019-2024
Table 105 Sales of RTDs by Off-trade vs On-trade: Value 2019-2024
Table 106 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 107 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2019-2024
Table 108 GBO Company Shares of RTDs: % Total Volume 2020-2024
Table 109 NBO Company Shares of RTDs: % Total Volume 2020-2024
Table 110 LBN Brand Shares of RTDs: % Total Volume 2021-2024
Table 111 Forecast Sales of RTDs by Category: Total Volume 2024-2029
Table 112 Forecast Sales of RTDs by Category: Total Value 2024-2029
Table 113 Forecast Sales of RTDs by Category: % Total Volume Growth 2024-2029
Table 114 Forecast Sales of RTDs by Category: % Total Value Growth 2024-2029

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