Alcoholic Drinks in Guatemala - Research and Markets

It was a positive picture for alcoholic drinks in Guatemala in 2023, with moderate volume and constant value growth, in spite of high inflation and also social unrest.

The 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 (2019-2023), 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 2028 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.

EXECUTIVE SUMMARY

Alcoholic drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing 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
On-trade establishments

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2023

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 2018-2023

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2023
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2023
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2023
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2023
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2019-2023
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2018-2023
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2023
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2023-2028
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2023-2028
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2023-2028
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 2 Research Sources

BEER IN GUATEMALAKEY DATA FINDINGS

2023 DEVELOPMENTS

Moderate volume growth in 2023
Continued growth of low-alcohol offerings
Significant hikes in packaging costs leads to price rises

PROSPECTS AND OPPORTUNITIES

Craft beer an emerging segment
Imported premium beers gain value share
Small local grocers remain a priority for beer players

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2023
Table 17 Number of Breweries 2018-2023

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2018-2023
Table 19 Sales of Beer by Category: Total Value 2018-2023
Table 20 Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 21 Sales of Beer by Category: % Total Value Growth 2018-2023
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2018-2023
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2018-2023
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2018-2023
Table 26 GBO Company Shares of Beer: % Total Volume 2019-2023
Table 27 NBO Company Shares of Beer: % Total Volume 2019-2023
Table 28 LBN Brand Shares of Beer: % Total Volume 2019-2023
Table 29 Forecast Sales of Beer by Category: Total Volume 2023-2028
Table 30 Forecast Sales of Beer by Category: Total Value 2023-2028
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2023-2028
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2023-2028

WINE IN GUATEMALAKEY DATA FINDINGS

2023 DEVELOPMENTS

Buoyant volume growth in 2023
Competitive landscape highly fragmented
Specialist wine shops popular, though losing volume share to supermarkets

PROSPECTS AND OPPORTUNITIES

Further modest volume growth over forecast period
Spanish wines make gains and organic emerging segment
Importers look to widen distribution

CATEGORY DATA

Table 33 Sales of Wine by Category: Total Volume 2018-2023
Table 34 Sales of Wine by Category: Total Value 2018-2023
Table 35 Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 36 Sales of Wine by Category: % Total Value Growth 2018-2023
Table 37 Sales of Wine by Off-trade vs On-trade: Volume 2018-2023
Table 38 Sales of Wine by Off-trade vs On-trade: Value 2018-2023
Table 39 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 40 Sales of Wine by Off-trade vs On-trade: % Value Growth 2018-2023
Table 41 Forecast Sales of Wine by Category: Total Volume 2023-2028
Table 42 Forecast Sales of Wine by Category: Total Value 2023-2028
Table 43 Forecast Sales of Wine by Category: % Total Volume Growth 2023-2028
Table 44 Forecast Sales of Wine by Category: % Total Value Growth 2023-2028

SPIRITS IN GUATEMALAKEY DATA FINDINGS

2023 DEVELOPMENTS

Moderate volume growth, in spite of price rises
Botrán launches non-alcoholic rum
Tequila on the rise

PROSPECTS AND OPPORTUNITIES

Whiskies continues on positive growth trajectory
Growth slows for e-commerce
Industrias Licoreras de Guatemala continues to dominate

CATEGORY DATA

Table 45 Sales of Spirits by Category: Total Volume 2018-2023
Table 46 Sales of Spirits by Category: Total Value 2018-2023
Table 47 Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 48 Sales of Spirits by Category: % Total Value Growth 2018-2023
Table 49 Sales of Spirits by Off-trade vs On-trade: Volume 2018-2023
Table 50 Sales of Spirits by Off-trade vs On-trade: Value 2018-2023
Table 51 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 52 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2018-2023
Table 53 GBO Company Shares of Spirits: % Total Volume 2019-2023
Table 54 NBO Company Shares of Spirits: % Total Volume 2019-2023
Table 55 LBN Brand Shares of Spirits: % Total Volume 2019-2023
Table 56 Forecast Sales of Spirits by Category: Total Volume 2023-2028
Table 57 Forecast Sales of Spirits by Category: Total Value 2023-2028
Table 58 Forecast Sales of Spirits by Category: % Total Volume Growth 2023-2028
Table 59 Forecast Sales of Spirits by Category: % Total Value Growth 2023-2028

CIDER/PERRY IN GUATEMALA

2023 DEVELOPMENTS

Cider/perry remains a negligible presence in Guatemala
Recent launch of Fun Wine, with a “better for you” positioning
Awareness remains low

PROSPECTS AND OPPORTUNITIES

Limited growth projected for cider/perry
Cider/perry faces serious competition from RTDs

RTDS IN GUATEMALAKEY DATA FINDINGS

2023 DEVELOPMENTS

Continuing healthy volume growth
Affordability and convenience of RTDs widens consumer base
Marketing targeted at younger consumers

PROSPECTS AND OPPORTUNITIES

Players look to increase volume sales though on-trade
RTDs serve as initial introduction for younger consumers to spirits
Further offerings reflecting local tastes

CATEGORY DATA

Table 60 Sales of RTDs by Category: Total Volume 2018-2023
Table 61 Sales of RTDs by Category: Total Value 2018-2023
Table 62 Sales of RTDs by Category: % Total Volume Growth 2018-2023
Table 63 Sales of RTDs by Category: % Total Value Growth 2018-2023
Table 64 Sales of RTDs by Off-trade vs On-trade: Volume 2018-2023
Table 65 Sales of RTDs by Off-trade vs On-trade: Value 2018-2023
Table 66 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 67 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2018-2023
Table 68 GBO Company Shares of RTDs: % Total Volume 2019-2023
Table 69 NBO Company Shares of RTDs: % Total Volume 2019-2023
Table 70 LBN Brand Shares of RTDs: % Total Volume 2019-2023
Table 71 Forecast Sales of RTDs by Category: Total Volume 2023-2028
Table 72 Forecast Sales of RTDs by Category: Total Value 2023-2028
Table 73 Forecast Sales of RTDs by Category: % Total Volume Growth 2023-2028
Table 74 Forecast Sales of RTDs by Category: % Total Value Growth 2023-2028

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