Alcoholic Drinks in Guatemala

June 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Guatemala 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 Guatemala, 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 Guatemala 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 Guatemala?
  • 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 Guatemala?
  • How are products distributed in Guatemala?
  • 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 Guatemala

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

Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2019-2024
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

Summary 1 Research Sources

Beer in Guatemala

KEY DATA FINDINGS

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
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
Lager price band methodology
Summary 2 Lager by Price Band 2024
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

Cider/Perry in Guatemala

KEY DATA FINDINGS

Cider/perry remains smallest category of alcoholic drinks market
Vinícola Centroamericana continues as leading player
Cider/perry has limited presence in on-trade channel
Development will hinge on strong marketing and promotional investment
Artisanal producers are gaining visibility
Zapote cider offers growth potential
Table 33 Sales of Cider/Perry: Total Volume 2019-2024
Table 34 Sales of Cider/Perry: Total Value 2019-2024
Table 35 Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 36 Sales of Cider/Perry: % Total Value Growth 2019-2024
Table 37 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2024
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2024
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2019-2024
Table 41 GBO Company Shares of Cider/Perry: % Total Volume 2020-2024
Table 42 NBO Company Shares of Cider/Perry: % Total Volume 2020-2024
Table 43 LBN Brand Shares of Cider/Perry: % Total Volume 2021-2024
Table 44 Forecast Sales of Cider/Perry: Total Volume 2024-2029
Table 45 Forecast Sales of Cider/Perry: Total Value 2024-2029
Table 46 Forecast Sales of Cider/Perry: % Total Volume Growth 2024-2029
Table 47 Forecast Sales of Cider/Perry: % Total Value Growth 2024-2029

Rtds in Guatemala

KEY DATA FINDINGS

Spirits based RTDs gain popularity amongst young adult consumers
Industrias Licoreras de Guatemala SA dominates sales
Sales remain highly focused on off-trade channel
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
Table 48 Sales of RTDs by Category: Total Volume 2019-2024
Table 49 Sales of RTDs by Category: Total Value 2019-2024
Table 50 Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 51 Sales of RTDs by Category: % Total Value Growth 2019-2024
Table 52 Sales of RTDs by Off-trade vs On-trade: Volume 2019-2024
Table 53 Sales of RTDs by Off-trade vs On-trade: Value 2019-2024
Table 54 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 55 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2019-2024
Table 56 GBO Company Shares of RTDs: % Total Volume 2020-2024
Table 57 NBO Company Shares of RTDs: % Total Volume 2020-2024
Table 58 LBN Brand Shares of RTDs: % Total Volume 2021-2024
Table 59 Forecast Sales of RTDs by Category: Total Volume 2024-2029
Table 60 Forecast Sales of RTDs by Category: Total Value 2024-2029
Table 61 Forecast Sales of RTDs by Category: % Total Volume Growth 2024-2029
Table 62 Forecast Sales of RTDs by Category: % Total Value Growth 2024-2029

Spirits in Guatemala

KEY DATA FINDINGS

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
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
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 3 Benchmark Brands 2024
Table 63 Sales of Spirits by Category: Total Volume 2019-2024
Table 64 Sales of Spirits by Category: Total Value 2019-2024
Table 65 Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 66 Sales of Spirits by Category: % Total Value Growth 2019-2024
Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2019-2024
Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2019-2024
Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2019-2024
Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2019-2024
Table 72 Sales of White Rum by Price Platform: % Total Volume 2019-2024
Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2019-2024
Table 74 Sales of English Gin by Price Platform: % Total Volume 2019-2024
Table 75 Sales of Vodka by Price Platform: % Total Volume 2019-2024
Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2019-2024
Table 77 GBO Company Shares of Spirits: % Total Volume 2020-2024
Table 78 NBO Company Shares of Spirits: % Total Volume 2020-2024
Table 79 LBN Brand Shares of Spirits: % Total Volume 2021-2024
Table 80 Forecast Sales of Spirits by Category: Total Volume 2024-2029
Table 81 Forecast Sales of Spirits by Category: Total Value 2024-2029
Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2024-2029
Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2024-2029

Wine in Guatemala

KEY DATA FINDINGS

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
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
Table 84 Sales of Wine by Category: Total Volume 2019-2024
Table 85 Sales of Wine by Category: Total Value 2019-2024
Table 86 Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 87 Sales of Wine by Category: % Total Value Growth 2019-2024
Table 88 Sales of Wine by Off-trade vs On-trade: Volume 2019-2024
Table 89 Sales of Wine by Off-trade vs On-trade: Value 2019-2024
Table 90 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 91 Sales of Wine by Off-trade vs On-trade: % Value Growth 2019-2024
Table 92 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2019-2024
Table 93 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2019-2024
Table 94 Sales of Still White Wine by Price Segment: % Off-trade Volume 2019-2024
Table 95 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2019-2024
Table 96 GBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
Table 97 NBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
Table 98 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2021-2024
Table 99 GBO Company Shares of Champagne: % Total Volume 2020-2024
Table 100 NBO Company Shares of Champagne: % Total Volume 2020-2024
Table 101 LBN Brand Shares of Champagne: % Total Volume 2021-2024
Table 102 GBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
Table 103 NBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
Table 104 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2021-2024
Table 105 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
Table 106 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
Table 107 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2021-2024
Table 108 GBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
Table 109 NBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
Table 110 LBN Brand Shares of Non-grape Wine: % Total Volume 2021-2024
Table 111 Forecast Sales of Wine by Category: Total Volume 2024-2029
Table 112 Forecast Sales of Wine by Category: Total Value 2024-2029
Table 113 Forecast Sales of Wine by Category: % Total Volume Growth 2024-2029
Table 114 Forecast Sales of Wine by Category: % Total Value Growth 2024-2029
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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 definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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