According to Inter-American Development Bank (IADB), the Honduran economy grew by 3.5% in 2024, supported by an improvement in internal consumption and the positive performance of financial services, private construction, hotels and restaurants, and internal commerce. On the other hand, primary activities such as agriculture, livestock, forestry, and fishing declined.
Spirits, the second largest category, sustained positive demand in 2024. Low-priced brands contributed to the performance of the category because Hondurans, instead of leaving the category, traded down to more affordable brands. Aguardiente remains the largest category, although it lost relevance over the past two years of the review period. Rum sales increased in popularity, driven by white rum, which offers a broad range of brands in all price segments, along with flavoured products that appeal to young adults seeking sweeter tastes and easy-to-drink alcoholic beverages.
In 2024, the competitive landscape in Honduras remained largely unchanged, with Cerveceria Hondureña SA de CV as the outright leading player. Its flagship brand, Salva Vida, holds a strong position due to its tradition and local appeal, embodying the Orgullo Catracho (Proud Hondurans) spirit. Other notable brands in its portfolio include Barena, Michelob, Corona, and Imperial. Michelob, positioned in the premium price segment, has gained popularity for its light and refreshing taste. In 2024, the brand also sponsored Copa America and organised a promotional event with Walmart, allowing consumers who purchased Michelob Ultra to take a picture with the Copa America trophy.
Despite a decline in share due to reduced beer supply, small local grocers remains by far the largest sales channel for alcoholic beverages. This is largely because of the established presence of such outlets and the significance of beer and spirits in these stores. Known as pulperias, these small local grocers play a crucial role in Honduran culture, thanks to their deep-rooted traditions and widespread availability across the country. Customers can also buy products on credit in these stores, with storekeepers keeping track of their debts. These accounts usually include other grocery items, which customers pay off when they have the funds, often at the end of the week or month.
In 2024, sales of alcoholic drinks through the on-trade channel remained flat, after two years of double-digit growth rates. Security issues in Honduras have impacted socialising in bars, restaurants, and nightclubs, as there is more fear of going out, than two years ago, which is reflected in a deceleration in the number of transactions.
During the forecast period, total volume sales of alcoholic drinks are expected to see positive but modest growth. Economic conditions appear optimistic for this period, although significant increases are not anticipated. Private investment will likely remain low, and the economy will continue relying heavily on foreign markets and remittances. While these remittances have remained stable, they could be adversely affected by the immigration policies of American President Donald Trump, who is known for his strict deportation policies.
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
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