Table of Content

Alcoholic Drinks in Guatemala
Euromonitor International
May 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
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
Table 1 Number of On-trade Establishments by Type 2016-2020
TAXATION AND DUTY LEVIES
Table 2 Taxation and Duty Levies on Alcoholic Drinks 2020
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 3 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020
MARKET DATA
Table 4 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 5 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 6 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 7 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 12 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 13 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 14 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 16 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 18 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Lockdown collapsed on-trade sales while off-trade channels benefited from home seclusion in 2020
Craft beer sustained some level of consumer demand
Players turned to social media to facilitate the consumption shift from on-trade to off-trade
RECOVERY AND OPPORTUNITIES
Revival of on-trade outlets will drive recovery in 2021
The pandemic may have lingering implications in the forecast period
Long-standing history of beer in Guatemala will support growth
CATEGORY BACKGROUND
Summary 2 Lager by Price Band 2020
Table 19 Number of Breweries 2014-2020
CATEGORY DATA
Table 20 Sales of Beer by Category: Total Volume 2015-2020
Table 21 Sales of Beer by Category: Total Value 2015-2020
Table 22 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 23 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 24 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 25 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 26 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 27 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 28 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 29 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 30 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 31 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 32 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
On-trade sales declined in light of the mandated closures in 2020
Some product shortages permeated in 2020
Promotions were used to drive consumption under lockdown
RECOVERY AND OPPORTUNITIES
Resurgence of on-trade channels will drive recovery in the forecast period
Consumers will be eager to try new offerings
European brands set to drive sales
CATEGORY DATA
Table 35 Sales of Wine by Category: Total Volume 2015-2020
Table 36 Sales of Wine by Category: Total Value 2015-2020
Table 37 Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 38 Sales of Wine by Category: % Total Value Growth 2015-2020
Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020
Table 40 Sales of Wine by Off-trade vs On-trade: Value 2015-2020
Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020
Table 43 Forecast Sales of Wine by Category: Total Volume 2020-2025
Table 44 Forecast Sales of Wine by Category: Total Value 2020-2025
Table 45 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025
Table 46 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Demand negatively impacted by economic uncertainty and trading down in 2020
Tequila (and mezcal) showed some resistance in face of the pandemic
Lack of social activities provided an obstacle to growth
RECOVERY AND OPPORTUNITIES
Traditionally preferred spirits will drive recovery in the beginning of the forecast period
Limited consumer base will moderate the growth potential of tequila
Price will restrain the appeal of certain spirits
CATEGORY DATA
Table 47 Sales of Spirits by Category: Total Volume 2015-2020
Table 48 Sales of Spirits by Category: Total Value 2015-2020
Table 49 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 50 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 51 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 52 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 53 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 54 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 55 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 56 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 57 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 58 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 59 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 60 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 61 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025
2020 IMPACT
RECOVERY AND OPPORTUNITIES
KEY DATA FINDINGS
2020 IMPACT
Healthy off-trade growth was not able to outweigh the negative effects of the pandemic in 2020
Local preferences fuelled demand for spirit-based RTDs
Successful domestic players engaged in product launches and marketing campaigns
RECOVERY AND OPPORTUNITIES
Recovery in the forecast period will be supported by compatibility with at-home consumption
Spirit-based RTDs will drive sales
Product launches will have to meet demands of young adults
CATEGORY DATA
Table 62 Sales of RTDs by Category: Total Volume 2015-2020
Table 63 Sales of RTDs by Category: Total Value 2015-2020
Table 64 Sales of RTDs by Category: % Total Volume Growth 2015-2020
Table 65 Sales of RTDs by Category: % Total Value Growth 2015-2020
Table 66 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020
Table 67 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020
Table 68 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 69 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020
Table 70 GBO Company Shares of RTDs: % Total Volume 2016-2020
Table 71 NBO Company Shares of RTDs: % Total Volume 2016-2020
Table 72 LBN Brand Shares of RTDs: % Total Volume 2017-2020
Table 73 Forecast Sales of RTDs by Category: Total Volume 2020-2025
Table 74 Forecast Sales of RTDs by Category: Total Value 2020-2025
Table 75 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025
Table 76 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025