Alcoholic Drinks in Guatemala

Spirits is beginning to recuperate from the beer price war that has deeply affected it. The low prices of beer have had a negative impact on spirits, since consumers have begun to switch from drinking spirits to drinking beer. However, prices have stabilised and consumers are drinking based on preferences and not on low prices. The review...

Ever since the beer price war began in Guatemala in 2010 and prices dropped considerably, alcoholic drinks changed in the country: consumers began to switch from drinking spirits to drinking beers. RTDs has become a way for spirits to compete with beer, since they have similar affordable unit prices and offer the convenience that they are...

Wine is not a traditional product in Guatemala, since the lack of domestic production makes it an imported product. Consumers, in the majority, are urban middle- to upper-class consumers with higher disposable incomes who enjoy the sophistication that drinking wine involves. On-trade sales register stronger growth, and restaurants are expanding...

Beer was a very active category in the review period in Guatemala, mainly from prices dropping due to a beer price war that was seen in 2012-2015. The reduction in prices has allowed the consumer base of beer to increase, and consumers, mainly at the upper end, are looking for more sophisticated products and flavours. Craft beer is beginning...