Market Insights Consumer Alcoholic Drinks

Spirits - Guatemala

Guatemala

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$262.6m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$12.9m in 2024.
Revenue, combined amounts to US$275.5m in 2024.
The revenue, at home is expected to grow annually by 2.86% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated in China (US$146,400m in 2024).
In relation to total population figures, the average revenue per capita, at home of US$14.30 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 16.0m L by 2024.
Volume, out-of-home is expected to amount to 363.4k L in 2024.
Volume, combined is expected to amount to 16.4m L in 2024.
The Spirits market is expected to show a volume growth, at home of -1.6% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 0.87L in 2024.

Key regions: United States, United Kingdom, Worldwide, United Kingdom, Australia

Definition:

The Spirits market includes alcoholic beverages that have been produced through the distillation of wine, fermented fruits, or grains. Due to the distillation process, the alcohol content of spirits is much higher than that of most wines and beers, typically ranging from 20% to 50% alcohol by volume (ABV).

Structure:

The Spirits market is divided into 8 markets:

The Whisky market encompasses spirits on a grain basis that have been aged in wooden casks for a duration of at least three years.
The Vodka market encompasses spirits based on grain and/or potatoes.
The Rum market encompasses spirits based on sugar cane.
The Gin market encompasses spirits based on juniper berries.
The Brandy market encompasses spirits based on fermented fruit juice.
The Tequila market encompasses spirits made primarily from the blue agave plant (Agave tequilana) in Mexico.
The Soju market encompasses the Korean distilled beverage, Soju, which is traditionally made from rice, barley, or sweet potatoes.
The Liqueurs & Other Spirits market encompasses all other spirits not previously mentioned as well as Ready-to-Drink (RTD) cocktails.

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per liter, as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Diageo (e.g., Johnnie Walker, Smirnoff, and Tanqueray), Pernod Ricard, and Kweichow Moutai.

Market

Region

Region comparison

Currency

Analyst Opinion

The Spirits market in Guatemala has been experiencing steady growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Guatemalan consumers have shown a growing interest in premium and craft spirits, as they seek higher quality and unique products. This shift in preference can be attributed to the increasing disposable income and the desire for a more sophisticated drinking experience. Additionally, there is a rising demand for flavored spirits, such as fruit-infused vodkas and botanical gins, as consumers look for innovative and diverse flavor profiles.

Trends in the market: One notable trend in the Guatemalan spirits market is the rise of locally produced spirits. Craft distilleries have gained popularity, offering small-batch, artisanal spirits that showcase the country's rich cultural heritage and traditional ingredients. This trend aligns with the global movement towards supporting local businesses and promoting sustainability. Another trend is the growing popularity of cocktail culture in Guatemala. Consumers are becoming more adventurous in their drink choices and are willing to try new and creative cocktails. This has led to an increased demand for premium spirits that can be used as the base for cocktails, such as aged rums and premium tequilas.

Local special circumstances: Guatemala's rich agricultural resources, including sugarcane and coffee, have played a significant role in shaping the spirits market. The country is known for producing high-quality rum, with several distilleries utilizing locally grown sugarcane to create unique flavors. Additionally, Guatemala's coffee industry has also influenced the spirits market, with coffee-infused spirits gaining popularity among consumers.

Underlying macroeconomic factors: The growth of the spirits market in Guatemala can also be attributed to favorable macroeconomic factors. The country has experienced steady economic growth, which has resulted in an increase in disposable income. This, in turn, has led to higher consumer spending on premium and craft spirits. Furthermore, the tourism industry in Guatemala has been thriving, attracting both domestic and international visitors. Tourists often seek out local spirits as souvenirs or to experience the country's unique flavors. This has created a demand for spirits that cater to the tourist market, further driving the growth of the industry. In conclusion, the Spirits market in Guatemala is experiencing growth due to changing customer preferences, emerging trends, local special circumstances, and favorable macroeconomic factors. Consumers are increasingly seeking premium and craft spirits, while also embracing local products and flavors. The rise of cocktail culture and the influence of Guatemala's agricultural resources have further contributed to the market's development. With continued economic growth and a thriving tourism industry, the spirits market in Guatemala is expected to continue its upward trajectory.

Methodology

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.