Total volume and current value growth rates for RTDs/high-strength premixes in 2013 were both below those of 2012. While volume and current value growth rates had positive results the year before, in 2013 the performances were very different, as the price war in beer adversely affected the RTDs/high-strength premixes category. In the beer category the two main competitors started a price war at the end of 2012, which lowered the average beer price dramatically, which in turn made the consumption of beer more desirable, especially for the younger crowd, which has a fixed budget.
Industrias Licoreras de Guatemala SA remained the dominant player in RTDs in 2013 with a total volume sales share of 69%. The company is the clear leader in spirit-based RTDs, where it offers domestically produced brands Botran VIP and Cubata Botran, and in wine-based RTDs, where it offers imported brands Boone’s Farm, Riunite and Bartles & Jaymes. Aside from the early-mover advantages enjoyed by these brands, the company’s dominant position is attributable to its extensive distribution network and continual investment in marketing activities.
Due to increasing maturity, growth in total category volume sales over the forecast period is expected to be slower than those recorded over 2008-2013. This projection is based on the price war going on in the beer category, which has already negatively affected sales of RTDs/high-strength premixes. However, economic improvements in Guatemala will help to sustain the positive development of the category, as will new launches, improvements in distribution, price promotions and other marketing activities.
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Product coverage: High-Strength Premixes, RTDs.
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