Brewers have reasons to celebrate: per capita consumption grew from 77 to 80 liters in 2011 and production increased by 5%.
Beer is the preferred alcoholic beverage in Panama, with its production having grown by 5.1% (above the average of 2% of the rest of Latin America) in 2011, reported Capital.com.pa.
The market is worth more than $390 million a year and is controlled by two large companies: Cervecería Nacional, a subsidiary of SABMiller, and Cervecería Barú- Panamá, under the control of Heineken NV. Last year they produced 247.2 million liters of beer, 5.1% more than in 2010, significantly higher than seco (6 million liters) and rum (7.2 million liters), according to data supplied by the Controller General.
The Hispanic population exceeds 50 million and has a purchasing power of more than a trillion dollars.
The U.S. Hispanic population, a community of nearly 50 million people, is a real market potential that many U.S. companies (nor Central American companies) cannot ignore despite its preference for emerging markets.