Interest in wines has been on the rise in the digital environment in the last quarter of 2020 and in January 2021, an upturn that is explained by the behavior of consumers in all markets in the region.
Through a system that monitors in real time the changes in the interests and preferences of consumers in the countries of Central America, developed by CentralAmericaData, it is possible to project demand trends in the short and long term, for the different products, services, sectors and markets operating in the region.
In recent years’ Spanish wines have gained importance according to the amount purchased, since in the first half of 2012 they represented 10% of total regional imports and for the same period in 2020 the proportion rose to 23%.
Figures from the Trade Intelligence Unit of CentralAmericaData: [GRAFICA caption="Click to interact with the graph"]
In the last few weeks in Central American countries, the volume of searches and conversations on the Internet associated with wine began to decrease, a trend that continued in early November.
Through a system that monitors in real time the changes in the interests and preferences of consumers in Central American countries, developed by CentralAmericaData, it is possible to project short and long term demand trends for the different products, sectors and markets that operate in the region.
The Naranjo Mall, located near the Anillo Periferico, is a sales point that, within a 5-minute drive, holds a captive market of 38,000 people who together spend $12 million, and of these, 20% show an interest in wine.
In CentralAmericaData we developed a geomarketing tool based on interactive maps, through which you can identify where people are and what characteristics they have as consumers. The map incorporates, for any Central American country, the variables population, income, average monthly expenditure and consumer interests. With this information, it is possible to identify potential clients and define promotional strategies accordingly, or also explore home delivery times from any sales point.
In the first six months of 2019, Central American countries imported $38 million in wine, and purchases from Chilean companies increased by 11% over the same period in 2018.
Figures from the Trade Intelligence Unit at CentralAmericaData: [GRAFICA caption="Click to interact with graphics"]
In the first six months of last year, countries in the region imported $38 million in wine, 17% more than in the same period in 2017, a rise caused by purchases from Chile and Spain.
Figures from the Trade Intelligence Unit at CentralAmericaData: [GRAFICA caption="Click to interact with graphic"]
In the first eleven months of 2018, the production of alcoholic beverages in Panama was 276.3 million liters, 2% less than that recorded in the same period of 2017.
The latest data published by the General Comptroller of the Republic, detail that the production of alcoholic beverages generally reported a decline, reducing from 281 million liters from January to November 2017, to 276.3 million liters in the same period of 2018.
In the first ten months of 2018, the alcoholic beverage production in Panama was 251.3 million liters, 1% less than that recorded in the same period of 2017.
The most recent figures published by the General Comptroller of the Republic, detail that the alcoholic beverage production generally reported a decline, reducing from 253.9 million liters from January to October 2017, to 251.2 million liters in the same period of 2018.
During the first three months of the year, the countries of the region reported imports of alcoholic beverages for $88 million, 25% more than what was reported in the same quarter of 2017.
Figures from the information system on the Alcoholic Beverage Market in Central America, from the Commercial Intelligence Area of CentralAmericaData: [GRAFICA caption="Clic to view chart"]
In 2017, countries in the region recorded imports of alcoholic beverages totalling $334 million, which is an increase of 3% compared to the figures reported in 2016.
Figures from the information system on the Alcoholic Beverages Market in Central America, compiled by the Business Intelligence Unit at CentralAmericaData: [GRAFICA caption = "Click to interact with graph"]
In January, 26.4 million liters of alcoholic beverages were produced, 2% more than the production registered in the same month in 2017, led by an increase in the production of gin.
According to figures from the General Comptroller of the Republic, production of alcoholic beverages in general registered a year-on-year increase of 2%, rising from 25.6 million liters in January 2017, to 26.4 million liters in the same month in 2018.
Between January and September 2016 Central American countries together imported $203 million worth of alcoholic beverages, 6% more than in the same period last year.
Data from a report entitled 'Alcoholic Beverages Market in Central America',presented by the Business Intelligence Unit at CentralAmericaData: [Figure caption = "Click to interact with graphics"]
The trade association agreement between Central America and Europe means a reduction in import tariffs on alcoholic beverages.
With the entry into force of the Agreement between Europe and Central America (CAAA) comes a reduction in import costs, which in the case of champagne is a cut of 15%.
According to Javier Abreu, company representative of Vinos & Destilados in Costa Rica, this allows for a decrease in consumer prices of between 15% and 30% for brands such as Bonpas and Thorin (French wines) , Rioja Bordon and Diamante (Spanish wines) and Bombay Sapphire and Botanic (gin). A bottle of Moët & Chandon, for example, went from $95 to $63."
The implementation of the recently approved law in Panama will affect trade and the tourism sector in particular.
From a press release issued by the Panamanian Association of Business Executives (APEDE):
The Panamanian Association of Business Executives today appealed to the president Ricardo Martinelli, to preserve free enterprise, have respect for legal certainty and increased investment for the private sector, by vetoing, because of its undesirability, bill 559, which amends articles of Law 45 from 1995 on the excise tax on alcoholic beverages, recently approved by the National Assembly.
Beverage Industry Digital Magazine established in 1942, the oldest Spanish trade journal and the only beverage trade magazine serving the Latin American beverage market. It serves soft drink bottlers, brewers, bottled water...