Partners:
HIGH QUALITY standards and operations
A comprehensive and certified operation from sowing to distribution is the cornerstone for Licores de Guatemala to endure as one of the companies exalting the name of the Central American country. Translated by María Murgui
Produced by
Jassen Pintado
Interviewee
Luis Ibáñez Guillén, General Manager at Licores de Guatemala
Licores de Guatemala
L
icores de Guatemala
Later, in 2020, Industria Licorera
has exalted the
Quezalteca won an award as Exports
name of its country
of the Year, which acknowledges the
internationally through
company’s quality, sustainability and
the exportation
competitiveness.
of fine beverages of high quality
“Licores de Guatemala is currently
and excellence in their production
at a very important point after five
processes; its brands come to be
years of uninterrupted growth and a
a model which is earning more and
profitability of each of its production
more prestige with the passing of
units”, pointed out Luis Ibáñez Guillén,
time. In its country of origin, its rums
General Manager at Licores de
and “aguardientes” are already a
Guatemala.
part of the local tradition for the best occasions, serving in each sip more than 80 years of experience which is
INTERNATIONAL EXPERIENCE IN THE SECTOR Ibáñez is an industrial engineer and
also present in more than 25 countries. public accountant whose education Besides extending its presence took place in Peru. He also earned
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internationally, in 2013, Licores
an MBA at ESAN (Spanish acronym
de Guatemala got the “Ron de
for Business School for Graduates,
Guatemala” Designation of Origin,
in Peru) University Business School
thus affording status not only to
and is currently a doctor candidate
the land and environment where
at the University of Seville (Spain).
the cane grows, but also to the
The executive also completed
quality of the materials in which
specialization courses at the Marketing
it is stored and aged.
Society (London, England) and
Food & Beverage
“Licores de Guatemala finds itself at a very important point after five years of uninterrupted growth and a profitability of each of its production units” - Luis Ibáñez Guillén, General Manager at Licores de Guatemala
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Licores de Guatemala
executive formation programs
as Argentina, Ecuador, Panama, Peru
at the INCAE (Spanish acronym
and, currently, Guatemala.
for Central American Business
“My job is results-focused, I take
Administration Institute, in Costa Rica)
part in all the business development
Business School.
aspects”, declared Ibáñez.
Its prime field of expertise is Business Strategy and Innovation in the trade front. Throughout 25 years he has worked in the alcoholic beverages industry in countries such
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OPERATIONS WITH THE SUPPORT OF A COMPLETE STRUCTURE The operation of Licores de Guatemala has got the structure of an
Food & Beverage
integrated chain: from the sugar cane plantations, the sugar mill where raw
class brands are commercialized. The operation is complemented
material is processed, distillery, aging
with Casa del Ron, its own retail
centers, packaging factories, its own
chain, which has different locations
distribution system and contracted
in the country.
distribution through first-tier partners for the global presence of the product. Moreover, the company has a division for imported liquors of different kinds, through which first-
RICH PORTFOLIO WITH WELLPOSITIONED BRANDS Licores de Guatemala is formed by rum, “aguardiente” and gin brands,
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+502 2323-9898
ventas@dacsanet.com
www.dacsanet.com
/dacsagt
Envases Universales Ball de Centroamérica, S.A. We are a beverage can manufacture with production facilities in Guatemala and Panamá
OUR PRODUCTS Two-piece aluminum cans Lighter to transport and easy to store Environmentally friendly Rapid cooling Environmentally friendly because aluminum is
infinitely returnable and recyclable www.ecaguatemala.com
@endelispanama
Food & Beverage
each one with its own personality, capable
for a democratic consumption among
of reaching different market niches.
different groups.
RUMS
AGED RUMS
Ron XL: Beverage aged in oak casks
Ron Botrán: Botrán rum varieties are
for at least one year, distilled four times.
recognized worldwide thanks to their raw
Excellent selection for cocktails and a
honey-based production, obtained after the
choice beverage for young adults. Available
sugar cane’s first pressing, which is grown
in pineapple/coconut, lemon/cucumber,
in the Retalhuleu region, in the South-West
berries, and apple flavors.
of Guatemala.
Ron Venado: This rum is offered in two
Ron Colonial: Conceived up in
different varieties, according to their alcohol
one of the first cities to be founded in
content. It stands out due to its mixability.
this continent, Antigua, Ron Colonial is produced from the maceration of plums,
“AGUARDIENTES” Aguardiente Venado: A real tradition in
raisins and vanilla. Ron Zacapa Centenario: Zacapa has
the Guatemala central area, aged for a year
been catalogued as the best rum in the
and with tinges of intense flavor. A version
world due to its production, from the soil
with cinnamon scent and flavor was added
type, climate and other natural elements
recently to this brand.
combined in the region where its cane
Quezalteca: Flagship brand in the country, rooted to customs and flavors from
grows, its one of a kind distillation process and, specially, its aging at high altitude.
Guatemala. Quezalteca is beyond social classes and age groups. Different flavors have been adapted to the Central American taste in different graduations, which allow
GIN Xibal: This liquor is produced from Mesoamerican herbs which are
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Licores de Guatemala
characteristic from Central America, in perfect symbiosis with the gin traditional flavors. RTDs AND HARD SELTZERS As trendsetters in low-grade and low-calorie alcoholic beverages, the company created brands such as Cubata, VIP, OBIT, Mangiatto, Xibal and Kick, aimed for different occasions and different markets with flavor variety.
INNOVATION AS A BRAND-CREATOR BOOST The capability of building up brands and innovating when affording them an evolution element was joined to Licores de Guatemala’s tradition of producing high-quality liquors for decades. Currently, the company offers both the domestic and international markets an average of 25 innovations a year in the form of new products, new flavors, new brands and packaging.
IMPORTED BRANDS We are pleased to represent brands
“We have converted the company into a lean organization to respond to
from top level wineries and companies
the faster and faster changes in the
such as Viña San Pedro, Casa
markets”, Ibáñez pointed out.
Orendain, Tito’s, Pernod Ricard, E & J
Among these innovations, we could
Gallo Winery, PradoRey, and Segura
highlight high quality products which
Viudas, which trust our commercial
can make a difference in the market,
and brand development system.
such as: Ron Botrán Creole Apple Fusion, Botrán Vintage Wine Cask,
“We are proud of producing
Botrán Guatemalan Oak, Cinnamon
rums which are really world-class”,
Flavored Venado, Zacapa Royal, Ron
commented the General Manager.
XL in different combinations with lemon, XL Sour Blast, XL Pineapple/
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December 2021
Food & Beverage
“We are proud of producing rums which are really world-class” - Luis Ibáñez Guillén, General Manager at Licores de Guatemala
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L
eading company in Central America and the Caribbean, dedicated to the production and distribution of medical and industrial gases.
Solutions for various industries
GASES
EQUIPMENT
PBX: (502) 2421-0400
www.productosdelaire.com
Coconut, Xibal Gin & Tonic, Xibal Equinox; Blackberry Quezalteca,
In order to work as a complete
Guatemalan Mango, Pepita
operation, Licores de Guatemala
Orange, Pineapple, Hot Corn flour
manages its own retail channels,
Drink; “ready to drink” (pre-mixed)
which have been modernized and
Mangiatto, XL Kick and Quezalteca
reshaped through physical sales
Chispuda, just to name a few.
channels Casa del Ron, in different
Beyond alcohol as a beverage, COVID-19 pandemic took Licores de Guatemala to develop Alkoh,
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COMPANY-OWNED RETAIL OUTLETS
cities in the country, whose unique concept has been renovated. After the transition to e-commerce
making an incursion the in medicinal
on the part of the consumers,
alcohol market, thus contributing to
which was accelerated during
fight the virus.
the quarantines derived from the
December 2021
Food & Beverage
pandemic, the company has focused its efforts on developing its electronic commerce channel. SUPPLIERS’ SECTORS Each line of Licores de Guatemala’s suppliers is properly segmented according to each stage in the production and commercialization of beverages. For the farming stage of the process, the company has got suppliers who can afford the best fertilizer and riper which not only fullfils the sowing and optimal development of the cane, but also are friendly to the environment and the soil quality for sowing. Another important partnership is the one with packaging material suppliers (both glass containers as well as lids and labelling). An important task with companies which take part in key areas for the creation of formulae, such as flavoring, aromas and natural scents is also carried out.
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Licores de Guatemala
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December 2021
Food & Beverage
“We have converted the company into a lean organization to respond to the high speed of changes in the markets” - Luis Ibáñez Guillén, General Manager at Licores de Guatemala
SUSTAINABLE OPERATION
centers to experience centers.
The purpose of directing the
This way, the company guarantees
company towards sustainable
the sustainability of Guatemalan rum,
operations has resulted in important
which keeps up to world standards
investments on behalf of Licores de
not only for its quality, but also for its
Guatemala, accomplishing effective
caretaking of the environment and
actions such as a reduction in the use
respect of human rights.
of fossil fuels and the optimization
The company earned the Neutral
towards clean processes, having
Carbon certification in May 2021
received the ISCC Certification Plus
from SGS, thus fulfilling ISO Standard
(International Sustainability and
14064:2006. This was achieved
Carbon Certification) and verified the
by eliminating its carbon footprint,
entirety of its production chain. This
without turning to the purchase of
rank also guarantees the optimal
carbon footprint credits as other
management of the production chain’s
companies do, as it owned an
resources, from plantations, mills,
inventory of more than 1,850M
distilleries, aging and packaging
to achieve its own mitigation of
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Licores de Guatemala
greenhouse effect gases. Towards the external part of the company, Licores de Guatemala created the “Tranquilo Camilo” campaign, which consists of enjoyable communications to promote the moderate consumption on behalf of consumers.
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December 2021
FUNDACIÓN LICORERA (SOCIAL WORK ORGANIZATION) Fundación por la Vida (Foundation for Life) was created in 1986. It changed its name to Fundación Licorera, which contributes to the complete development of the Guatemalan society focusing on three
Food & Beverage
main points: life standards
communal infrastructure and human
through nutrition, education and
development projects.
productive programs. This organization has managed to have an impact on children and
LOOKING TOWARDS GROWTH The main goals for Licores de
surrounding communities through two
Guatemala are the consolidation of
schools with about 1,000 students,
the growth experienced over the last
and also more than 200 women
years and make it sustainable with the
through different trainings who seek
passing of time.
to empower and improve their living
After the positioning of its brands
standards. They also distributed about in Guatemala and Central America, 12,620 bags with food in Jocotan,
Licores de Guatemala seeks to
Chiquimula, known as the “Dry
emerge in new markets beyond the
Corridor” in our country. In addition
organic growth.
to this, our Ingenio Tulula office for
“We keep an eye on new growth
relationships with communities has
opportunities and we look toward the
benefited more than 14,300 neighbors
future with optimism”, concluded Luis
and 2,800 families from San Andrés
Ibáñez Guillén, General Manager at
Villa Seca, Retalhuleu, with health,
Licores de Guatemala.
FOUNDED: 1939 INDUSTRY: Food & Beverage CONTACT: (+502) 2470-9696 www.licoresdeguatemala.com info@licoresdeguatemala.com
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