DISTILLING EXCELLENCE
BUSINESS TIMES
LICORES GUATEMALA
LICORES DE GUATEMALA
DISTILLING EXCELLENCE THE GLOBAL LEGACY OF LICORES DE GUATEMALA
Project
by:
Malvern Kandemwa
Words
by:
Michelle Duncan
Licores de Guatemala has long elevated the name of its homeland on the global stage through the export of premium spirits renowned for their exceptional quality and artisanry. Each of its brands reflects decades of expertise, becoming an enduring symbol of Guatemalan tradition and excellence. At home, its celebrated rums and aguardientes have become synonymous with special occasions, representing over 80 years of mastery that now reaches connoisseurs in more than 25 countries.
In 2013, the company achieved a major milestone when “Ron de Guatemala” was granted a Designation of Origin, a recognition
that honours not only the fertile land where the sugarcane is grown but also the superior materials and meticulous aging processes that define its products.
Further cementing its reputation, Industria Licorera Quezalteca, part of the Licores de Guatemala family, earned the Exporter of the Year award in 2020, a testament to the company’s commitment to quality, sustainability and competitiveness.
“Licores de Guatemala is currently at a pivotal stage after five consecutive years of growth and profitability across all its production units,” says Luis Ibáñez Guillén, General Manager of Licores de Guatemala.
Luis Ibáñez Guillén brings a wealth of international experience and academic excellence to his leadership at Licores de Gua-
temala. An industrial engineer and public accountant by training, Ibáñez completed his studies in Peru, where he also earned an MBA from ESAN University Business School (Escuela de Administración de Negocios para Graduados). Currently pursuing a Doctorate at the University of Seville in Spain, he continues to strengthen his expertise in global business management and innovation.
Beyond his formal education, Ibáñez has enriched his strategic and leadership acumen through specialized programs at the Marketing Society in London and INCAE Business School in Costa Rica, two institutions known for cultivating top-tier executives in Latin America and beyond.
Over a 25-year career in the alcoholic beverage industry, Ibáñez has held leadership roles across
Argentina, Ecuador, Panama, Peru and Guatemala, building a deep understanding of regional markets, trade strategies and brand development. His core expertise lies in business strategy and innovation, particularly in driving transformation and growth within established companies.
Under his direction, Licores de Guatemala continues to balance its proud heritage with forward-looking initiatives—expanding its global reach, enhancing sustainability practices and reinforcing Guatemala’s reputation as a producer of world-class spirits.
AN INTEGRATED OPERATION BUILT FOR EXCELLENCE
Licores de Guatemala operates with the strength of a fully integrated value chain, ensuring control and quality at every stage of production. From sugar cane plantations to bottling and global distribution, the company’s end-to-end structure enables unmatched consistency and artisanry in every product it delivers.
Its operations begin with the cultivation of sugar cane, followed by processing at its own sugar mill, before moving to ultramodern distilleries and aging centres, where time and tradition combine to create exceptional rums and spirits. The company also manages packaging
factories, a dedicated domestic distribution network, and first-tier international partners, ensuring that Licores de Guatemala’s brands reach consumers across the world.
Complementing its production and export activities is a division specializing in imported premium liquors, allowing the company to offer a diverse portfolio of world-class beverages.
To strengthen its connection with local consumers, Licores de Guatemala operates Casa del Ron, its exclusive retail chain, with multiple locations across the country. Through this seamless integration of production, distribution, and retail, the company ensures that quality, heritage and innovation remain at the heart of every bottle.
High-Performance Gases for Critical Industries
For over a century, we have delivered high-purity medical and industrial gases that protect lives and support essential industries across the region.
Since 1925, we have been the oxygen of Central America and the Caribbean.
A RICH PORTFOLIO
OF ICONIC AND VERSATILE BRANDS
Licores de Guatemala boasts a diverse portfolio of premium beverages, spanning rums, aguardientes, gin, RTDs, hard seltzers, and imported brands. Each brand is carefully crafted with its own personality, appealing to distinct market niches while keeping the company’s signature quality and heritage.
RUMS
Ron XL: Distilled four times and aged in oak casks for at least one year, this rum is perfect for cocktails and popular among young adults. Available in pineapple/coconut, lemon/cucumber, berries, and apple flavours.
Ron Venado: Offered in multiple alcohol strengths, this rum is celebrated for its versatility and mixability.
AGUARDIENTES
Aguardiente Venado: A traditional favourite in central Guatemala, aged for a year and known for its intense flavour profile. A cinna-
mon-flavoured version has recently been introduced.
Quezalteca: The company’s flagship brand, deeply rooted in Guatemalan culture. With various flavours tailored to Central American tastes, it transcends social classes and age groups, offering a democratic consumption experience.
AGED RUMS
Ron Botrán: Crafted from raw honey obtained during the first pressing of sugar cane from the Retalhuleu region, this rum is recognized globally for its rich production process.
Ron Colonial: Produced in Antigua, one of the earliest cities founded in the Americas, this rum is created through the maceration of plums, raisins, and vanilla.
Ron Zacapa Centenario: Often regarded as the world’s best rum, Zacapa is distinguished by its high-altitude aging, unique soil and climate conditions, and exceptional distillation methods.
GIN
Xibal: Crafted with Mesoamerican herbs native to Central America, Xibal blends traditional gin flavours with regional botanical notes for a distinct taste experience.
RTDS AND HARD SELTZERS
Licores de Guatemala has embraced modern beverage trends with low-alcohol, low-calorie options such as Cubata, VIP, OBIT, Mangiatto, Xibal, and Kick, catering to various occasions and consumer preferences with a variety of flavours.
The company also stands for international premium brands, including Viña San Pedro, Casa Orendain, Tito’s, Pernod Ricard, E & J Gallo Winery, PradoRey, and Segura Viudas, using its commercial and brand development ability to promote these labels in the region.
With this extensive and well-positioned portfolio, Licores de Guatemala continues to balance tradition with innovation, ensuring its presence stays strong both domestically and in over 25 international markets.
INNOVATION AND BRAND EVOLUTION: LICORES DE GUATEMALA LEADING THE WAY
Licores de Guatemala has long combined heritage artisanry with a forward-thinking approach to brand creation, continuously evolving its portfolio to meet changing market demands. The company uses decades of experience in producing high-quality liquors while embracing innova-
tion to offer both domestic and international markets an average of 25 new products annually. These include new flavours, brands, packaging designs, and product formats, ensuring the company stays ahead of trends.
“We have converted the company into a lean organization to respond to the faster and faster changes in the markets,” notes Luis Ibáñez Guillén, General Manager at Licores de Guatemala.
Among its recent innovations are high-impact products such as:
• Ron Botrán Creole Apple Fusion, Botrán Vintage Wine Cask, Botrán Guatemalan Oak
Cinnamon Flavoured Venado, Zacapa Royal
• Ron XL in combinations like XL Sour Blast and XL Pineapple/Coconut
• Xibal Gin & Tonic, Xibal Equinox
• Flavoured Quezalteca varieties: Blackberry, Guatemalan Mango, Pepita Orange, Pineapple
• Ready-to-drink beverages: Mangiatto, XL Kick, and Quezalteca Chispuda
Beyond the beverage market, the company expanded into medicinal alcohol production with Alkoh during the COVID-19 pandemic, contributing to public health efforts.
To keep a complete operational ecosystem, Licores de Guatemala manages its own retail network through Casa del Ron, with locations across the country. These outlets have been modernized and reshaped to provide a unique, immersive consumer experience.
Recognizing the shift to e-commerce, accelerated by the pandemic, the company has also invested in digital sales channels, ensuring accessibility for consumers nationwide and abroad.
WE HAVE CONVERTED THE COMPANY INTO A LEAN ORGANIZATION TO RESPOND TO THE FASTER AND FASTER CHANGES IN THE MARKETS.
STRATEGIC SUPPLIER PARTNERSHIPS
Licores de Guatemala’s operations are supported by carefully segmented suppliers, aligned with each stage of production and commercialization:
Agricultural suppliers provide high-quality, environmentally friendly fertilizers and soil management solutions for best sugar cane growth.
Packaging suppliers deliver glass containers, lids, and labels designed to keep quality and aesthetic appeal.
Specialized partners contribute to key areas such as flavouring, aromas, and natural scents, ensuring the unique identity of every product.
Through continuous innovation, strategic supplier partnerships, and a strong retail and e-commerce presence, Licores de Guatemala reinforces its position as a leading global spirit producer, blending tradition with modern market responsiveness.
SUSTAINABLE OPERATIONS AT LICORES DE GUATEMALA: A COMMITMENT TO QUALITY AND RESPONSIBILITY
Licores de Guatemala has made sustainability a central pillar of its operations, integrating environmentally responsible practices across every stage of production. Strategic investments have enabled the company to reduce fossil fuel use, improve processes, and implement clean technologies, earning it the ISCC Plus (International Sustainability and Carbon Certification). This certification verifies the company’s entire production chain, from sugar cane plantations and mills to distilleries, aging and packaging centres, and visitor experience facilities.
By embedding sustainability into its operations, Licores de Guatemala ensures that Guatemalan rum meets global standards not only for quality but also for environmental stewardship and respect for human rights.
In May 2021, the company achieved the Neutral Carbon certification from SGS, fulfilling ISO Standard 14064:2006. Remarkably, this certification was earned by cutting its own carbon footprint without buying external carbon credits, relying instead on an internal mitigation inventory exceeding 1,850M to offset greenhouse gas emissions.
Licores de Guatemala also emphasizes responsible consumption through consumer-focused
initiatives such as the “Tranquilo Camilo” campaign, which promotes moderate alcohol consumption in an engaging and approachable way.
Through these measures, the company proves that sustainability and premium quality can coexist, reinforcing its reputation as a global leader in the spirits industry while caring for both the environment and society.
The primary goals for Licores de Guatemala centre on sustaining the impressive growth the company has achieved in recent years while ensuring that this progress stays durable over time.
Having successfully positioned its brands across Guatemala and Central America, the company now aims to expand into new international markets, using its formidable reputation for quality, innovation, and sustainable practices. This expansion strategy is designed to complement organic growth, allowing Licores de Guatemala to broaden its global footprint while keeping the excellence and heritage that have defined its success for decades.
By combining brand strength, operational efficiency, and market diversification, Licores de Guatemala continues to chart a path toward long-term sustainability and international recognition.
