Ambev Guatemala expands investment and sustainability strategy ahead of 2026

In an increasingly competitive Central American market, Ambev Guatemala is strengthening its position through a strategy that blends global brands, production investment and sustainability initiatives.

Under the leadership of Country Head Ricardo Urteaga, the company has expanded its presence in the country while aligning business performance with long-term purpose.

Global brands with regional reach

Ambev Guatemala’s portfolio combines internationally recognized labels with brands that have strong regional roots. Among them are Corona Extra, Corona Cero, Modelo Especial, Modelo Negra, Michelob Ultra, Stella Artois, Leffe and Hoegaarden, alongside established brands such as Brahva and Busch Light.

For Ricardo Urteaga, the company’s brands play a role that goes beyond the product itself.

“Our brands are much more than products; they are icons that celebrate the culture and lifestyle of the region,” he said.

Several of these beers produced in Guatemala are also exported to El Salvador, Honduras, Costa Rica and Panama, reinforcing the country’s role within the company’s regional operations.

Urteaga also highlighted the international recognition of the company’s flagship brands.

“Corona beer has consistently been recognized as the most valuable beer brand in the world by specialized firms such as Brand Finance and Kantar. This reflects its global positioning and the pride we feel in making these brands available to every Guatemalan,” he noted.

Looking ahead to 2026, the company aims to strengthen its connection with consumers through improvements in logistics and operations that support the expansion of its portfolio.

“We are transforming the way these brands reach consumers, ensuring that every bottle tells a story of freshness, origin and operational excellence across the market,” Urteaga explained.

Investment in technology and production

Over the past three years, Cervecería Ambev Guatemala has invested more than US$15 million in technological modernization and improvements to its production processes.

The investments have included automation systems, real-time monitoring tools and equipment upgrades at the company’s production plant, as well as the replacement of coolers in points of sale with more energy-efficient units.

According to Urteaga, these efforts have strengthened local production capabilities.

“These investments have been aimed at the technological modernization of the plant, allowing us to optimize production processes, raise quality standards and locally produce iconic brands that reflect our consumers’ preferences.”

The improvements have also generated operational efficiencies, including energy savings of more than 15% and water consumption reductions of around 11%.

The company plans to take an additional step in its energy transition.

“By 2026, our production plant in Guatemala will operate with electricity that comes 100% from solar sources,” Urteaga said.

This shift is part of a broader strategy focused on operational efficiency, emissions reduction and internal education around environmental best practices.

Looking ahead, the company expects to invest more than US$20 million between 2026 and 2027, targeting technological upgrades, expansion of the logistics network and stronger capabilities in sustainability and innovation.

“Our main pillars will be cutting-edge technology, optimization of our distribution network and efficient use of resources to generate shared value,” he added.

Job creation and local supply chains

The company’s growth has also translated into employment generation across its value chain.

“In the past three years alone, together with our strategic partner we have generated more than 500 direct jobs and strengthened a network that supports more than 5,000 indirect jobs,” Urteaga said.

Ambev Guatemala also collaborates with at least 600 local suppliers, contributing to economic activity across different regions of the country.

According to the executive, maintaining partnerships with suppliers that meet certification and quality standards is essential for sustaining the company’s expansion strategy.

Innovation and responsible consumption

In response to shifting consumer preferences, Ambev Guatemala has introduced Corona Cero, a 0.0% alcohol beer, expanding its portfolio to include alternatives for consumers seeking alcohol-free options.

“We are committed to portfolio innovation with proposals such as Corona Cero, responding to trends toward conscious consumption,” Urteaga explained.

The company’s brands will also gain global visibility through their participation in the FIFA World Cup 2026™, including Corona Extra, Michelob Ultra and Modelo Especial, which the company sees as an opportunity to strengthen their regional positioning.

At the same time, Ambev Guatemala continues to expand environmental initiatives such as REBO, focused on glass collection, and the upcoming Guardianes del Agua program planned for 2026.

For Urteaga, these initiatives reflect a broader vision of corporate leadership.

“Our initiatives allow us to position ourselves as industry benchmarks,” he said, emphasizing that business leadership is measured not only by financial results but also by the positive impact a company generates for people and society.