The U.S. beer market is facing stiff headwinds in 2025. Total category dollars are down, imports are slowing, and even the best-performing Mexican importers have lowered forecasts after reporting softer demand from their historically reliable Hispanic consumer base. Circana data shows that for the 52 weeks ending April 20, imports grew just 1.6% in dollars while case sales declined slightly. The summer didn’t fare much better. Yet in the middle of this downturn, Famosa is surging.
In Q1 2025, the Guatemalan lager posted nearly 40% dollar growth across all channels, according to NielsenIQ, while the import category as a whole was flat and the broader beer industry saw slight declines. Convenience stores proved especially strong – sales soared 51%, despite Famosa having less than 7% distribution in the channel. That kind of growth on such a small footprint underscores the brand’s runway for expansion. Among more than 240 imported beer brands in the U.S., Famosa now ranks no. 16 in dollar sales and was the second-fastest-growing import among the top 50 brands.
The performance isn’t a flash in the pan. Over the last four years, Famosa’s U.S. distribution has expanded by an impressive 350%, while the number of accounts buying the brand has climbed more than 400%. Depletions were up 30% in Q1 2025, even as established competitors reported declines. In 2024, the brand grew its account base by 63%, signaling that Famosa is expanding beyond Hispanicfocused outlets and gaining traction with larger chain retailers. The beer itself has credentials to back up the momentum. Brewed since 1896 by Guatemala’s Cervecería Centro Americana, Famosa’s crisp 5% ABV lager earned a bronze medal at the 2024 World Beer Awards in the International Lager category. The combination of authenticity, quality, and modern appeal makes it uniquely positioned for today’s shoppers.
The package mix also plays to current consumer preferences. Nearly half of sales come from cans – 12-pack 12 oz. formats and 24 oz. singles – with the remainder split among 12- and 6-pack bottles formats. This tight, can-forward portfolio simplifies cooler sets and maximizes visibility. It also aligns with Famosa’s stated ambition to “look bigger than we are,” as U.S. VP of Sales Mike Herrera told wholesalers.
Looking forward, Famosa is making a concerted push to broaden its consumer base. With immigration stressors affecting its core audience, the brand is leaning into chain placements, more SKUs per account, and highvisibility displays. The goal: to win general market drinkers and deliver incremental growth for retailers, not just shifts within the import segment.
The takeaway is clear: in a year when imports are struggling, Famosa is generating best-in-class growth, reliable margins, and real consumer excitement. For retailers, this is the import to watch – and to stock – before its breakout moment becomes a full-scale mainstream reality.