2025 WBA Annual Meeting: Latin America at the Center of the Global Beer Conversation
Centuries-old roots and an eye toward the future. That’s how Latin America presented itself to the global brewing community, with Mexico City hosting, for the first time, the Annual Meeting of the World Brewers Alliance in
For the first time in its history, the WorldBrewing Alliance (WBA) held its annual meeting in Latin America. On October 28 and 29, 2025, Mexico City brought together leaders from the global brewing industry—led by Emma McClarkin OBE, Chair of the WBA Board of Directors, and Justin Kissinger, President and CEO — and Cerveceros Latinoamericanos had the honor of co-hosting the event and presenting the region’s perspective to the global brewing community.
The event was shaped by an idea that defines the Latin American beer industry today:roots and horizons—an industry that honors its origins while reinventing itself for new generations.
Brewers from around the world at the annual meeting of the World Beer Alliance (WBA), Mexico City 2025.
A region with deep roots
The brewing industry in Latin America and the Caribbean is an economic driver. The sector generates 3.9 million jobs—1.4% of total employment—contributes USD 88.6 billion to GDP, and generates USD 58.8 billion in tax revenue across 23 countries. And it is a deeply rooted industry: 86% of spending on suppliers remains in the same country where the beer is produced, meaning that the economic value takes root in local communities.
But the numbers tell only part of the story. Throughout the region, the brewing industry is also part of each country’s multicultural richness—with brands that have been around for more than a century, present in celebrations, traditions, and the daily lives of millions of people. Behind every figure are communities, jobs, and families. When the brewing industry grows, the entire Latin American production chain grows—and with it, the cultural identity that sets it apart.
Holding the WBA’s annual meeting for the first time in Latin America—in Mexico City, the heart of one of the world’s most dynamic beer-producing regions—was a tribute to those roots and an invitation to the global community to experience them firsthand.
“The brewing industry in Latin America and the Caribbean offers some of the world’s most iconic beer styles and brands, and it is also an economic driver for the region. Experiencing Mexico’s vibrant culture and learning more about the region’s history and heritage was something our members from around the world deeply appreciated.”— Justin Kissinger, President and CEO, World Brewing Alliance
The Horizon: Latin America's Voice on the Global Stage
The WBA Annual Meeting brings together the world’s leading brewers and brewing associations to celebrate the category, promote the industry, and share the best of the global brewing sector. This year’s program included regional presentations from each brewing continent—Latin America, Africa, Europe, India, Japan, and Australia.
Cerveceros Latinoamericanos, the unified voice of the beer industry in Latin America and the Caribbean, presented theLATAM & Caribbean Brewing Regional Outlookunder the theme“Roots and Horizons”—highlighting the region’s economic impact, the industry’s representation across 23 countries and 17 member companies, the regulatory landscape, and opportunities for collaboration with the global brewing community.
Tania Ramos, Executive Director, presenting the regional context at the WBA Annual Meeting. Mexico City, 2025.
A key message from our presentation: what we see in Latin America is a market where tradition and innovation coexist. Today, Latin American consumers have access to a more diverse portfolio than they did a decade ago: premium and craft beers of various styles, and a growing range of low-alcohol and non-alcoholic options. Growth in the latter category reached 33% in 2023 in our region—well above the global average—confirming that Latin America is setting the standard for beer innovation without losing sight of its heritage.
“At Cerveceros Latinoamericanos, we see this growth as a reflection of the industry’s commitment to responsible drinking and to consumers’ freedom to choose what best suits their lifestyle and every moment.”Tania Ramos Beltrán, Executive Director
Our member associations, Cerveceros de México and SINDICERV (Brazil), also contributed to the program by presenting on their respective markets—Mexico as the world’s fourth-largest beer producer and leading exporter, and Brazil as Latin America’s largest beer market and the world’s third-largest producer. Their participation underscored the depth of expertise and leadership that our regional network brings to the global conversation.
Local teams from our member companies in Mexico, such as Heineken Mexico and Grupo Modelo, were also present throughout the meeting, reflecting the industry’s strong commitment to the region.
Local and regional teams from member associations and companies at the WBA Annual Meeting, Mexico City 2025.
Where Roots Are Celebrated: Mexican Art, Culture, and Brewing Heritage
The gathering also offered memorable cultural experiences that brought that creative tension between tradition and the future to life.
An “Art and Beer” networking reception at a contemporary Mexican art gallery brought together works by Latin American artists alongside a tasting of Mexico’s beer portfolio—from iconic brands like Corona, Modelo Especial, Victoria, and Bohemia to craft beers—accompanied by a live electric harp performance. The WBA’s global community also explored Chapultepec Castle and the National History Museum on the eve of the Day of the Dead, connecting centuries of Mexican heritage with living traditions. And Cerveceros de México closed out the gathering with a dinner led by a Master Brewer, pairing Mexican craft beer styles with local cuisine—from lager with squash blossom empanadas to stout with chocolate tamales.
Centuries-old roots and an eye toward the future. A celebration of what makes this region extraordinary—in beer and beyond.
