Ecuador Plans Temporary ICE Cut for Moderate Alcoholic Beverages During World Cup

Ecuador plans a temporary excise-tax cut on moderate alcoholic beverages during the 2026 World Cup, with beer positioned as the main consumer-facing product.

President Daniel Noboa announced on June 11 that the government will temporarily eliminate the Impuesto a los Consumos Especiales (ICE) on moderate alcoholic beverages, including beer.

At an event in El Empalme, Guayas, Noboa said the move would provide extra support around Ecuador's national team and would lower the beer price by more than 20%.

Policy Snapshot

ICE applies to special-consumption goods in Ecuador, including alcoholic beverages and industrial and craft beer.

Specific ICE rates are calculated on the total liters of pure alcohol contained in each product, multiplying volume in liters by alcoholic strength on the Gay Lussac scale.

Market Context

The liquor industry has repeatedly asked the government to reduce ICE on alcoholic beverages, arguing that lower tax pressure would help curb smuggling.

For beer and moderate-alcohol producers, the announced measure could temporarily support volume during World Cup viewing demand. For retailers and bars, the implementation date matters because pricing, inventory and promotions depend on when the tax treatment actually changes.

What to watch

• The decree or administrative act that defines the ICE suspension and its exact start date.
• Whether the price reduction reaches retail shelves and on-premise channels.
• Whether the measure is limited to the World Cup period ending July 19 or becomes a precedent for broader alcohol-tax discussions.