Alcoholic Drinks in Colombia
Euromonitor International's Alcoholic Drinks in Colombia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 162 | Publication date: Jan 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Alcoholic drinks continue growing in 2008, but at slower rates
Despite the economic deceleration of Colombian economy during 2008, volume sales of alcoholic drinks kept growing at positive but slower rates the registered during the previous three years. The products with the best performances were premium lager beer, driven by strong advertising campaigns implemented by market leader Bavaria SA, wine, a product heavily promoted in the supermarkets and hypermarkets, and spirits such as vodka and rum, which benefited from the shift in consumer preferences towards cocktails. On the other hand, the traditional spirit aguardiente saw a decrease in volume sales for the ninth consecutive year.
Consumers moving towards premium products
Premium products are gaining share as consumers are becoming increasingly aware of the benefits of purchasing quality products to enjoy their moments of indulgence. Another factor having a great influence on this trend is the fact that price gaps between standard and premium brands are not significant. This trend is observed more often in spirits, particularly in products such as whisk(e)y, were consumers not only look for a quality product to drink, but also a drink that gives a gift.
Bavaria continues to lead alcoholic drinks market
Bavaria SA is the undoubted leader in beer sales in Colombia. The company has strongly increased its advertising activities in order to promote its recently renewed brands and launches through a strategy that segments its products by consumer lifestyle and consumption occasions. As the beer environment has already been conquered by this subsidiary of SABMiller Plc, the company aims to gain share in the alcoholic drinks market by displacing consumption of whisk(e)y in favour of premium beers, and products such as rum or aguardiente with its portfolio of standard beer brands.
Off-trade channels still play important role in sales
Off-trade channels remain the most important in the overall distribution of alcoholic drinks in Colombia. Within this channel, independent small grocery outlets hold a strong position through sales of beer, which account for the majority of alcoholic drinks sales. The supermarkets and hypermarkets channel is also strengthening its position, supported by strong wine sales. Still, the gastronomic boom Colombia is experiencing has contributed to increased on-trade sales of alcoholic drinks in restaurants in recent years.
Beer and wine to drive growth over forecast period
For the forecast period, volume sales in the alcoholic drinks market are expected to continue growing. Beer will exert a major influence e, since the leading company, Bavaria SA, has high expectations regarding increased per capita consumption of beer over the forecast period. Wine also offers a likelihood of growth in coming years as it is still immature in Colombia, with high growth potential for companies to explore.
Table of contents
ALCOHOLIC DRINKS IN COLOMBIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks continue growing in 2008, but at slower rates
Consumers moving towards premium products
Bavaria continues to lead alcoholic drinks market
Off-trade channels still play important role in sales
Beer and wine to drive growth over forecast period
KEY TRENDS AND DEVELOPMENTS
Colombian consumers are moving towards cocktails
Promotional strategies aiming to fulfil consumers’ aspirations
Female alcoholic drinks consumers gain attention from producers
Responsible consumption of alcohol supported by alcoholic drinks industry
Specialist retailers provide largest selection of alcoholic drinks
Market Merger and Acquisition Activity
Summary 1 Speculated Merger and Acquisition Activity 2007-2008
MARKET BACKGROUND
Legislation
Taxation and Duty Levies
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008
Table 4 Selling Margin of a Typical Wine Brand 2008
Table 5 Selling Margin of a Typical Spirits Brand 2008
Operating Environment
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - COLOMBIA
BAVARIA SA - ALCOHOLIC DRINKS - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Bavaria SA: Key Facts
Summary 4 Bavaria SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 5 Bavaria SA Production Statistics 2007
COMPETITIVE POSITIONING
Summary 6 Bavaria SA: Competitive Position 2007
EMPRESA DE LICORES DE CUNDINAMARCA SA - ALCOHOLIC DRINKS - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Empresa de Licores de Cundinamarca SA: Key Facts
Summary 8 Empresa de Licores de Cundinamarca SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Empresa de Licores de Cundinamarca SA: Competitive Position 2007
FáBRICA DE LICORES Y ALCOHOLES DE ANTIOQUIA - ALCOHOLIC DRINKS - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Fábrica de Licores Y Alcoholes de Antioquia: Key Facts
Summary 11 Fábrica de Licores Y Alcoholes de Antioquia: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Fábrica de Licores de Antioquia: Competitive Position 2007
INDUSTRIA LICORERA DE CALDAS - ALCOHOLIC DRINKS - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Industria Licorera de Caldas: Key Facts
Summary 14 Industria Licorera de Caldas: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Industria Licorera de Caldas: Competitive Position 2007
VINCORTE LTDA - ALCOHOLIC DRINKS - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Vincorte SA Key Facts
Summary 17 Vincorte SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Vincorte SA: Competitive Position 2007
BEER IN COLOMBIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 19 Lager by Price Band 2008
Published data comparisons
SECTOR DATA
Table 22 Sales of Beer by Subsector: Total Volume 2003-2008
Table 23 Sales of Beer by Subsector: Total Value 2003-2008
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 25 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 30 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 31 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 32 Beer Exports by Country of Destination: Total Value 2002-2007
Table 33 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 34 Beer Imports by Country of Origin: Total Value 2002-2007
Table 35 Company Shares of Beer by National Brand Owner 2003-2007
Table 36 Company Shares of Beer by Global Brand Owner 2003-2007
Table 37 Brand Shares of Beer 2004-2007
Table 38 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 39 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN COLOMBIA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 42 Sales of Cider/Perry: Total Volume 2003-2008
Table 43 Sales of Cider/Perry: Total Value 2003-2008
Table 44 Sales of Cider/Perry: % Total Volume Growth 2003-2008
Table 45 Sales of Cider/Perry: % Total Value Growth 2003-2008
Table 46 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008
Table 47 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008
Table 48 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008
Table 50 Company Shares of Cider/Perry by National Brand Owner 2003-2007
Table 51 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
Table 52 Brand Shares of Cider/Perry 2004-2007
Table 53 Forecast Sales of Cider/Perry: Total Volume 2008-2013
Table 54 Forecast Sales of Cider/Perry: Total Value 2008-2013
Table 55 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013
Table 56 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013
RTDS/HIGH-STRENGTH PREMIXES IN COLOMBIA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 57 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 58 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 59 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 60 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 61 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 62 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 63 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 65 RTDS/High-strength Premixes Production, Imports and Exports: Total Volume 2002-2007
Table 66 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 67 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 68 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 69 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 70 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN COLOMBIA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 73 Sales of Wine by Subsector: Total Volume 2003-2008
Table 74 Sales of Wine by Subsector: Total Value 2003-2008
Table 75 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 76 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 77 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 78 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 79 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 80 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 81 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 82 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 83 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 84 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 85 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 86 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 87 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 88 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 89 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 90 Wine Exports by Country of Destination: Total Value 2002-2007
Table 91 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 92 Wine Imports by Country of Origin: Total Value 2002-2007
Table 93 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 94 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 95 Brand Shares of Still Light Grape Wine 2004-2007
Table 96 Company Shares of Champagne by National Brand Owner 2004-2007
Table 97 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 98 Brand Shares of Champagne 2004-2007
Table 99 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 100 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 101 Brand Shares of Other Sparkling Wine 2004-2007
Table 102 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 103 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 104 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 105 Company Shares of Non-grape Wine by National Brand Owner 2004-2007
Table 106 Company Shares of Non-grape Wine by Global Brand Owner 2004-2007
Table 107 Brand Shares of Non-grape Wine 2004-2007
Table 108 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 109 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 110 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 111 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN COLOMBIA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky Price band methodology
Published data comparisons
SECTOR DATA
Table 112 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 113 Sales of Spirits by Subsector: Total Value 2003-2008
Table 114 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 115 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 116 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 117 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 118 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 119 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 120 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 121 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 122 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 123 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 124 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 125 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 126 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 127 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 128 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 129 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 130 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 131 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 132 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 133 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 134 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 135 Liqueurs Production: Total Volume 2002-2007
Table 136 Other Spirits Production: Total Volume 2002-2007
Table 137 Company Shares of Spirits by National Brand Owner 2003-2007
Table 138 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 139 Brand Shares of Spirits 2004-2007
Table 140 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 141 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 142 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 143 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013