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: 160 | Publication date: Jun 2007
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 grows in volume and value terms
Sales of alcoholic drinks increased in retail volume and value terms with similar growth rates in 2006, with value growth slightly outpacing volume. One of the most important causes of value over volume growth was the performance of imported premium lager, which carries higher prices, and the rise in the unit price of aguardente/aguardiente, which is one of the most important alcoholic drinks in Colombia.
Wine sales growing in the on-trade and off-trade channels
Wine promotion has grown to make it one of the most dynamic alcoholic drinks in Colombia. The introduction of new wines from different countries, the growing wine culture and the wide range of prices increased the appeal of wine products to all socioeconomic groups. In the off-trade channel, leading retailers such as Almacenes Éxito SA and Carrefour Colombia offered imported brands to consumers within a broad price range. Campaigns to promote wine awareness and consumption and cheaper prices are starting to have a positive impact on sales. In the on-trade channel, foodservice outlets such as restaurants offer a large variety of wines, and other services intended to stimulate wine consumption and consumer satisfaction.
The takeover of Bavaria SA begins to show its effects
SABMiller Plc acquired Bavaria SA in an attempt to increase its participation in Latin America. Less than a year from SABMiller’s formal takeover of Bavaria, the effects are starting to show in Colombia. The company has a larger marketing budget, which was used to increase the number of its TV advertisements, contests, and other activities to encourage client loyalty. In addition to marketing, company strategies include a US$175 million investment in improving Bavaria’s production capacity, new vehicles to improve transportation, a change in the presentation of most brands, and the introduction of imported beer to compete with wine and spirits in the on-trade channel. This level and breadth of investment will help to consolidate Bavaria’s position as the leading company in alcoholic drinks in Colombia.
Aggressive campaigns against alcohol consumption
The Colombian government, through the Driving Safety Fund (Fondo de Prevencion Vial), continued its aggressive campaign to regulate the alcohol consumption of teenagers and young adults. In both the off-trade and on-trade channels, customers are asked to present their ID card in order to ensure they are of legal drinking age. Consumers are prohibited from drinking alcoholic drinks purchased from specialists on the premises. Legislation also prohibits drinking in public places. The prevalence of drink driving has encouraged companies such as Diageo Colombia SA, to make consumers aware of the consequences of drink driving. Television plays an important role in relaying this message: television programmes and advertisements provide the audience with the opportunity to see the sometimes fatal consequences of alcohol consumption, not only in terms of drink driving, but also under other circumstances that affect the health and safety of consumers.
Aguardente/aguardiente’s sales decrease according to trade associations
According to ACIL (the Colombian Liquor Industry Association), retail volume and value sales of aguardente/aguardiente, the most popular domestic spirit, decreased over the review period, especially in 2005. The negative performance of aguardente/aguardiente was compensated by sales of rum, which grew by 5% in volume terms in 2006. The decline in aguardiente sales was caused by high prices, the perception of the product as old fashioned, and the increased sales of beer and imported spirits. National industry experts expect aguardente/aguardiente to less the severity of its decline over the forecast period, following the introduction of ‘light’ and sugar-free lines.
Table of contents
ALCOHOLIC DRINKS IN COLOMBIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks grows in volume and value terms
Wine sales growing in the on-trade and off-trade channels
The takeover of Bavaria SA begins to show its effects
Aggressive campaigns against alcohol consumption
Aguardente/aguardiente’s sales decrease according to trade associations
ALCOHOLIC DRINKS – KEY TRENDS AND DEVELOPMENTS
Consumer awareness of alcoholic drinks grows
Consumers trade-up to premium drinks
Advertising of alcoholic drinks is banned on television and radio
Promotional activity increases at the point of sale
Younger consumers prefer “long” drinks
Specialist retailers
Mergers and acquisitions
Summary 1 Speculated Merger and Acquisition Activity 2006-2007
APPENDIX
Legislation
Taxation and Duty Levies
Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2005
Table 1 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2005
Table 2 Selling Margin of a Typical Beer Brand 2005
Table 3 Selling Margin of a Typical Wine Brand 2005
Table 4 Selling Margin of a Typical Spirits Brand 2005
Operating Environment
Price Band Methodology
Summary 3 Lager by Price Band 2005
Published Data Comparisons
MARKET DATA
Table 5 Sales of Alcoholic Drinks by Sector: Total Volume 2001-2006
Table 6 Sales of Alcoholic Drinks by Sector: Total Value 2001-2006
Table 7 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2001-2006
Table 8 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2001-2006
Table 9 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2005
Table 10 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: Volume 2006
Table 11 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: Value 2006
Table 12 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: % Volume 2006
Table 13 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: % Value 2006
Table 14 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2006
Table 15 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2006
Table 16 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2006-2011
Table 17 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2006-2011
Table 18 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2006-2011
Table 19 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2006-2011
MARKET INDICATORS
Table 20 Retail Consumer Expenditure on Alcoholic Drinks 2001-2006
DEFINITIONS
LOCAL COMPANY PROFILES - COLOMBIA
BAVARIA SA - ALCOHOLIC DRINKS - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Bavaria SA: Key Facts
Summary 5 Bavaria SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Bavaria SA Production Statistics 2005
COMPETITIVE POSITIONING
Summary 7 Bavaria SA: Competitive Position 2005
EMPRESA DE LICORES DE CUNDINAMARCA SA - ALCOHOLIC DRINKS - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Empresa de Licores de Cundinamarca SA: Key Facts
Summary 9 Empresa de Licores de Cundinamarca SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Empresa de Licores de Cundinamarca SA: Competitive Position 2005
FáBRICA DE LICORES Y ALCOHOLES DE ANTIOQUIA - ALCOHOLIC DRINKS - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Fábrica de Licores Y Alcoholes de Antioquia: Key Facts
Summary 12 Fábrica de Licores Y Alcoholes de Antioquia: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Fábrica de Licores de Antioquia: Competitive Position 2005
INDUSTRIA LICORERA DE CALDAS - ALCOHOLIC DRINKS - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Industria Licorera de Caldas: Key Facts
Summary 15 Industria Licorera de Caldas: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Industria Licorera de Caldas: Competitive Position 2005
JOHN RESTREPO A Y CIA LTDA - ALCOHOLIC DRINKS - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 17 John Restrepo A y Cia Ltda: Key Facts
Summary 18 John Restrepo A y Cia Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 John Restrepo A y Cia Ltda: Competitive Position 2005
BEER IN COLOMBIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 21 Sales of Beer by Subsector: Total Volume 2001-2006
Table 22 Sales of Beer by Subsector: Total Value 2001-2006
Table 23 Sales of Beer by Subsector: % Total Volume Growth 2001-2006
Table 24 Sales of Beer by Subsector: % Total Value Growth 2001-2006
Table 25 On-trade vs Off-trade Sales of Beer: Volume 2001-2006
Table 26 On-trade vs Off-trade Sales of Beer: Value 2001-2006
Table 27 On-trade vs Off-trade Sales of Beer: % Volume Growth 2001-2006
Table 28 On-trade vs Off-trade Sales of Beer: % Value Growth 2001-2006
Table 29 Beer: Production, Imports and Exports: Total Volume 2001-2005
Table 30 Beer Exports by Country of Destination: Total Volume 2001-2005
Table 31 Beer Exports by Country of Destination: Total Value 2001-2005
Table 32 Beer Imports by Country of Origin: Total Volume 2001-2005
Table 33 Beer Imports by Country of Origin: Total Value 2001-2005
Table 34 Company Shares of Beer by National Brand Owner 2001-2005
Table 35 Company Shares of Beer by Global Brand Owner 2001-2005
Table 36 Brand Shares of Beer 2002-2005
Table 37 Forecast Sales of Beer by Subsector: Total Volume 2006-2011
Table 38 Forecast Sales of Beer by Subsector: Total Value 2006-2011
Table 39 Forecast Sales of Beer by Subsector: % Total Volume Growth 2006-2011
Table 40 Forecast Sales of Beer by Subsector: % Total Value Growth 2006-2011
CIDER/PERRY IN COLOMBIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 41 Sales of Cider/Perry: Total Volume 2001-2006
Table 42 Sales of Cider/Perry: Total Value 2001-2006
Table 43 Sales of Cider/Perry: % Total Volume Growth 2001-2006
Table 44 Sales of Cider/Perry: % Total Value Growth 2001-2006
Table 45 On-trade vs Off-trade Sales of Cider/Perry: Volume 2001-2006
Table 46 On-trade vs Off-trade Sales of Cider/Perry: Value 2001-2006
Table 47 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2001-2006
Table 48 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2001-2006
Table 49 Company Shares of Cider/Perry by National Brand Owner 2001-2005
Table 50 Company Shares of Cider/Perry by Global Brand Owner 2001-2005
Table 51 Brand Shares of Cider/Perry 2002-2005
Table 52 Forecast Sales of Cider/Perry: Total Volume 2006-2011
Table 53 Forecast Sales of Cider/Perry: Total Value 2006-2011
Table 54 Forecast Sales of Cider/Perry: % Total Volume Growth 2006-2011
Table 55 Forecast Sales of Cider/Perry: % Total Value Growth 2006-2011
RTDS/HIGH-STRENGTH PREMIXES IN COLOMBIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of RTDs/High-Strength Premixes by Subsector: Total Volume 2001-2006
Table 57 Sales of RTDs/High-Strength Premixes by Subsector: Total Value 2001-2006
Table 58 Sales of RTDs/High-Strength Premixes by Subsector: % Total Volume Growth 2001-2006
Table 59 Sales of RTDs/High-Strength Premixes by Subsector: % Total Value Growth 2001-2006
Table 60 On-trade vs Off-trade Sales of RTDs/High-Strength Premixes: Volume 2001-2006
Table 61 On-trade vs Off-trade Sales of RTDs/High-Strength Premixes: Value 2001-2006
Table 62 On-trade vs Off-trade Sales of RTDs/High-Strength Premixes: % Volume Growth 2001-2006
Table 63 On-trade vs Off-trade Sales of RTDs/High-Strength Premixes: % Value Growth 2001-2006
Table 64 RTDs/High-Strength Premixes Production, Imports and Exports: Total Volume 2001-2005
Table 65 Company Shares of RTDs/High-Strength Premixes by National Brand Owner 2001-2005
Table 66 Company Shares of RTDs/High-Strength Premixes by Global Brand Owner 2001-2005
Table 67 Brand Shares of RTDs/High-Strength Premixes 2002-2005
Table 68 Forecast Sales of RTDs/High-Strength Premixes by Subsector: Total Volume 2006-2011
Table 69 Forecast Sales of RTDs/High-Strength Premixes by Subsector: Total Value 2006-2011
Table 70 Forecast Sales of RTDs/High-Strength Premixes by Subsector: % Total Volume Growth 2006-2011
Table 71 Forecast Sales of RTDs/High-Strength Premixes by Subsector: % Total Value Growth 2006-2011
WINE IN COLOMBIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Sales of Wine by Subsector: Total Volume 2001-2006
Table 73 Sales of Wine by Subsector: Total Value 2001-2006
Table 74 Sales of Wine by Subsector: % Total Volume Growth 2001-2006
Table 75 Sales of Wine by Subsector: % Total Value Growth 2001-2006
Table 76 On-trade vs Off-trade Sales of Wine: Volume 2001-2006
Table 77 On-trade vs Off-trade Sales of Wine: Value 2001-2006
Table 78 On-trade vs Off-trade Sales of Wine: % Volume Growth 2001-2006
Table 79 On-trade vs Off-trade Sales of Wine: % Value Growth 2001-2006
Table 80 Volume Sales of Still Red Wine by Price Segment 2004-2006
Table 81 Volume Sales of Still White Wine by Price Segment 2004-2006
Table 82 Volume Sales of Still Rosé Wine by Price Segment 2004-2006
Table 83 Volume Sales of Other Sparkling Wine by Price Segment 2004-2006
Table 84 Sales of Still Red Wine by Grape/Varietal Type 2004-2006
Table 85 Sales of Still White Wine by Grape/Varietal Type 2004-2006
Table 86 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2006
Table 87 Sales of Non-grape Wine by Type: Total Volume 2001-2006
Table 88 Sales of Non-grape Wine by Type: Total Value 2001-2006
Table 89 Sales of Non-grape Wine by Type: % Total Volume Growth 2001-2006
Table 90 Sales of Non-grape Wine by Type: % Total Value Growth 2001-2006
Table 91 Wine Production, Imports and Exports: Total Volume 2001-2005
Table 92 Wine Exports by Country of Destination: Total Volume 2001-2005
Table 93 Wine Exports by Country of Destination: Total Value 2001-2005
Table 94 Wine Imports by Country of Origin: Total Volume 2001-2005
Table 95 Wine Imports by Country of Origin: Total Value 2001-2005
Table 96 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2005
Table 97 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2005
Table 98 Brand Shares of Still Light Grape Wine 2002-2005
Table 99 Company Shares of Champagne by National Brand Owner 2003-2005
Table 100 Company Shares of Champagne by Global Brand Owner 2003-2005
Table 101 Brand Shares of Champagne 2003-2005
Table 102 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2005
Table 103 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2005
Table 104 Brand Shares of Other Sparkling Wine 2002-2005
Table 105 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2005
Table 106 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2005
Table 107 Brand Shares of Fortified Wine and Vermouth 2003-2005
Table 108 Company Shares of Non-grape Wine by National Brand Owner 2003-2005
Table 109 Company Shares of Non-grape Wine by Global Brand Owner 2003-2005
Table 110 Brand Shares of Non-grape Wine 2003-2005
Table 111 Forecast Sales of Wine by Subsector: Total Volume 2006-2011
Table 112 Forecast Sales of Wine by Subsector: Total Value 2006-2011
Table 113 Forecast Sales of Wine by Subsector: % Total Volume Growth 2006-2011
Table 114 Forecast Sales of Wine by Subsector: % Total Value Growth 2006-2011
SPIRITS IN COLOMBIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 115 Sales of Spirits by Subsector: Total Volume 2001-2006
Table 116 Sales of Spirits by Subsector: Total Value 2001-2006
Table 117 Sales of Spirits by Subsector: % Total Volume Growth 2001-2006
Table 118 Sales of Spirits by Subsector: % Total Value Growth 2001-2006
Table 119 On-trade vs Off-trade Sales of Spirits: Volume 2001-2006
Table 120 On-trade vs Off-trade Sales of Spirits: Value 2001-2006
Table 121 On-trade vs Off-trade Sales of Spirits: % Volume Growth 2001-2006
Table 122 On-trade vs Off-trade Sales of Spirits: % Value Growth 2001-2006
Table 123 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2006
Table 124 Sales of Gin by Premium/Super-premium Split 2004-2006
Table 125 Sales of Vodka by Premium/Super-premium Split 2004-2006
Table 126 Sales of Vodka by Flavoured vs Non-flavoured 2004-2006
Table 127 Spirits Production, Imports and Exports: Total Volume 2001-2005
Table 128 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2005
Table 129 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2005
Table 130 Vodka Production, Imports and Exports: Total Volume 2001-2005
Table 131 Gin Production, Imports and Exports: Total Volume 2001-2005
Table 132 Rum Production, Imports and Exports: Total Volume 2001-2005
Table 133 Liqueurs Production, Imports and Exports: Total Volume 2001-2005
Table 134 Other Spirits Production, Imports and Exports: Total Volume 2001-2005
Table 135 Company Shares of Spirits by National Brand Owner 2001-2005
Table 136 Company Shares of Spirits by Global Brand Owner 2001-2005
Table 137 Brand Shares of Spirits 2002-2005
Table 138 Forecast Sales of Spirits by Subsector: Total Volume 2006-2011
Table 139 Forecast Sales of Spirits by Subsector: Total Value 2006-2011
Table 140 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2006-2011
Table 141 Forecast Sales of Spirits by Subsector: % Total Value Growth 2006-2011