Executive Summary

Jun 2018
PROSPECTS
RTDs continue to attract young consumers

During 2017, amid an economic deceleration and general price increase due to tax reform that imposed an ad-valorem tax of 25% plus a specific tax of COP220 per each degree of alcohol content and a VAT of 5%, RTDs were able to achieve positive results. Their affordable prices compared with other alcoholic drinks and low alcohol content continue to attract young consumers that, in general, are more prone to drink aguardiente.

High-strength premixes dropping

Over the review period, high-strength premixes continued to lose ground in Colombia. The cocktail trend continues to grow in bars, restaurants as well as at home where consumers can experiment with new mixes and flavours.

Modern channel leads the distribution of RTDs/high-strength premixes

The availability of RTDs/high-strength premixes has not changed significantly during the review period, with supermarkets and hypermarkets leading volume sales. Although discounters continue with their rapid expansion all over the country, RTDs/high-Strength premixes are hardly present in these stores.

COMPETITIVE LANDSCAPE
Foreign brand absolute leader

Smirnoff Ice, belonging to Diageo Colombia SA, continues to be the clear leader in RTDs/high-strength premixes, offering a variety of flavours that continue to attract young consumers and having a strong positioning in modern retailers with new and novel flavours. Another product of the company, Gordon’s & Tonic, based on gin, still has a low presence despite the success that gin is having in the country as people prefer pure gin for more versatile cocktail preparations.

Enalia SA and Vinos de la Corte SA outstanding local players

In general, RTDs/high-strength premixes have a broad number of local companies participating, with products like piña colada or sangria. Amongst the local players there are two outstanding companies, Vinos de la Corte with Freepops, which is strongly positioned in the Valle del Cauca region and besides offering 330ml bottles, it also has PET bottles of 1.

Price gap between on-trade and off-trade hindering on-trade expansion

The key distribution channel for RTDs/high-strength premixes is the retail channel, with young people being the most important consumers, looking for cheaper alternatives and preferring to purchase RTDs and drink them before going out as the price in a bar or restaurant can be double the price in hypermarkets. In addition, the increasing offer of and innovation in cocktails that is being observed in the on-trade continues to attract consumers, discouraging the on-trade expansion of RTDs.

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Colombia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the RTDs/High-Strength Premixes industry in Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTDs/High-Strength Premixes in Colombia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of RTDs/High-Strength Premixes in Colombia?
  • What are the major brands in Colombia?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Rtds/High-Strength Premixes in Colombia - Category analysis

HEADLINES

PROSPECTS

RTDs continue to attract young consumers
High-strength premixes dropping
Modern channel leads the distribution of RTDs/high-strength premixes

COMPETITIVE LANDSCAPE

Foreign brand absolute leader
Enalia SA and Vinos de la Corte SA outstanding local players
Price gap between on-trade and off-trade hindering on-trade expansion

CATEGORY DATA

Table 1 Sales of RTDS/High-strength Premixes by Category: Total Volume 2012-2017
Table 2 Sales of RTDS/High-strength Premixes by Category: Total Value 2012-2017
Table 3 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2012-2017
Table 4 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2012-2017
Table 5 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2012-2017
Table 6 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2012-2017
Table 7 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 8 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
Table 9 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 10 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 11 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2014-2017
Table 12 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2017-2022
Table 13 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2017-2022
Table 14 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2017-2022
Table 15 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2017-2022