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