Competitive Landscape
Quala Accelerates Share Gains as Pricing Transforms Access
The RTDs landscape shifted decisively towards higher concentration in 2025, driven by the rapid expansion of Quala SA, which now holds a 63% share of total volume, up from 27% in 2023. This marks a dramatic consolidation, as Quala’s lead has widened while Diageo Colombia SA, previously the largest player with a 37% share in 2023, saw its share drop to 21% in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTDs industry in Colombia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The RTDs in Colombia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of RTDs in Colombia?
- Where is consumer demand for RTDs focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Colombia?
- How are products distributed in Colombia?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Rtds in Colombia - Category analysis
Key Data Insights
Rtds Summary
Quala and Phusion Projects Broaden Appeal with New Launches
Local Spirits Brands Unlock New Ways to Enjoy Aguardiente
Brand Innovation and Flavour Diversity Drive Double-Digit Expansion
Quala’S Low-Priced Launches Drive Growth among Younger Adults
Los Cuates and Like to Reshape Distribution and Innovation Patterns
Quala Accelerates Share Gains as Pricing Transforms Access
Quala Boosts Traditional Retail with Affordable Multipack Offerings
Rappi and Tada Capitalise on Impulse Buying with Rapid Delivery
Quala Expands Access with Low-Priced, Flavourful Spirit-Based Launches
Licorera De Caldas Reimagines Aguardiente with Ready-To-Drink Innovation
Alcoholic Drinks in Colombia - Industry Overview
2025 Developments
Key Data Insights
Central Cervecera and Postobón Partnership Sparks New Consumption Occasions
Bavaria Leverages Corona Cero to Expand Non Alcoholic Beer Occasions
Gen Z to Drive Shift Towards Low-Alcohol and Small-Format Beer Innovation
Flavoured Beer and Rtds Reshape Consumer Experiences and Channel Strategy
Central Cervecera Challenges Bavaria with Value Segment Gains
Discounters Attract Leading Brands and Drive Retail Expansion
Rappi and Tada Fuel Impulse Purchases with Ultra-Fast Delivery
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Central Cervecera and Bavaria Shape New Drinking Experiences
Small-Format Launches Expand Brand Reach and Value
Country Reports Disclaimer
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See all of our definitionsWhy 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 report originates from Passport, our RTDs research and analysis database.
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