Following a double-digit contraction in 2020, on-trade volume sales of wine rebounded strongly in 2021 as the rollout of COVID-19 vaccines and the easing of public health measures enabled Colombians to begin socialising outside the home again and fuelled a nascent recovery in inbound tourism. Moreover, economic improvements and a renewed desire for indulgence after the deprivations of lockdowns and home seclusion encouraged many consumers to trade up to higher quality and more expensive varieties when ordering wine in foodservice outlets.
Discounters was one of the most dynamic distribution channels within wine for most of the review period, with its off-trade volume growth rate significantly outpacing that for the entire category over 2016-2020. A major factor underpinning the channel’s impressive performance during these years was the popularity of imported still light grape wines sold by chains like D1 (Koba Colombia SAS), especially Chilean and Argentinian varieties.
Colombia is not a significant wine producer. However, fruit wines and a limited selection of still light grape wines are produced in the country, primarily for domestic consumption.
Wine is expected to see off- and on-trade volume sales increase throughout the forecast period. On-trade growth rates will remain relatively high in the short term as the further easing of the pandemic encourages more frequent socialising outside the home and strengthens the recovery in inbound tourism, but are likely to slow consistently as demand stabilises.
Off-trade distribution of wine is unlikely to change significantly over the forecast period, with hypermarkets, supermarkets and discounters set to remain the leading channels in volume terms. It is expected e-commerce will continue to gain importance in the category, as the pandemic has strengthened consumer appreciation for the convenience and wider array of choices afforded by online shopping, while also compelling brand owners and store-based retailers to step up investment in their digital sales and marketing capabilities.
Given that the pandemic has reinforced the well-established tendency towards rising health awareness among Colombians, the lower alcohol content of wine as compared to spirits should help to broaden the appeal of this category over the forecast period. Increased health-consciousness is also expected to strengthen interest in low alcohol and non-alcoholic wines from brands such as Mostelo, and encourage innovation in this area by new entrants and established players.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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