Vinos en Colombia

http://euromonitor.cesa.metaproxy.
org/portal/analysis/ta
b
Wine in Colombia
Category Briefing | 15 Jun 2016
HEADLINES
In 2015 total volume sales increase by 5% to reach 24 million litres
Increasing range of affordable wines serves to widen the categorys consumer base
Sparkling wine the best performer in 2015 with a 10% increase in total volume sales
Average unit price in the off-trade rises by 10% in current terms
Wine remains a highly fragmented category with a plethora of brands
Wine expected to record a total volume CAGR of 4% over the forecast period to reach sales of
28 million litres in 2020
TRENDS
In Colombia, wine is consumed mainly by those in a comfortable financial position. However,
this is a relatively small group and so in order to increase penetration and widen the categorys
consumer base, large retailers have been introducing low-priced imported wines costing around
Col$10,000 in order to target low to mid-income households.
Although in 2015 wine posted a healthy total volume increase of 5%, this was significantly
slower than the review period CAGR of 10%, which benefited from wine taking off in the country. In the
past two years, the tightening of drink driving regulations has had a negative effect
on wine consumption, particularly in the on-trade channel. In the off-trade, despite the efforts of
modern retailers to stimulate wine consumption by running weekly promotions, for many
Colombians wine drinking remains limited to celebrations and meetings with friends or relatives. The
culture of simply enjoying a glass of wine at home is not widespread, thus limiting category growth.
Sparkling wine was the best performer in 2015, recording an increase of 10% in total volume
terms. As the wine culture continues to grow in the country, Colombians are exploring new types
of wine, with other sparkling wine, which was generally regarded as mainly suitable for celebrations,
now being consumed on different occasions. This is attracting brands like Freixenet and Foss Marai to
the country, thus contributing to a wider category portfolio.
In 2015, average unit price in the off-trade registered a sharp increase of 10% in current
terms. This was due not only to the increasing presence of premium wines but also strong devaluation
of the Colombian peso during the year.
Still ros wine, which performed very well over the review period, continued to record healthy
growth in 2015, registering an increase of 8% in total volume terms. More savvy consumers are seeing
ros wines as versatile beverages which can be enjoyed in the afternoon, as an aperitif or to
accompany desserts.
Wine is mostly consumed at home and so large retailers are playing a key role in encouraging
consumption by widening the choice available in terms of brand, origin, price and presentation and
running promotional activities. At the weekends consumers can find attractive discounts or deals such
as 3 bottles for the price of 2 in large chains. As a result, the off-trade channel accounts for the vast
majority of sales. The on-trade, which for many brands is very important in terms of positioning,
posted slower growth in 2015 than the off-trade channel, largely as a consequence of drink driving
regulations.
In still red wine, Cabernet Sauvignon and Malbec remained the most popular varietals in 2015,
followed by Pinot Noir, Merlot and Shiraz/Syrah. In still white wine, Sauvignon Blanc and Chardonnay
continued to dominate sales, while in still ros wine the main varietals were Cabernet Sauvignon,
Zinfandel and Merlot. Although the tastes of Colombians remained skewed towards typical varietals,
the increasing presence of new brands and countries of origin, along with the development of
a wine culture, is leading to a wider range of different varietals.
In 2015, still red wines priced under Col$19,999 held a 62% volume share, benefiting from an
increasing number of affordable brands entering the country. However, as the wine culture continues
to strengthen, the highest price segment is seeing the strongest growth. In 2015, wines costing
Col$25,000-29,999 posted a 9% increase, faring better than red wine as a whole. In still white wine,
sales remained concentrated in the price bands under Col$19,999, accounting for a majority 66%
volume share. In still ros wine, wines under Col$14,999 accounted for 66% of volume sales, although
the Col$15,000-19,999 and Col$20,000-24,999 price tiers registered the strongest growth rates in
2015. In other sparkling wine, the Col$20,000-29,999 price band accounted for the strongest share of
sales, reflecting the preferences of affluent consumers, who are more educated about different
consumption occasions and the types of food to be accompanied by other sparkling wine.
New World wines, mainly from Chile and Argentina, remained the most common in Colombia.
Among New World wines, the US and Australia have been displaying rapid growth. Imports from the US
have benefited from the elimination of import tariffs under a free trade agreement which came into
force around three years ago. Australian wines, although with still a small share, have been seeing
strong growth as a consequence of the countrys policy to expand the presence of its wines around the
world. Old World wines continued to gain ground mainly among affluent consumers, with Spain and
France the most important countries but Italy and Portugal gaining ground rapidly.
In Colombia, glass bottles of 750ml remained the dominant pack type for wine. Brick liquid
cartons, which offer affordable prices, were also present but held just a small share of sales. PET
bottles are not present in Colombia and so far there have been no signs of introducing them.
Wine in Colombia is consumed mainly by adults over 30 of age, with women being an
important group. Although consumption remains concentrated among more affluent consumers, a
wider range of lower-priced wines is attracting Colombians in the mid-income segment. In terms of
regions, consumption is concentrated in the main cities, such as Bogot, Medelln and Cali.
PRODUCTION, IMPORTS AND EXPORTS

Colombia is not a major producer of wine, mainly due to climatic conditions that make the
country largely unsuitable for the production of still light grape wine. Although there is some
production of still light grape wine in the country, it is mainly produced from imported must that is
hydrated and requires added fermenting agents. According to the latest available information released
by the Departamento Nacional de Estadstica (DANE) in 2013, the country produced 8.1 million litres of
fruit wine, 2.2 million litres of still light grape wine and 1.8 million litres of sparkling wine.
Exports of wine are practically non-existent in Colombia.
In 2014, for which there is the latest available data for a complete year, imports of still light
grape wine increased by 3% to 15 million litres. The main countries of origin were Chile with a 59%
share, followed by Argentina with 18% and Spain with 8%. With regard to sparkling wine, imports
increased by 20% in volume terms to reach 1.8 million litres. In terms of origin, the US led imports with
a 39% share, followed by France (22%), Argentina (11%), Italy (11%) and Chile (11%).
COMPETITIVE LANDSCAPE
Wine in Colombia is a highly fragmented category, featuring both importers and local
producers. In 2015, domestic companies such as Bodegas del Rhin Ltda, Enalia Ltda, Vinos de La Corte
SA and Casa Grajales SA together accounted for a 29% share of volume sales. Over the review period
most local companies lost share to importers. As a strategy to improve their performance, local
companies have been widening their portfolios of imported wines.
John Restrepo A y Ca SA was the best performer in 2015, posting volume sales growth of 12%.
The company represents brands from Peascal, Santa Helena, Via Mayor and E & J Gallo Winery,
among others. One of the brands which contributed to the positive results of the company was the
sparkling wine Brut Andre Gallo. Dislicores SA also registered healthy growth, driven by the success of
Gato Negro, which enjoys a strong positioning in modern grocery retailers.
Wine is dominated by foreign brands, which continued to outperform local ones. As
the wine culture continues to grow in the country and consumers become more willing to try new
things, imported brands will have a good chance of success. Local brands are seeing slower growth
and are better positioned in fruit wine and other fortified wine.
Dislicores SA introduced semi-sweet red and white still light grape wines in 2015 under the
Gato Negro brand. These have been advertised on social media networks like Facebook. In wine, new
launches usually do not have a strong impact due to the fragmented nature of the category. However,
it is expected that these will enjoy strong acceptance among Colombians, not only due to the strong
positioning of Gato Negro, but also their sweet taste, which local consumers generally find appealing.
In 2015, no packaging innovations were observed. However, it is worth noting that despite
corks remaining the main closure type, metal screw closures are gaining ground, mainly in white, ros
and young red wines.
Price in Colombia remained an important factor when purchasing wine. However, as the offer
is widening, retailers are providing advisors which offer guidance to customers and help them decide
what to purchase for a particular occasion. However, as consumers become more knowledgeable, price
becomes less relevant.
In Colombia, there are no private label wines present. Large grocery retailers
import wine directly and in some cases are the exclusive suppliers of certain brands.
PROSPECTS
Over the forecast period wine is predicted to record a total volume CAGR of 4% to reach sales
of 28 million litres by 2020. This positive performance will be driven by the expansion of the middle-
classes and an increasing offer of low-priced wines, which will serve to attract consumers in lower-
income groups. This will, however, be a weaker performance than that of the review period due to the
increasing maturity of wine. A key challenge for category players will be to increase frequency of
consumption, which currently remains largely limited to the weekends and celebrations.
Wine will face challenges from the premiumisation of the alcoholic drinks market in Colombia,
particularly in categories such as beer or spirits like gin and whiskies, with consumers moving away
from wine.
Other sparkling wine and still ros wine are predicted to be the most dynamic categories over
the forecast period, posting total volume CAGRs of 6% and 5%, respectively. This will be down to
increasing knowledge about these wines and which foods to pair them with.
Over the forecast period average unit price in the off-trade is projected to see a yearly
increase of 2% in constant 2015 terms. Devaluation of the local currency is likely to have a stronger
impact during the first year of the forecast period while companies adapt to the new situation. One
factor which will help to shape prices over the following years will be a wider offering in both lower
price tiers and the premium segment.
The forecast period will witness the increasing presence of European wines, driven by the
growing wine culture, a consumer willingness to try new things and a free trade agreement with the
European Union which came into force in 2013. Italian wines have shown a very strong performance of
late and are likely to strengthen their position in the coming years.
The off-trade will remain the most important channel for wine, slightly outperforming the on-
trade in value terms at constant 2015 prices. A significant change in wine drinking habits is not
anticipated. The zero tolerance policy regarding drink driving will also contribute to the weaker
performance of the on-trade channel.
CATEGORY DATA
Table 1 Sales of Wine by Category: Total Volume 2010-2015
million litres 2010 2011 2012 2013 2014 2015
Fortified Wine and Vermouth 0.7 0.7 0.8 0.8 0.8 0.8
- Port 0.1 0.1 0.1 0.1 0.1 0.1
- Sherry 0.0 0.0 0.0 0.0 0.1 0.1
- Vermouth 0.5 0.5 0.5 0.5 0.5 0.6
- Other Fortified Wine 0.1 0.1 0.1 0.1 0.1 0.1
Non-Grape Wine 5.2 5.7 6.3 6.8 7.1 7.2
- Fruit Wine 5.2 5.7 6.3 6.8 7.1 7.2
Sparkling Wine 2.8 3.2 3.6 4.0 4.5 4.9
- Champagne 0.0 0.0 0.1 0.1 0.1 0.1
- Other Sparkling Wine 2.8 3.2 3.5 3.9 4.4 4.9
Still Light Grape Wine 5.7 7.1 8.5 9.6 10.1 10.5
- Still Red Wine 4.1 5.1 6.1 6.9 7.2 7.5
- Still Ros Wine 0.4 0.5 0.7 0.8 0.9 0.9
- Still White Wine 1.1 1.5 1.7 1.9 2.0 2.1
Wine 14.4 16.8 19.1 21.2 22.4 23.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research, store
checks, trade interviews, trade sources
Table 2 Sales of Wine by Category: Total Value 2010-2015
COP billion 2010 2011 2012 2013 2014 2015
Fortified Wine and Vermouth 27.3 28.3 30.1 31.7 34.2 37.4
- Port 2.8 2.9 3.0 3.2 3.4 3.7
- Sherry 2.1 2.5 2.9 3.2 3.8 4.6
- Vermouth 20.1 20.5 21.7 22.8 24.4 26.3
Non-Grape Wine 52.3 60.7 69.2 78.6 83.0 89.6
- Fruit Wine 52.3 60.7 69.2 78.6 83.0 89.6
Sparkling Wine 119.6 135.9 154.6 161.6 184.4 216.7
- Champagne 19.2 16.9 18.1 19.7 22.0 24.4
- Other Sparkling Wine 100.4 119.0 136.6 141.8 162.4 192.3
Still Light Grape Wine 273.0 345.6 420.2 502.0 548.8 619.8
- Still Red Wine 214.2 268.5 322.5 386.1 420.7 475.0
- Still Ros Wine 18.7 24.9 31.3 38.2 44.3 51.2
- Still White Wine 40.1 52.3 66.4 77.6 83.8 93.7
Wine 472.2 570.5 674.2 773.9 850.4 963.5
Table 3 Sales of Wine by Category: % Total Volume Growth 2010-2015
% total volume growth 2014/15 2010-15 CAGR 2010/15 Total
Fortified Wine and Vermouth 1.8 1.7 8.5

- Port 3.0 4.4 23.9
- Sherry 8.9 12.5 80.0
- Vermouth 1.4 0.9 4.7
- Other Fortified Wine -0.3 -0.2 -0.8
Non-Grape Wine 2.4 6.9 39.7
- Fruit Wine 2.4 6.9 39.7
Sparkling Wine 10.1 12.0 76.1
- Champagne 5.1 8.6 51.2
- Other Sparkling Wine 10.2 12.0 76.5
Still Light Grape Wine 4.9 13.1 85.0
- Still Red Wine 5.0 12.6 81.4
- Still Ros Wine 8.1 17.9 128.0
- Still White Wine 3.2 12.8 82.3
Wine 5.0 10.3 63.1
Table 4 Sales of Wine by Category: % Total Value Growth 2010-2015
% local currency, current value 2014/1 2010-15 2010/15
growth 5 CAGR Total

- Port 8.5 5.8 32.4
- Sherry 21.5 17.0 119.5
- Vermouth 7.9 5.5 30.9
- Other Fortified Wine 5.8 3.9 21.2
- Fruit Wine 8.0 11.4 71.2
- Champagne 10.8 4.9 27.1
- Still Red Wine 12.9 17.3 121.7
- Still Ros Wine 15.5 22.3 173.1
Wine 13.3 15.3 104.0
Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2010-2015
million litres 2010 2011 2012 2013 2014 2015
Off-trade 12.5 14.5 16.4 18.1 19.1 20.1

On-trade 1.9 2.3 2.7 3.1 3.3 3.4
Total 14.4 16.8 19.1 21.2 22.4 23.5
Table 6 Sales of Wine by Off-trade vs On-trade: Value 2010-2015
COP billion 2010 2011 2012 2013 2014 2015
Off-trade 259.9 310.5 362.5 416.3 463.1 535.7

On-trade 212.3 260.0 311.7 357.6 387.4 427.8
Total 472.2 570.5 674.2 773.9 850.4 963.5
Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2010-2015
% volume growth 2014/15 2010-15 CAGR 2010/15 TOTAL
% volume growth 2014/15 2010-15 CAGR 2010/15 TOTAL
Off-trade 5.2 10.0 61.3
On-trade 3.8 11.8 74.7
Total 5.0 10.3 63.1
Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2010-2015
% constant value growth 2014/15 2010-15 CAGR 2010/15 TOTAL
Off-trade 15.7 15.6 106.1

On-trade 10.4 15.0 101.5
Total 13.3 15.3 104.0
Table 9 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2010-2015
% off-trade 2010 2011 2012 2013 2014 2015
Under COP9999 26.3 26.2 25.1 21.8 19.6 20.1

COP10000 to COP14999 22.5 22.5 22.2 21.1 19.4 18.9
COP15000 to COP19999 21.2 21.3 21.7 22.3 22.8 22.9
COP20000 to COP24999 14.0 14.0 14.5 17.5 20.0 19.6
COP25000 to COP29999 9.3 9.2 9.5 9.9 10.4 10.7
COP30000 and above 6.7 6.8 7.0 7.4 7.8 7.8
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 10 Sales of Still White Wine by Price Segment: % Off-trade Volume 2010-2015
% off-trade 2010 2011 2012 2013 2014 2015
Under COP9999 26.4 25.2 24.0 20.4 17.8 17.3

COP10000 to COP14999 22.0 22.5 22.7 22.3 21.6 21.5
COP15000 to COP19999 19.2 19.7 20.7 24.1 26.6 27.4
COP20000 to COP24999 15.1 15.2 15.8 16.3 16.9 16.2
COP25000 to COP29999 17.3 17.4 16.8 17.0 17.1 17.6
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 11 Sales of Still Ros Wine by Price Segment: % Off-trade Volume 2010-2015
% off-trade 2010 2011 2012 2013 2014 2015
Under COP9999 14.0 12.0 10.0 8.8 7.7 7.1

COP10000 to COP14999 30.5 30.5 30.5 29.9 29.0 28.8
% off-trade 2010 2011 2012 2013 2014 2015
COP15000 to COP19999 27.1 26.8 27.0 28.2 29.2 29.9
COP20000 to COP24999 13.7 13.8 14.0 14.4 15.0 15.5
COP25000 to COP29999 14.7 16.9 18.5 18.7 19.1 18.8
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 12 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2010-2015
% off-trade 2010 2011 2012 2013 2014 2015
Under COP9999 6.8 6.4 6.2 4.8 4.2 3.0

COP10000 to COP14999 12.4 11.6 11.0 11.6 12.2 12.8
COP15000 to COP19999 18.0 17.3 17.2 16.2 15.6 15.1
COP20000 to COP24999 28.8 29.3 29.9 30.9 30.7 31.0
COP25000 to COP29999 21.4 21.7 22.0 22.4 22.9 23.1
COP30000 and above 12.6 13.7 13.8 14.1 14.4 15.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 13 Sales of Still Red Wine by Grape/Varietal Type: % Total Volume 2010-2015
% total volume 2010 2011 2012 2013 2014 2015
Cabernet Sauvignon 52.0 52.0 52.2 52.4 52.3 51.9

Malbec 13.5 13.6 13.6 13.7 13.7 13.8
Merlot 9.2 9.5 9.8 10.1 10.0 9.9
Pinot Noir 12.1 12.1 12.1 12.1 12.1 12.2
Shiraz/Syrah 3.7 3.8 3.7 3.7 3.6 3.6
Others 9.5 9.1 8.6 8.1 8.3 8.7
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 14 Sales of Still White Wine by Grape/Varietal Type: % Total Volume 2010-2015
% total volume 2010 2011 2012 2013 2014 2015
Chardonnay 21.0 21.0 21.1 21.2 21.4 21.9

Macabeo 3.0 2.8 2.5 2.3 2.1 1.8
Moscatel Alejandria 0.4 0.3 0.3 0.2 0.2 0.2
Riesling 4.1 3.9 3.8 3.7 3.5 3.2
Sauvignon Blanc 55.0 55.3 55.3 55.4 56.0 56.0
Others 16.5 16.6 17.0 17.1 16.9 16.9
% total volume 2010 2011 2012 2013 2014 2015
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 15 Sales of Still Ros Wine by Grape/Varietal Type: % Total Volume 2010-2015
% total volume 2010 2011 2012 2013 2014 2015
Cabernet Sauvignon 54.0 53.5 53.0 52.5 52.6 52.7

Merlot 15.5 15.6 15.5 15.3 15.2 15.3
Pinot Noir 8.5 8.6 8.6 8.8 8.6 8.4
Zinfandel 17.5 18.0 18.5 19.0 18.7 18.6
Others 4.5 4.4 4.4 4.4 4.9 5.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 16 GBO Company Shares of Still Light Grape Wine: % Total Volume 2011-2015
% total volume 2011 2012 2013 2014 2015
Ca Cerveceras Unidas SA 6.8 5.9 5.4 5.7 6.1

Via Concha y Toro SA 3.3 3.7 3.8 4.1 4.1
Via Santa Rita SA 3.2 4.9 4.7 3.8 3.6
Bodegas del Rhin Ltda 7.3 6.3 4.6 3.7 3.2
Dislicores Ltda 2.0 1.8 2.1 2.4 2.4
Bodegas de Mosela Ltda 1.3 1.1 1.0 1.0 1.0
Casa Grajales SA 1.4 1.2 1.0 1.0 0.9
Via Carta Vieja SA 1.0 0.9 0.9 0.9 0.9
Via Santa Carolina SA 0.5 0.5 0.5 0.5 0.5
Manuelita y Imp El Trebol 0.4 0.3 0.3 0.3 0.3
Via San Pedro Tarapac SA 0.3 0.3 0.2 0.2 0.2
Pernod Ricard Groupe 1.3 1.1 0.8 0.2 -
Private Label 0.2 0.1 - - -
Others 71.1 71.9 74.5 76.2 76.6
Total 100.0 100.0 100.0 100.0 100.0
Table 17 NBO Company Shares of Still Light Grape Wine: % Total Volume 2011-2015
% total volume 2011 2012 2013 2014 2015
Dislicores SA 9.1 8.0 7.7 8.3 8.8

Global Wine & Spirits Ltda 3.3 3.7 3.8 4.1 4.1
% total volume 2011 2012 2013 2014 2015
Diageo Colombia SA 3.2 4.9 4.7 3.8 3.6
Various distributors 1.5 1.3 1.4 1.4 1.4
Casa Grajales SA 1.4 1.2 1.0 1.0 0.9
Manuelita y Imp El Trebol 0.4 0.3 0.3 0.3 0.3
Pernod Ricard Colombia SA 1.3 1.1 0.8 0.2 -
Grandes Superficies de Colombia SA 0.2 0.1 - - -
Others 71.1 71.9 74.5 76.2 76.6
Total 100.0 100.0 100.0 100.0 100.0
Table 18 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2012-2015
201 201 201 201
% total volume Company 2 3 4 5
Gato Negro (Ca

Cerveceras Unidas SA) Dislicores SA 5.9 5.4 5.7 6.1
Casillero del Diablo (Via Global Wine & Spirits
Concha y Toro SA) Ltda 3.7 3.8 4.1 4.1
Santa Rita (Via Santa
Rita SA) Diageo Colombia SA 4.9 4.7 3.8 3.6
Casa del Rhin Bodegas del Rhin Ltda 6.3 4.6 3.7 3.2
Sega Olle (Dislicores
Ltda) Dislicores SA 1.8 2.1 2.4 2.4
Bodegas de Mosela
Gran Brindis Ltda 1.1 1.0 1.0 1.0
Grajales Casa Grajales SA 1.2 1.0 1.0 0.9
Carta Vieja (Via Carta
Vieja SA) Various distributors 0.9 0.9 0.9 0.9
Santa Carolina (Via
Santa Carolina SA) Various distributors 0.5 0.5 0.5 0.5
Manuelita y Imp El
La Salute Trebol 0.3 0.3 0.3 0.3
Via las Garzas (Pernod Pernod
Ricard Groupe) Ricard Colombia SA 1.1 0.8 0.2 -
Carrefour (Private Grandes Superficies
Label) de Colombia SA 0.1 - - -
Others Others 72.2 74.8 76.5 76.9
201 201 201 201
100. 100. 100. 100.
Total Total 0 0 0 0
Table 19 GBO Company Shares of Champagne: % Total Volume 2011-2015

% total volume 2011 2012 2013 2014 2015
LVMH Mot Hennessy Louis Vuitton SA 57.9 68.3 63.2 68.6 69.7
Pernod Ricard Groupe 42.0 18.5 36.5 31.2 30.1
Others 0.1 13.2 0.2 0.2 0.2
100. 100. 100. 100. 100.
Total 0 0 0 0 0
Table 20 NBO Company Shares of Champagne: % Total Volume 2011-2015

% total volume 2011 2012 2013 2014 2015
Global Wine & Spirits Ltda - - 63.2 68.6 69.7

Pernod Ricard Colombia SA 42.0 18.5 36.5 31.2 30.1
Diageo Colombia SA 57.9 68.3 - - -
Others 0.1 13.2 0.2 0.2 0.2
Total 100.0 100.0 100.0 100.0 100.0
Table 21 LBN Brand Shares of Champagne: % Total Volume 2012-2015

201 201 201 201
Cuve Dom Prignon (LVMH

Mot Hennessy Louis Vuitton Global Wine &
SA) Spirits Ltda - 15.6 37.7 38.9
GH Mumm (Pernod Ricard Pernod
Groupe) Ricard Colombia SA 18.5 36.5 31.2 30.1
Veuve Clicquot Ponsardin
(LVMH Mot Hennessy Louis Global Wine &
Vuitton SA) Spirits Ltda - 17.6 16.3 16.5
Mot & Chandon (LVMH Mot Global Wine &
Hennessy Louis Vuitton SA) Spirits Ltda - 30.0 14.5 14.3
Cuve Dom Prignon (LVMH Diageo Colombia S 26.3 - - -
201 201 201 201
Mot Hennessy Louis Vuitton
SA) A
Mot & Chandon (LVMH Mot Diageo Colombia S
Hennessy Louis Vuitton SA) A 26.3 - - -
Veuve Clicquot Ponsardin
(LVMH Mot Hennessy Louis Diageo Colombia S
Vuitton SA) A 15.8 - - -
Others Others 13.2 0.2 0.2 0.2
100. 100. 100. 100.
Total Total 0 0 0 0
Table 22 GBO Company Shares of Other Sparkling Wine: % Total Volume 2011-2015
% total volume 2011 2012 2013 2014 2015

E&J Gallo Winery Inc 5.8 5.6 8.9 10.1 10.3
Casa Grajales SA 8.7 8.2 7.6 6.5 6.1
Casa La Vina 2.8 2.8 2.7 2.5 2.4
Vineria Los Monjes 3.4 3.1 3.0 2.5 2.3
Casa Vincola Los Frayles SA 0.4 0.4 0.4 0.3 0.3
Bodegas Aejas 1.6 1.3 1.0 - -
Private Label 1.0 0.8 - - -
Others 48.3 50.5 53.8 59.1 62.4
Total 100.0 100.0 100.0 100.0 100.0
Table 23 NBO Company Shares of Other Sparkling Wine: % Total Volume 2011-2015
% total volume 2011 2012 2013 2014 2015

John Restrepo A y Ca SA 5.8 5.6 8.9 10.1 10.3
Casa Grajales SA 8.7 8.2 7.6 6.5 6.1
Casa La Vina 2.8 2.8 2.7 2.5 2.4
Vineria Los Monjes 3.4 3.1 3.0 2.5 2.3
% total volume 2011 2012 2013 2014 2015
Bodegas Aejas 1.6 1.3 1.0 - -
Grandes Superficies de Colombia SA 1.0 0.8 - - -
Others 48.3 50.5 53.8 59.1 62.4
Total 100.0 100.0 100.0 100.0 100.0
Table 24 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2012-2015
201 201 201 201
Brut Andre Gallo (E&J John Restrepo A y Ca

Gallo Winery Inc) SA 5.6 8.9 10.1 10.3
Katich Bodegas del Rhin Ltda 15.0 12.1 9.8 8.3
Katiuska Bodegas del Rhin Ltda 11.6 9.8 8.3 7.3
Grajales Casa Grajales SA 8.2 7.6 6.5 6.1
Espumoso Casa la Vina Casa La Vina 2.8 2.7 2.5 2.4
Presidencial Vineria Los Monjes 3.1 3.0 2.5 2.3
Bodegas de Mosela
Mosela Ltda 0.4 0.4 0.4 0.4
Bodegas de Mosela
Gran Brindis Ltda 0.4 0.4 0.3 0.3
Casa Vincola Los
Madame Colette Frayles SA 0.4 0.4 0.3 0.3
Casanova Bodegas Aejas 1.3 1.0 - -
Grandes Superficies
Carrefour (Private Label) de ColombiaSA 0.8 - - -
Others Others 50.5 53.8 59.1 62.4
100. 100. 100. 100.
Total Total 0 0 0 0
Table 25 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2011-2015
% total volume 2011 2012 2013 2014 2015
Campari Milano SpA, Davide 31.2 31.0 32.8 33.9 34.0

Gonzlez Byass SA 4.0 4.3 4.7 5.4 5.8
Vicente Ganda Pl SA 4.5 4.4 4.4 4.4 4.3
Sogrape Group 3.3 3.3 3.7 3.8 3.8
Casa Grajales SA 0.5 0.5 0.4 0.5 0.5
% total volume 2011 2012 2013 2014 2015
Bodegas Aejas 0.2 0.2 - - -
Pernod Ricard Groupe - - - - -
Grupo Osborne SA - - - - -
Others 55.4 55.2 53.1 51.2 50.7
Total 100.0 100.0 100.0 100.0 100.0
Table 26 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2011-2015
% total volume 2011 2012 2013 2014 2015
Dislicores SA 31.2 31.0 32.8 33.9 34.0

Marpico SA 8.5 8.8 9.1 9.7 10.0
Productos Mixtos
Promix Colombia Ltda 2.9 3.3 3.7 3.8 3.8
Casa Grajales SA 0.5 0.5 0.4 0.5 0.5
Bodegas Aejas 0.2 0.2 - - -
Pernod Ricard Colombia SA 0.3 - - - -
Others 55.4 55.2 53.1 51.2 50.7
100. 100. 100. 100. 100.
Total 0 0 0 0 0
Table 27 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2012-2015
201 201 201 201
Cinzano Rosso
(Campari Milano SpA,
Davide) Dislicores SA 16.5 16.4 17.4 17.5
Cinzano (Campari
Milano SpA, Davide) Dislicores SA 14.5 16.3 16.5 16.5
Tio Pepe (Gonzlez
Byass SA) Marpico SA 3.3 3.7 4.3 4.6
Castillo de Liria
(Vicente Ganda Pl
SA) Marpico SA 4.4 4.4 4.4 4.3
201 201 201 201
Ferreira (Sogrape Productos Mixtos
Group) Promix Colombia Ltda 3.3 3.7 3.8 3.8
Don Gerardo Casa Grajales SA 0.3 0.4 0.5 0.5
Casa Vincola Los Frayles
Los Frayles SA 0.5 0.5 0.5 0.5
La Ina (Grupo Osborne Pernod
SA) Ricard Colombia SA - - - -
Sandeman (Sogrape Pernod
Group) Ricard Colombia SA - - - -
Others Others 56.7 54.1 52.3 51.8
100. 100. 100. 100.
Total Total 0 0 0 0
Table 28 GBO Company Shares of Non-grape Wine: % Total Volume 2011-2015
% total volume 2011 2012 2013 2014 2015

Hijos de Antonio Barcel SA 25.6 25.6 23.8 23.6 23.5
Vinos de la Corte SA 20.3 19.2 22.1 21.5 21.2
Prorivinos Ltda 12.4 12.1 11.5 11.2 11.2
Comercializadora y Productora Favila 3.8 3.8 4.8 4.6 4.6
Casa Grajales SA 5.1 4.8 4.3 4.3 4.3
Others 6.8 7.5 7.5 9.0 9.6
Total 100.0 100.0 100.0 100.0 100.0
Table 29 NBO Company Shares of Non-grape Wine: % Total Volume 2011-2015
% total volume 2011 2012 2013 2014 2015

Enalia Ltda 25.6 25.6 23.8 23.6 23.5
Vinos de la Corte SA 20.3 19.2 22.1 21.5 21.2
Prorivinos Ltda 12.4 12.1 11.5 11.2 11.2
Comercializadora y Productora Favila 3.8 3.8 4.8 4.6 4.6
Casa Grajales SA 5.1 4.8 4.3 4.3 4.3
Others 6.8 7.5 7.5 9.0 9.6
% total volume 2011 2012 2013 2014 2015
Total 100.0 100.0 100.0 100.0 100.0
Table 30 LBN Brand Shares of Non-grape Wine: % Total Volume 2012-2015
201 201 201 201
Carinoso (Hijos de
Antonio Barcel SA) Enalia Ltda 25.6 23.8 23.6 23.5
Libertador Vinos de la Corte SA 11.8 12.8 12.4 12.3
Rivelino Prorivinos Ltda 12.1 11.5 11.2 11.2
Cherrynol Vinos de la Corte SA 7.4 9.3 9.0 8.9
Comercializadora y
Victorino Productora Favila 3.8 4.8 4.6 4.6
Delicioso de Manzana Casa Grajales SA 4.8 4.3 4.3 4.3
Others Others 7.5 7.5 9.0 9.6
100. 100. 100. 100.
Total Total 0 0 0 0
Table 31 Production, Imports and Exports of Wine: Total Volume 2009-2014
million litres 2009 2010 2011 2012 2013 2014
Wine Production 14.2 12.9 12.7 11.9 12.1 -

Wine Imports 11.9 11.4 13.7 15.0 16.0 16.8
Wine Exports 0.1 0.1 0.2 0.4 0.2 -
Wine Apparent consumption 26.0 24.2 26.3 26.5 27.9 -
Source: GTIS, Euromonitor International
Note: - indicates data not available
Table 32 Imports of Wine by Country of Origin: Total Volume 2009-2014
million litres 2009 2010 2011 2012 2013 2014
Wine United Kingdom 0.0 - 0.0 0.0 0.0 0.0

Wine United States 0.3 0.4 0.6 0.9 2.4 1.6
Wine Uruguay 0.0 0.0 0.0 0.1 0.0 0.2
Wine Argentina 3.3 3.0 3.3 3.5 2.8 3.0
Wine Australia 0.0 0.0 0.0 0.1 0.0 0.0
Wine Austria - - - 0.0 - 0.0
Wine Brazil - 0.0 0.0 0.1 0.0 0.0
million litres 2009 2010 2011 2012 2013 2014
Wine Chile 6.1 6.0 7.3 8.0 8.5 9.0
Wine China - - 0.0 0.0 - 0.0
Wine Colombia - - - - 0.0 0.0
Wine Duty-Free (Rionegro) - - - - 0.1 0.1
Wine Ecuador - - - - 0.0 0.0
Wine France 0.6 0.7 0.9 1.0 0.8 0.8
Wine Germany 0.2 0.2 0.2 0.1 0.0 0.0
Wine Italy 0.1 0.2 0.2 0.3 0.3 0.6
Wine Japan - - 0.0 - - 0.0
Wine Lebanon - - - - 0.0 -
Wine Luxembourg - - - - - 0.0
Wine Netherlands - - - - 0.0 0.0
Wine New Zealand - 0.0 0.0 0.0 0.0 0.0
Wine Peru - - - - - 0.0
Wine Portugal 0.0 0.0 0.0 0.0 0.0 0.0
Wine Romania 0.0 0.0 - - - 0.0
Wine South Africa - 0.0 0.0 0.0 0.0 0.0
Wine Spain 1.0 0.8 1.1 1.0 1.0 1.4
Wine Others 0.2 0.0 0.1 0.0 0.0 -
Wine Total 11.8 11.4 13.7 15.0 16.0 16.8
Table 33 Imports of Wine by Country of Origin: Total Value 2009-2014
COP million 2009 2010 2011 2012 2013 2014
18,65 17,43 20,480 23,28 20,049. 30,745.

Wine Argentina 5.3 4.4 .2 9.9 6 8
Wine Australia 172.0 75.7 269.5 287.9 26.2 697.2
Wine Austria - - - 3.5 - 132.0
Wine Brazil - 169.0 107.4 250.5 272.5 87.3
36,06 32,42 37,826 45,10 46,347. 71,302.
Wine Chile 1.6 5.7 .0 8.1 6 9
Wine China - - 0.6 0.1 - 14.0
Wine Colombia - - - - 0.6 1.5
Wine Duty-Free
(Rionegro) - - - - 162.1 160.8
Wine Ecuador - - - - 42.0 26.7
COP million 2009 2010 2011 2012 2013 2014
6,219. 6,729. 6,718. 9,415. 10,473. 21,721.
Wine France 3 5 7 5 4 6
1,028.
Wine Germany 966.7 9 767.3 673.3 199.6 310.0
1,127. 1,223. 1,660. 2,462.
Wine Italy 2 7 9 4 2,716.3 6,739.2
Wine Japan - - 3.6 - - 66.4
Wine Lebanon - - - - 1.6 -
Wine Luxembourg - - - - - 83.3
Wine Netherlands - - - - 60.1 11.2
Wine New Zealand - 23.4 22.7 73.8 69.9 67.7
Wine Peru - - - - - 20.3
Wine Portugal 64.6 70.9 194.1 192.1 424.0 590.4
Wine Romania 79.2 14.6 - - - 65.9
Wine South Africa - 28.8 103.0 74.1 15.4 26.4
9,569. 6,255. 8,713. 9,646. 10,770. 18,190.
Wine Spain 9 4 9 1 6 3
Wine United
Kingdom 38.6 - 56.7 53.7 63.1 164.7
2,316. 2,566. 3,532. 6,141. 14,683.
Wine United States 6 7 9 1 9,252.7 8
Wine Uruguay 254.2 123.4 86.9 348.7 127.9 1,539.3
Wine Others 757.3 132.0 438.1 98.1 417.6 -
76,28 68,30 80,982 98,11 101,49 167,44
Wine Total 2.4 2.1 .4 8.9 3.0 8.6
Table 34 Exports of Wine by Country of Destination: Total Volume 2009-2014
million litres 2009 2010 2011 2012 2013 2014
Wine Venezuela 0.1 0.1 0.2 0.4 0.2 -

Wine Germany - - - - 0.0 -
Wine Spain - 0.0 - - 0.0 -
Wine Total 0.1 0.1 0.2 0.4 0.2 -
Table 35 Exports of Wine by Country of Destination: Total Value 2009-2014
COP million 2009 2010 2011 2012 2013 2014
COP million 2009 2010 2011 2012 2013 2014
Wine Germany - - - - 36.4 -
Wine Spain - 53.5 - - 5.3 -
Wine Venezuela 381.6 355.5 932.0 1,716.7 1,380.6 -
Wine Total 381.6 409.0 932.0 1,716.7 1,422.3 -
Table 36 Forecast Sales of Wine by Category: Total Volume 2015-2020
million litres 2015 2016 2017 2018 201
Fortified Wine and Vermouth 0.8 0.8 0.8 0.8 0.9

- Port 0.1 0.1 0.1 0.1 0.1
- Sherry 0.1 0.1 0.1 0.1 0.1
- Vermouth 0.6 0.6 0.6 0.6 0.6
- Other Fortified Wine 0.1 0.1 0.1 0.1 0.1
Non-Grape Wine 7.2 7.4 7.5 7.6 7.8
- Fruit Wine 7.2 7.4 7.5 7.6 7.8
Sparkling Wine 4.9 5.2 5.6 6.0 6.3
- Champagne 0.1 0.1 0.1 0.1 0.1
- Other Sparkling Wine 4.9 5.2 5.5 5.9 6.2
Still Light Grape Wine 10.5 10.9 11.3 11.8 12.2
- Still Red Wine 7.5 7.8 8.1 8.4 8.7
- Still Ros Wine 0.9 1.0 1.0 1.1 1.1
- Still White Wine 2.1 2.1 2.2 2.3 2.3
Wine 23.5 24.3 25.3 26.2 27.1
% total volume growth 2015/16 2015-20 CAGR 2015/20 Tota
Fortified Wine and Vermouth 1.5 1.8

- Port 2.7 2.5
- Sherry 6.4 10.
- Vermouth 1.3 1.2
- Other Fortified Wine -0.3 -0.5
Non-Grape Wine 1.7 1.7
- Fruit Wine 1.7 1.7
Sparkling Wine 6.4 5.9
- Champagne 4.6 5.4
- Other Sparkling Wine 6.4 5.9
Still Light Grape Wine 3.4 3.7
% total volume growth 2015/16 2015-20 CAGR 2015/20 Tota
- Still Red Wine 3.3 3.7

- Still Ros Wine 5.6 4.5
- Still White Wine 2.6 3.1
Wine 3.4 3.5
Table 39 Forecast Sales of Wine by Category: % Total Value Growth 2015-2020
% local currency, constant value 2015/20 2015-20 2015/20

growth 16 CAGR TOTAL

- Port 3.4 2.9 15.3
- Sherry 8.6 11.2 70.2
- Vermouth 2.6 2.0 10.5
- Other Fortified Wine 1.1 0.7 3.7
- Fruit Wine 2.8 2.5 13.0
- Champagne 5.2 5.5 30.5
- Still Red Wine 6.0 5.5 30.7
- Still Ros Wine 7.6 6.1 34.3
Wine 6.1 5.3 29.5
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade
sources
Related AnalysisView ChartCompany SharesBrand SharesDistributionOff-trade vs On-tradePricingProducts
by IngredientTrade Statistics - VolumeUrban vs Rural
sources
Table 37 Forecast Sales of Wine by Category: Total Value 2015-2020
COP billion 2015 2016 2017 2018 2019 2020
Fortified Wine and

Vermouth 37.4 38.7 39.9 41.2 42.7 44.1
- Port 3.7 3.8 3.9 4.0 4.1 4.2
- Sherry 4.6 5.0 5.5 6.1 7.0 7.9
COP billion 2015 2016 2017 2018 2019 2020
- Vermouth 26.3 27.0 27.6 28.1 28.6 29.1
Non-Grape Wine 89.6 92.1 94.7 97.1 99.2 101.3
- Fruit Wine 89.6 92.1 94.7 97.1 99.2 101.3
216.
Sparkling Wine 7 235.1 253.9 270.3 283.9 296.5
- Champagne 24.4 25.6 27.2 28.7 30.3 31.8
192.
- Other Sparkling Wine 3 209.5 226.7 241.6 253.6 264.7
619.
Still Light Grape Wine 8 656.6 695.2 733.3 769.9 806.2
475.
- Still Red Wine 0 503.3 533.5 563.5 592.3 620.7
- Still Ros Wine 51.2 55.1 58.7 62.1 65.4 68.7
- Still White Wine 93.7 98.2 103.1 107.7 112.2 116.7
963. 1,022. 1,083. 1,142. 1,195. 1,248.
Wine 5 5 7 0 7 0
sources
Table 38 Forecast Sales of Wine by Category: % Total Volume Growth 2015-2020
Change View 2015 2016 2017 2018 2019 2020
Wine
China 4,364,96 4,646,75 4,966,75 5,320,38 5,702,93 6,117,17
9.9 3.0 3.6 4.2 0.3 5.6
USA 3,108,30 3,161,98 3,212,76 3,263,56 3,312,76 3,362,70

0.0 5.4 7.8 9.7 0.2 9.3
Italy 2,260,02 2,329,90 2,410,16 2,488,36 2,564,52 2,640,81

3.5 0.3 7.9 2.4 7.3 1.5
France 2,405,30 2,388,79 2,375,05 2,368,16 2,366,91 2,369,69

1.5 6.8 2.0 9.7 3.5 5.1
Germany 2,031,87 2,029,08 2,027,10 2,027,78 2,030,28 2,033,67

6.9 8.7 4.9 4.8 5.0 3.9
United 1,353,65 1,348,04 1,341,55 1,339,38 1,339,44 1,340,60

Kingdom 0.9 9.6 6.9 6.3 1.8 8.9
Argentina 1,066,30 1,091,49 1,115,26 1,138,12 1,160,92 1,183,24

3.8 5.2 0.9 3.0 1.9 0.8
Spain 968,787. 996,845. 1,023,98 1,050,43 1,076,70 1,102,83

3 0 9.6 6.9 1.4 3.9
Russia 1,002,93 990,776. 997,347. 1,010,43 1,030,34 1,058,47

0.0 6 1 1.0 1.8 3.0
Japan 889,279. 881,175. 874,150. 867,917. 862,233. 857,608.

7 9 1 5 7 1
Canada 545,982. 566,198. 584,261. 601,108. 617,217. 632,988.

6 9 7 6 6 3
Australia 569,505. 577,929. 586,164. 596,227. 607,464. 619,490.

2 8 4 3 1 3
South 410,513. 425,870. 443,559. 463,869. 481,350. 497,268.

Africa 2 1 1 6 5 3
Portugal 441,270. 446,367. 453,234. 460,702. 468,800. 477,761.

3 0 6 8 7 2
Netherland 380,236. 378,108. 378,529. 380,376. 383,416. 387,105.

s 6 4 8 3 1 2
Brazil 354,275. 347,261. 348,080. 352,972. 360,677. 371,017.

6 0 4 1 0 7
South 416,191. 396,193. 381,686. 371,467. 363,374. 356,024.

Korea 9 6 3 9 6 6
Chile 240,783. 258,161. 275,112. 291,898. 308,871. 326,386.

2 8 7 1 0 3
Belgium 300,799. 302,004. 303,243. 304,736. 306,146. 308,024.

8 7 0 0 4 1
Greece 291,892. 291,733. 291,102. 290,343. 289,681. 290,053.

7 0 4 4 4 5
Poland 238,910. 244,847. 253,464. 262,597. 271,574. 280,292.

2 0 3 8 7 9
Switzerlan 278,359. 277,663. 276,803. 275,806. 274,654. 273,370.

d 6 6 5 0 8 2
Austria 261,309. 258,405. 255,875. 253,674. 251,820. 250,388.

9 7 0 8 9 8
Romania 209,550. 214,926. 221,438. 228,772. 237,096. 245,382.

9 8 4 0 0 0
Hungary 216,307. 219,788. 224,294. 229,118. 234,054. 239,149.

6 7 0 1 0 2
Sweden 225,899. 228,126. 229,933. 231,625. 233,114. 234,460.

7 1 7 0 3 1
Czech 210,039. 214,912. 218,322. 221,346. 224,274. 226,681.

Republic 0 6 4 7 6 9
sources
Market
http://euromonitor.cesa.metaproxy.org/portal/statistics/rankcountries
Sizes | Historical/Forecast | Total Volume | '000 litres

http://euromonitor.cesa.metaproxy.org/portal/statistics/changemeasure
Company Shares (Global - Historical Owner) | Historical | Total Volume | % breakdown
Key:
Related AnalysisView Chart
201 201 201 201 201 201
Change View 0 1 2 3 4 5
Colombia
Wine
Bodegas del Rhin Ltda 17.8 17.1 16.7 14.6 13.4 12.5
Hijos de Antonio Barcel SA 9.2 8.7 8.4 7.7 7.4 7.2
Vinos de la Corte SA 7.7 6.9 6.3 7.1 6.8 6.5
Prorivinos Ltda 4.5 4.2 4.0 3.7 3.6 3.4
Casa Grajales SA 4.6 4.0 3.7 3.3 3.1 3.0
Ca Cerveceras Unidas SA 3.4 2.9 2.6 2.4 2.6 2.7
E&J Gallo Winery Inc 0.8 1.1 1.0 1.7 2.0 2.1
Via Concha y Toro SA 1.1 1.4 1.7 1.7 1.8 1.8
Via Santa Rita SA 0.8 1.3 2.2 2.1 1.7 1.6
Comercializadora y Productora 1.4 1.3 1.2 1.5 1.5 1.4

Favila
Campari Milano SpA, Davide 1.6 1.4 1.2 1.2 1.2 1.2
Dislicores Ltda 0.9 0.9 0.8 0.9 1.1 1.1
Bodegas de Mosela Ltda 0.8 0.7 0.6 0.6 0.6 0.6
Casa La Vina 0.7 0.5 0.5 0.5 0.5 0.5
Vineria Los Monjes 0.7 0.6 0.6 0.6 0.5 0.5
Via Carta Vieja SA 0.5 0.4 0.4 0.4 0.4 0.4
Via Santa Carolina SA 0.2 0.2 0.2 0.2 0.2 0.2
LVMH Mot Hennessy Louis Vuitton 0.2 0.2 0.2 0.2 0.2 0.2
SA
Gonzlez Byass SA 0.1 0.2 0.2 0.2 0.2 0.2

201 201 201 201 201 201
Vicente Ganda Pl SA 0.2 0.2 0.2 0.2 0.2 0.1
Manuelita y Imp El Trebol 0.2 0.2 0.1 0.1 0.1 0.1
Sogrape Group 0.2 0.1 0.1 0.1 0.1 0.1
Via San Pedro Tarapac SA 0.1 0.1 0.1 0.1 0.1 0.1
Pernod Ricard Groupe 0.7 0.7 0.5 0.5 0.2 0.1
Casa Vincola Los Frayles SA 0.1 0.1 0.1 0.1 0.1 0.1
Bodegas Aejas 0.4 0.3 0.2 0.2 - -
Private Label 0.3 0.3 0.2 - - -
Others 40.9 44.0 45.9 48.1 50.5 51.9
Total 100. 100. 100. 100. 100. 100.

0 0 0 0 0 0
Brand Shares (Global - Historical Owner) | Historical | Total Volume | % breakdown
Key:
Change Company name 201 201 201 201 201 201

View Brand (GBO) 0 1 2 3 4 5
Colombia
Wine
Casa del Bodegas del Rhin 12.3 12.0 11.7 10.5 9.8 9.3
Rhin Ltda
Carinoso Hijos de Antonio 9.2 8.7 8.4 7.7 7.4 7.2

Barcel SA
Libertado Vinos de la Corte 4.8 4.2 3.9 4.1 3.9 3.8

r SA
Rivelino Prorivinos Ltda 4.5 4.2 4.0 3.7 3.6 3.4

Cherrynol Vinos de la Corte 2.9 2.7 2.4 3.0 2.9 2.8

SA
Gato Ca Cerveceras 3.4 2.9 2.6 2.4 2.6 2.7

Negro Unidas SA
Brut E&J Gallo Winery 0.8 1.1 1.0 1.7 2.0 2.1
Andre Inc
Gallo
Concha y Via Concha y 1.1 1.4 1.7 1.7 1.8 1.8

Toro Toro SA
Katich Bodegas del Rhin 3.1 2.9 2.8 2.3 1.9 1.7
Ltda
Grajales Casa Grajales SA 2.5 2.2 2.1 1.9 1.7 1.7
Santa Via Santa Rita 0.8 1.3 2.2 2.1 1.7 1.6
Rita SA
Katiuska Bodegas del Rhin 2.4 2.2 2.2 1.8 1.6 1.5
Ltda
Victorino Comercializadora 1.4 1.3 1.2 1.5 1.5 1.4

y Productora
Favila
Delicioso Casa Grajales SA 2.1 1.8 1.6 1.4 1.4 1.3

de
Manzana
Cinzano Campari Milano 1.6 1.4 1.2 1.2 1.2 1.2

SpA, Davide
Sega Olle Dislicores Ltda 0.9 0.9 0.8 0.9 1.1 1.1
Gran Bodegas de 0.7 0.6 0.5 0.5 0.5 0.5

Brindis Mosela Ltda
Espumos Casa La Vina 0.7 0.5 0.5 0.5 0.5 0.5

o Casa la
Vina
Presidenc Vineria Los Monjes 0.7 0.6 0.6 0.6 0.5 0.5
ial
Carta Via Carta Vieja 0.5 0.4 0.4 0.4 0.4 0.4
Vieja SA
Santa Via Santa 0.2 0.2 0.2 0.2 0.2 0.2

Carolina Carolina SA
To Pepe Gonzlez Byass 0.1 0.1 0.1 0.1 0.2 0.2

SA
Castillo Vicente Ganda 0.2 0.2 0.2 0.2 0.2 0.1

de Liria Pl SA
La Salute Manuelita y Imp El 0.2 0.2 0.1 0.1 0.1 0.1

Trebol
Ferreira Sogrape Group 0.1 0.1 0.1 0.1 0.1 0.1
Castillo Via San Pedro 0.1 0.1 0.1 0.1 0.1 0.1
de Molina Tarapac SA
Dom LVMH Mot 0.0 0.0 0.1 0.0 0.1 0.1

Prignon Hennessy Louis
Vuitton SA
Mumm Pernod Ricard 0.1 0.1 0.1 0.1 0.1 0.1

Groupe
Mosela Bodegas de 0.1 0.1 0.1 0.1 0.1 0.1

Mosela Ltda
Madame Casa Vincola Los 0.1 0.1 0.1 0.1 0.1 0.1
Colette Frayles SA
Via las Pernod Ricard 0.6 0.5 0.5 0.4 0.1 -

Garzas Groupe
Casanova Bodegas Aejas 0.4 0.3 0.2 0.2 - -
Sandema Sogrape Group 0.1 0.0 - - - -

n
Private Private Label 0.3 0.3 0.2 - - -

label
Others Others 41.1 44.2 46.1 48.3 50.7 52.1
Total Total 100. 100. 100. 100. 100. 100.

0 0 0 0 0 0
Category Definitions | Volume Conversion Ratios | Region Definitions
| Calculation Variables
Research Sources:
1. Alcoholic Drinks: Euromonitor from trade sources/national statistics
Contact |
Terms and Conditions |
Privacy Policy |
Cookie Policy |
Euromonitor International 2017
Distribution | Historical | Off-trade Volume | % breakdown
Key:
Change 201 201 201 201 201 201

View 0 1 2 3 4 5
Colombia
Wine
Store-Based Retailing 100. 100. 100. 100. 100. 100.
0 0 0 0 0 0
Grocery Retailers 100. 100. 100. 100. 100. 100.
Change 201 201 201 201 201 201
View 0 1 2 3 4 5
0 0 0 0 0 0
Discounters - - - - - -
Food/drink/tobacco 12.1 12.3 12.5 12.0 11.7 11.5

specialists
Hypermarkets 39.4 39.4 40.0 39.6 39.8 40.0
Small Grocery 12.4 12.1 11.3 11.8 11.5 11.0

Retailers
Convenience Stores - - - 1.0 1.0 1.0
Forecourt Retailers - - - - - -
Independent Small 12.4 12.1 11.3 10.8 10.5 10.0

Grocers
Supermarkets 36.1 36.2 36.3 36.6 36.9 37.5
Other Grocery - - - - 0.0 -

Retailers
Non-Grocery - - - - - -
Specialists
Drugstores/paraphar - - - - - -
macies
Mixed Retailers - - - - - -
Department Stores - - - - - -
Mass Merchandisers - - - - - -
Variety Stores - - - - - -
Warehouse Clubs - - - - - -
Other Non-Grocery - - - - - -
Alcoholic Drinks
Specialists
Non-Store Retailing - - - - - -
Direct Selling - - - - - -
Change 201 201 201 201 201 201
View 0 1 2 3 4 5
Homeshopping - - - - - -
Internet Retailing - - - - - -
Vending - - - - - -
Total 100. 100. 100. 100. 100. 100.

0 0 0 0 0 0
Category Definitions | Distribution Definitions | Volume Conversion Ratios | Region Definitions
Research Sources:
Download
Print
Save
Return to original data
o Convert Data
Volume conversions
Unit multiplier
Growth
% breakdown
o Change Time Series
o Change Data Types
o Change Categories
o Change Geographies
Off-trade vs On-trade | Historical | mn litres

Key:
201 201 201 201 201 201

Colombia
Wine - Off-trade 12. 14. 16. 18. 19. 20.
Volume 5 5 4 1 1 1
Wine - On-trade 1.9 2.3 2.7 3.1 3.3 3.4
Volume
Wine - Total Volume 14. 16. 19. 21. 22. 23.
4 8 1 2 4 5
Research Sources:
Download
Print
Save
Return to original data
o Convert Data
2014 pricing
2015 pricing
o Change Categories
o Change Geographies
Pricing | December 2015
Change Company Pack Pack Price

View Brands name Outlets size type (COP)
Colombia
Port
Los Casa Supermar 750 ml Glass 9,300.00
Frayles - Vinicola Los ket Bottles
Moscatel Frayles SA
Alejandri (Colombia)
a (8%
Abv)
Sherry
Don Casa Supermar 750 ml Glass 24,000.0
Gerardo Grajales SA ket Bottles 0
- Pedro (Colombia)
Gimenez
(15%
Abv)
Gonzalez Misioneros Supermar 750 ml Glass 52,000.0
Byass - Clarentinos ket Bottles 0
Palomino (Spain)
(17%
Abv)
Tio Pepe Marpico SA Supermar 750 ml Glass 58,800.0
- (Spain) ket Bottles 0
Palomino
(15%
Abv)
Vermouth
Cinzano Internation Supermar 750 ml Glass 34,100.0
- Muscat al Distillers ket Bottles 0
(12% Colombia
Abv) SA (Italy)
Other Fortified Wine
Casa del Bodegas Supermar 750 ml Glass 11,960.0
Rhin - del Rhin ket Bottles 0
Moscatel Ltda
(14% (Colombia)
Abv)
Castillo Vicente Supermar 750 ml Glass 21,100.0
de Liria - Gandia ket Bottles 0
Moscatel (Spain)
(14%
Abv)
Los Casa Supermar 750 ml Glass 9,300.00
Frayles - Vinicola Los ket Bottles
Moscatel Frayles SA
(8% Abv) (Colombia)
Pasito Bodegas Supermar 1 litres Brick 12,090.0
(10% Aejas Ltda ket Liquid 0
Abv) (Colombia) Carton
s
Fruit Wine
Carioso Enalia Ltda Supermar 750 ml Other 9,270.00
(7% Abv) ket Shape
d
Liquid
Carton
s
Carioso Enalia Ltda Supermar 750 ml Glass 8,400.00
Manzana ket Bottles
(10%
Abv)
Casa del Bodegas Supermar 750 ml Glass 11,960.0
Rhin del Rhin ket Bottles 0
(10% Ltda
Abv)
Cherryno Vinos de la Supermar 750 ml Glass 8,050.00
l (8% Corte SA ket Bottles
Abv)
Libertad Vinos de la Hyperma 750 ml Glass 6,000.00
or (8% Corte SA rket Bottles
Abv)
Rivelino Casa Hyperma 375 ml Other 10,000.0
(8% Abv) Grajales SA rket Shape 0
d
Liquid
Carton
s
Champagne
Brut Diageo Supermar 750 ml Glass 193,500.
Veuve Colombia ket Bottles 00
Clicquot SA
(11%
Abv)
Brut Diageo Restaura 750 ml Glass 799,000.
Veuve Colombia nt Bottles 00
Clicquot SA
(2015)
(11%
Abv)
Cuvee Diageo Supermar 750 ml Glass 606,900.
Dom Colombia ket Bottles 00
Perignon SA
(12.5%
Abv)
Cuvee Diageo Supermar 750 ml Glass 79,400.0
Dom Colombia ket Bottles 0
Perignon SA
(2015)
(12.5%
Abv)
Mot & Diageo Supermar 750 ml Glass 147,790.
Chandon Colombia ket Bottles 00
Imperial SA
(2015)
(12%
Abv)
Mot & Diageo Restaura 750 ml Glass 279,000.
Chandon Colombia nt Bottles 00
Imperial SA
(2015)
(12.5%
Abv)
Perrier Pernod Supermar 750 ml Glass 160,000.
Jout Ricard ket Bottles 00
Belle Colombia
Epoque SA
Bruet
(2015)
(12%
Abv)
Veuve Diageo Supermar 750 ml Glass 189,900.
Clicquot Colombia ket Bottles 00
Ponsardi SA
n (2015)
(12%
Abv)
Other Sparkling Wine
Brut John Supermar 750 ml Glass 27,000.0
Andre Restrepo A ket Bottles 0
Gallo - & Cia SA
Chardon (Colombia)
nay
(13%
Abv)
Freixene PDC Vinos Supermar 750 ml Glass 69,500.0
t Cordon y Licores ket Bottles 0
Negro ltda (Spain)
(0%)
Gran Casa Hyperma 750 ml Glass 13,500.0
Reserva Grajales SA rket Bottles 0
Grajales (Colombia)
(2015) -
Chardon
nay
(11%
Abv)
Katich Bodegas Supermar 750 ml Glass 13,100.0
(2015) - del Rhin ket Bottles 0
Chardon Ltda
nay (Colombia)
(13%
Abv)
Madame Casa Supermar 750 ml Glass 17,100.0
Colette - Vinicola Los ket Bottles 0
Chardon Frayles SA
nay (Colombia)
(14%
Abv)
Still Red Wine
35 Sur Dislicores Supermar 750 ml Glass 38,150.0
Carmen SA (Chile) ket Bottles 0
re
(2015) -
Cabernet
Sauvign
on
(14.1%
Abv)
Casillero Global Supermar 750 ml Glass 49,300.0
del Wine & ket Bottles 0
Diablo Spirits Ltda
(2015) - (Chile)
Cabernet
Sauvign
on (13%
Abv)
Gato Dislicores Supermar 750 ml Glass 25,950.0
Negro SA (Chile) ket Bottles 0
(0%)
Gato Dislicores Supermar 1000 Other 52,200.0
Negro SA (Chile) ket ml Shape 0
(2015) - d
Melot Liquid
(14.1% Carton
Abv) s
Lazo PDC Vinos Supermar 750 ml Glass 26,600.0
(0%) y Licores ket Bottles 0
Ltda (Chile)
Lazo PDC Vinos Supermar 750 ml Other 17,900.0
(2015) - y Licores ket Shape 0
Malbec (Chile) d
(13% Liquid
Abv) Carton
s
Sunrise Global Supermar 750 ml Glass 28,150.0
(2015) - Wine & ket Bottles 0
Merlot Spirits Ltda
(13.5% (Chile)
Abv)
Still Ros Wine
Gato Dislicores Supermar 750 ml Glass 29,800.0
Negro SA (Chile) ket Bottles 0
Rosado
(2015) -
Cabernet
Sauvign
on (12%
Abv)
Grajales Casa Hyperma 750 ml Glass 16,500.0
(2015) - Grajales SA rket Bottles 0
Cabernet
Sauvign
on (12%
Abv)
La Dislicores Supermar 750 ml Glass 25,300.0
Huerta SA (Chile) ket Bottles 0
(2015) -
Cabernet
Sauvign
on (14%
Abv)
Santa Diageo Supermar 750 ml Glass 39,900.0
Rita 120 Colombia ket Bottles 0
(0%) SA (Chile)
Santa Diageo Restaura 750 ml Glass 90,000.0
Rita 120 Colombia nt Bottles 0
(2015) - SA (Chile)
Cabernet
Sauvign
on
(13.5%
Abv)
Rita 120 Colombia ket Bottles 0
(2015) - SA (Chile)
Cabernet
Sauvign
on
(13.5%
Abv)
Seg Dislicores Supermar 1 litres Brick 15,650.0
Oll SA (Chile) ket Liquid 0
(0%) Carton
s
Still White Wine
Carta Carta Vieja Supermar 750 ml Glass 26,010.0
Vieja (Chile) ket Bottles 0
(2015) -
Cabernet
Sauvign
on (12%
Abv)
Casa del Bodegas Supermar 1000 Other 11,000.0
Rhin del Rhin ket ml Shape 0
(2015) - Ltda d
Cabernet (Colombia) Liquid
Sauvign Carton
on (12% s
Abv)
Casillero Global Independ 375 ml Glass 27,950.0
del Wine & ent small Bottles 0
Diablo Spirits Ltda grocers
(2015) -
Chardon
nay
(14%
Abv)
Gato Dislicores Supermar 1500 Glass 52,200.0
Negro SA (Chile) ket ml Bottles 0
(2015) -
Cabernet
Sauvign
on
(14.1%
Abv)
Grajales Casa Hyperma 750 ml Glass 16,500.0
(2015) - Grajales SA rket Bottles 0
Moscatel
(12%
Abv)
Rita Colombia ket Bottles 0
(2015) - SA (Chile)
Cabernet
Sauvign
on (13%
Abv)
Research Sources:
2. rade Statistics - Volume | Historical | million litres

3. Key:
4. View Chart
Change View 2010 2011 2012 2013 2014 2015
Colombia
Wine
Production 12.9 12.7 11.9 12.1 - -
Imports 11.4 13.7 15.0 16.0 16.8 -
Exports 0.1 0.2 0.4 0.2 - -
Apparent consumption 24.2 26.3 26.5 27.9 - -
Products by Ingredient | Historical | % Breakdown

Key:
View Chart
201 201 201 201 201 201
Wine
Colombia
Total ingredients 13. 13. 13. 13. 13. 13.
6 6 6 5 5 5
Abrasives/Inorganics 0.0 0.0 0.0 0.0 0.0 0.0
-Calcium Carbonate 0.0 0.0 0.0 0.0 0.0 0.0
Acidulants 0.0 0.0 0.0 0.0 0.0 0.0
-Acetic Acid 0.0 0.0 0.0 0.0 0.0 0.0
-Citric Acid 0.0 0.0 0.0 0.0 0.0 0.0
-Lactic Acid 0.0 0.0 0.0 0.0 0.0 0.0
-Malic Acid 0.0 0.0 0.0 0.0 0.0 0.0
-Tartaric Acid 0.0 0.0 0.0 0.0 0.0 0.0
-Other Acidulants 0.0 0.0 0.0 0.0 0.0 0.0
Enzymes 0.0 0.0 0.0 0.0 0.0 0.0
-Other Enzymes 0.0 0.0 0.0 0.0 0.0 0.0
Polysaccharides and 0.0 0.0 0.0 0.0 0.0 0.0
Oligosaccharides
-Beta-Glucan 0.0 0.0 0.0 0.0 0.0 0.0
-Gum Arabic 0.0 0.0 0.0 0.0 0.0 0.0
Preservatives/Antioxida 0.0 0.0 0.0 0.0 0.0 0.0
nts
-Ascorbic Acid and 0.0 0.0 0.0 0.0 0.0 0.0
Derivatives
(Preservatives/Antioxida
nts)
-Potassium Sorbate 0.0 0.0 0.0 0.0 0.0 0.0
- 0.0 0.0 0.0 0.0 0.0 0.0
Sulphites/Metabisulphit
es
-Sulphur Dioxide 0.0 0.0 0.0 0.0 0.0 0.0
Proteins 0.0 0.0 0.0 0.0 0.0 0.0
201 201 201 201 201 201
-Casein 0.0 0.0 0.0 0.0 0.0 0.0
-Egg White 0.0 0.0 0.0 0.0 0.0 0.0
-Gelatin 0.0 0.0 0.0 0.0 0.0 0.0
Raising Agents 0.0 0.0 0.0 0.0 0.0 0.0
-Yeast 0.0 0.0 0.0 0.0 0.0 0.0
Solvents 13. 13. 13. 13. 13. 13.
6 6 6 5 5 5
-Alcohol 13. 13. 13. 13. 13. 13.
6 6 6 5 5 5
Sweeteners 0.0 0.0 0.0 0.0 0.0 0.0
-Sugars and Bulk 0.0 0.0 0.0 0.0 0.0 0.0
Sweeteners
--Sucrose 0.0 0.0 0.0 0.0 0.0 0.0
-Other Sweeteners 0.0 0.0 0.0 0.0 0.0 0.0
Thickeners/Structurants 0.0 0.0 0.0 0.0 0.0 0.0
-Bentonites 0.0 0.0 0.0 0.0 0.0 0.0
Vitamins and 0.0 0.0 0.0 0.0 0.0 0.0
Derivatives
-Vitamin B Group 0.0 0.0 0.0 0.0 0.0 0.0
-Vitamin C 0.0 0.0 0.0 0.0 0.0 0.0
Commodities 86. 86. 86. 86. 86. 86.
4 4 4 5 5 5
-Fruit Juice 86. 86. 86. 86. 86. 86.
4 4 4 5 5 5
-Herbs/Spices 0.0 0.0 0.0 0.0 0.0 0.0
Research Sources:
Spirits in Colombia
Category Briefing | 15 Jun 2016

HEADLINES
In 2015 total volume sales of spirits decline by 3% to 90 million litres

Premium and super premium spirits see strong growth
Gin and tequila record the strongest total volume growth of 37% and 21%, respectively
Average unit price in the off-trade rises by 8% in current terms
Fbrica de Licores y Alcoholes de Antioquia leads the category with a 46% share of volume
sales
Over the forecast period spirits projected to register a total volume CAGR decline of 3% to 78
million litres
TRENDS
Over the review period Colombia witnessed the development of the luxury segment, with the
countrys alcoholic drinks industry benefiting from this trend. The premium and super premium
segments in spirits, mainly in gin, vodka, rum and other blended Scotch whisky, recorded robust yearly
growth rates of between 12% (for other blended Scotch whisky) and 40% (for English gin) on average
over 2010-2015. This was driven by not only an improvement in purchasing power, but also the fact
that consumers of high-end spirits are willing to try out new brands and are becoming better informed
about the history behind and particular characteristics of these drinks. This is contributing to the wider
availability of upmarket brands such as Hendricks, Citadelle, Bulldog, Ciroc, Ketel One, Zacapa,
Botran, Johnnie Walker Gold Label and Johnnie Walker Platinum Label, among others.
In 2015, total volume sales of spirits declined by 3%, a performance in line with the review
period average. This can be attributed to a fall in sales of local spirits such as aguardiente and rum,
which account for an 88% share of overall spirit volume sales. Factors like contraband, counterfeit
goods and consumers switching to other spirits are the major problems for aguardiente, which saw
total volume sales fall by 4% in 2015.
Gin continued to perform very well, registering total volume growth of 37%. However, it
remained a small category within alcoholic drinks because its consumption is concentrated mainly in
Bogot among high-income groups. It tends to be drunk either neat or in cocktails.
The strong devaluation of the Colombian peso in 2015 led to average unit price in the off-trade
rising by 8%. This can be considered moderate when taking into account the fact that the value of the
local currency fell by 36%. Manufacturers were able to manage stocks and avoid passing on significant
increases to consumers, which would have hurt demand.
Cream-based liqueurs continued to record positive growth, driven mainly by marketing
activities for the Baileys brand. In 2015, Diageo introduced a new flavour, dulce de leche, which is
similar to caramel, and increased its promotional activities targeting young women. In addition, the
company entered into a partnership with Popsy, one of the most important ice cream parlours in the
country, to offer ice cream with a Baileys sauce.
In Colombia, other blended Scotch whisky continued to dominate the wider whiskies category,
commanding an 89% share of total volume sales and registering a review period CAGR of 9%. This can
be attributed to a wide range of brands at different price points, a rising middle-class with more
disposable income and strong promotional campaigns from importers to attract younger consumers.
The most dynamic categories within whiskies over 2010-2015 were bourbon/other US whiskey and Irish
whiskey, which posted total volume CAGRs of 20% and 19%, respectively. Both categories are still very
small, targeting upper-income urban consumers, with bourbon/other US whiskey appealing largely to
young generations.
The off-trade remained the most important distribution channel for spirits in 2015 with a 67%
share of overall volume sales. In this channel, consumers can find a wide selection of products and
brands to suit their specific budget. Although the on-trade plays an important role with regard to the
launch of new products, its higher prices compared to the off-trade serve as a barrier to stronger
growth. Despite the zero tolerance drink driving policy introduced at the end of 2013, sales in the on-
trade have not been affected significantly as consumers have rapidly adapted to the new situation by
using taxis or having a designated driver among their group of friends.
Micro-distillers and craft distilleries are currently non-existent in Colombia.
In 2015, premium and super premium spirits continued to do well thanks to increasing
purchasing power and more sophisticated tastes. In the case of other blended Scotch whisky, premium
and super premium brands accounted for a 68% share of volume sales in 2015, with the super
premium segment being by far the most dynamic. It is important to note that in Colombia other
blended Scotch whisky is premium per se due to the taxation system which charges a specific tax per
degree of alcohol, so the higher the price of a product, the lower the tax as a percentage of the price.
In English gin, a 68% share of volume sales was accounted for by the premium and super premium
segments in 2015, with the mid-priced tier holding just a 32% share. In vodka, the mid-priced segment
held a 35% volume share and the premium and super premium segments a combined 57%. In dark
rum, the mid-priced segment accounted for the vast majority (96%) of sales.
Tequila continued to perform well in 2015, recording total volume growth of 21%. This can be
partly attributed to a widening variety of brands and the arrival in 2013 of Olmeca from Pernod Ricard,
which is more affordably priced than many other brands in the marketplace. Colombians prefer tequila
over mezcal, which is not present in the country due to a lack of demand.
The rum consumed in Colombia is mainly locally produced. In 2015, the category remained on
a downward trajectory as total volume sales fell by 3% as a result of the strong competition from other
spirits. Although the increasing presence of premium brands is being observed among local rums and
imported brands, this has not been enough to have a significant impact on overall volume sales.
Flavoured vodka in Colombia remained a fairly small category in 2015, accounting for just 10%
of overall vodka volume sales. It has a major presence in retail channels as it is more common to see
flavoured vodkas from Absolut, Smirnoff and Grey Goose on the shelves of supermarkets and
hypermarkets than on the alcoholic drinks menus of restaurants and bars because people prefer to
experience new flavours at home, ordering more traditional drinks in restaurants and bars. The Absolut
brand offers the widest assortment of flavours.
Flavour in general is not a notable trend in other spirits, although flavours like lemon can be
found in imported rums. Some of the flavours available include lemon, apple and coconut.
Different spirits appeal to different consumer groups. Aguardiente is very popular among
younger generations in all income groups, with men being the heaviest consumers. In categories like
whiskies, rum, gin and tequila, men and women have similar consumption. Vodka and cream-based
liqueurs tend to be more appealing to women. Other products like bitters are fairly unpopular, being
used mainly in the preparation of cocktails.
PRODUCTION, IMPORTS AND EXPORTS
The latest available information from the Encuesta Anual Manufacturera from DANE indicates
that production of spirits in the country reached 99.8 million litres in 2013, with aguardiente and rum
produced exclusively by state licoreras and accounting for the bulk of production, with shares of 72%
and 20%, respectively. Other products like cream-based liqueurs, brandy, whiskies and vodka from
local companies and state licoreras accounted for the remaining 8% share of production.
In Colombia, most of the spirits consumed are locally produced, mainly aguardiente and rum.
The share of imported products is higher in categories such as whiskies, cream-based liqueurs, gin,
vodka and tequila. In 2014, the main countries of origin for imports by volume were the UK, Mexico
and the US.
In general, in 2014 imported spirits showed strong growth. Whiskies, tequila, gin and cream-
based liqueurs displayed double-digit growth rates, with gin and tequila being the best performers with
increases of 78% and 73%, respectively. The opposite trend was observed in vodka and rum, with
imports falling by 8% and 31%, respectively.
Exports of spirits remained low at five million litres in 2014. Aguardiente and rum are the main
spirit exports, being destined for countries like the US, Spain, Panama, Peru, Chile and Ecuador. The
main exporters are Fbrica de Licores y Alcoholes de Antioquia, Industria Licorera de Caldas and
Industria de Licores del Valle.
COMPETITIVE LANDSCAPE
Three state licoreras were the leading companies in spirits in 2015. Ranked first with a 46%
volume share was Fbrica de Licores y Alcoholes de Antioquia, followed by Empresa de Licores de
Cundinamarca SA with 16% and Industria Licorera de Caldas with 13%. Fbrica de Licores y Alcoholes
de Antioquia has been able to maintain its leadership through strong advertising campaigns all over
the country through billboards as well as a presence at events and fairs such as the traditional Feria de
las Flores in Medelln, Colombiamoda and different concerts aimed to strengthen the positioning of
brands in the standard and premium segments, along with offering innovative products.
In general, all state licoreras saw a decline in sales in 2015 due to a drop in demand for
aguardiente and rum as a result of factors such as competition from other spirits and illegal sales in
the form of contraband and counterfeit goods. However, Doble Ans in aguardiente, which is the
flagship brand from the Huila department, posted a positive performance in 2015 due to the fact that
the brand was given in concession to Fbrica de Licores y Alcoholes de Antioquia, which was able to
improve its penetration.
In 2015, foreign brands continued to fare better than local brands, supported by ongoing
consumer sophistication, most of all among young consumers in middle-high and upper-income
groups. In addition, a boom in consumption of gin and tequila has benefited companies like Dislicores
SA, which saw strong growth of over 24% in 2015 in volume sales, and Global Wine & Spirits, which
posted a 13% increase in tequila. In addition, the role of retailers has been crucial in stimulating sales
of imported brands because they have contributed to making them more accessible to a wider base of
consumers.
Diageo Colombia SA has been implementing an interesting distribution strategy for spirits like
other blended Scotch whisky through independent small grocers, traditionally a channel dominated by
beer. The company places a dispenser with two bottles of different whisky brands, for example Johnnie
Walker Red Label and Buchanans, and consumers can enjoy a glass of whisky for Col$8,888, equating
to around US$3.
One of the most interesting launches in 2015 came from Fbrica de Licores y Alcoholes de
Antioquia in dark rum. In August, the company introduced Ron Medelln Extra Aejo 5 Aos sin azcar,
which is the first rum with no added sugar in the country. It is expected that this new product will help
to boost sales in a declining category.
Aguardiente also saw a new product launch in 2015. In July, Industria Licorera de Caldas
launched Cristal XS. This is the first aguardiente with a lower ABV of 24% compared to the 29-30%
which usually prevails in the category. It also offers a softer anise taste, making it more appealing to
younger consumers and women.
Bourbon/other US whiskey is gaining ground in Colombia, mainly the Jack Daniels brand,
which in 2015 benefited from the launch of Jack Daniels Tennessee Honey. This is a blend of Jack
Daniel's Tennessee Whiskey with honey liqueur. It is a sweet product that is versatile in terms of
consumption in that it can be drunk neat, with ice, in shots or in cocktails.
At the end of 2014 Fbrica de Licores y Alcoholes de Antioquia introduced a shaped brick liquid
carton for its aguardiente and rum brands, these being more stylised compared to previous traditional
versions. It might be expected that other local distilleries will copy this new packaging format.
Spirits is a category that is somewhat mature, and in general each brand has its own clearly
defined target audience. Although mid-priced and economy products hold an important share in
aguardiente and local rum, consumers are increasingly looking for high quality products and so
competition tends to be more intense in the premium segment. Not only importers but also domestic
companies are hence increasingly focusing on premium and super premium spirits as these currently
offer the most growth potential.
Private label spirits were not present in Colombia at the end of the review period.
PROSPECTS
Over the forecast period spirits in Colombia is expected to remain on a downward trajectory,
posting a total volume CAGR decline of 3%, a performance in line with that of the review period.
Despite this, it is expected that imported and high-end brands will continue to thrive, although sales
will remain small compared to those of local aguardiente and rum.
The best performers over the forecast period will include single malt Scotch whisky and
bourbon/other US whiskey, both of which are predicted to post a total volume CAGR of 10%, gin, which
is set to record the strongest CAGR of 15%, and tequila and other blended Scotch whisky, both with a
CAGR of 5%. These strong growth rates will be underpinned by an ongoing consumer willingness to try
new things. The opposite is expected for local spirits such as aguardiente and rum, which are set to
register CAGR declines of 4% and 2%, respectively.
One of the major threats to spirits will continue to be the illegal market in the form of
contraband and counterfeit goods. Despite the rising middle-classes and increase in demand for spirits
in the legal market, contraband is growing at almost the same pace as the consumption of alcoholic
drinks, thus having a negative effect on legal sales.
Average unit price is predicted to continue to rise by 3% annually in constant 2015 terms. The
devaluation of the local currency will continue to affect prices mainly in 2016 but also 2017. In
addition, the expected increase in range of premium and super premium spirits will also drive up
average unit price.
It is expected that Ron Medelln Extra Aejo 5 Aos sin azcar will perform well as Colombians
will seek spirits with a low or no sugar content due to increasing health-consciousness. Cristal XS is
also predicted to do well as many consumers favour alcoholic drinks with a lower alcohol content. It is
likely that other local distillers will introduce similar products in order to remain competitive.
Over the forecast period it is expected that state licoreras will continue to introduce premium
lines of both aguardiente and rum in order to help boost sales in these declining categories. They will
continue to focus on the development of aged and reserve rums, offering them in bottles with
appealing designs.
The off-trade is set to remain the biggest distribution channel for spirits over the forecast
period, and will also continue to outperform the on-trade. Although the on-trade channel will remain an
important platform for the launch of new products, particularly premium lines, the large gap in prices
between the two channels is likely to be maintained in the coming years.
Over the forecast period it is expected that high-end spirits will put in the best performances,
while economy offerings will struggle to maintain their share. In whiskies, it is likely that super
premium brands will gain ground as in Colombia the category is already dominated by premium
brands. In spirits such as tequila and gin, where mostly premium brands are demanded by affluent
consumers, there remain opportunities for the expansion of mid-priced brands in order to recruit new
customers and widen the categorys consumer base.
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Classification for these spirits is based purely on pricing, taking a typical brand, usually the
leading brand by volume, as the benchmark price, which is indexed as 100%. The benchmark brand
will usually be mid-priced. There will be exceptions, however, whereby an economy brand (likely for
vodka in some countries in Eastern Europe) or a premium brand (typically the case for Scotch whisky in
the US) is used as the benchmark brand. Refer to the guidelines below for further detail.
Based on benchmark brand being mid-priced:
Super premium: 30.00% or higher than the price of the benchmark brand
Premium: 10.00-29.99% higher than the price of the benchmark brand
Mid-priced: Between 9.99% lower or 9.99% higher than the price of the benchmark brand
Economy: At least 10.00% lower than the price of the benchmark brand
Based on benchmark brand being economy:
Premium: 30.00-49.99% higher than the price of the benchmark brand
Mid-priced: Between 10.00-29.99% higher than the price of the benchmark brand
Economy: Anything lower or up to 9.99% higher than the price of the benchmark brand
Based on benchmark brand being premium:
Premium: Any brand that is up to 9.99% higher or 9.99% lower than the price of the
benchmark brand
Mid-priced: Between 10.00-29.99% cheaper than the price of the benchmark brand
Economy: Anything over 30.00% cheaper than the price of the benchmark brand
Based on benchmark brand being super premium:
Super premium: Anything higher or up to 9.99% lower than the price of the benchmark brand
Premium: 10.00-29.99% lower than the price of the benchmark brand
Mid-priced: 30.00-49.99% lower than the price of the benchmark brand
Economy: Over 50% lower than the price of the benchmark brand
urces

Vinos en Colombia

Caricato da

Informazioni sul documento

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Vinos en Colombia

Caricato da

Copyright:

Formati disponibili

http://euromonitor.cesa.metaproxy.

PRODUCTION, IMPORTS AND EXPORTS

Fortified Wine and Vermouth 1.8 1.7 8.5

Fortified Wine and Vermouth 9.3 6.5 37.0

Off-trade 12.5 14.5 16.4 18.1 19.1 20.1

Off-trade 259.9 310.5 362.5 416.3 463.1 535.7

Off-trade 15.7 15.6 106.1

Under COP9999 26.3 26.2 25.1 21.8 19.6 20.1

Under COP9999 26.4 25.2 24.0 20.4 17.8 17.3

Under COP9999 14.0 12.0 10.0 8.8 7.7 7.1

Under COP9999 6.8 6.4 6.2 4.8 4.2 3.0

Cabernet Sauvignon 52.0 52.0 52.2 52.4 52.3 51.9

Chardonnay 21.0 21.0 21.1 21.2 21.4 21.9

Cabernet Sauvignon 54.0 53.5 53.0 52.5 52.6 52.7

Ca Cerveceras Unidas SA 6.8 5.9 5.4 5.7 6.1

Dislicores SA 9.1 8.0 7.7 8.3 8.8

Gato Negro (Ca

Table 19 GBO Company Shares of Champagne: % Total Volume 2011-2015

Table 20 NBO Company Shares of Champagne: % Total Volume 2011-2015

Global Wine & Spirits Ltda - - 63.2 68.6 69.7

Table 21 LBN Brand Shares of Champagne: % Total Volume 2012-2015

Cuve Dom Prignon (LVMH

Bodegas del Rhin Ltda 27.2 26.6 21.9 18.1 15.6

Bodegas del Rhin Ltda 27.2 26.6 21.9 18.1 15.6

Brut Andre Gallo (E&J John Restrepo A y Ca

Campari Milano SpA, Davide 31.2 31.0 32.8 33.9 34.0

Dislicores SA 31.2 31.0 32.8 33.9 34.0

Bodegas del Rhin Ltda 26.0 27.0 26.1 25.7 25.6

Bodegas del Rhin Ltda 26.0 27.0 26.1 25.7 25.6

Wine Production 14.2 12.9 12.7 11.9 12.1 -

Wine United Kingdom 0.0 - 0.0 0.0 0.0 0.0

18,65 17,43 20,480 23,28 20,049. 30,745.

Wine Venezuela 0.1 0.1 0.2 0.4 0.2 -

Fortified Wine and Vermouth 0.8 0.8 0.8 0.8 0.9

Fortified Wine and Vermouth 1.5 1.8

- Still Red Wine 3.3 3.7

% local currency, constant value 2015/20 2015-20 2015/20

Fortified Wine and Vermouth 3.3 3.3 17.8

Fortified Wine and

USA 3,108,30 3,161,98 3,212,76 3,263,56 3,312,76 3,362,70

Italy 2,260,02 2,329,90 2,410,16 2,488,36 2,564,52 2,640,81

France 2,405,30 2,388,79 2,375,05 2,368,16 2,366,91 2,369,69

Germany 2,031,87 2,029,08 2,027,10 2,027,78 2,030,28 2,033,67

United 1,353,65 1,348,04 1,341,55 1,339,38 1,339,44 1,340,60

Argentina 1,066,30 1,091,49 1,115,26 1,138,12 1,160,92 1,183,24

Spain 968,787. 996,845. 1,023,98 1,050,43 1,076,70 1,102,83

Russia 1,002,93 990,776. 997,347. 1,010,43 1,030,34 1,058,47

Japan 889,279. 881,175. 874,150. 867,917. 862,233. 857,608.

Canada 545,982. 566,198. 584,261. 601,108. 617,217. 632,988.

Australia 569,505. 577,929. 586,164. 596,227. 607,464. 619,490.

South 410,513. 425,870. 443,559. 463,869. 481,350. 497,268.

Portugal 441,270. 446,367. 453,234. 460,702. 468,800. 477,761.

Netherland 380,236. 378,108. 378,529. 380,376. 383,416. 387,105.

Brazil 354,275. 347,261. 348,080. 352,972. 360,677. 371,017.

South 416,191. 396,193. 381,686. 371,467. 363,374. 356,024.

Chile 240,783. 258,161. 275,112. 291,898. 308,871. 326,386.

Belgium 300,799. 302,004. 303,243. 304,736. 306,146. 308,024.

Greece 291,892. 291,733. 291,102. 290,343. 289,681. 290,053.

Poland 238,910. 244,847. 253,464. 262,597. 271,574. 280,292.

Switzerlan 278,359. 277,663. 276,803. 275,806. 274,654. 273,370.

Austria 261,309. 258,405. 255,875. 253,674. 251,820. 250,388.

Romania 209,550. 214,926. 221,438. 228,772. 237,096. 245,382.

Hungary 216,307. 219,788. 224,294. 229,118. 234,054. 239,149.

Sweden 225,899. 228,126. 229,933. 231,625. 233,114. 234,460.