Alcoholic drinks in 2024: The big picture
Alcoholic drinks saw positive value and volume growth in Colombia in 2024, in part thanks to gradual improvements in the country’s economy. Inflation came down to 6.61% in 2024 after two previous years of spikes, and it is expected to fall further to 4.2% in 2025 [according to Euromonitor International data].
2024 key trends
Beer remains the largest category within alcoholic drinks in Colombia. Despite the challenges in the economy, volume sales of beer continued with positive growth in 2024. Various factors support this performance. On one side, affordability and low alcohol content compared to other alcoholic drinks, coupled with the high temperatures recorded during the year in most Colombian regions, and sports events like the football playoffs for FIFA World Cup 2026, have fostered gatherings with friends and family to watch the games — during which beer is a popular drink.
Competitive landscape
Bavaria SA maintained its robust lead in alcoholic drinks in Colombia in 2024, thanks to its strength in beer where it also holds the majority share with its popular brands, including Aguila, Poker, Costeña, Pilsen, Club Colombia, Cola y Pola, Corona, Stella Artois, Michelob, Budweiser, and Redd’s. While the company experienced positive growth, it was not the most dynamic. In 2024, consumers prioritised price in their purchasing decisions, prompting Bavaria to adjust its product mix to focus more on value-driven options rather than premium products, thus, to maintain its market share. The company also engaged in promotional activities, offering discounts at points of sale, and events like Destino Oculto for Corona in collaboration with Wingo and Gimnasio Poker. Destino Oculto provides consumers with a three-day experience, which includes a round-trip international flight, accommodation, meals, events, and more. Gimnasio Poker, a temporary venue in Bogotá, showcased traditional Colombian sports such as tejo, bolirana, and billiards, which are often enjoyed with beer.
Retail developments
Despite some deceleration in growth, small local grocers remains the largest distribution channel for alcoholic drinks, due to such stores’ entrenched tradition and nationwide presence, and to the relevance of beer and spirits in the channel. However, competition is rising from hypermarkets and supermarkets, which are able to often offer lower prices in general, as well as where attractive promotions and discounts are readily available.
On-trade vs off-trade split
The on-trade channel recorded flat volume sales in 2024, albeit back in a marginally-positive figure. This improved performance, compared to 2023, came despite the financial pressures of households, alongside security concerns in major cities like Bogotá, Cali, or Medellin. Positive on-trade sales of beer are largely due to beer’s lower prices and alcohol content, making it an attractive alternative to cocktails, especially during afternoon social gatherings. Spirits, the second largest category within alcoholic drinks, experienced a pronounced drop in sales in the on-trade channel compared to retail sales — albeit with the latter also in negative volume figures. Aguardiente, the largest category within spirits, was among the winning categories in retail sales and, despite declining sales in the on-trade channel, was not so badly affected.
What next for alcoholic drinks?
Total volume sales of alcoholic drinks will maintain positive growth over the forecast period, at slow and steady levels. However, uncertainty in the political landscape in Colombia is expected to persist until at least 2026 when presidential elections will take place. During this period, the economy and household budgets will continue to face pressure, with consumers continuing to be cautious in their spending and cutting back on non-essential items.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks 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 Alcoholic Drinks 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 Alcoholic Drinks in Colombia?
- Where is consumer demand for Alcoholic Drinks 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?
Alcoholic Drinks in Colombia
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
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
Outlook
DISCLAIMER
Beer in Colombia
KEY DATA FINDINGS
Beer remains relatively resilient, amid challenging headwinds
Bavaria maintains its dominant company share, albeit with some pivots to offer affordably-priced options
Small local grocers remain as the largest channel, despite deceleration in growth
Presence of value brands likely to increase and drive growth
Low alcohol beer expected to growth, while non-alcoholic beer will remain with limited sales
Diversity in sizes and returnability likely to remain key points for innovation
Lager price band methodology
Cider/Perry in Colombia
KEY DATA FINDINGS
Cider sees small growth, despite its low popularity in Colombia
Premium Beers dominates cider due to low interest in the category
Distribution remains concentrated in modern retailers
A low-positive performance is expected over the forecast period
On-trade sales will remain limited, with stronger social media promotions needed
Opportunites ahead for small local businesses which make or sell cider
Rtds in Colombia
KEY DATA FINDINGS
RTDs see the strongest sales in alcoholic drinks, with double-digit volume growth
Like from Quala SA emerges as the new favourite over Smirnoff Ice
Modern retailers remain the most relevant, but small local grocers are growing rapidly
RTDs trend will remain on a positive trajectory, with brand Like expected to maintain strong success
Low alcohol RTDs likely to be preferred over non-alcoholic alternatives
Opportunities for state licoreras to be more active in RTDs
Spirits in Colombia
KEY DATA FINDINGS
Sales of spirits continue to decline due to high prices, with even the popular aguardiente unable to save the category
Fabrica de Licores y Alcoholes de Antioquia maintains its top place, while Industria Licorera de Caldas accelerates its pace
Small local grocers maintain the leading channel place, although competition from cheaper retailers is rising
A return to low positive volume growth is expected, albeit with challenges continuing
Expected changes in the competitive landscape for local spirits
New flavours and lower alcohol content: the focus of innvoation
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Colombia
KEY DATA FINDINGS
Recovery in sales of wine driven by low-priced brands
Innovations focus on different ways of consumption
Retailers capitalise on the drop in sales in the on-trade channel
Low-priced wines expected to drive sales, amid an uncertain outlook
Old world low-priced wines expected to increase their presence
Lighter, softer and sweeter wines expecetd to gain relevance due to the changing preferences of consumers
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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