Colombia: Market Research Regarding Availability of Distilled Spirits Products


The Distilled Spirits Council of the United States recently concluded a comprehensive market research project to better understand Colombia’s distilled spirits market regarding the availability of imported and domestically produced spirits, the categories of spirits products that are available, where they are available, and their prices.  The market research covered the entire country as Colombia has several large cities with populations over 1 million (Bogota has 7 million), so it was important to gather information on the distribution channels across the country to determine if there were differences.  The market research was an important follow-up to the Council’s previous activities to promote American distilled spirits products in the Colombian market.  The market research was supported by the U.S. Department of Agriculture under its Market Access Program, as this information is not currently available elsewhere. 

In summary, the market research concluded that imported spirits are widely available in Colombia and there is substantial interest and consumer demand in both large and small cities.  In fact, imported spirits are available in a wide variety of categories in large hypermarkets.  However, small retailers also carry some imported spirits, but with less variety.  As one would expect, prices in the on-trade channel (i.e. bars and restaurants) are higher than prices in retail outlets. 

Surprisingly, even whiskey, which is 100 percent imported and sold at relatively higher price points than domestically produced-products, is carried in 94 percent of all outlets surveyed (both retail and on-trade).  These results bode well for U.S. distilled spirits producers as whiskey accounts for 68 percent of total U.S. spirits exports.  In 2015, direct U.S. spirits exports to Colombia were valued at $2.4 million, of this whiskey accounted for 51 percent of the total and rum for 30 percent.  In the January through October 2016 period (latest data available), U.S. spirits were valued at $2.2 million, representing a 22 percent increase from the same period in 2015.

For detailed information about the market research, please contact Robert Maron at rmaron@distilledspirits.org




The U.S. distilled spirits industry is committed to social responsibility. For those adults who choose to drink, they should do so in moderation and responsibly at all times. For more information: www.drinkinmoderation.org.

The Distilled Spirits Council of the United States, Inc., prohibits discrimination in its programs on the basis of race, religion, national origin, age, gender, disability, or other protected status.

© 2011 Distilled Spirits Council of the United States
1250 Eye Street, NW, Suite 400, Washington, D.C. 20005
(202) 628-3544 www.discus.org

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