Columbia Beer Market Background Briefing

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Columbia Beer Market Background Briefing Powered By Docstoc
					BEER SERVICE
Beer Service

Colombia
Market Background Briefing
2012




Canadean Contacts:
Debra Richards, Sales Support Manager: +44 (0)1256 394227
Alison Bodnar, Sales Support Administrator: +44 (0)1256 394287




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Visit the Canadean website @ www.canadean.com
Wisdom Databases and Reports available from the Canadean Beer Service in 2012:


 Beer Country Market Insight Reports and Wisdom Databases
 Asia
                   (1)
       Australia                    Indonesia                    Philippines                  Taiwan
       China (+ regions)            Japan                        Singapore                    Thailand
       Hong Kong                    Malaysia                     South Korea                  Vietnam
       India

 Americas
       Argentina                   Chile                          Guatemala                    Panama
                                                                                                  (1)
       Brazil                      Colombia                       Honduras                     USA
               (1)
       Canada                      Costa Rica                     Mexico                       Venezuela
                   (2)
       Caribbean                   El Salvador                    Nicaragua

 West Europe
                 (1)                          (1)                                                    (1)
       Austria                      Germany                       Italy                        Spain
                 (1)                                                          (1)                      (1)
       Belgium                      Greece                        Netherlands                  Sweden
                   (1)                                 (1)               (1)                               (1)
       Denmark                      Ireland (Republic)            Norway                       Switzerland
                (1)                                                                                            (1)
       Finland                      Ireland (Northern)            Portugal                     United Kingdom
               (1)
       France

 East Europe
       Bulgaria                     Hungary                       Romania                      Slovenia
       Croatia                      Latvia                        Russia                       Turkey
                                             (1)
       Czech Republic               Lithuania                     Serbia                       Ukraine
               (1)
       Estonia                      Poland                        Slovak Republic


 Africa
       Nigeria

 In addition to above reports, top line data is also available for another 111 countries.
 (1)
        Cider Market Insight Reports and Wisdom Databases also available. Cider data also available for New Zealand and
        South Africa.
 (2)
        Includes data on: Antigua, Aruba, Bahamas, Barbados, Belize, Bermuda, British Virgin Islands, Cayman Islands,
        Cuba, Curacao, Dominica, Dominican Republic, Grenada, Guadeloupe, Guyana, Haiti, Jamaica, Martinique, Puerto
        Rico, St Kitts and Nevis, St Lucia, St Vincent and The Grenadines, Surinam and Trinidad.

 Beer Global Reports
       Global Beer Trends – Excel Report
       Global Brewer Analyser – Excel Report

For more information on Canadean’s Beer Service, Wisdom or any of Canadean’s other beverage services or consulting,
please contact Canadean: tel +44 (0)1256 394224, email sales@canadean.com or visit www.canadean.com


                                                                                            Liquid Intelligence
                                                                                                                                     Colombia




                                                                 Contents

 EXECUTIVE SUMMARY .................................................................................................................................. 2
 MARKET BACKGROUND BRIEFING ............................................................................................................... 3
 Beer Definitions by Type – Local Segmentation............................................................................................. 4
 Beer Definitions by Type – Standard Price Segmentation .............................................................................. 5
 Beer Definitions by Type – Alcoholic Strength ............................................................................................... 5
 Beer Definitions by Type – Beer Type ........................................................................................................... 6
 Beer Definitions by Type – Local, National and International ......................................................................... 6


 Research Methodology
 Product Definitions




Beer Market Background Briefing                                                                                                                     1
Beer Service/Nov- 12
Colombia




Executive Summary


Beer consumption recovers

In 2011, the consumption of beer grew significantly as it recovered from the declines of the three previous
years. One of the main drivers behind this growth was the pricing, which was kept at a similar level to that in
2010 for most of the leading brands. Bavaria did not increase the prices for most of its products in order to
encourage demand by attracting consumers via affordable prices. Another key and somewhat surprising
factor that favoured the consumption of beer was the FIFA Under-20 Football World Cup, which took place in
Colombia in mid-2011. This event generated a significant peak in sales, indeed the volumes were similar to
the peak sales of beer usually observed in December.

Another factor that also benefitted the beer industry was the good state of the economy which resulted in
higher levels of expenditure.

Artisanal beer shows higher growth than expected

During the last few years, the consumption of artisanal beer has increased dramatically, and 2011 was the
year in which this industry showed the best performance so far. New brands are consolidating in the market,
as is the case of Apostol, Tres Cordilleras and Bogota Beer Company. These brewers have developed quickly
and have not only succeeded in reaching the supermarket and hypermarket shelves, but they have also
expanded rapidly by reaching new points of sale and distributing into new geographical areas.

The main reasons for the significant growth of the artisanal beer segment have come not only from the
industry itself, which is improving its availability, but also beer consumers who are becoming more demanding
and are opting for new experiences and flavours.

Bavaria introduces new products to encourage consumption

In 2011 the SABMiller subsidiary, Bavaria, introduced new product developments that impacted positively on
the market. During this period the brand Club Colombia Roja, introduced in late 2010, consolidated and was
one of the best performing brands in the beer category. Thanks to the success of this brand SABMiller
decided to launch the brand Club Colombia Negra as a special edition, however, due to its excellent
acceptance by consumers it has become part of the brewer's regular portfolio. These two new products have
been introduced in order to generate a 'beer culture' in the country, and also to offer new products and
varieties. New packaging formats also reached the market as was the case of the 75cl nr glass bottles, which
were introduced to offer a more affordable option for group consumption

Premium and superpremium segments continue to grow

Despite the fact that the beer sales are mainly concentrated in the mainstream segment, the premium and
superpremium segments are achieving higher growth rates. One of the main drivers behind the growth was
the higher consumption of imported beers; several imported brands are reaching new points of sale, in
particular the traditional channel. Also the artisanal beer segment is generating significant incremental volume
sales for the superpremium segment. Last but not least, the largest beer producer, Bavaria, has encouraged
the consumption of premium brands like Redd's and Club Colombia and the superpremium brand Miller
Genuine Draft.

Good prospects for 2012

2012 is expected to be very positive for the beer industry, not only are the macroeconomics of the country
favouring the demand for beer, but also the leading companies are expected to encourage consumption by
offering new products and by generating new consumption momentums. Compared to neighbouring countries,
Colombia's beer market still has room for growth as the per capita figure remains low compared to
international standards.




2                                                                                   Beer Market Background Briefing
                                                                                              Beer Service/Nov- 12
                                                                                                  Colombia




 Market Background Briefing


 The consumption of beer increased by over 5% in 2011 thanks to the strategies on pricing carried out by
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Description: Synopsis Canadean’s, Columbia Beer Market Background Briefingprovides detailed analysis on the beer market background in Columbia . The qualitative data in the report analyses the dynamics in Columbia , providing marketers with the essential information to understand the Colombian beer market and the information to accurately identify where to compete in the future. Summary This report comprises of high level market research data on the Columbia beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable analysis on beer market history, breweries and brands, segmentation, imports and exports, market insights and distribution. Scope This report provides readers a thorough understanding of the market background of the Columbia beer industry. The report also provides a summary of the overall beer market trends in Columbia. Reasons To Buy • The Columbia Beer Market Background Briefing report from Canadean provides a detailed picture of the beer industry. • The report provides an analysis of beer market background briefing in Columbia detailing the beer history, breweries and brands, segmentation, imports and exports, market insights and distribution. • Canadean’s in-depth methodology provides consistent, reliable data which has been researched and built from brand data upwards. • Compiled by an experienced “on-the-ground” industry analyst who conducts face-to-face interviews with key brewers, leading companies in allied industries, distributors and retailers.
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