Colombians increase average beer consumption to 47 liters per year

The average beer consumption of Colombians increased by nearly six liters in the last year. Beer also represents 40% of Grupo Éxito’s liquor category sales, which makes the product the main revenue attractor in this segment.

Within the framework of the arrival of Expocervezas, the Carulla beer fair, which will take place from October 12 to 23 at the Unicentro shopping center, the brand revealed relevant data on beer consumption.

“As of September 30, Carulla has sold more than 5 million units of beer. 25 out of every 100 customers who enter our stores include a bottle or can in their cart. The days with the most purchases are Saturdays, followed by Fridays and on Sunday that represent more than 50% of weekly beer sales,” said John Tello, director of Expocervezas.

“In terms of sales by cities in Carulla stores, Bogotá is the leader followed by Cartagena, Medellín, Barranquilla and Cali. Average growth in these cities exceeds 30%; however, the greatest acceleration occurs in Cartagena, which grows above 50%,” added the manager.

And it is that these results are connected with the national panorama, because according to figures from Euromonitor International, the per capita consumption of beer went from 41.3 liters in 2020 to 47.8 liters in 2021. In addition, this recent figure exceeded the values ​​of 2019, which registered 45.3 liters.

Meanwhile, the report Beer in Colombia, by Euromonitor, revealed that thanks to teleworking, Colombians began to drink beer with meals at home, since previously beer was only consumed on weekends. According to the study, this new consumption moment drove the per capita increase in 2021.

Carulla has more than 180 references from 15 countries in its portfolio. And international brand beers represent 53% of sales, while national brands reach 47 percent.

In this order of ideas, Mexican, Belgian and American beers are the best sellers among foreigners. At the national level, the craft beer segment has shown growth in terms of the number of producers; according to data from Euromonitor, craft breweries went from 199 in 2020 to 218 in 2021.

“Craft beers in Colombian retail chains represent 0.5 percent. In Carulla this type of beers is between 6 and 8 percent of sales. Due to its social and economic importance, in Carulla and in Expocervezas we want to become the projection window for small producers,” added Tello.

What is Expocervezas?

It is an experiential fair that expects to attract around 13,000 people in an area of ​​8,600 meters with 60 stands and experience areas for beer exhibitors. In the event there will be more than 180 beer references from 15 countries, there will be tastings and academic talks.

On the other hand, there will be 15 new craft beer brands; 15 cooking classes with beer as the main ingredient and pairing; and live music and comedy shows. And visitors will also find up to 35% discount on more than 100 beer references.