The FLA manager assures that these sales projections, although they represent significant growth, are conservative for the sake of the legal responsibility they have as resource providers to the department for areas such as health, education or sports. Also, according to what he says, they have an express request from Governor Andrés Julián Rendón to draw up an austerity plan.
International projections of the Antioquia Liquor Factory
It must be remembered that, in addition to the national market, Antioqueño liquor and other FLA products have an important audience outside borders in markets such as the United States or Europe.. Although with more modest projections, Esteban Ramos assures that he hopes to expand the target audience of his portfolio abroad.
“The international market is growing. Last year there were a little more than five and a half million bottleswhich has been a historical record for the Antioquia Liquor Factory,” said Ramos, adding that they hope that figure will be maintained and continue to grow.
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This would be done mainly by targeting two sectors. First, that of Colombians abroad who consume Antioqueño, identifying it as a “Colombian flag”, whom they call “nostalgic consumers”. In second place, to tourists who have visited Colombia and would like to try its liquors again.
“We not only want to focus on that market, but also expand it to tourists who are arriving en masse to our city and leave with a good memory of the brand. That’s where we want to get to, for that tourist to say: ‘I had a very good experience with liquor, I want to have it here again’”, Ramos specified.