Yellow Aguardiente from Manzanares arrived in Ecuador. From now on, the neighboring country will be able to enjoy the unique taste of one of the most traditional and secret recipes of the Caldas liquor industry.
In addition to capturing Colombian tastes, the traditional Aguardiente Amarillo de Manzanares recipe transcends national borders. The news came from Caldas Liquor Industry (ILC), which has owned the original recipe since 1885, which was born in the municipality of Manzanares, northeast of Manizales, from the hands of farmer Camilo Jiménez.
The first 12,000 bottles of Aguardiente Amarillo de Manzanares have already been exported to Ecuador, the country where other Caldas distillery products such as Ron Viejo de Caldas are sold, according to ILC.
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International expansion of Aguardiente Amarillo de Manzanares: a challenge to the Caldas liquor industry
The Caldas distillery industry is in the process of expanding international markets for Aguardiente Amarillo de Manzanares. With the implementation of the strategy in mid-2022, bottles of this amber drink arrived on the lands of Honduras. Now, just over a year later, they’ve come to Ecuador with an ambitious plan to internationalize the product.
ILC’s goal is to bring Aguardiente Amarillo de Manzanares to the US, Spanish and other Latin American markets.
According to ILC International Marketing and Sales Director Lina Marcela Naranjo López: “Yellow Aguardiente from Manzanares is a product that has gained a lot of popularity due to its high recognition in the national market. Some of our distributors knew the product from national recommendations, and to others we introduced it to them during the visit of brand representatives from different countries, during which we were able to talk about all the attributes and benefits of this extraordinary product,” explained. director.
The opening of markets for Amariente Amarillo de Manzanares is linked to the internationalization plan of the Caldas liquor industry, with which the company aims to increase its exports.
Through the first half of 2023, international sales of ILC products grew by more than 50% compared to the same period in 2022, Caldas Liquor Industry assured.
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For his part, ILC CEO Andrés Elias Borrero Manrique confirmed that the arrival of Aguardiente Amarillo de Manzanares in Ecuador is “really very relevant as it is in line with our international expansion plan with the diversification of the new portfolio in Ecuador.” markets we are currently in and allows us to grow and consolidate in Ecuador while having a very innovative and valuable reputation in Colombia,” said Borrero.
The distribution of Aguardiente Amarillo in Bogota, Cundinamarca and other regions has been suspended.
The news of the international expansion of Aguardiente Amarillo de Manzanares came after the government of Cundinamarca and the administrations of other regions banned its import, distribution and commercialization in their respective jurisdictions.
Liquor businesses require a permit to distribute and sell their products within the departments, in accordance with national law. This permit is issued every ten years and is renewable.
Consequently, Caldas Liquor Industry said in a statement that this authorization was obtained in 2017 by the Cundinamarca government. Two years later, the ILC included the Aguardiente Amarillo de Manzanares in this permit.
However, Decree 797 of the Office of Revenue and Taxes of the Ministry of Finance of Cundinamarca withdrew on June 6 the permission to sell this product in the department.
Given this measure, the ILC is filing a lawsuit in which they demand the repeal of Resolution 797, which, in addition, will result in Cundinamarca’s tax losses of about $73 billion a year.
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