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This was announced by the Cundinamarca Liquor Company (ELC) this Wednesday, when it made its arrival in Antioquia official to compete with brands like Nectar and SantaFe rum.
The manager of the ELC, Jorge Enrique Machuca, explained that this project aims to reactivate the consumption of this type of Colombian products. “There should be no borders between local products,” says the leader of the company, quoted by the newspaper La República.
The arrival of Nectar to Antioquia is due to Law 1618 of 2016, which made a change in relation to the rentier monopoly that, practically, more freely opened the border between departments that produce this type of liquor.
“Before there was Law 188 that gave the governors discretion to allow products to be introduced, and the new law made there more competition,” Juan Alberto Castro, director of the Colombian Association of Liquor Companies (Acil), explained to La República.
Nectar brandy will be sold in Antioquia
The traditional brandy of the people of Bogota and Cundinamarca will not be easy if the positioning of brands such as Antioqueño and others is taken into account. According to Forbes magazine, the ELC will have to compete in a market of 14 million bottles led by the Licores Factory of Antioquia.
Another objective of this move by the Cundinamarca company is to boost public finances and access to liquors from all over the country in different local markets.
Nectar’s welcome will be given at an event in which the governors of Cundinamarca and Antioquia will participate.
Forbes also highlights that with this new strategy, Nectar is already present in Atlántico, Tolima, Arauca, Putumayo and Antioquia.
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