A New Beer: 3 Cordilleras Launches La Mona and Aims to Consolidate Habitual Craft Beer Consumption
Juanchi Vélez, founder and manager of 3 Cordilleras Photo: Courtesy
TL;DR
- The Colombian craft beer market is experiencing consolidation in consumer habits, favoring balanced and frequently consumed styles.
- 3 Cordilleras launched 'La Mona,' a Blonde Ale, to increase the presence of craft beer in routine consumption.
- Market data shows a sustained growth in craft beer's share and production in Colombia.
- Approximately 40% of Colombian beer consumers prefer craft options, with a significant portion of consumption occurring on weekends.
- Blonde Ale is identified as a key entry point for consumers transitioning from industrial beers due to its balanced and refreshing profile.
- Consumer demand is shifting towards versatility and consistency, influencing brand portfolio strategies.
- La Mona is designed to be accessible and encourage repeat purchases within the craft beer category.
- The strategy focuses on positioning products for daily routines rather than specific occasions to strengthen craft beer's presence in everyday scenarios.