Diego Angelillis Quiceno, a Colombian, currently leads one of the most significant liquor production companies in Colombia, Industria Licorera de Caldas. The company is in the process of internationalization, aiming to sell 5 million units abroad.

As of September this year, Industria Licorera de Caldas recorded sales of approximately $52 million and expects to sell 1.7 million bottles in international markets. The strongest performance is anticipated in the United States, with projected unit sales doubling.

Industria Licorera de Caldas boasts a portfolio of popular products, including Ron Viejo de Caldas, Aguardiente Amarillo de Manzanares, and Aguardiente Cristal. Colombian liquor factories are major enterprises in different departments, which are similar to states in the U.S. Specifically, this company operates under the Governor's Office of the Department of Caldas.

This year marked a renewal in the administration, following a change in the leadership of the governor's offices that commenced on January 1. "Since we took over at ILC in January, we've developed a strategic plan where internationalization is our focus. We're talking about a centennial company that has a dominant presence in the local rum market, with ILC accounting for 73 out of every 100 bottles sold in Colombia," explained Quiceno.

U.S. Market Opportunities

International expansion is a key growth factor for the company. In the U.S., unit sales are projected to increase nearly eightfold. "Rum is a distilled, globalized liquor recognized worldwide. However, high-altitude rums produced in the mountains are less known, as most successful rums come from the Caribbean. La IL has been crafting rums for 100 years, and we are confident in our success with this offering," he stated.

The target market includes not only Colombians and Hispanics living abroad but also local citizens in those countries. "We're shifting from merely catering to compatriots abroad to genuinely selling to the broader market, particularly in countries where we are establishing a true internationalization process, like the United States," he added.

This year, the cornerstone of their strategy has been ILC's flagship product, Aguardiente Amarillo de Manzanares. "This aguardiente is not only popular in Colombia but also gaining traction internationally. It is growing at 100% in the United States, and international sales are increasing by 80% in units and 60% in revenue."

After achieving 1.7 million units sold internationally this year, they aim to reach 5 million units sold in markets outside Colombia within the next three years.