Diageo grows net sales by 22% in Colombia, launches whisky

Diageo posted an organic net sales growth of nearly 22% in Colombia for fiscal 2026, which ended in June. Sales volumes in the country rose by around 23%, driven by double-digit growth across its Buchanan's, Old Parr, and Smirnoff brands.

Colombia delivered the fastest growth among the company's markets in Latin America and the Caribbean, a region that advanced around 8%. Diageo concentrated a significant share of its regional marketing spend in Colombia alongside Brazil.

Against this backdrop, Diageo introduced Buchanan's Pineapple to the Colombian market during the Cordillera Festival on September 11 and 12, where Buchanan's served as an official sponsor. The drink features 35% alcohol by volume and originally debuted in the United States in February 2023 as the brand's first flavored product.

Hilda Vélez, marketing manager for whiskies at Diageo Colombia, noted that Colombia represents one of the brand's most relevant markets after the United States. Vélez explained that the product aims to attract women and younger consumers to the whisky segment with a flavored option and a lower alcohol content.