BRIEFING

viewpoint my world

geo-graphic: Colombia

Colombia is five times the size of the UK and a population of

ADRIAN SWINSCOE SPEAKER AND AUTHOR OF RARE BUSINESS

According to recent reports, export sales of Scottish whisky are up at record levels. As a Scot, it (the information, not the whisky) warms my heart to know that a leading Scottish industry is doing its bit to help improve exports and narrow the trade gap. However, what’s just as interesting is the fact that although the value of overall sales are up, the actual volume of sales is down. The driver behind this is the increased demand for more expensive premium blended whisky and the growing popularity of single malts. What this says to me is that volume is not the most important factor when it comes to exports. Customers in export markets are also looking for the best and are willing to pay for it. Too often I have seen firms ‘hedge’ their bets and enter a new market with mid-range products squandering the chance to deliver their premium and best products. Don’t hedge. The market is thirsty (pardon the pun) for your best products and our high quality has a world-class reputation that is easily traded upon.

46m 33rd

Its economy is the largest in the world

IT IS THE THIRD LARGEST COUNTRY IN LATIN AMERICA AFTER BRAZIL AND MEXICO

Colombia is one of the emerging markets known as the

CIVETS

IT REGAINED INVESTMENT TRADE STATUS IN MARCH 2011

The country has ambitions to join the Organisation for Economic Co-operation and Development

PRIMARY EXPORTS INCLUDE ENVIRONMENTAL SERVICES TEXTILES CRUDE OIL COFFEE KEY SECTORS

UK COMPANIES OPERATE IN A WIDE RANGE OF SECTORS INCLUDING:

FINANCIAL SERVICES COAL

NON-FERROUS METALS

TRADITIONALLY, IT HAS TRADED WITH THE US, BUT COLOMBIA IS INCREASINGLY LOOKING TO EUROPE AS AN ALTERNATIVE

To find out more about doing business in Colombia, contact Elvira Martinez on +57 1 3 26 8263 or email elvira.martinez@fco.gov.uk

BEVERAGES

10 | springboard | www.ukti.gov.uk