Trademarks not only identify goods and/or services; they build trust, reputation and emotional bonds with consumers. A strong trademark portfolio can be key to maintaining leadership in highly competitive markets. This is the case of Bavaria, the historic Colombian brewery that, thanks to the strength of its trademarks, widely dominates the beer market in the country.
At our firm, we deeply care about what our clients do, and we understand that trademarks are not just legal tools—they represent business identity, values, and vision.
Bavaria has consolidated a portfolio that combines tradition and modernity, with trademarks such as Águila, Poker, Club Colombia, Pilsen and Corona. This diversity allows it to reach different audiences, contexts and consumption occasions, from informal gatherings to special celebrations.
According to a recent study by YanHaas and Dinero, its trademarks lead the recall levels in the country: Águila leads the ranking with 33% recall, followed by Poker (26%), Pilsen (5%) and Club Colombia (4%).
Bavaria’s strategy has consisted of building clear trademark identities, with messages that resonate in the daily lives of Colombian consumers. In addition, the company has been able to innovate without losing its essence, renewing its portfolio and adapting to market trends, while promoting a key message: responsible consumption.
The case of Bavaria demonstrates how trademarks, when well managed, become intangible assets of great value. Beyond the good, what is sold is an experience, a cultural identification and a promise of quality.
