There was a time when Bicola , the affordable soda that arrived from Peru, was everywhere in Colombia. In every neighborhood store, at every family party, and even on soccer fields, this beverage became a symbol of savings and flavor. However, over the years, the brand gradually disappeared, becoming a memory for many Colombians.
Today we analyze what happened to Bicola in Colombia , how it conquered the market, and the reasons for its downfall. A story that reflects how even the most popular brands can lose relevance if they fail to adapt to market changes.
The Bicola phenomenon: more cola for less money
In 2002, Bicola landed in Colombia with a seemingly unbeatable proposition: “more cola, less money .” While a Coca-Cola cost around $1,500, Bicola sold for almost half that, just $800.
Not only was it cheaper, but it also offered giant 3.2-liter bottles , ideal for family gatherings or celebrations with friends. The brand’s strategy was clear: focus on working-class neighborhoods, corner stores, and places where savings were most valuable.
Between 2005 and 2012, the soft drink enjoyed its golden age. It reached nearly 8% market share in Colombia , a huge achievement for a foreign brand competing against giants like Coca-Cola, Pepsi, and Postobón.
Why was Bicola so successful in Colombia?
Bicola wasn’t just known for its price. Several reasons explain why this soft drink won the hearts of Colombians:
- Accessibility : It was found in almost all neighborhood stores, especially in popular areas.
- Family Size : The 3.2 liter bottles were perfect for large gatherings at a low cost.
- Reachable advertising : The brand did not spend on television commercials, but did sponsor amateur football teams, festivals and community events.
- Popular identity : It became the people’s soda, appearing on murals, restaurant refrigerators, and local sports fields.
In a short time, Bicola became an affordable, everyday option, building a strong emotional bond with consumers.
The Fall of Bicola: From Popular Success to Forgotten Brand
But the success didn’t last forever. Starting in 2013, the brand began to face a series of difficulties that marked its decline:
- Financial problems at the parent company (H Group)
The company reduced its investment in Colombia, affecting advertising and, above all, distribution. Suddenly, consumers stopped finding Bicola in their usual stores. - The price war with major brands
Coca-Cola, Pepsi, and Postobón responded by lowering prices and launching budget-friendly versions. This erased Bicola’s competitive advantage, which went from being “the cheap option” to “just another one of the crowd.” - Quality issues
Inconsistencies in taste and formula were reported, weakening consumer confidence in a market where loyalty depends largely on the consumer experience. - Changing consumer habits:
Colombians began to seek out healthier beverages, such as natural juices, flavored waters, and energy drinks. Bicola, focused solely on low prices, failed to adapt to these new trends.
By 2018, the brand had already lost more than 70% of its market share . From being the third best-selling soft drink, it became virtually invisible.
Where to find Bicola today?
Although many believe Bicola has completely disappeared, the brand still exists in 2025, albeit in a much more limited version. It can currently be found in some stores in small towns and certain neighborhoods , but it no longer has the strength or presence of its golden years.
Attempts at relaunching, with changes to the image and formula, failed to regain consumer confidence. The brand remained trapped in the collective memory as
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- Regaining consumer closeness : becoming the people’s brand again, but with a modern message.
And you, do you remember trying Bicola in Colombia? Do you think this soda could conquer the market again? Leave your opinion in the comments and share this story with anyone who’s ever enjoyed a giant 3.2-liter bottle with their family.
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