Prolicores

Prolicores is a public relations and communications agency based in Bogota, Colombia, that specializes in serving the alcoholic beverage industry, particularly distilled spirits and wine. The agency represents over 98% of imported spirit brands in the country, including major global houses. Its work centers on shaping public policy, managing regulatory affairs, and conducting public health campaigns related to alcohol consumption and industry sustainability.

Core Services and Specialties

Prolicores offers a focused set of services tailored to the alcohol sector. While the agency does not list a full service menu, its activities and keywords suggest the following capabilities:

• Public policy advocacy and industry association management
• Public health campaigns on responsible consumption and alcohol education
• Anti-adulteration and illegal alcohol control initiatives
• Tax analysis and regulatory framework development
• Crisis communication for the beverage industry
• B2B and B2C communication strategies
• Sustainability communication and corporate social responsibility
• Media relations and stakeholder engagement

These services are designed to address the unique challenges of the wine and spirits sector, including regulatory compliance, public perception, and industry development. Prolicores also runs specific campaigns like "Campaña Derribando Mitos" (Myth-Busting Campaign) to educate consumers and policymakers.

Who They Help

Prolicores primarily serves distilleries, importers, and brands within the alcoholic beverage industry. The agency works with both B2B and B2C clients, helping them navigate the complex regulatory landscape in Colombia. Its client base includes global spirit houses that rely on Prolicores to represent their interests in public-private sector coordination. The agency also collaborates with government bodies and industry associations on issues like illegal alcohol control and sustainable industry practices. By focusing on the "criminal value chain alcohol," Prolicores addresses problems such as counterfeiting and adulteration that threaten legitimate businesses and public health.

Approach and Methodology

Prolicores takes a research-driven approach to communications. The agency conducts alcohol tax analysis and regulatory studies to inform its campaigns. It emphasizes public-private sector coordination, working with both industry players and government agencies to create effective policies. Prolicores also prioritizes consumer responsibility and education, using data from public health campaigns to shape its messaging. The agency's work often involves "normatividad y regulación" (norms and regulation) to help clients comply with Colombian laws while advancing industry development. By focusing on "desarrollo sostenible" (sustainable development), Prolicores positions itself as a partner for long-term growth in the sector.

Location and Credentials

Based in Bogota, Colombia, Prolicores is deeply embedded in the country's wine and spirits industry. The agency's headquarters in Bogota puts it at the center of Colombia's political and economic activity, allowing it to engage directly with policymakers and regulatory bodies. Prolicores represents more than 98% of imported spirit brands in Colombia, including global leaders, which gives it significant influence in the sector. The agency's expertise in alcohol regulation and public health campaigns makes it a key player in shaping industry standards. For companies operating in the food, beverage, and tobacco sectors, particularly those in the wine and spirits category, Prolicores offers specialized knowledge of the Colombian market.

Prolicores is a good fit for distilleries, importers, and trade associations that need to manage public policy, regulatory compliance, and public perception in Colombia. The agency is especially valuable for companies dealing with issues like illegal alcohol, tax analysis, or consumer education. Its strong ties to the industry and government make it a reliable partner for navigating the complex regulatory environment in Bogota and beyond.