The Impressive Success Story of Mil Demonios Premium Aguardiente

May. 31, 2024

In Colombia, the aguardiente category has traditionally been dominated by brands steeped in history and tradition. A complex context for competition; an environment that invites rebellion, conviction for differentiation.

Thus was born Mil Demonios, the country's first premium aguardiente, a distilled spirit that defies conventions and redefines the quality standard in the industry.

Fantástica, the independent agency led by Daniel Bermúdez and Daniel Osorio, took on the challenging task of building the communication for this demanding brand. A counter-current work that can only be traversed with the courage typical of Colombian entrepreneurs.

Daniel Osorio, CEO and co-founder of Fantástica said:

"Mil Demonios represents the first high-level aguardiente in a country with a centuries-old tradition of production. It challenges an industry that has become complacent and has never ventured into exports."

 

Thanks to the joint work with Fantástica, Mil Demonios became the first premium aguardiente to capture the hearts and palates of local and international consumers.

It is worth noting that the aguardiente industry in Colombia sells 70 million bottles per year and has long been a fertile ground for innovation. However, it also consolidates as a difficult fortress to conquer.

The Aguardiente category operates under a monopoly where the Government controls the main brands, and in that sense, the challenges for new projects include restrictive sales conditions, taxes, and legal barriers to distribution.

Nevertheless, Fantástica managed to put the brand on the global radar. It achieved what very few people in Colombia believe: taking aguardiente to another level, one that places it side by side with the most coveted liquors in the world.

Daniel Bermúdez, Creative VP, and co-founder of Fantástica emphasized:

"This aguardiente put an end to a monopoly and paved the way for new products and entrepreneurs."

 

Mil Demonios is made from a long-hidden recipe extracted from stories collected in Cartagena. It embodies the very essence of Colombian culture. With a base of sugarcane worked by Colombian botanists, this aguardiente undergoes an unparalleled artisanal process found nowhere else on the planet.

Thanks to Fantástica, the brand has shattered paradigms and created a previously non-existent category, forcing the entire industry to innovate. Additionally, it is the first Colombian aguardiente to conquer international markets, being successfully sold in Asia, Europe, and the United States.

The results speak for themselves:

• 1 Silver Medal for Packaging at the San Francisco Wine Spirits
• 1 Silver Medal for Liquid at the San Francisco Wine and Spirits 2018
• 1 Gold Medal for Liquid at the San Francisco Wine Spirits 2022
• 900% growth in the last year.
• The first premium aguardiente in Colombia.
• Colombia's first aguardiente for the world.

Fantástica continues to challenge boundaries, carrying the fearless spirit of Mil Demonios to new frontiers and consolidating its position as an undisputed reference in the aguardiente industry. As the world raises its glass in a toast to excellence and innovation, Fantástica and Mil Demonios move forward, building a legacy that will endure for generations.