Sello Rojo and Clic Partner to Celebrate International Coffee Day Across 19 Flights and 20+ Municipalities in Colombia. Colombian coffee brand Sello Rojo celebrated International Coffee Day on October 1, 2026, launching a nationwide campaign that combined over 12,000 tastings on the ground with special inflight experiences across 19 flights operated by regional carrier Clic in Colombia. The airborne activations reached regional destinations including Apartadó, Pereira, Quibdó, Montería, Cali, Bahía Solano, and Nuquí, while ground events spanned universities, hospitals, commercial hubs, and mass transit systems such as Bogotá‘s TransMilenio and Medellín‘s Metro.
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This year’s event marked the first official global observance following the United Nations General Assembly’s formal proclamation designating October 1 as World Coffee Day. Under its brand platform “Para un país que nunca para” (“For a country that never stops”), the Grupo Nutresa subsidiary aimed to recognize daily workers, students, and citizens across the nation. According to company figures, Sello Rojo accounts for roughly 173 cups consumed per second (15 million daily) in Colombia, representing a market share of nearly 35%.
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David Echavarría Restrepo, Marketing Manager for Coffee and Beverages at Grupo Nutresa, emphasized that the brand has supported Colombian daily life for over 90 years since its inception in Cali in 1931. Partnering with Clic enabled the brand to leverage regional air connectivity, bringing the celebration directly to passengers traveling across diverse geographic regions.
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