Sello Rojo Coffee: Quality, History and Colombian Flavors

Sello Rojo coffee is one of the most important coffees in Colombia. Currently and historically it has always been one of the most recognized, even worldwide.

Sello Rojo Coffee

That’s why, in this coffee blog, Sello Rojo deserves its space.

In this post we will analyze the different types of coffee that the brand offers, its history, its quality and we will also talk about its price.


Sello Rojo coffee was born in 1959 in Medellín. Because there was no bag factory at that time, the company had to resort to manufacturing its paper sheets in other factories. For example, the women’s prison and the San José Orphanage.

It was in 1963, hand in hand with the new European trends, that a totally new type of packaging was introduced: automatic packaging machines.

In 1964, the brand decided to change the wrapping of ground coffee for a laminate of paper and cellophane. This change had the objective of providing greater protection to the product and improving its presentation in aesthetic terms.

The production of ground coffee in Santa Marta began only in 1988, and it was not until almost a century later, in 1992, when the plant was built. It was equipped with the highest quality equipment available worldwide and a state-of-the-art architectural design.

Since then, upon reaching the decade of the 2000s, the brand has been focused on marketing actions, both campaigns and packaging improvement, to position itself as the best coffee in Colombia.

In this context, in the year 2004 the brand began to commercialize cinnamon-flavored coffee and the Café Sello Rojo Mocca, the attractive combination of coffee with chocolate, which became available in the market in the year 2006.

Types of Sello Rojo

The Sello Rojo coffee is presented in various packages of different sizes that vary from 20 grams to 2,500 grams.

But the truly fascinating thing about this coffee is the variety of its flavors. It has:

  • Traditional Sello Rojo Coffee
  • Coffee with vanilla
  • Coffee with cinnamon
  • Mocha flavored coffee
  • Care for your heart” coffee
  • Decaffeinated coffee
  • Espresso coffee
  • Premium select coffee

1. Traditional Coffee

The traditional Sello Rojo coffee is the best known in Colombia and it is a coffee of dark roast and fine grinding that has an intense flavor and aroma.

Full-bodied and high yielding, this coffee is present in thousands and thousands of breakfasts and snacks in Colombia (and also outside of it).

2. Flavored Coffees

In order to increase its demand, it has developed lines that it calls flavored.

These flavored coffees have a careful roasting process and the incorporation of ingredients that give them a different flavor note.

The mocca coffee has an aroma with notes of chocolate and a medium grind. Ideal for winter snacks.

The vanilla coffee has the same characteristics as the mocca coffee, the same roasting and grinding, but with notes of vanilla.

It’s the same with cinnamon coffee.

Both three flavored coffees are available only in 120 gram packages so far.

3. Functional coffee

Within the so-called functional coffees of the brand, we can find decaffeinated coffee and the heart-healthy coffee

According to the packaging, it is scientifically proven that coffee “take care of your heart” helps to reduce the risk of heart disease.

It is less intense than traditional coffee and much more balanced, without so many high notes of flavor. It is available in 450 grams packages.

Decaffeinated coffee, as its name indicates, does not have caffeine and are deeply selected grades to be incorporated to this process..

Competitors of Sello Rojo

It is clear that Café Sello Rojo is one of the leading brands in the Colombian coffee market. Although it enjoys almost 30% of the market, which is a very high number of consumers, it has as competitors other traditional brands such as Águila Roja and Colcafé. These have approximately 15% and 14% of the Colombian coffee market, respectively.

Águila Roja is often seen in Colombia as a traditional symbol. This association is due to the fact that the brand emerged in 1930, making it one of the oldest in the country. In addition, Águila Roja is not just a store but also owns its own roasting and milling plants.

Colcafé, for its part, is the most famous brand in terms of instant coffee and presents a great variety of soluble coffee. Some of them are very simple and others offer gourmet quality. Colcafé sells its products to more than 45 countries. However, Colcafé and Sello Rojo belong to the same multinational: Nutresa.

Behind them, the most consumed coffee brands in Colombia are Nescafé, Lukafe, Café Quindío and Juan Valdez.