The research tries to demonstrate the utility of the Community strategic relationship in the alcoholic beverage industry in Colombia and how they are applied throughout the marketing, how these strategies work in the industry and if organizations implement them. If they do, what kind of strategies they use to interact with their environment. The effectiveness of these strategies is identified, whether they are actually promoting both community development and the development of the organization, then the characteristics of the target industry are described. Both quantitative and qualitative methodologies are used for the research and case study analyzing the information in order to review and describe the models used in this industry.
