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CEDC wants to win half of the vodka market in Poland
For the past year, CEDC has been the vodka market leader in Poland once again - at the end of May this year, it had 42.5% share in sales volume. Stock Spirits in this respect is second with 24.2%, then there is MBWS with 15.6%, and Pernod Ricard with 5.3%. CEDC, however, is planning to increase its stake to 50% of the market by the end of 2018. Investments in the years 2016-2017, designed to increase the production capacity at plants in Oborniki and in Bialystok, as well as to develop the flagship brands, such as Żubrowka, Soplica, and Żytniówka, are to help with these plans.
CEDC is also among the largest players in the individual market segments of vodkas. The group share in the pure vodka segment reached 42.6% in May this year (Stock Spirits – 18.6% and MBWS – 18.7%), while the flavoured vodka segment – 41.9%. Stock Spirits is first with 43.3% of shares (MBWS – 5.3%).
Rynki Alkoholowe, 8/2016
Brewing course in Wrocław
The first brewing postgraduate course starts at the Wrocław University of Environmental and Life Sciences. The brewing technology major was created at the Faculty of Food Science and is a response to the development of craft and restaurant breweries reigning in the country.
Rynki Alkoholowe, 8/2016
Breweries increase expenditure on advertising
Breweries spent PLN 223.4 mln on advertisement in traditional medias from January to May this year, i.e. an increase of 4.1% more than in the same period in 2015. More than half of this amount went to television (PLN 162.8 mln), however, it is about 3.5% less than the year before. The second favourite choice of advertisement was outdoor advertising – PLN 33.2 mln has been spent on it. Expenditure on beer adverts at cinemas have increased most – by 160.9% to PLN 20.3 mln, in radio – by 110.7% to PLN 1.22 mln and in newspapers – by 101.5% to PLN 1.21 mln. However, the amount spent on advertising in magazines has dropped by 9.8% to PLN 4.7 mln. The largest advertiser among breweries is Grupa Żywiec, which spent PLN 90.5 mln in the first five months of this year. Kompania Piwowarska is second with expenditure of PLN 73.9 mln, and the third is Carlsberg Poland which has donated PLN 39 mln on advertisement.
Rynki Alkoholowe, 8/2016
Good results of the beer industry in the first half of the year
Brewing industry saw good results in the first half of 2016. In this period, the sales of beer in corporations, as well as craft and regional breweries, increased by nearly 5% compared with the same period in 2015. The European Football Championship and the good weather had an impact on these sales results.
Rynki Alkoholowe, 8/2016
Nine "millionaires" straight from Poland on the list of the "Drinks International" Magazine
Polish vodka brands were a definite ­success in this year’s list of “The Millionaires’Club”, that is spirits which in the past year have recorded sales of more than a million 9-litre packages. Żubrówka (31st overall), the sales of which reached 6.2 million 9-litre packages, was third, behind the leader Smirnoff and Absolut (18th place), among the spirits that in 2015 recorded the highest sales. In total there were nine Polish vodka brands in the latest list of the “Drinks International” Magazine (one of them is the brand Lubelska, qualified here as a liqueur due to lower alcohol content). There is, however, a change in the Polish national vodka team compared with last year, when it was stronger – 10 brands, i.e. one more. There were no 1906 and Stock Prestige brands (both of Stock) present in the current list, instead Żołądkowa Gorzka brand emerged.
Shopping habits of Polish consumers
Centrum Badań Marketingowych Indicator carries out regular research on alcoholic beverages market. Given the shopping declarations of our respondents, pure and white flavoured vodkas have been by far the most popular for years. Although it should be noted here that after the year 2012, there was a downward trend (49% of respondents declared the purchase of this type of alcohol in the latest survey).
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