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No. 4 (277)
April 2018

The most aromatic festival in Poland
Rum festivals have been held for years around the world – rum in Poland, along with tequila and gin, can also be numbered among niche alcohol categories. However, according to research from the Nielsen Retail Panel in 2015, the value of the rum market in Poland amounted to PLN 91 million. This means that it increased by 10% compared to the previous year. Currently, according to the statements of KPMG experts, almost 30% of Polish consumers reach for rum at least once during a year. Experts predict a steady growth of this segment at the level of 2-3% per year.
The first Rum Love Festival in Poland was organized last year by Tomasz Krzyk and Patryk Kozyra. The organizers set the goal to strengthen the awareness and culture of drinking alcoholic beverages, such as rum or whisky. What will they surprise us with during the second edition of the event on June 22-23, 2018 in Wroclaw?
Rynki Alkoholowe, 4/2018
Sales of gin, rum and tequila in small-format stores
Gin, rum and tequila belong to the smallest segments of spirits. Their importance for the turnover of the category of all alcohols was insignificant in 2017 in small-format stores up to 300 m2 – in total they did not correspond to even 1% of the market share in value. The most important brands of gin in small format stores are Gin Lubuski from Henkell&Co’s portfolio (54% of the share in sales value in December 2017), Seagram’s from Pernod Ricard (around 36% of shares) Bombay Sapphire (Bacardi Martini) and Stock Gin (Stock). In the rum segment, the top brands in small-format stores are: Golden Rum (Pernod Ricard), Bacardi (Bacardi Martini), Captain Morgan (from Diageo, Ice Full, Martin) and Galeon (Polmos Bielsko Biała). Due to the limited availability and high prices, customers of small-format stores still reach for tequila very rarely. In stores that sell this spirit, you can usually find Sierra Tequila brand from CEDC as well as Olmeca from Pernod Ricard (27% shares).
Rynki Alkoholowe, 4/2018
Gin, rum, tequila
Gin Lubuski is the most recognizable among the gin brands in Poland. Almost every third respondent can identify this brand independently (unaided recall – 26%). In the aided recall, almost half of respondents declare that they know it. Spontaneous knowledge of the most popular rum brand fluctuates within a dozen or so percent. Bacardi, most often indicated by respondents, obtained an unaided recall index of exactly 12%. While in the aided recall, the recognition of this brand was declared by almost half of the respondents (48%). Malibu rum was in the second position, reaching a relatively high index in the aided recall, reaching 39%. Over 20% of respondents indicated the following rum brands in the aided recall: Havana Club, Captain Morgan or Stock Rum. In the unaided recall, only two tequila brands are indicated by respondents: Sierra Tequila (11%) and Olmeca (9%). As first in the aided recall, the respondents indicated brands, such as: Sierra Tequila (36%), Sombrero (16%) and Olmeca (13%).
Rynki Alkoholowe, 4/2018
Poles prefer expensive whisky
In the period from January to October 2017, the import of Scotch whisky to Poland fell by 0.7% compared to the same period in 2016 in terms of quantity (counted in 0.7 l bottles). Taking into account the value of imported alcohol, an increase of 14.59% was noted. The differences result from the growing popularity of the more expensive single malt whisky. According to the data provided by the Scotch Whisky Association, we had a visible increase in the import of better quality whisky to Poland for the first time in a long time – both in terms of quantity and value. In terms of the amount of imported single malt, the rate was almost double-digit (increase by 9.25%). Taking into account the value of alcohol, an even better result was recorded. The growth rate in this segment was 22.1%. This means that Poles not only reach for better whisky, but also more and more often decide to buy more expensive varieties under the single malt category.
Rynki Alkoholowe, 3/2018
New association
At the end of January 2018, the founding meeting of Polskie Stowarzyszenie Browarów Rzemieślniczych (Polish Association of Craft Breweries) was held in Warsaw. During it, representatives of 25 breweries unanimously decided to establish an organization and adopt its statute. The main aims of the association are focused on representing common interests, promotion and popularization of craft beer, substantive and organizational help for craft producers, providing conditions conducive to professional activity in the production of craft beers. Marek Kamiński (Kingpin Brewery) became the president of PSBR.
Rynki Alkoholowe, 3/2018
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