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No. 5 (278)
May 2018

Sales of pure and flavoured vodkas Print E-mail
In the first half of the year, flavoured spirits accounted for about 25% of the sales volume of the strong spirits discussed, and nearly 20% in the supermarkets. Currently, it is more than 27% and less than 22% respectively. Undoubtedly, the market of flavoured vodkas is booming, which is also visible in the average number of variants available in the shop. Since 2015, the shelf of the small format store has expanded by as much as 20%. In supermarkets, around 65 variants of flavoured vodkas and about 55 pure vodkas are invariably available. Among the pure vodkas are the three mainstream brands: Żubrówka Biała, Żołądkowa Gorzka Czysta de Luxe and Krupnik Czysty, accounting for almost 40% of vodka sales volume. Its position is systematically strengthened by the best-growing Żubrówka Biala, the shares of which in small format stores have risen almost twice since 2014, reaching about 20%. Customers of small format stores up to 300 m2  usually go for bottles with a volume of 1 litre. This distribution channel is dominated by small bottles – more than 70% of vodka purchases are packaging up to 0.2 litre. This percentage decreases with pure vodka (approx. 62%) and increases for flavoured spirits (approx. 90%). In large-format retailing the situation is different. Nearly every second bottle sold is 0.5 litre. Also very popular is the volume of 0.7 litre; every fourth bottle sold. Pure vodkas in large bottles are selling slightly more often than flavoured ones.
Rynki Alkoholowe, 10/2017
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