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RYNKI ALKOHOLOWE
No. 5 (278)
May 2018

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Variety of products, numerous contacts
Many months of work and preparation contributed to a great success of the 5th edition of WorldFood Warsaw. For three consecutive days, the exhibition halls were full of representatives from the production, trade, catering and technology sectors. During the event, several hundred businesses from Poland and 25 other countries presented their products. The alcohol industry also had its representatives.
This year, 140 products in 14 categories competed for medals and fair awards. Finally, 18 medals and 16 distinctions were awarded. Among the representatives of the alcohol industry, the awards went to: Gold Medal – Bock Cuvee 2013 red wine (Bock Winery), Mirabueno white wine, Blanco (Zielone Butelki), Chic Barcelona Rosé wine (Pereventura Family Wine Estates); distinctions – Barão de Vilar Moscatel to Douro DOC red wine (A Mesa), Cantine Losito red wine, Primitivo (Zielone Butelki) and the already mentioned beer Sen o Warszawie (Browar Bazyliszek).
Rynki Alkoholowe, 5/2018
 
Brandy in small-format stores
Brandy is one of the smaller segments of alcohol – in small-format stores up to 300 sq. m it is responsible for less than 2% of sales of all strong spirits. The low importance for turnover means that retailers do not attach so much attention to this category as to vodka or whisky.
In 2017, brandy could be bought in approx. 50% of establishments selling spirits, with the offer covering only approx. 4 variants of these spirits. The most popular variant in small-format stores is a 500 ml bottle. In 2017, 4 out of 10 consumers of brandy put this capacity in the basket. Compared to 2016, this capacity is losing importance to smaller bottles. The average bottle price of 500 ml is PLN 30, and a larger bottle of 700 ml costs PLN 80 on average. Brands from the former Eastern Block – Pliska and Słoneczny Brzeg (distributed by Ambra S.A.) have still the widest distribution in small-format stores. More demanding customers can reach for international brands such as Metaxa (CEDC) or Stock 84 (Stock) – each of these spirits is available on average in every third store selling brandy.
Rynki Alkoholowe, 5/2018
 
Brandy and cognacs
The latest results of CBM Indicator confirm data from previous years that Polish consumers are not among the amateurs of such spirits as cognacs, brandies or winiak (Polish name for brandy). Although we are more and more willing to reach for quality spirits, they do not include cognac or even brandy, but mainly whisky.
The results of unaided recall, which clearly distinguishes one brand of brandy – Napoleon, only show how poorly do we know this type of spirits. Its result, however, is not impressive, as it is indicated by only every fifth respondent. In this category, apart from the Napoleon brand, the most popular are: Martell, Metaxa and Hennessy, which obtained an identical result of 7%.
Rynki Alkoholowe, 5/2018
 
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
 
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