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No. 4 (265)
April 2017


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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).
The production of vodka increased significantly in May
As reported by the Central Statistical Office, the production of vodka in May of this year recorded a decline on an annual basis – by 6.8% down to 7.77 million litres, but in monthly terms it significantly increased – by 8.4% (in fact, the production of vodka reached 7.17 million litres in April this year). In the first five months of this year, the total production of vodka in Poland amounted to 36.1 million litres and was about 0.1% higher than in the same period in 2015.
Rynki Alkoholowe, 7/2016
Centrum Wina has opened a second store in Katowice
Centrum Wina has opened its 24th store. This is at the same time the second establishment in Katowice and the second, after Bydgoszcz, investment of the company this year. The new store, which began operating on June the 3rd this year, is located in Galeria Katowicka Mall linked with the main railway station. The first store of the chain in Katowice is located in the Silesia City Center and is one of the best establishments in Poland. The chain of stores owned by Centrum Wina offers the biggest wine loyalty program in Poland, called “Kocham wino” (“I love wine”). The chain plans opening the seventh store in Warsaw in Galeria Północna Mall. The novelty introduced by Centrum Wina is the labelling of vegan wines with special “wino wege” stickers. These are the wines with no animal products used in their production.
Rynki Alkoholowe, 7/2016
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