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No. 6 (279)
June 2018

The black market is a real problem
The market of alcoholic beverages in Poland is worth approx. PLN 57 billion, of which almost 40% is spirits. The strong spirits industry is one of the most important payers to the public finance sector, as it generates over PLN 12.5 billion in revenues. The black market of strong spirits in Poland is about 24 million litres of 100% alcohol per year. In this sea of illegal liquors that reach consumers, around 18 million litres is contaminated alcohol, at least 3 million litres are smuggled, and moonshine production is another 3 million litres of illicit alcohol placed on the market. The black market accounts for almost 20% of the spirits market in Poland. According to the analyses carried out by the Republican Foundation, the losses of the state treasury due to the excise duty and the VAT tax amount to PLN 2 billion.
Rynki Alkoholowe, 1/2018
Sale of mulled wine and mead in small format stores up to 300 m2
The vast majority of mullies in small-format stores have a volume of 1 litre – in November 2017, such packages appeared on 98% of receipts with mulled wines. The most popular brand for years has been Grzaniec Galicyjski, which in 2017, as a result of the acquisition, enriched the portfolio of Jantoń, which also offers Zbójeckie Grzane. As a result, the company became the leader of the mulled wine segment. Jantoń was responsible for nearly 75% of shares in November 2017 in small-format stores, and its products were available in 80% of establishments selling mulled wines. Other important players were Bartex-Bartol and Henkell & Co. In November 2017, they achieved respectively 11% and 8% of shares in the market value of mulled wine, with the distribution of both of them significantly narrower – 17%.
In November 2017, customers of small-format stores up to 300 m2, who aimed at meads, usually placed the following brands in the basket: Staropolski trójniak 750 ml from Apis (15% of transactions with this category), and Piastowski trójniak 750 ml (also Apis) and Złota Pasieka trójniak 750 ml (TiM) – they appeared on every 7th receipt with the category.
Rynki Alkoholowe, 1/2018
Meads and mulled wine
Mead was, according to tradition, a typical drink of Slavs and later Sarmatians. Meanwhile, according to the declaration of a representative group of adult Poles consuming alcoholic beverages, just over 15% of respondents know the taste of mead. And yet, according to popular opinion in Poland, it is still believed that mead is our national drink. Mulled wine and honey have warming properties and prevent colds, which is why they are an ideal drink for long, cold winter evenings. The most famous brand of mead is Kasztelański. The second place was Staropolski Tradycyjny, while in the third position with the same number of indications there were Klasztorny i Lubelski meads. The most famous and undisputed leader among the mulled wines has been Grzaniec Galicyjski for many years. The Staropolskie Grzane brand was in the second position, followed by Grzane Mnicha and Zbójeckie Grzane Korzenne. Every fourth consumer declares drinking this type of alcoholic beverages during family celebrations, at parties, birthdays and namedays.
Rynki Alkoholowe, 1/2018
Bubbly workshops
The oldest champagne houses were founded over 300 years ago, at a time when the Saxon dynasty ruled at the Polish court, and soon the last king of Poland, Stanisław August Poniatowski, would sit on the throne. It is in his time that we find, in books of many Polish magnates, orders confirming that champagne has been present in Poland from the very beginning of its existence. The variety of champagne bubbles is huge. 300 champagne houses produce, on over 33 thousand hectares, 300 million bottles a year worth 4.7 billion euros. How many of them goes to Poland? 400 thousand bottles place our country beyond the first thirty champagne markets. In addition to France, which sells approx. 150 million bottles annually, the largest recipients are the British (over 31 million bottles), Americans (over 21 million bottles) and Germany (over 12 million bottles), and thus the inhabitants of the strongest economies in the world.
Rynki Alkoholowe, 12/2017
History with bubbles
Sparkling wines and champagnes are a category of alcohol which is most often associated with celebration and special occasions. The latest research conducted by CBM INDICATOR indicates that Dorato, Sowietskoje Igristoje and Cin & Cin are the most popular brands of sparkling wines. These brands are most often indicated by consumers in the unaided recall as well as in the aided recall. In spontaneous responses, consumers also point to brands such as Martini Asti (10%) and Michelangelo (8%). However, among the champagnes, Dom Perignon is the only clearly recognizable brand – 23% of indications in the aided recall and 2%, which is exactly the same as Carlo Rossi and Istra Spumante, in the unaided recall.
Rynki Alkoholowe, 12/2017
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