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No. 2 (275)
February 2018

Sales of pure and flavoured vodkas
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.
Poles consume more and more whisky
More and more bottles of “Scotch” come to Poland. According to data provided by the Scotch Whisky Association (SWA), 28 million bottles of Scotch whisky were shipped to Poland in the entire 2016, totalling £62.5 million. Compared with the previous year, there were increases in volume (by 15.8%) and in value (by 19%). The largest increase in imports occurred in the blended malt segment. The achieved result of 270 thousand bottles was better in comparison to the year 2015 by as much as 450% and gave a total value of approx. 520 thousand pounds. Single malt whisky achieved a slightly lower growth – the imported number of 650 thousand bottles is a better result by 60% since last year. In value terms, imports increased by 35.5% to over 7 million pounds. The smallest increase was recorded by a popular mixed whisky – by 14.5%, closing the year with approx. 26 million bottles. Its total value was £54.5 million.
Rynki Alkoholowe, 9/2017
India at the top of the rankings!
Whisky is good – this conclusion can be drawn on the basis of the annual Millionaire Club 2016 by the British magazine Drinks International. Of the 157 alcohol brands with annual sales of more than a million 9-litre boxes that were in the list, as many as 53 were whisky! Although this is the same result as a year ago, but the list of “millionaires” has shrunk since then, so the percentage is much better. What’s more, the top ten included as many as 5 brands of the “golden liquor,” and in the top fifty, as many as 19 of them!
Whisky in small format stores up to 300 m2
Whisky is the third largest category of spirits in small format stores with an area of up to 300 m2, and its importance in sales is steadily increasing. Between January and July 2017, they accounted for more than 7% of the sales of stronger liquors. This is still a growing category – in the first seven months of 2017, the value of sales of the “golden liquor” in small format stores increased by 7%, and the volume increased by 8% compared to the same period last year. In July 2017, the offer of whisky in an average small format store included 8 variants, as in the previous year. In July 2017, the “golden liquor” could be purchased in about 70% of small format stores with an area of up to 300 m2 selling strong spirits. Ballantine’s (Pernord Ricard) Whisky is most often found on their shelves – in July, it was available in 70% of stores selling this category. Jack Daniel’s (Brown-Forman), Johnnie Walker (Diageo) and Grant’s (CEDC) brands were available in about six out of 10 whisky stores, while the distribution of other, less important brands, did not exceed 40%.
Rynki Alkoholowe, 9/2017
Whisky, Whiskey, Bourbon
According to the latest survey conducted by CBM Indicator, Scotch whisky is most recognizable by Polish consumers. Among the first four of the most popular whiskies, three are Scottish. Johnnie Walker is still the most popular in consumer consciousness – every second respondent indicates the brand spontaneously, and more than three quarters of respondents mention Johnnie Walker in an aided recall. The second most popular whisky, whiskey and bourbon brands were is Ballantine’s (as much as 65% in the aided recall) and Grant’s (56% in the aided recall).
Rynki Alkoholowe, 9/2017
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