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RYNKI ALKOHOLOWE
No. 5 (278)
May 2018

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Egg phenomenon
According to the latest CBM INDICATOR research, Advocaat remains the most popular brand in the category of liqueurs and creams. This liqueur in the test of assisted knowledge obtained over half of the indications (68%). In the same test of assisted knowledge, the following were most often mentioned in the following items: Nalewka Babuni, Amaretto, Campari and Bailey’s – each of these wines obtained more than 30% of indications.
Rynki Alkoholowe, 3/2018
 
Liqueurs, creams and bitters in small-format stores and supermarkets
Liqueurs, creams and bitters are still niche in terms of value shares in the alcohol segment, the importance of which for small-format stores up to 300 m2 is significantly smaller than for supermarkets. In this first distribution channel, the share of liqueurs in the sale of alcohols does not reach 1%. The situation is slightly better in 301-2500 m2 supermarkets, where the shares reach even up to 2% during the largest demand for them. In small-format stores, the leader in the quantitative sale of liqueurs is Jaegermeister (CEDC), followed by the Advocaat brand (Polmos Bielsko-Biała) –  in January 2018, each of them had a sales share of over 15%. Dalkowski (Henkell & Co.) and Sheridan’s (Diageo) have the biggest shares in supermarkets.
Rynki Alkoholowe, 3/2018
 
What matters is the appearance, aroma and, above all, the flavour
Friday, May 25, 2018 – this is the date to be written down in a calendar of every spirits producer and distributor operating in Poland. On this day, the 12th edition of Vodka Tasting will take place in the city of Toruń, organized by the national industry monthly “Rynki Alkoholowe”. The editors of the “Rynki Alkoholowe” monthly has been organising wine tasting since 2006. This is the first periodical and independent tasting of vodkas taking place in our country. It is also the only “blind” competition of this type, where the jurors do not know what vodkas they taste. What matters is the appearance, aroma and, above all, the flavour. Flavoured vodkas and flavoured spirit products are also evaluated since 2014. Participation in the Vodka Tasting is a great opportunity to evaluate and confront your own products against the competition, face other brands on the market, and the victory in the competition means prestige and excellent promotion. Any additional information about the event is provided by Lidia Potwardowska (tel. 607 842 864, e-mail: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it ).
Rynki Alkoholowe, 2/2018
 
Vodka or booze
Finlandia (38%) turned out to be the most frequently indicated brand of pure vodka in the unaided recall. This brand has been in the first place among vodkas spontaneously indicated by consumers for several years. An interesting phenomenon is the fact that in the aided recall Finlandia received 63% of responses, which is less compared to last year. In contrast, Żubrówka turned out to be the favourite in the aided recall, indicated by the vast majority of consumers (70%). Other well-recognized brands, with over 60% indications in the aided recall, were: Wyborowa, Soplica, Pan Tadeusz, Finlandia, and Absolut. The latest research also shows that Finlandia and Żubrówka are the most often consumed brands; both of them got 24% of indications.
Rynki Alkoholowe, 2/2018
 
Sale of vodka in small format stores up to 300 m2
Vodka is responsible for almost 9% of turnover in small format stores up to 300 m2. In December 2017, customers of a typical small-format store could choose from 49 flavoured vodka variants (5 more than a year earlier) and 36 pure vodka variants. Sales of vodka in small-format stores are dominated by two companies – CEDC and Stock, which in 2017, accounted for a total of nearly 75% of the value and volume of sales in this category. In the discussed period, CEDC strengthened its leading position and increased its share in the total value of vodka sales to almost 44%. Stock remains the leader in the flavoured vodka segment, despite systematically losing shares to CEDC. In the period from January to December, the company’s brands generated a total of 50% of the sales value in the said category. At that time, Stock’s shares in the sale of pure vodka remained at a similar level as in the previous year.
Rynki Alkoholowe, 2/2018
 
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