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RYNKI ALKOHOLOWE
No. 9 (270)
September 2017

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From a perspective of the past years
In the 19th century, the Polish alcohol industry entered not in a very good mood as the situation was becoming more difficult every day. If in the first half of the Nineties of the last century the industry characterized with high production and profitability, the following years were becoming worse and worse. Due to a frequent excise tax growth, part of consumers changed their preferences choosing cheaper and weaker alcoholic beverages; others chose cheaper spirits originating from smuggling or illegal production.
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Packaging in alcohols
nielsen.pngThe two largest alcohol categories in Poland – beer and vodka – offer a considerably greater variety. In case of vodka, it takes place within the frames of glass vodka of course (other packaging types have presently a low share), yet there is a considerable variety when it comes to a packaging volume. Presently around 19% of the sale category makes up a segment below 0.5 litre, whereas this share is clearly higher in the traditional trade, where it already reaches nearly 1/4 of the sale.
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Polish Vodka Association officially inaugurates its activity
The inauguration of the Polish Vodka Association’s activity was officially announced during a press conference, which took place on the 10th of July 2007. It was at the same time an occasion to initiate the “Water without alcohol” campaign, which shall last until the end of August this year.
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Preferred forms of promotion and attractiveness of an alcoholic beverage packaging
indicator.pngVarious marketing activities may encourage consumers to purchase alcoholic beverages. According to the polls, customers tend to prefer various forms of pro­motion depending on a type of a purchased alcohol. Wine purchasers are of the opinion that a reduced price of a purchased product may have an impact on a purchase of such product. As much as 40.5% of the respondents are of this opinion. An enlarged packaging with an old price may be an effective purchase factor for one fourth of wine consumers.
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The alcoholic beverages in the turnover of the Polish foreign trade in 2006
The year 2006 was another year of alcoholic products turnover growth over a period of 5 years, however not as significant as the year 2004 (dynamism 137.5%). The turnovers were by 23.7% higher than the previous year and amounted to 417.7 million USD.
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