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RYNKI ALKOHOLOWE
No. 10 (271)
October 2017

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Ready-to-drink

The ready-to-drink category is a relatively young category on the Polish market of alcoholic beverages. It emerged a bit over 3 years ago basing on the popularity of these products in the Western Europe to some extent, particularly among young consumers. The product character seems to be an ideal alternative for beer for instance and in case of catering, also for drinks based on vodka.

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A good distributor is a true treasury

The present market of wholesalers of alcoholic products is centralized to a great degree. For years, the owners of small local wholesales have been perfectly aware that mergers and necessity to work in larger groups is the only chance to survive on a market. Another reason forcing to “tighten the ranks” was the perspective of large foreign alcohol concerns entering Poland. It was therefore more than obvious that a considerable part of small wholesalers shall not be able to withstand the competition. The constantly reducing licences issued by the Ministry of Economy for wholesale turnover of alcoholic beverages with 18% of alcohol content are a consequence of these processes. As far as there were over 1,500 wholesales operating in Poland at the beginning of the Nineties, then at the beginning of the present decade, there were already only 400. Nowadays (the state from March 2007), 272 entities are provided with current licenses for wholesale turnover of spirits, however it is estimated that the market really is divided into several main operators. The reasons for bankruptcy of most of the wholesalers over the last few years were usually the same: nearly none of them could withstand the price competition with other companies, the more soas the distributors have been operating on low margins for years.

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Poles accepted Nemiroff
— How the co-operation of the Legro Company with Nemiroff Ukrainian Vodka Company has been achieved?
The long-term activity as an importer of alcoholic beverages has strengthen the position of the Legro Company on the international market, where its reliability and business solidity as well as the content-related knowledge of the Polish market have been highly judged. Surely, the mentioned factors as well as capability to introduce new products on the market had an impact on the positive attitude of the Nemiroff Company towards the proposal of the Legro Company on the introduction of the Honey Pepper vodka on the Polish market. The first business talks conducted with the export director Sergiey Dobrovolski in May 2003 bore a fruit in contract conclusion with a right for an exclusive import of the Nemiroff vodkas to Poland. The two vodkas, Honey Pepper and Rye Honey, which were introduced to the Makro and Real chains, appeared as first.
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Spirit industry: we look ahead optimistically

The first data of the Statistical Office on the production in the two first months of 2007 leave no doubt – the spirit industry in Poland may be satisfied. According to the statistics, production of pure vodka per 100 percent spirit amounted to 124 thousand hl and was nearly by 13% higher than in the same period of 2006. Over the first two months of the current year, the production of fruit wines closed at 200 thousand hl (growth by 14%).
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