okl 2021 07


okl 2021 06

 

More than half (53%) of whisky consumers in Poland belong to the Rotators group, i.e. those who buy different brands with similar traits, such as flavour, quality and price. Deal Sensitives are another large group (23%), i.e. people who buy brands, sold on the most favourable terms. Long Loyals account for 21% of all consumers. Such people are most attached to one brand of beverage and are rarely willing to buy the products of other companies, even when the price of their favourite brand increases or is not available at the place of purchase. The smallest group in the survey of whisky drinkers are Price Sensitives (2%), i. e. those who tend to buy the cheapest brands.

Rynki Alkoholowe 9/2021

The category of whisky and bourbon in small format stores up to 300 m2 accounts for about 0.3% of all alcohol sales by volume. Due to high average prices for packaging (compared to, for example, vodka), it generates approx. 3% of the sales value. The largest value share among manufacturers in H1 2021 was achieved by Pernod Ricard, very much like last year. Brown-Forman, CEDC and Diageo were next in line. The top five brands with the highest turnover were: Ballantine’s, Jack Daniel’s, Johnnie Walker, Grant’s and Jim Beam. The most purchased SKU in small format – unchanged since 2020 – is Ballantine’s Finest in a 700 ml bottle. Small format stores also boast a good number of whisky and bourbon variants on shelves – in H1 2021, customers could choose from an average of 10 variants.

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Rynki Alkoholowe 9/2021

The leading sales channel for alcohol among retail shops in Poland are small-format stores of up to 300 m2. They account for around 90% of the turnover of all alcohol sales. Sales of radlers and flavoured beers in the first half of 2021 are around 5-10% of the sales volume of all beers, with the largest shares of sales in this category during the summer months. The most frequently appearing products in this category on receipts include: Desperados (standard variant – Tequila, Red and Mojito), Garage (Hard Lemon and Kamikaze), and Karmi or Somersby brand products. Flavoured beers and radlers are available in more than 90% of retail shops.
Ambra is the leader in cider sales – this producer’s share in the sales value of all ciders in the panel of retail shops, depending on the month, ranges between 70-80%, and the brand which builds these sales on its own is Cider Lubelski (almost 80% of the sale value of all ciders).
Small-format stores account for the largest share of RTD sales – around 90% of the sales value from all retail shops. The most popular RTDs in this sales channel are Jack Daniel’s & Cola and Jim Beam Cola in 330 ml cans.

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Rynki Alkoholowe 8/2021

Ranking of the most valuable Polish brands was presented for the fifteenth time by Rzeczpospolita daily. The 2020 list covers 220 items with an estimated value of at least PLN 10 m and includes representatives of 27 alcohol brands available on the Polish market. Like the previous list, Żubrówka (CEDC International) remains the leader here. Tyskie (Kompania Piwowarska) and Żywiec (Grupa Żywiec) beers also made the top spot.

Rynki Alkoholowe 8/2021

RTDs have a truly diverse offer when it comes to the choice of flavours. However, the most popular are the citrus fruit flavours indicated by 2/5 of consumers: lime (41%) and lemon (39%). Flavours associated with well-known alcoholic beverages should be distinguished separately. Among them, Mojito (34%), Whisky&Cola (31%), Gin&Tonic and Tequila (24% each) are the most popular. The majority of those who consume low-alcohol RTDs say they mainly buy them when out with friends (41%). In contrast, 27% of respondents admit that they purchase RTDs for their own consumption. Interestingly, 18% of those taking part in the survey said that they buy RTDs for no particular reason. Detailed correlation analyses show that 94% of low-alcohol RTD drinkers choose brands produced in Poland.

Rynki Alkoholowe 7/2021

temat 07


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