okl 2021 04


okl 2021 03

 

Gins, rums and tequilas still remain niche spirits in Poland. Their consumption is declared by only a few percent of alcohol consumers. The popularity test of these spirits shows higher popularity rates only for a few of the most popular brands. Gin Lubuski is best known in our country. In an aided recall, around 50% of consumers say they have heard of it. The product also wins in an unaided recall. Gordon’s Gin was second in this category, but in this case the number of both unaided and aided indications was almost 4 times lower. Among all tequila brands, the respondents most often showed familiarity with Sierra – the name was familiar to every fourth alcohol consumer. The Olmeca and Sombrero brands received almost half as many indications in the aided recall and as much as four times less in the unaided recall. In contrast, Malibu, a rum-based drink flavoured with coconut milk, was the most popular rum among the participants in the recent survey.

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Rynki Alkoholowe 4/2021

Both gin and rum achieve monthly value shares of around 0.2% each in the sale of all spirits in small-format stores up to 300 m2. Tequila is an even smaller category – its share of spirits sales value is only about 0.03%. This is mainly due to the availability of this type of liquor – gin and rum can be found in about 40% of small-format stores, while tequila can be found in only about 10% of stores. Consumers in small stores don’t have much choice here either, with an average of 2 gin and rum variants per stores and 1 tequila variant.

Rynki Alkoholowe 4/2021

KPMG published the 11th edition of the “Rynek dóbr luksusowych w Polsce” (Luxury goods market in Poland) report. Alcohols are of course described separately here. Over the last 5 years, until 2019, the luxury spirits segment had grown the fastest of all market categories. The increase in sales value averaged 8.8% per year. In 2020, however, the economic situation related to the pandemic had a negative impact on sales, resulting in a decrease of 190 million compared to 2019 to a value of approximately PLN 1.1 billion. Despite this, the projected average annual growth in the value of luxury spirits sales between 2020 and 2025 is 5.2%. The market is expected to reach its pre-pandemic value as early as 2023.

Rynki Alkoholowe 4/2021

Recently, the European Union agreed to an EU-China agreement to protect 100 European geographical indications in China and 100 Chinese indications in the EU. The following alcoholic beverages, among others, were among the protected indications in China: Polska Wódka, Cava, Porto, Champagne, Ouzo, Feta, Irish Whiskey, Rioja, Brandy de Jerez, Scotch Whisky, Cognac, Calvados, Grappa and Palinka.
A total of 242 spirits with protected geographical indications have been registered in the EU. France, which has a tradition of producing wines, has 53 such indications, Italy – 34, Spain – 19, Portugal – 11, Greece – 15 and Ireland – 3. Countries from our region, i.e. Germany has 33 registered indications, Hungary – 8, Lithuania – 7 and Slovenia – 4. In comparison, Poland, famous for its spirits production, has only 2 protected geographical indications in this category. These include: Polska Wódka/Polish Vodka and Wódka ziołowa z Niziny Północnopodlaskiej aromatyzowana ekstraktem z trawy żubrowej/Herbal vodka from North Podlasie Lowland aromatised with an extract of bison grass.

Rynki Alkoholowe 3/2021

A recent CBM Indicator survey indicates that 0.5 l or 0.7 l liqueurs and crème liqueurs are most commonly purchased. Only 7% of consumers say they usually buy a 1 l bottle. When asked about the price they are ready to spend on their favourite products from the liqueur and crème liqueur category, respondents admitted that they most often buy alcohol products from this group that cost 20-40 PLN (44% of indications). Only 23% of liqueurs and crème liqueurs connoisseurs buy alcohol more expensive than PLN 60.

Rynki Alkoholowe 3/2021

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