okl 2019 05


okl 2019 04


 

The government plans to increase the excise duty on alcohol by 3% in 2020. This will provide PLN 1.1 bn more revenue to the state budget. The higher tax will most likely apply to ethyl alcohol, beer, wine and wine products. Cider and perry, taxed at a preferential excise tax rate of PLN 97 per 1 hl of finished product, have been excluded from the indexation.

Rynki Alkoholowe 5/2019

The latest CBM Indicator polls indicate that Napoleon is the most recognizable brand among the lovers of cognacs and brandies. This brand can be identified by almost every fifth respondent. Spontaneous knowledge of this spirit reaches nearly 20%, while assisted knowledge almost 60% of indications. It is worth noting that the Napoleon brand has been the leader for several years now. The second place on the ranking list was, as in previous polls, Metaxa, which also has a significant percentage of indications in assisted recall–48%. On the other hand, only 7% of respondents can spontaneously indicate this Greek brandy. It is also worth noting that Hennessy and Martell have the same level of spontaneous knowledge as Metaxa, which means that these brands have their small but faithful group of followers. Stock brandy, which received 46% of indications, also has a high percentage of supported recognition.

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Rynki Alkoholowe 5/2019

The sale of brandy and cognac is highly concentrated – the largest quantities of this type of spirits in small format stores is sold by Ambra (Pliska and Słoneczny Brzeg brands) – in 2018, its share in the sales volume increased by 9 percentage points to 42%. Stock (Stock 84 and Brandy Original brands) is the vice-leader, which in the discussed period, had about 15% of shares in the sales volume of this category, and CEDC with the Metaxa brand is in third place. It is worth noting that such a large increase in Ambra’s shares last year was at the expense of its two rivals.
Brandy from the former Communist Bloc – Pliska and Słoneczny Brzeg, which in December 2018 could be found on the shelf in 57% and 31% of outlets selling this category (with value shares of 26% and 10% respectively) – is still widely distributed in small format stores. More demanding customers in every third outlet of this format could find Metaxa, which accounted for 18% of sales of this type of spirits.

Rynki Alkoholowe 5/2019

Rum, gin and tequila are among the smaller segments of alcohols in small-format stores up to 300 m2. Together they account for less than 1% of the sales value of spirits. Rum and gin are available in about 40% of outlets, while tequila is offered by only a few percent of them.

Rynki Alkoholowe 4/2019

As far as the recognition of gin brands is concerned, Gin Lubuski has been the leader for years and is the most deeply rooted gin brand in the consciousness of Polish consumers. Other brands that are well recognizable are: Gordon’s Gin, Stock Gin and Absolwent Gin. However, they do not achieve the brand identification results of the leader.
Consumers have a big problem to point out rum spontaneously. Only a few percent of people were able to name individual brands on their own. Nearly 60% of respondents, in both, unaided and aided recall, could not indicate at least one brand from this category of alcohol. Analysing the results of the aided recall results, the most recognizable brand is Malibu. It was indicated by 43% of consumers. Approximately one in five people pointed to Havana Club or Captain Morgan brand. The most frequently indicated brand by the respondents in the unaided recall was Bacardi (prompted awareness – 9%). The most popular and best recognized brand among Polish consumers is Sierra Tequila.

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Rynki Alkoholowe 4/2019

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