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The already 25th edition of the ProWein Trade Fair took place this year making the event only one year older than the “Rynki Alkoholowe” monthly. The event, organised by Messe Duesseldorf GmbH, has been developing over these years and today it is one of the key events in the alcohol industry globally. It is focused primarily on all kinds of wine-making as the name of the event itself indicates. In reality, however, a great number of exhibitors there also include producers of spirits, beer, ciders and packaging.

Rynki Alkoholowe 4/2019

It is more convenient, more economical and less obliging – that is to say alcohol consumption in small bottles. This is intensely growing trend annually and fits perfectly into the need for innovation. The fashion for wine in small packaging started in the USA where small bottles and cans are popular.

Rynki Alkoholowe 3/2019

Liqueurs and crème liqueurs still enjoy rather a little popularity in our country. The result analysis shows that consumers have a big problem in brand unaided recall. As many as 55% of respondents were not able to answer the question what liqueurs and crème liqueurs they know without a hint in the form of a list of popular products in this category. The most recognizable brand in the aided recall is Advocaat Classic. This liqueur obtained 30% of responds. It is worth mentioning here that Advocaat appears among many producers and distributors on the spirits market, and as a result, consumers may find it difficult associate particular brands. In addition to the traditional Advocaat, respondents also often point to Nalewka Babuni (30%) in the aided recall. Other brands that have received more than 20% of indications include: Pina Colada (24%), Amaretto (23%) and Krupnik Advokat (20%). Worth emphasizing is the recently growing position of the Sheridan’s brand, which is first in the unaided recall with responds close to 10%, and the Bailey’s brand with 5% of responds in the unaided recall.

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Rynki Alkoholowe 3/2019

Liqueurs, crème liqueurs and bitters are still a niche segment of alcohols in terms of market shares. Even in the key Christmas season for this category, the sales value shares of all spirits do not exceed 1% similarly to strong spirits, this group is characterised by high sales seasonality related to the Christmas time. Most transactions with liqueurs in small-format stores of up to 300 m2 are in December, just before Christmas. The second sales peak is the week before Easter, significantly influenced by the increased sales of Advocaats, the monthly sales of which in the Easter month reaches even 100%. Jägermeister (CEDC) is the leader in the liqueur sales value in small-format stores up to 300 m2 during the holiday season – about 19%. During Easter, as compared to the remaining months, Advocaats gain higher market shares, similarly to Sheridan’s liqueur which has 15% of market shares during this period.

Rynki Alkoholowe 3/2019

The vodka segment can be divided into two categories: pure vodkas and flavoured vodkas. The test of vodka knowledge allowed to indicate the most popular products among the Polish customers. Among the pure vodkas mentioned spontaneously, the highest number of people indicated Finland (38%), which for several years has been the most recognizable vodka brand. Wyborowa (31%) was second in the spontaneous responses. The third place ex aequo was taken by Żubrówka and Bols vodkas, which reached 29% of indications each. In the aided recall, the highest score (68%) was awarded to the Bols brand.

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In the case of flavoured vodkas, the Soplica brand is by far the most important, spontaneously indicated brand with the result of 34%. Finlandia was ranked second and one in five spontaneously indicated by every fifth respondent. In the aided recall, Finlandia is indicated by 52% of respondents. Every second surveyed person also points to Soplica. The following places were occupied by Żołądkowa Gorzka, Krupnik and Żubrówka, which received over 40% of indications.

Rynki Alkoholowe 2/2019

polagrafood 2019