Sales of mulled wine in Poland have been highly concentrated for many years. The most popular mulled wine brand for years has been Grzaniec Galicyjski – a brand of JNT Group, which also has another popular mulled wine on offer – Zbójeckie Grzane – thus positioning this producer as the leader in the mulled wine segment. In December 2020, it was responsible for nearly 80% of the value shares in small-format shops, and its products were available in 90% of stores selling mulled wine. Other important players were Mix and Henkell Freixenet Polska (in the analysed period, they reached respectively approx. 10% and 2% value shares in the mulled wine market, while the distribution of both of them was much narrower – not exceeding 25%).
Rynki Alkoholowe 1/2022