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 fairly high average prices for packaging (compared to, for example, vodka), it generates approx. 3% of the sales value. The best seller is invariably the 700 ml packaging (about 50% of whisky transactions). The 200-ml packaging has also been gaining in importance since 2018. The largest share by value in the sale of whisky and bourbon is recorded by Pernod Ricard. The most important of its brands, Ballantine’s, is also the best-selling brand among whisky and bourbons both in terms of sales value and number of transactions. The second most purchased brand is Jack Daniel’s from Brown-Forman. Pernod Ricard also leads the competition with the widest range of products – in the first half of 2020, they offered about 3.5 variants per store, other manufacturers offer about 2 variants.
Rynki Alkoholowe 9/2020