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okl 2020 11


Small-format stores of up to 300 m2 are the key distribution channel for the sale of vodka. There are, on average, 80 different variants, of which flavoured vodkas constitute less than 60%. As might be expected, their diversity is much greater in supermarkets (about 130 variants). Despite the fact that the market of flavoured vodkas is developing, the pure variants are still much more popular. On average, around 15 customers who buy pure vodka, come to a small-format stores during a day.

Eurocash Group, in co-operation with the Polish Chamber of Commerce, decided to create a ranking of the largest vodka producers as per their distribution, price and product strategies applied to small-format stores. So, who treats small shopkeepers and their customers most fairly? The producers specializing in gift vodkas: the Lithuanian Stumbras and the Polish Oak Poland, were given the best marks for equal treatment of different types of stores. Stock, the sales vice-leader, also stood on the podium in Poland.

Out of 163 alcohol brands in the Millionaire Club 2017, there are as many as 52 whiskies in the list. The result is by one position worse than last year. Four brands of the “golden spirit” were in the top ten of the ranking and as many as twenty one in the first fifty.
Just like last year, the list of millionaires is headed by the Jinro (Hite-Jinro) brand, namely the soju-category alcoholic beverage from South Korea. The second place goes to India’s Officer’s Choice whisky (Allied Blenders & Distillers), despite the fact that it recorded a drop in sales.

Whisky, although a developing category, still comprises a small percentage of alcohol turnover in small-format stores up to 300 m2. In 2017, vodkas generated over 30% of turnover, while every 30th zloty from the pool spent on alcohol, was spent on whisky. In supermarkets, an important channel for whiskey and bourbon, the product appeared on every 50th receipt and accounted for 8% of all alcohol sales in stores.

It turns out that Polish alcohol consumers recognize brands of this type of alcohol quite well. It is spirits of the whisky category that are most often mentioned and recognized in unaided and aided recall. Despite the fact that there are many brands available on the Polish market, three stand out. The unaided and aided whisky recall are to select the dominant brands on our market.

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