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.
There is a progress on the classification of fermented products in the Combined Nomenclature! This is currently the biggest problem in the wine industry, on which the members of the Polish Council of Viticulture have been focused for two years. In Poland, over 99% of wine production includes fermented products, such as, among others, fruit wines, ciders and meads. Grape wine, despite the dynamic growth in recent years, still represents less than 1%. A furore arose among the producers over the draft additional note to the Combined Nomenclature, according to which a large part of the manufactured products will be threatened with the reclassification of spirits in terms of excise duty. This draft contains a number of undefined concepts and is written in a very general way creating a huge margin for subjective evaluation and interpretation. The crisis in the production of fermented wine beverages in Europe will certainly have consequences for other Polish industries as well.
Rynki Alkoholowe 08/2018