Fine Wines/Champagne and Spirits in Poland

PROSPECTS

Increasing affluence and interest in global trends supports stable demand for fine wines/champagne and spirits

Contrary to the performance of alcoholic drinks for mass consumers in Poland, fine wines/champagne and spirits recorded stable demand in Poland in 2019. This was not only supported by rising affluence in the country but also greater awareness amongst consumers of global trends with an increasing number of Poles paying attention to the quality of what they drink and the flavour; while alcohol consumption has not increased dramatically, expenditure on premium drinks continues to rise due to consumer education and the desire for status.

Luxury whiskies retains dominance as premium drink in Poland

Luxury spirits, driven by luxury whiskies, remained the largest category within fine wines/champagne and spirits in Poland in 2019. Despite its ongoing demand, its penetration remains fairly low compared to many Western European countries.

Millennials expand target audience, increasingly focusing on quality over quantity

Poland is witnessing a change in attitudes amongst the generations, with millennials no longer focusing on quantity but quality. This is helping to expand the target audience of fine wines/champagne and spirits, with more affluent younger Poles seeking to emulate their peers in Western countries, which is associated with trying new experiences including trends within alcoholic drinks.

COMPETITIVE LANDSCAPE

Wyborowa’s leadership supported by wide product portfolio, driven by luxury whiskies

Wyborowa SA retained its convincing lead of fine wines/champagne and spirits in 2018 despite losing value share to increasing competition from smaller players under “others” and the likes of Diageo Polska Sp zoo. The latter climbed one position at the end of the review period due to the strong performance of its luxury whiskies brand Johnnie Walker Blue Label, which recorded triple-digit current value growth in 2018.

CEDC International hopes to improve performance by expanding its product offer

CEDC International Sp zoo experienced a disappointing performance in 2018, with luxury cognac brands Rémy Martin VSOP and Rémy Martin XO both recording current value declines, despite a stable performance for the category. However, CEDC International is looking to bolster its sales and tap into other areas of fine wines/champagne and spirits by expanding its portfolio with single malt Scotch whisky brands Bruichladdich Port Charlotte and Bruichladdich Octomore, Scottish gin The Botanist and Barbados rum Mount Gay.

Consumers appreciate specialist advice, but internet retailing continues to record strong performance

Grocery retailers remained the dominant distribution channel for fine wines/champagne and spirits in Poland in 2019, with specialist stores remaining popular as sales assistants are able to offer customers expert advice, and even the opportunity to sample certain drinks before making a purchase. However, while holding low value share, internet retailing continued to record the strongest performance at the end of the review period, as many bricks-and-mortar outlets offer their own online stores, often with a convenient click-and-collect service, while some online web stores may offer special deals for certain brands which they may not find in-store.

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