Wine in Poland

2020 IMPACT

Home consumption of wine becomes more entrenched

Although wine consumption is not yet as culturally entrenched as the consumption of beer or spirits, this is starting to change. This meant that despite the COVID-19 pandemic, total volume sales of wine continued to grow in Poland in 2020, with a similar increase to that seen the previous year.

Greater knowledge contributes to a move to red wine

Still light grape wine, the largest category, maintained total volume growth in 2020. However, still white wine, which was the fastest growing category in 2019, saw a slowdown in growth in favour of still red wine, which showed exceptional growth this year.

Amba extends its lead due to continued strength of sparkling wine

Sparkling wine continued to grow in in 2020, seeing an above-average increase in total volume terms. However, due to the loss of social occasions a strong slowdown was seen compared with the double-digit growth seen the previous year.

RECOVERY AND OPPORTUNITIES

A return to on-trade growth and continued off-trade rise

Wine is expected to maintain growth throughout the forecast period, with the off-trade maintaining solid volume growth rates despite the return to on-trade growth. It will take a few years for the on-trade to recover, but volume sales should return to the pre-pandemic level in 2024, as the measures taken to control the virus are lifted and consumers return to foodservice outlets once their incomes allow.

Players in wine will attempt to create the right conditions for consumption

Wine players are getting behind the hype for wine and becoming involved in expanding knowledge about wine amongst Polish consumers. Faktoria Win, a successful project by Eurocash that grew wine sales in convenience stores and small grocery retailers, publishes advice and courses about wine.

Potential for growth in non alcoholic wine

Amongst the most dynamic segments in the forecast period are expected to be non alcoholic still and sparkling wines, which started to become something of a sensation in Poland in recent years. Although sales remain relatively low, growth has nonetheless been impressive.