whiskey consumption in Poland is growing rapidly. Poles buy more, not only the cheaper varieties blended, in which sales are strong brand discount, but also more expensive single malt. In the coming years is expected to maintain a high growth rate of consumption, which depending on the species is expected to drink eight to ten percent per year. In 2013, the country sold 19 million liters of whiskey with a value of 1.8 billion zł.
– We’re dealing with a very large increase in the consumption of whiskey in Poland, especially blended genre, but also single malt – indicates in an interview with news agency Newseria Krzysztof Maruszewsik, CEO of dealing with alternative investments Stilnovisti company. – Whisky became alcohol and upper middle class and those aspiring to raise their social status.
Data International Wine & amp; Spirit Research shows that Poland is one of the fastest growing markets in the world of whiskey. In the last 10 years, the sale of alcohol increased by 20 percent. per year. Since 2008, increased its share in the sales volume of spirits of just over 2 percent. to more than 5 percent. In 2013, the consumption of whiskey was 19 million liters, six times more than in 2004. A recent report by the Scotch Whisky Association, Scotch whiskey producers, in terms of quantity purchased whiskey Poland was in the top twenty of its largest customers. It is estimated that in 2013 adult Pole drank approx. 0.6 liters of liquor (1.5 liters Briton and a Frenchman – 2.8 liters).
– If we take into account that we are in this ranking against very large countries such as China and other large Asian countries, it is a very good position – says Krzysztof Maruszewsik. – In the coming years we will certainly have to deal with a very sharp increase further.
For more sales will affect the fact that the cheapest whiskey blended cost much more than vodka. These species are the vast majority of the market (14.9 million liters). A major role in increasing sales discounters played that with distribution companies have introduced the shelves global brands at much lower prices.
– We have a very stable market blending. One of the discount brands in Poland is in 4th place in terms of consumption of whiskey in Poland. This means that the discount brands are strong. It is quite a good quality blended whiskey, which is a stable market basis – says Maruszewsik.
The next step is growing sales of increasingly sophisticated wines, including high-quality collectible species.
– First, the consumer drink the cheapest grade, then blend of 8-12-year-old, who goes into single malt – explains the President Stilnovisti. – Currently, we are following a strong rise of cheap whiskey, some of which are marketed by discounters, partly by smaller stores. Price-wise it is not comparable, because the blended cost approx. 40 zł, a single malt will cost around 120-150 zł.
Increased availability of whiskey causes a change in the profile of the customer. Just a few years ago, after the liquor reached for mostly men aged 45+, now increasingly willing to elect him young, educated, between 25 and 30 years of age. Group who drinks the most whiskey middle class and higher.
– In our opinion, the market will grow blending in the coming years by 6-8 percent. Single malt market is sure to grow much faster. We estimate that it will be 12-15 per cent. therefore, that there are many initiatives to popularize this kind of whiskey – explains the President Stilnovisti.
As pointed out, the market is more and more events for lovers of whiskey – from training, through tastings until after the festival.
– As for the country in which 5-7 years ago, never eaten this drink, it is a very big achievement – says Maruszewsik.
Whisky is gaining much popularity in many other developing countries . In Estonia, the consumption of alcohol is at a similar level as in Poland, even though the country is much smaller. Last year, consumption increased by 50 percent there. In Vietnam, 90 percent. Scotch whiskey is consumed single malt.
Source: newseria.pl
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