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Polish spirits market - FREE Market Snapshot

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Download this free market snapshot about the Polish Spirits Market …

Download this free market snapshot about the Polish Spirits Market

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  • 2. AMATI& AssociatesAbout Us2We are a growth focused advisory firm, that operates at the crossroads of traditional management consulting,consumer research and creative approachFMCGWines & SpiritsLuxuryFood & BeverageElectronicsRetailAmsterdamBarcelonaBrusselsLondon
  • 3. AMATI& AssociatesMethodology3This report is based on desk research, expert interviews and market visits, and of course our own expertanalysisDesk ResearchExpertInterviewsMarketVisitsAnalysis
  • 4. AMATI& AssociatesMarket trends4Vodka2002 2003 2004 2005 2006 2007 2008 2009 2010 2011Vodka VolumesFlavouredSpiritsWhiskyMixedDrinks2002 2003 2004 2005 2006 2007 2008 2009 2010 2011Other CategoriesWith vodka still taking the lion’s share, Flavoured Spirits and Whiskey are making impressive step forwardSANITIZEDSANITIZED
  • 5. AMATI& AssociatesCategory trends50100200300400500600700800% of the Total MarketGrowthIndexPast10yearsVodkaWhiskeyMixed DrinkWhiskey is growing almost 4x faster then Vodka, but still accounts for a smaller portion of the marketSANITIZEDEXAMPLE
  • 6. AMATI& AssociatesCategory trends6Average Retail PriceVolumeThe 15 USD per liter is a major gravity centre for volumes, although significant volumes are also above 20USDSANITIZED$0 $5 $10 $15 $20 $25 $30 $35 $40 $45Top 30 Brands in the Marketplace•  Below 10 USD per Liter: only onenotable performer (just below millioncases) in the vodka category•  15 USD per Liter: biggestconcentration of top brands, mostly invodka and flavored spirits•  Above 20 USD per Liter: few butrather big players, mostly in whiskeys
  • 7. AMATI& AssociatesDistributors7The barrier to entry are very high for new distributors, as we are confronted with an oligopoly77%92%1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23Top X Distributors%ofTotalVolumeSANITIZED SANITIZEDDistributors Volume• Top 3 distributors areresponsible for 77% of thetotal market volumes• 6 companies account for92% of the market• Market Leader goesbeyond 10 million 9 litercases per annum
  • 8. AMATI& AssociatesRoute – to -market8The route to market in principle is not different from any other developed countryDistributorModern TradeE.g.:WholesalersC&COn-premiseShareSANITIZEDLiquor Stores
  • 9. AMATI& AssociatesModern Trade9Modern trade has had an amazing growth in the past 12 years, with one of the players reaching more then2000 outlets24 12 12 10 10 7 054039400034720002000 2012• Leading format was not existentin 2000, and has now reachedmore then 2000 point of sales• Supermarkets account for 95%of the modern trade point ofsales• Nearly 500 hypermarkets acrossPolandSANITIZEDDevelopment of Modern Trade Labels
  • 10. AMATI& AssociatesOn-premise10The number of licenses is growing by 4% y-o-y• Increasing number of internationalrestaurants and cocktail barswhose offering differentiates fromtraditional polish outlets• More drinking occasion and moresophisticated: gearing up, highenergy, unwind and relaxSANITIZEDOn-premise CompositionBarsCateringOutletsRestaurantsCanteens2009 2010Number of Licenses+4%SANITIZED
  • 11. AMATI& AssociatesPositioning11Many of the leading brands in Poland target consumers around performance, quality, tradition• Most of the top leading brands target areas highlypersonal and in control, where performance,tradition and quality are key positioning areas• Specially international brands find the moresocial and release part as they key area where todevelop the brands: fun, vitality and aspirationalityare the name of the game• There are several sweet spot areas: in feeling goodarea (high release and for me) and in the moresocial axe, which is traditionally a top area forinternational brandsSANITIZED Positioning Top 20 BrandsReleaseControlSocialMe
  • 12. AMATI& AssociatesAMATI& AssociatesRegistered address:ul. Pułku Baszta 4A lok. 26,02-649 Warszawa, polskanip: pl 5213627346url: www.filibertoamati.com12Get in Touch!!!!