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1. AMATI
& Associates
1
AN INTRODUCTION TO
THE POLISH SPIRITS MARKET

2. AMATI
& Associates
About Us
2
We are a growth focused advisory firm, that operates at the crossroads of traditional management consulting,
consumer research and creative approach
FMCG
Wines & Spirits
Luxury
Food & Beverage
Electronics
Retail
Amsterdam
Barcelona
Brussels
London

3. AMATI
& Associates
Methodology
3
This report is based on desk research, expert interviews and market visits, and of course our own expert
analysis
Desk Research
Expert
Interviews
Market
Visits
Analysis

4. AMATI
& Associates
Market trends
4
Vodka
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Vodka Volumes
Flavoured
Spirits
Whisky
Mixed
Drinks
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Other Categories
With vodka still taking the lion’s share, Flavoured Spirits and Whiskey are making impressive step forward
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5. AMATI
& Associates
Category trends
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0
100
200
300
400
500
600
700
800
% of the Total Market
GrowthIndexPast10years
Vodka
Whiskey
Mixed Drink
Whiskey is growing almost 4x faster then Vodka, but still accounts for a smaller portion of the market
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EXAMPLE

6. AMATI
& Associates
Category trends
6
Average Retail Price
Volume
The 15 USD per liter is a major gravity centre for volumes, although significant volumes are also above 20
USD
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$0 $5 $10 $15 $20 $25 $30 $35 $40 $45
Top 30 Brands in the Marketplace
• Below 10 USD per Liter: only one
notable performer (just below million
cases) in the vodka category
• 15 USD per Liter: biggest
concentration of top brands, mostly in
vodka and flavored spirits
• Above 20 USD per Liter: few but
rather big players, mostly in whiskeys

7. AMATI
& Associates
Distributors
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The barrier to entry are very high for new distributors, as we are confronted with an oligopoly
77%
92%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Top X Distributors
%ofTotalVolume
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Distributors Volume
• Top 3 distributors are
responsible for 77% of the
total market volumes
• 6 companies account for
92% of the market
• Market Leader goes
beyond 10 million 9 liter
cases per annum

8. AMATI
& Associates
Route – to -market
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The route to market in principle is not different from any other developed country
Distributor
Modern Trade
E.g.:
Wholesalers
C&C
On-premise
Share
SANITIZED
Liquor Stores

9. AMATI
& Associates
Modern Trade
9
Modern trade has had an amazing growth in the past 12 years, with one of the players reaching more then
2000 outlets
24 12 12 10 10 7 0
54
0
39
400
0
347
2000
2000 2012
• Leading format was not existent
in 2000, and has now reached
more then 2000 point of sales
• Supermarkets account for 95%
of the modern trade point of
sales
• Nearly 500 hypermarkets across
Poland
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Development of Modern Trade Labels

10. AMATI
& Associates
On-premise
10
The number of licenses is growing by 4% y-o-y
• Increasing number of international
restaurants and cocktail bars
whose offering differentiates from
traditional polish outlets
• More drinking occasion and more
sophisticated: gearing up, high
energy, unwind and relax
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On-premise Composition
Bars
Catering
Outlets
Restaurants
Canteens
2009 2010
Number of Licenses
+4%
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11. AMATI
& Associates
Positioning
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Many of the leading brands in Poland target consumers around performance, quality, tradition
• Most of the top leading brands target areas highly
personal and in control, where performance,
tradition and quality are key positioning areas
• Specially international brands find the more
social and release part as they key area where to
develop the brands: fun, vitality and aspirationality
are the name of the game
• There are several sweet spot areas: in feeling good
area (high release and for me) and in the more
social axe, which is traditionally a top area for
international brands
SANITIZED Positioning Top 20 Brands
Release
Control
SocialMe

12. AMATI
& Associates
AMATI
& Associates
Registered address:
ul. Pułku Baszta 4A lok. 26,
02-649 Warszawa, polska
nip: pl 5213627346
url: www.filibertoamati.com
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Get in Touch!!!!