EXPORT OF UKRAINIAN VODKA TO POLAND HAD GROWN BY A THIRD AND CAN GROW BY 15% MORE
Poland ranks third in terms of vodka consumption in the world, after the United States and Russia.
Polish market is similar to Ukrainian. The structure consists of 22.5 million cases of local vodka, and 1.6 million cases is import. Polish manufacturers compete for a low price segment, and import is a premium segment. Bayadera Group competes with such global brands as Finlandia, Stumbras, Absolut. The company does not want fast and random results and is aimed not so much at a large share in absolute sales, but at a significant percentage in monetary terms.
Ukrainian brands have long been present on the Polish market, but none of them achieved significant success, since they did not take into account the particularities of the country and consumers.
Products Bayadera Group for several years sold in Poland. Last year, the company decided to change the strategy and not only sell through distributors, but also build their own brands there. In addition, earlier only vodka was exported to Poland, and at the end of the year, deliveries of KOBLEVO wines began.
In 2018, the Bayadera Group increased shipments of vodka to Poland by 30-40%. And according to the results of 2019, plans to increase exports to this country by another 15%.