Poland, where alcohol (alkohol) sales are usually largely dominated by beer (piwo) and spirits (spirytusy, alkohole), is a relatively new wine market. Although growth has been slow, it has also been steady throughout recent years. Polish interest in wine (wino) is increasing and has recently surpassed vodka (wódka) in terms of preference. Currently, red wine (czerwone wino) dominates, accounting for the bulk of the wine consumed in the country, though white wine (białe wino) is becoming more popular. The Polish wine market can provide great future opportunities for developing country exporters, by allowing them to establish themselves, while prices are pushed up by growing interest and demand, as has been the trend since 2006.

Wine is largely a city phenomenon in Poland. Wine drinkers are centred mainly in and around the country’s 10 largest metropolitan areas. As wine is considered a sophisticated drink, most Polish people choose to drink it in connection with special occasions and holidays, such as birthdays and Christmas. Around New Year, specifically, is the time which accounts for the majority of sparkling wine and champagne sales and could account for as much as 40% of turnover in this category.

A recent study has indicated that, as of 2010, 21% of Polish drinkers prefer wine over 17% who choose vodka (CBOS statistics). Though beer is still the number one drink in Poland, the stride that wine has made over ‘Poland’s national drink’ is a success for the industry. This change in preference could be attributed to the growing wealth of consumers, and the raised awareness of the negative effects of drinking too many spirits.

Red table wine is the segment accounting for the most sales by value and volume, and showed the highest growth dynamic between 2008 and 2009 when value increased by 14%. There was also a recorded increase of sparkling wine and champagne during that time, but it was more so in sales volume than value. Vermouth and dessert wines also hold a significant share of the market and account for 24% of sales value. White wine has not been particularly popular, but is gaining popularity and accounts for 28% of sales. Rosé used to be limited in availability in the past, but is currently more readily available and accounts for 5% of the wine market.

Do następnego razu… (Till next time…)