William Grant & Sons sees great potential in Poland for premium brands
Poland is assessed by many experts as one of the most dynamically developing whisky markets in Europe. According to HMRC (Her Majesty's Revenue & Customs) data, over the last decade, the export of Scotch whisky to Poland has almost tripled, from 10.4 million bottles in 2010 to 32.7 million bottles in 2019. The premiumisation trend is also very visible in Poland, and consumers are increasingly turning to more expensive, better quality alcohols. The potential of the Polish market is reflected in the strategies of global alcohol concerns, an example of which is the new development strategy of William Grant & Sons, one of the largest global companies in the Scotch whisky industry.
William Grant & Sons plans to focus on its portfolio of premium alcohols in the coming years, primarily Glenfiddich Scotch whisky and The Balvenie. As part of the development strategy for these luxury brands, the company is opening a dedicated marketing unit in Poland, which will deal with the promotion of premium brands among consumers. The strategy is to be based on the structure of brand ambassadors, the so-called "Brand Activation Managers" who will meet the owners of the most prestigious shops, restaurants and bars to promote luxury alcohol from the company's portfolio among their clients. Part of the development strategy on the Polish market will also be the creation of personalised offers and creative experiences for Polish consumers. The company's representatives emphasize that Poland is one of the most important markets in the world for the company, and the strategy is built around the next several dozen years of the brand's presence on our market.
Despite the fact that on the Polish market we have a very diversified and developed offer of Scotch whisky in various segments (from economy to premium), whisky currently accounts for approx. 10% of the market. Year by year, this category is increasing its share in the Polish market - William Grant & Sons has increased its sales in Poland almost six times over the last decade and still sees a great potential for growth, especially in the premium alcohol segment, which currently accounts for approx. 2% of the market.
However, in an interview with the businessinsider.com.pl, the company's representatives indicate, that in their opinion, the luxury alcohol market will grow at least threefold in the next few years. In addition to the growing awareness of consumers, they pay attention to the growing group of affluent people, whose annual income exceeds PLN 250,000. Currently, the size of this group is estimated at approx. 200 thousand people, but William Grant & Sons believe it will surpass half a million very quickly.
Source: www.businessinsider.com.pl
