Focused on premium brands

Wyborowa Pernod Ricard is a distribution company involved in marketing brands from the Pernod Ricard Group’s portfolio in Poland and production of the Group’s Polish vodka brands. Its product portfolio in Poland includes 33 premium and super premium alcohol brands.

Wyborowa Pernod Ricard’s strategy is to aim for an expansion of the premium spirits segment on the Polish market, which is in line with the global strategy of the Pernod Ricard Group. “The company wishes to play a leading role in the alcohol industry in the Polish market by offering world class products,” says Andrzej Szumowski, vice-president of Wyborowa Pernod Ricard.

Pernod Ricard Polska was formed in the late 1990s. Its main task was the distribution of products imported by the Pernod Ricard Group. The breakthrough year turned out to be 1999, when Pernod Ricard SA purchased a majority share in Agros Holding SA and became the exporter of Wyborowa vodka. More years passed, and as a result of the privatisation of Poznan’s Polmos SA spirit industry plants, the Pernod Ricard Group obtained exclusive rights to produce and distribute Wyborowa vodka, the most recognisable Polish vodka in world markets.

At the same time, vital business decisions were also being taken within the Group, which doubled its size. In 2005, with the purchase of the Allied Domecq Group, its portfolio was enhanced by brands such as Ballantine’s whisky, Malibu liqueur, and Perrier-Jouët and G.H.Mumm champagnes. In 2008, the privatisation of Vin&Spirit, owner of the ABSOLUT brand, made Pernod Ricard one of the top two companies in the global drinks industry. The Pernod Ricard Group’s portfolio was also joined by Polish vodka brands - Luksusowa, Pan Tadeusz, Siwucha and Polska.

50m litres of vodka

Currently, the Pernod Ricard Group is one of the leaders on the wine and spirit market in Poland and in the world. The Wyborowa Pernod Ricard production plants in Zielona Gora and Poznan produce such vodkas as Wyborowa, Luksusowa, Pan Tadeusz and Premium, which meet the criteria defined to protect the brand identity of ‘Polish Vodka’. This means that they have been produced in Poland from spirit obtained exclusively from rye, wheat, triticale, oats, barley or potatoes grown only in Poland. Wyborowa Pernod Ricard’s production plants are some of the most modern in this part of Europe, enabling production at a rate of 50m litres of vodka per year.

Exports of the Wyborowa Pernod Ricard vodkas play a major role in the Group’s strategy. Wyborowa is currently available on nearly 80 world markets. It has recently returned to the American market after an absence of several years. Luksusowa is equally popular there.

Strategy of premiumisation

“Our unchanging goal is to increase our share of the drinks market in the segments which interest us, and to make use of the trends which appear to increase sales. The basis of the Pernod Ricard Group’s product strategy is premiumisation, which means the Group’s offer focuses on alcohol products of the highest quality,” explains Mr Szumowski. “The rising demand from consumers for luxury goods is reflected in the development plans for leading brands in practically every category. For five years now the whisky category has seen double digit growth, and the Polish market is receptive to new varieties by well-known and liked brands. One example of this is Ballantine’s Brasil, launched last Spring; this is a drink which matures in barrels where lime peels are macerated. Consumers are also showing increasing interest in single malt whiskies. Besides whisky, another exceptionally significant area of the company’s business is vodka. The promotion and further increases in sales of pure vodkas which meet the definition of ‘Polish Vodka’, namely Wyborowa, Luksusowa, Pan Tadeusz and Premium, are of key importance. We are also closely observing the growing champagne market. In 2014 we will launch new varieties of G.H. Mumm champagne in Poland.” Drinking responsibly

Pernod Ricard is actively involved in promoting responsible alcohol consumption. It is one of the leading companies in the drinks industry to make an undertaking to the World Health Organisation (WHO) to take action in five areas connected with responsible alcohol consumption. For several years the ‘I’ve been drinking - I’m not driving’ project has been implemented as part of a larger set of corporate social responsibility activities. This year, the actions have also been aimed at cyclists. Wyborowa Pernod Ricard is regularly involved in a wide range of educational programmes carried out by the Union of Employers of the Polish Spirits Industry, the largest organisation in the industry in Poland. The company additionally supports the campaign organised by the Polish Vodka Association aimed at discouraging swimming after drinking.

Significant investments

Along with the strategy of strengthening its position on the Polish market, Wyborowa Pernod Ricard is making significant investments in its production plants, and reacting to consumers’ needs as they arise. In October three new Jacob’s Creek wines were launched – the semi-dry red Jacob’s Creek Shiraz Grenache, semi-sweet red Jacob’s Creek Merlot Shiraz and the semi-dry white Jacob’s Creek Sauvignon Blanc. These items are not available on other markets and have been specially created

with the tastes of Polish consumers in mind. An expansion is also being planned of the range of older whiskies within the portfolio on offer. Investments and actions are constantly being undertaken to consolidate the position of vodkas on the domestic and foreign markets. Flavoured alcoholic drinks are also popular in Poland. Wyborowa Flavours of the World is number 1 in the Premium segment. A new flavour, Coffee&Caramel, was premièred recently, with more new products planned for this category. This year sees the introduction of the G.H. Mumm N1champagne range mentioned previously, which will consist of three products with semi-sweet and semi-dry versions. n

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