Polish vodka producers are planning to conquer the Chinese market, which is set to be the global leader in the spirits market in the coming years.

According to International Wine and Spirit Research, in 2015 the Chinese will buy almost 7.7 billion litres of spirits, an 8 percent rise on 2009 figures.

Simultaneoulsy, the demand for alcoholic beverages in Poland, which is 14th largest spirits market in the world, will have decreased by over 4 percent to 313 million litres.

“Whisky and brandy are the most popular alcoholic beverages in China but vodka has a great potential, as well,” says Charles Gibb, president of Belvedere Vodka.

The premium brand, which costs 100 zloty (25 euro) for a 0.7 litre bottle, sells well in large cities such as Beijing and Shanghai. Wyborowa, produced by French Pernod Ricard, is another Polish vodka brand which has already entered the Chinese market, while Sobieski Vodka is getting ready for expansion there.

“We hope to sign the first contracts at the spirits fair on 25th March in Chengdu,” says Krzysztof Trylinski, co-owner of Sobieski Vodka. This year the company would like to sell about 900,000 litres of vodka in China, media reports.

The second largest vodka producer in Poland, CEDC, also wants to conquer Asian markets. “Our leading brand Zubrowka is already available in Vietnam, Cambodia, Laos, Japan and Taiwan and it will soon be sold in China,” says William Carey, president of CEDC.

“Market research shows that the Chinese also like flavoured vodka, which is good news for Polish producers of meads,” says Leszek Wiwala, president of the Polish Spirits Industry.

Polish vodka producers also plan to conquer an Indian market, which, according to estimates, is to become 5th largest spirits market in the world by 2015. “The Indian market is more open to vodka than China,” says Krzysztof Trylinski, co-owner of Sobieski Vodka, whose company is going to sell 900,000 litres of its leading brand in India. (mg/jb)

Source: Rzeczpospolita