Alcoholic drinks in 2024: The big picture
In 2024, sales of alcoholic drinks declined in total volume terms. This was especially noticeable for major categories like beer and vodka. Even large-scale sporting events such as the Paris Olympics and the European Football Championship, as well as pleasant sunny weather from May to September, failed to improve the situation. However, smaller categories such as cider/perry and RTDs bucked this trend. Non alcoholic beer also saw notable double-digit growth in total volume terms in 2024.
2024 key trends
Beer remained by far the largest category within alcoholic drinks in total volume terms in 2024, with standard lager having a dominant share of sales. The dominance of standard lager in Poland is a result of several factors: its long history, affordability, wide availability, and extensive marketing. Consumers are also familiar with its taste and associate it with relaxation. Lager is also generally cheaper than other types of beer, making it more accessible to a wide range of consumers. This type of beer is widely available in grocery retailers, bars, and restaurants, making it easy to purchase. Large breweries heavily invest in promoting lager, making many brands household names.
Competitive landscape
The four largest beer producers in Poland dominate the alcoholic drinks market in terms of total volume sales. Kompania Piwowarska SA is the overall leader with its portfolio including brands such as Tyskie Gronie, Lech, and Zubr, which are highly recognisable among Polish consumers. The company has been operating in Poland for many years, allowing it to build strong consumer trust and a solid market position. Since 2017, the company has been part of Asahi Europe & International, owned by Japan's Asahi Group. Kompania Piwowarska brews beer in three breweries: Browar Dojlidy in Bialystok (established in 1768), LECH Browary Wielkopolski in Poznan (1895), and Tyskie Browary Ksiazece in Tychy (1629). The company offers a wide range of beer, catering to diverse consumer preferences. Its portfolio includes standard lager, as well as specialty beer, flavoured beer, and non alcoholic beer. Thanks to an extensive distribution network, Kompania Piwowarska’s products are widely available in retail channels, bars, and restaurants across Poland. The company consistently introduces new products to the market, responding to evolving consumer trends. It invests heavily in marketing, conducting large-scale advertising campaigns.
Retail developments
Discounters play an important role in the distribution of alcoholic drinks in Poland. With their low prices and convenient locations, they have become popular places to buy groceries, including alcoholic drinks. Moreover, in 2024, there was a fierce marketing battle between the leading discounter chains, Lidl and Biedronka. Both networks introduced various promotions to attract customers. Both invested in aggressive television advertising, unconventional SMS campaigns, and billboards with controversial content. Part of this rivalry included deep discounts on alcoholic drinks, such as ‘buy one, get one free’ or ‘second beer for half price’. These strategies proved effective in attracting customers, especially those looking for a bargain. Discounters have a wide network of stores, often located in convenient places, but above all, they are perceived to offer lower prices, which attracts customers seeking savings. Alcohol is often an impulse purchase, and an attractive price encourages consumers to buy it.
On-trade vs off-trade split
On-trade volume sales of alcoholic drinks only accounted for an 8% share of total alcoholic drinks volume sales in Poland in 2024. Trends in the on-trade are two-sided. On one hand, the channel is suffering from a change in consumer habits, as people are increasingly meeting at home or limiting their outings due to cost-of-living pressures. More consumers are shifting towards purchasing alcoholic drinks in the off-trade where they are less expensive, with inflation and economic uncertainty driving the search for cheaper alternatives. This has been particularly detrimental to the largest categories such as beer and vodka. The on-trade is also adapting to the trend of consumers moving away from alcohol. Many foodservice outlets are instead focusing on developing their food menus, such as introducing breakfasts, rather than focusing on their offering of alcoholic drinks.
What next for alcoholic drinks?
Sales of alcoholic drinks are set to continue declining in total volume terms over the forecast period. The primary factors influencing the decline in alcohol consumption in Poland are the country’s ageing population and a decrease in population size. Changes in consumer preferences will also impact sales. Younger consumers are likely to show a growing preference for flavoured and lower-alcohol beverages, which will contribute to a further decline in vodka sales.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Poland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Poland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Poland?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Poland?
- How are products distributed in Poland?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Poland
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Poland
KEY DATA FINDINGS
Economic pressures and healthy habits hit beer sales
Kompania Piwowarska remains the leading brewery in Poland
Beer in the middle of a price war between Lidl and Biedronka
A downturn in beer sales is predicted
Labelling expected to be a focus for consumers and breweries
There is still room for innovation and new flavours in beer
Lager price band methodology
Cider/Perry in Poland
KEY DATA FINDINGS
The cider/perry industry is given a boost with the wine law
Cydr Lubelski continues to dominate sales
Supermarkets, discounters and convenience stores dominate sales
Cider/perry is expected to face strong competition from other alcoholic drinks
The struggle to eliminate the excise duty on cider/perry
Innovation expected to remain limited due to a focus on tradition
Rtds in Poland
KEY DATA FINDINGS
Spirit-based RTDs see sharp sales increase backed by new product launches
Competition heats up as new products hit the market
Discounters gaining ground in the distribution of RTDs
Positive forecasts are expected for RTDs
Wine-based RTDs could see the arrival of lighter cocktails and sparkling wine-based options
Demand is likely to rise for RTDs with reduced sugar, alcohol, and calories
Spirits in Poland
KEY DATA FINDINGS
Growing demand for low-alcohol beverages hits demand for spirits
CEDC International increases its lead despite declining sales
Online sales see dynamic growth but convenience stores dominate distribution
An increasing focus on health and moderation likely to hurt vodka sales
Growing appreciation of whiskies in Poland
Innovation set to focus on lower alcohol and flavoured products
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Poland
KEY DATA FINDINGS
Wine sales stagnate in 2024 in Poland
Wine tourism and non alcoholic wine are the fast growing areas in Poland
Discounters cements is position as the key distribution channel for wine
Increasing awareness and a developing wine culture should drive category growth
A ban on online alcohol sales would be devastating for Polish wineries
Manufacturers looking for clarification on the reguation of low-alcohol wine
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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