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.
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.
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.
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 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.
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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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
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