Vodka Brand Champions 2014
VODKA BRAND CHAMPION 2014: ŻUBRÓWKA
Polish vodka Żubrówka has been named our Vodka Brand Champion 2014Being the category with the largest number of brands selling over one million cases, deciding on a 2014 Vodka Brand Champion was never going to be easy, particularly with so many achievements across regional and international products this year.
Polish vodka Żubrówka, which despite experiencing solid growth for the past five years, achieved a surge in case sales after its parent company Central European Distribution Corporation (CEDC) was acquired by Russian Standard in the middle of last year.
Usually a takeover results in some upset in sales, as disruption is caused to distribution networks, but the bison grass vodka has in fact thrived.
“In the brand’s homeland, Polish consumers are enjoying Żubrówka’s unique taste and quality,” says Mariusz Kiepas, regional marketing director at CEDC. “In international markets, the legendary Żubrówka brand benefits from consumer appreciation for provenance and 600 years of craftsmanship. In parallel, we have stepped up investment in the brand and launched Żubrówka in new markets.” In 2013 the brand was rolled out to Australia and global travel retail, and re-launched in the US via Russian Standard’s own distribution arm.
More generally, Smirnoff and Absolut retained their lead at the top of the table, despite both seeing marginal declines. Meanwhile a newcomer was welcomed in the form of Stock Spirits’ Prestige.
| VODKA | |||||||
| BRAND | OWNER | 2009 | 2010 | 2011 | 2012 | 2013 | % +/- |
|---|---|---|---|---|---|---|---|
| Smirnoff | Diageo | 24.0 | 24.8 | 24.7 | 26.3 | 26.1 | -0.7% |
| Absolut | Pernod Ricard | 10.0 | 10.9 | 11.2 | 11.4 | 11.4 | -0.3% |
| Pyat Ozer | Omskvinprom | 6.1 | 6.3 | 6.6 | 7.0 | 6.4 | -9% |
| Zelyenay Marka | Russian Standard | 11.2 | 10.8 | 9.3 | 6.9 | 6.0 | -13% |
| Belenkaya | Synergy | 2.8 | 4.9 | 7.1 | 7.3 | 5.6 | -23% |
| Minsk Kristall | Minsk Kristall | 4.4 | 4.8 | 4.9 | 5.5 | 5.5 | 0% |
| Krupnik | Belvedere | – | 1.9 | 4.5 | 5.1 | 5.0 | -2% |
| Zoladkowa Gorzka Czysta De Luxe | Stock Spirits Group | 5.3 | 6.4 | 4.4 | 4.3 | 4.6 | 8% |
| Żubrówka | Russian Standard | 1.0 | 1.2 | 3.5 | 3.9 | 4.4 | 13% |
| Svedka | Constellation Brands | 2.9 | 3.4 | 3.6 | 3.9 | 3.9 | 1% |
| Grey Goose | Bacardi | 3.5 | 3.7 | 3.8 | 3.8 | 3.9 | 3% |
| Skyy | Gruppo Campari | 3.3 | 3.4 | 3.5 | 3.7 | 3.8 | 3% |
| Finlandia | Brown Forman | 3.0 | 2.9 | 3.1 | 3.2 | 3.4 | 7% |
| Stolichnaya | SPI | 3.0 | 3.1 | 3.3 | 3.4 | 3.2 | -6% |
| Russian Standard | Russian Standard | 2.2 | 2.5 | 2.6 | 2.9 | 3.0 | 3% |
| Magic Moment | Radico Khaitan | 1.2 | 1.8 | 2.1 | 2.5 | 2.9 | 15% |
| Talka | Russian Standard | – | – | 0.6 | 2.6 | 2.8 | 8% |
| Pinnacle | Beam Suntory | 1.0 | 1.4 | 2.7 | 2.7 | 2.7 | 1% |
| Ketel One | Diageo | 1.8 | 2.0 | 2.2 | 2.4 | 2.4 | 0% |
| Cîroc | Diageo | 0.4 | 0.9 | 1.5 | 2.2 | 2.2 | 0% |
| Sobieski | Belvedere | 3.0 | 3.0 | 2.8 | 2.3 | 2.2 | -4% |
| Eristoff | Bacardi | 1.9 | 2.3 | 2.4 | 2.2 | 2.0 | -9% |
| Soplica | Russian Standard | 1.4 | 1.3 | 1.0 | 1.4 | 2.0 | 43% |
| Glen’s | Glen Catrine | 2.1 | 2.1 | 2.1 | 2.0 | 1.9 | -5% |
| Wyborowa | Pernod Ricard | 2.3 | 2.1 | 1.8 | 1.5 | 1.6 | 7% |
| Gosudarev Zakaz | Synergy | 1.3 | 1.2 | 1.1 | 1.3 | 1.5 | 15% |
| 1906 | Stock Spirits Group | 1.4 | 1.7 | 1.6 | 1.5 | 1.5 | 3% |
| Bulbash | Bulbash | 0.6 | 1.1 | 1.3 | 1.7 | 1.5 | -11% |
| Romanov | United Spirits | 1.1 | 1.5 | 1.6 | 1.4 | 1.3 | -7% |
| White Mischief | United Spirits | 1.9 | 1.8 | 1.7 | 1.4 | 1.2 | -15% |
| Parliament | Russian Standard | 2.5 | 2.4 | 2.0 | 1.2 | 1.2 | 0% |
| Poliakov | La Martiniquaise | 0.7 | 0.9 | 1.0 | 1.1 | 1.2 | 9% |
| Gorbatschow | Henkell | 1.3 | 1.4 | 1.2 | 1.2 | 1.2 | 0% |
| Myagkov(the Whitish) | Synergy | 1.4 | 1.6 | 1.6 | 1.5 | 1.2 | -20% |
| Prestige | Stock Spirits Group | 0.1 | 1.0 | 0.8 | 0.8 | 1.1 | 38% |
| Zhuravli | Russian Standard | 2.4 | 2.2 | 2.0 | 1.2 | 1.0 | -17% |
| Absolwent | Russian Standard | 3.7 | 2.8 | 2.2 | 1.1 | 1.0 | -9% |
| Bols | Russian Standard | 1.9 | 1.6 | 1.1 | 1.0 | 1.0 | 0% |
