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Brand Champion

Vodka Brand Champions 2014

VODKA BRAND CHAMPION 2014: ŻUBRÓWKA

Zubrowka Vodka
Polish vodka Żubrówka has been named our Vodka Brand Champion 2014

Being 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%

 

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