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Wyborowa Vodka relaunches in UK
Pernod Ricard has handed the UK distribution rights for Wyborowa Vodka to Emporia Brands, which will be relaunched with a lower ABV.
Previously distributed by Pernod Ricard UK, the Polish vodka will join Emporia Brands’ portfolio from 1 October.
Rui Silva, export manager of Wyborowa, said the deal would enable the brand to build a stronger presence in the UK, “one of the most important vodka markets in the world”.
In line with the brand’s global export strategy, Wyborowa’s ABV will be lowered to 37.5%, after it was formerly bottled at 40% ABV.
Emporia Brands said the ‘more accessible’ ABV will make Wyborowa ‘perfect’ for being served neat as a sipping vodka, in mixed drinks, or used in cocktails.
Jack Rackham, managing director of Emporia Brands, said: “We are delighted to welcome Wyborowa into our portfolio and to build on the brand’s current distribution, as we believe the brand has huge potential in the UK.
“Wyborowa’s history, focus on sustainable production methods, exceptional quality and competitive price positioning make it a natural fit for Emporia.”
The vodka has been made in Poland since 1927, using local rye grain.
Wyborowa is said to be one of only a few brands that has been assigned the right to use the words ‘Polish vodka’ by the Polish Vodka Association.
To be able to use the designation of origin, the whole production process and bottling must take place in Poland.
Furthermore, it must contain no additives other than water and be made from ethanol of agricultural origin, produced exclusively from traditional cereals (rye, wheat, barley, oats) or potatoes grown in Poland.
Wyborowa has a ‘rich and nutty’ aroma with hints of rye bread, and flavours of Brazil nut and fresh bread with ‘subtle sweet notes’.
The Pernod Ricard-owned brand sold 1.9 million nine-litre cases in 2022, an increase of 2.8%, according to The Brand Champions 2023 report.
Pernod Ricard also owns Absolut, the world’s second biggest-selling vodka brand.
Sales of Absolut rose by 10% in the year ending 30 June 2023, Pernod Ricard’s fiscal 2023 results revealed.