From the Poznan distillery in Poland, Pernod Ricard's Wyborowa continues on its remarkable sales curve with its claim to be the fastest-growing international spirit brand in 2007 (Millionaires 2008, p12).
This translates as a 52 per cent increase in sales last year, bringing the brand to 1.8 million 9-litre cases globally, of which 1 million are drunk in the domestic market, with France, Italy, Canada, UK, China, Australia and Germany its strongest overseas markets.
2008 sees a new communication platform, There Is No V In Wodka, which will roll out in countries including the UK, France and Mexico through various media outlets and interactive activities, plus support from the website, wodka.com.
In addition, Wyborowa continues to extend ICE (International Cocktail Experience), run by professional bartenders for other bartenders, and is also looking for 100 per cent growth from its Super Premium Exquisite brand. This single estate vodka with its striking Frank Gehry-designed packaging is already available in 40 markets.