Krupnik nears Sputnik in meteoric vodka rise

16 May, 2012

Belvédère’s Polish vodka brand Krupnik recorded the largest growth of any spirit or liqueur brand in 2011, pushing it into the top ten of the world’s best selling vodkas, according to The Millionaires’ Club 2012.

The honey vodka brand rose 136.8% from 1.9 million 9-litre cases in 2010 to 4.5 million cases last year.

Krupnik now sits tenth in the Euromonitor-compiled, Drinks International-published, list of the world’s million-case spirit brands, ahead of Grey Goose, Svedka, Skyy, Stolichnaya, Finlandia, Sobieski and Russian Standard.

Coupled with a 16% year-on-year increase for scotch brand William Peel, Krupnik helped to mitigate the effects of the French-based group’s down-trading vodkas, Sobieski  (-8.2%) and Starogardzka (-32%).

Jeremy Cunnington, senior alcoholic drinks analyst at Euromonitor International said: ”With this brand the company has successfully tapped into Polish consumer demand for high quality, low-priced vodka, something Stock Spirit’s Cysta De Luxe did so successfully up until 2010.

“Growth was driven by heavy promotional support, which also included the introduction of a lemon-flavoured variant.”

Krupnik’s results will be published alongside those of the world’s other million-case selling brands in Drinks International's The Millionaires' Club 2012 supplement in July.


Joe Bates

Turning travellers into shoppers

In Cannes last month as I dashed around from stand to stand and from interview to interview amid a whirl of product launches and cocktail parties, I heard one question asked over and over again.

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