Sobieski aiming at leadership of Polish vodka market

2008-11-18

The French vodka producer Belvedere, which owns the Sobieski brand, is planning to become a leader on the Polish vodka market. Rzeczpospolita reports that, at present, as much as 60% of the company’s sales revenues come from Poland.
Witold Franczak, the director of Sobieski, plans to increase Belvedere’s market share to 30% in Poland by mid-2010. The company is now the runner-up on the Polish market after the CEDC, which owns brands such as Bols and Zubrowka, and holds a 28% market share.
Belvedere intends to promote Sobieski vodka in Poland in order to make it the leader in the premium bracket in the first half of 2009. In the super premium bracket, Belvedere is to focus on Danzka, a luxury vodka brand. It intends to have a share of up to 25% of the luxury vodka market within three years. Danzka is to be promoted in clubs and restaurants.
Belvedere is also to introduce the Russian Belvedere Youri Dolgorouki brand to the Polish market. This is to compete with Parliament, the Russian brand owned by the CEDC.