Vodka producers promoting their brands in the tourist resorts

2010-08-16

The consumption of vodka will go down by around 2% in 2010 when compared to 2009 and will equal to 7.5 litres per capita, according to data by Nielsen quoted in Rzeczpospolita. As Grzegorz Chojnacki, a chairman of Nemiroff Polska vodka producer, quoted by the newspaper, explains such events as the economic downturn, flooding and national mourning do not encourage the sales of vodka.
The demand for vodka went down by 3% in the first five months of 2010, according to Nielsen. By the way of example, CEDC, one of the largest strong spirits producers in Poland, reported 12% decline in sales of alcoholic beverages in Poland in Q2 2010.
In order to boost the sales, the largest vodka producers intensify their promotion campaigns that are carried out mainly in the tourist resorts during summer. By the way of example Stock Polska, the owner of Zoladkowa Gorzka and Stock Prestige, is organising promotional events in around 100 bars and clubs located on the coast and in the Masuria Lake District. Also CEDC promotes a number of its brands such as Bols that is being advertised in Tri-City and Jaegermeister, being promoted in Leba.
Also Wyborowa, a vodka brand, organizes parties in the resorts on which it offers cocktails for reduced prices.
In turn, Belvedere, the third largest player on the Polish market, adds to its Sobieski Impress RTD beverages such gadgets as CDs, sunglasses or beach towels.
The promotion campaigns in the tourist places cost the producers several hundred thousand Polish zloty. Two years ago, during the prosperity, the companies spent between PLN 2m (€500,000) and PLN 5m (€1.2m) for such advertising activities, though.