Polmos Zyradow anticipates major increases in sales, due to new strategy

Jerzy Wodz, General Director of Polmos Zyrardow, which produces Belvedere vodka, told Prawo i Gospodarka that sales of the brand may increase as much as five-fold over the next few years. If the forecast is accurate, the company could fully use its production capacity, which amounts to 7 million liters of alcohol. "We have prepared strategic plans with our investor, under which Belvedere will become the number one brand in the worldwide luxury vodka segment," claims Wodz. The main market for the company will remain the United States, where the company sold 4 million bottles of vodka last year, despite Polmos's invasion of the UK, Mexico and the Far East in the second half of 2002. It remains to be seen what the sales potential is but being a member of LVMH - one of the best international distributors of luxury items - it is almost certainly substantial. In addition, the company plans to increase its presence on the Polish market next year. "We are currently conducting market research and if our assumptions are confirmed, then we will return our focus to the Polish market," said Wodz. (Prawo i Gospodarka, p. 5) M.M.