Whisky pouring into the Polish market
Brown-Forman, one of the biggest players in the international wine and spirits market, will switch the name of its Polish operation from Finlandia Polska to Brown-Forman Polska.
The consolidation of activities under the brand is expected to help increase sales of Jack Daniel's Tennessee whisky in Poland and at the same time maintain the strong position of Finlandia Vodka, the unquestioned leader among imported vodka, with a 60-percent market share.
"The reduction of tariffs and excise taxes resulting from Poland's EU accession has been largely responsible for the growth of Jack Daniel's, Brown-Forman's leading global brand, and we expect this trend to continue in the future as we further build our business and invest behind our brands in this important market," said Phoebe Wood, executive vice president and chief financial officer of Brown-Forman Corporation.
The total value of the vodka market in Poland is estimated at approximately 28 million nine-liter cases, which translates into 250 million liters. Brown-Foreman's annual sales in Poland from June 2004-June 2005 amounted to 350,000 cases. The company's worldwide net sales in the fiscal year 2004-2005 reached $2,728 (zł.9,178) billion.
The consolidation of activities under the brand is expected to help increase sales of Jack Daniel's Tennessee whisky in Poland and at the same time maintain the strong position of Finlandia Vodka, the unquestioned leader among imported vodka, with a 60-percent market share.
"The reduction of tariffs and excise taxes resulting from Poland's EU accession has been largely responsible for the growth of Jack Daniel's, Brown-Forman's leading global brand, and we expect this trend to continue in the future as we further build our business and invest behind our brands in this important market," said Phoebe Wood, executive vice president and chief financial officer of Brown-Forman Corporation.
The total value of the vodka market in Poland is estimated at approximately 28 million nine-liter cases, which translates into 250 million liters. Brown-Foreman's annual sales in Poland from June 2004-June 2005 amounted to 350,000 cases. The company's worldwide net sales in the fiscal year 2004-2005 reached $2,728 (zł.9,178) billion.
