Campari agrees Polish distribution deal

By Neil Merrett

- Last updated on GMT

Related tags Alcoholic beverage Vodka

Poland's largest vodka producer, Central European Distribution
Corporation (CEDC) has become the exclusive distributor of the
Gruppo Campari portfolio in the country, further consolidating its
share of the growing domestic whisky and spirits market.

The agreement will see the company increase its hold in the market by adding Campari's most popular brands to its existing portfolio of leading vodka and spirits products.

The deal highlights the importance of the strong alcohol market to drink manufacturers in Poland, and in particular the importance of labelled brands.

Over the past six years, sales of both spirits and Whisky's within Poland have grown massively, and according to consumer analyst Datamonitor will continue to do so up to 2010.

Through its research the group believes that whisky sales, which stood at around €227m in 2000, will grow some 88 per cent by 2010 to €428.6m.

Vodka is also expected to show a similarly strong performance over the same period, with the market, worth €3,679m in 2000, estimated to expand by 56 per cent to reach €5,765m come 2010.

The group hope that by adding some of Campari's most popular products including Cinzano, Glen Grant whisky to its own portfolio of leading brands like Zubrowka and Bols, it will be better equipped to exploit growth in the market.

"This assortment of premium brands is very well known in the Polish market,"​ said CEDC's CEO and President, William Carey.

"We are excited about this new business relationship and the continuing success of our strategy of developing premium brands,"​ he added.

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