I became an honorary Gin Rectifier last night (May 9). I took an oath and now I am duty bound to promote the best interests of gin.
The honey vodka brand rose 136.8% from 1.9 million 9-litre cases in 2010 to 4.5 million cases last year.
Krupnik now sits tenth in the Euromonitor-compiled, Drinks International-published, list of the world’s million-case spirit brands, ahead of Grey Goose, Svedka, Skyy, Stolichnaya, Finlandia, Sobieski and Russian Standard.
Coupled with a 16% year-on-year increase for scotch brand William Peel, Krupnik helped to mitigate the effects of the French-based group’s down-trading vodkas, Sobieski (-8.2%) and Starogardzka (-32%).
Jeremy Cunnington, senior alcoholic drinks analyst at Euromonitor International said: ”With this brand the company has successfully tapped into Polish consumer demand for high quality, low-priced vodka, something Stock Spirit’s Cysta De Luxe did so successfully up until 2010.
“Growth was driven by heavy promotional support, which also included the introduction of a lemon-flavoured variant.”
Krupnik’s results will be published alongside those of the world’s other million-case selling brands in Drinks International's The Millionaires' Club 2012 supplement in July.