The Polish Wine Market Awakening

Kamila Wardyn-Kopera, Phd

CEO

Once upon a time, in the heart of Central Europe, wine was a rare treat, with the average Pole consuming half a liter a year two decades ago. But something began to stir, a quiet revolution in taste and preference. Today, that trickle has turned into a steady stream, with consumption now reaching 6 liters per person annually.

Pursuit of quality

Imagine strolling through modern Polish stores. Aisles once dominated by spirits now feature diverse selections of wines from around the globe, and increasingly, from Poland itself. Poles are trading up, moving from quantity to quality. The premium wine market, bottles costing between 30-49 zloty (approx. 7-12 USD), is growing, signaling a shift towards connoisseurship.‍

Wine journey is just about to start

The numbers tell this story. According to: NielsenIQ in 2023, Poles spent 1.6 billion euros on wine, a figure projected to rise to 1.9 billion euros by 2025. While growth has slightly slowed recently, this is seen as a temporary blip. Poland is recognized as one of the most promising wine markets globally, ranked 5th fastest-growing by Wine Intelligence in 2020. Compared to our neighbors, Czech Republic and Germany who consume around 20 liters per capita, Poland still has a long way to go, suggesting a potential for four- or five-fold market growth.

white wine glass in Poland — White wine glass. Photo by Corina Rainer on Unsplash

‍Change drivers

What's driving this change? Poland's rapidly growing economy, a significant force within the European Union, has seen rising disposable incomes in recent years, leading to increased purchasing power. Rising incomes mean more Poles can afford the finer things. Travel and wine tourism have opened their eyes to the world of wine. Younger generations open to new experiences, less tied to traditional drinking habits, including the NoLo trend, embraced also by the wine industry. And there's a growing appreciation for local, Polish wines, with small wineries gaining traction.

The Polish wine market is transforming. White wine, sparkling wine are more gaining popularity, and the trend towards "premiumization" is clear. It's a story of evolving tastes, economic growth, and a nation discovering a new passion. From humble beginnings to a market with high growth potential. Poland's wine journey is just beginning.

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