Number 1 Polish Vodka in Germany
The Challenge
One of the best-selling Polish vodka brands in Poland was underperforming in Germany—despite the country being home to the largest Polish diaspora in the world.
At the time, the brand was managed by a regional wholesaler that was just approaching the ethnic channel.
The objective was clear: turn the situation around and make this vodka the number one Polish brand in Germany.
The Execution
After analyzing the spirits landscape in Germany, José proposed an unconventional solution: partnering with a distributor specializing in Eastern European food and beverages for Modern Trade.
Although this company had limited experience in spirits, it offered strong penetration in the relevant retail channels and a clear ambition to grow.
The Result
Thanks to strong collaboration and close alignment with the new distributor, the brand’s volume tripled to 70,000 9L cases within three years.
Two years later, it became the leading Polish vodka in Germany.
This success turned Germany into the company’s largest export market and a strategic focus for future M&A activity—culminating in the 2023 acquisition of a local spirits company.
Today, the brand in question is still number 1 in Germany.