The premium products market in Poland is entering a phase of mature development and is no longer perceived as the exclusive domain of a narrow group of the wealthiest consumers. According to the latest edition of KPMG’s report “Luxury Goods Market in 2024,” the number of people earning above-average incomes is steadily increasing, and with it, the way consumers define luxury is evolving. Instead of accumulating expensive objects, a growing group of Poles is turning its attention to the intangible — experiences that stimulate the senses, evoke emotions, and leave a lasting mark in memory. Exclusive travel, unusual culinary experiences, and encounters with premium spirits in the form of tastings and themed events are gaining importance.
Analyses included in the report indicate that the value of the luxury alcohol market in Poland has already exceeded PLN 1.5 billion and grew by 4.2% last year. The whisky segment remains the undisputed leader, accounting for 89% of total sales, or approximately PLN 900 million. Forecasts are even more dynamic. According to Statista Market Insights, whisky spending could exceed PLN 2.5 billion in 2025, with sustained annual growth of around 5% and projected sales approaching 45 million liters — positioning the Polish market among the most important in Central Europe.
As Paweł Miziołowski, Marketing Director at Brown-Forman for Central and Eastern Europe, points out, the phenomenon of “premiumization” is becoming a key direction for the development of the spirits industry. Exclusivity is no longer identified solely with price — it increasingly means access to a closed community, limited events, unique stories, and the opportunity to become part of a brand’s history. A striking example is the special edition whisky created for the 150th anniversary of the Kentucky Derby, which quickly gained the status of a coveted artifact among collectors and enthusiasts of unique spirits.
Luxury Is Gaining a New Definition – Less Ownership, More Emotion
According to the conclusions of the Bain & Osservatorio Altagamma 2025 report, the 21st-century premium consumer expects more than just quality — they seek experiences that engage them on a personal level, as well as personalization that makes the brand a partner rather than merely a product supplier. As Filip Popławski, Managing Director of Brown-Forman in Central and Eastern Europe, notes, the willingness to spend larger amounts stems from the belief that authenticity and emotional value stand behind the price.
Experts emphasize that this is not a temporary trend, but a long-term transformation in the approach to luxury. According to KPMG, Poles are beginning to treat the premium segment as an element of a conscious, personalized lifestyle. Brands that can tell a story, build cultural bonds, and offer experiences that go beyond the purchase itself will gain a competitive advantage in the coming years. The future of luxury will be shaped by emotions, meaning, narratives, and a sense of uniqueness — not merely by the material value of what we hold in our hands.
