A whisky boom is underway in Poland. According to Statista Market Insight, Poles are expected to spend over PLN 2.5 billion on whisky this year, with sales continuing to grow at a steady rate of 5% annually. The total market volume is projected to reach nearly 45 million liters in 2025, positioning Poland as one of the leading markets in the Central European region. Source: Statista – Whisky Market in Poland
Poles’ growing interest in high-end spirits, especially whisky, was already noted by KPMG analysts at the beginning of the year. According to their report, “The Luxury Goods Market in Poland 2024”, premium luxury alcohol sales exceeded PLN 1.5 billion in 2024 – a 4.2% increase – with whisky accounting for 89% of the segment, reaching PLN 900 million in sales.
This trend was already identified in 2023 by the Union of Employers of the Polish Spirits Industry. Experts agree: Poles are increasingly drawn to premium-category spirits. We’re reaching for higher-shelf options like whisky, gin, rum, and tequila. At the same time, as data shows, whisky sales in Poland are rising by double digits annually.
Why is whisky gaining popularity in Poland? KPMG experts point to “unforgettable experiences” provided by products as the key driver of luxury goods sales. This is particularly visible in the premium alcohol segment, where consumers increasingly seek exceptional, personalized products that align with their tastes and lifestyles.
A New Industry Trend: Premiumization
Investments in consumer experiences – such as tastings, workshops, or exclusive events – have become an integral part of marketing strategies for premium brands. These efforts help companies build loyal customer bases while offering consumers a sense of exclusivity. As Paweł Miziołowski, Marketing Director for Central and Eastern Europe at Brown-Forman, notes, the key to an effective strategy is to create product experiences that help consumers better understand the product, its story, and its craftsmanship.
Premiumization is one of the most significant trends in Poland’s spirit’s market. It’s no longer just about owning a product – it’s about the experience that comes with it. Consumers are willing to pay more for premium products that offer higher quality, emotional connection, and meaningful experiences. As Filip Popławski, Managing Director of Brown-Forman for Central and Eastern Europe, emphasizes: “Focusing on premium and super-premium segments is the right development strategy, enabling long-term and stable value creation together with business partners while meeting consumer expectations.”
A strong example of this trend in the Polish market is Woodford Reserve – a symbol of American whiskey that embodies rich heritage and connections to prestigious events. It’s not just about price – it’s about exclusive experiences like tastings, workshops, and invitation-only events that appeal to discerning consumers. One such event is the famous Kentucky Derby horse race – Woodford’s long-standing partnership with this prestigious event reinforces its premium image. In 2024, to commemorate the 150th edition of the Kentucky Derby, Woodford Reserve released a special edition of its whiskey – triple-aged and presented in a limited run of 150 Baccarat crystal decanters, each priced at $15,000. This rare release quickly became a sought-after investment piece among collectors and investors around the globe. In Poland, this Kentucky barrel-aged gem has won over enthusiasts, establishing Woodford Reserve as a major player in the super-premium American whiskey segment.
As summarized in the KPMG report, the new face of luxury is a lifestyle that celebrates not only what is beautiful and expensive, but above all what is unique and personal. A new definition of luxury is already shaping the Polish market – and all signs point to this trend only deepening.
