Chopin Sees Solid Growth At Vodka’s Competitive Super-Premium TierJuly 31, 2015
While the high-end vodka segment remains brutally competitive, Chopin vodka has been showing steady growth. Chopin advanced by 16% to 93,000 cases in 2014, according to Impact Databank—more than doubling sales from 2010, the year Polish drinks executive Tad Dorda repurchased the upscale vodka brand from Moët Hennessy. This year, Chopin is on pace to surpass the 100,000-case threshold.
The high-end Polish vodka brand, imported by Chopin Imports Ltd., has a range including Chopin Potato, Wheat and Rye (all $29.99 a 750-ml.), as well as ultra-premium reserves Single Young Potato 2011 and 2012 (both $49.99), a series which the company sees as a driver of future growth.
Chopin Potato accounts for the majority of the business and leads the brand both on- and off-premise. Its depletions are evenly divided between channels, but there are plans to ramp up activation in the on-premise, says Dana Chandler, COO and executive vice president of Chopin Imports.
Chandler tells SND that Chopin’s emphasis on “single-ingredient” potato, wheat and rye offerings is a differentiator as the brand looks to stand out against larger competitors like Grey Goose, Cîroc, Ketel One and Belvedere. Chandler adds that a strong wholesale alignment with partners including Southern Wine & Spirits and Glazer’s has helped accelerate growth lately.
“We’ve been able to prosper in a tough environment by staying true to family ownership and single-ingredient distillates,” Chandler says. As for flavored vodkas, Chopin has avoided that segment of the market. “Flavored vodka was not for us from the beginning, and that proved to be the right decision,” Chandler adds.
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