Żubrówka Biała to launch in the UK vodka market

Polish premium vodka brand Żubrówka is set to launch its fastest-growing Żubrówka Biała variant in the UK.

The latest addition to the line-up, which is inspired by the snowy Białowieża Forest and named ‘white’ in Polish, launched in 2010 and has become Poland’s best-selling vodka brand, enjoying a 20% share of its domestic market in 2016. According to the company, every fifth bottle of vodka purchased in Poland (the fourth largest market in the world) is now Żubrówka Biała, and sales are equivalent to the whole of the UK vodka market.

It also claims to be the fastest-growing vodka brand in Europe, according to the alcohol brand IMPACT 2018 report.

The vodka’s original Bison Grass flavour uses extracts of rare Bison grass harvested from the ancient Białowieża Forest in Poland (home to endangered Bison), and now has two further botanical flavours – with hint of mint and with hint of juniper – that launched in 2017, along with its new super premium Żubrówka Czarna that launched in 2016.

Emma Burns, International Brand Manager at Żubrówka, said it was an exciting time for the category, with growing consumer demand for new tastes and flavours, driven by a desire for “authentic brands with a connection to nature”.

“Unlike many of the mass-produced brands, Żubrówka Biała combines history and heritage with outstanding taste.” she said. “Given its supreme smoothness and clear links to nature, Biała is the perfect choice for consumers seeking a premium-tasting base spirit to create a huge range of cocktails.

Żubrówka has seen strong growth in the UK off-trade, rising 20% in 2016 (Nielsen Total Off Trade to 31 December 2016) compared with +13% the year before.