The alcoholic beverages markets in the Central and Eastern European countries have been undergoing significant changes over the recent years. The consumers have been changing their preferences towards beverages with small alcohol content, including wine. However the common characteristic of these markets is the relatively low level of wine consumption, as compared to western European countries. The growing wine drinking culture offers significant growth potential for winemakers and distributors.
According to the research conducted by AC Nielsen, at the end of January 2009 the value of wines sold in Poland had increased by 13%, reaching the value of PLN 1.6 billion. Bearing in mind that this research covers approximately 70% of the entire market, AMBRA S.A. estimates that the entire market is worth as much as PLN 2.2 billion.
According to the same research conducted by AC Nielsen the value of still (table) wines market increased by more than 16% on year to year basis (up to PLN 896 million), sparkling wines by nearly 8 % (up to PLN 262 million), while the value of vermouths market increased by over 14% (up to PLN 257 million).
However Poland, which is a country with small amount of grapevine cultivation areas as well as other countries of our region- such as the Czech Republic, Slovakia and Rumania - i.e. countries which do have grapevine cultivations and their wine consumption is greater than in Poland, have significant potential for growth, which can be inferred from comparison with other winemaking European countries. The average annual wine consumption in Poland is 3 to 4 litres, in the Czech Republic it is approximately 10 litres, in Rumania it is over 20 litres, and for instance in Luxembourg it is approximately 70 litres and in France - 60 litres.

In Poland the AMBRA Group is a clear leader in the wines market (AC Nielsen). Together with its three subsidiaries (Centrum Wina- Dystrybucja, TiM and Vinex) it holds approximately a 25% market share (AMBRA itself holds approximately 18%). This means that every fourth bottle of wine sold in Poland is sold through the AMBRA Group.
The largest group of products sold by the AMBRA Group in Poland is made up by sparkling wines. These wines include the following brands: Dorato, CIN&CIN and Michelangelo - i.e. the three best selling wines in this segment, and their respective shares in the market are as follows: 16%, 12% and 10%. The share of all wines sold by the AMBRA Group in the sparkling wines market was 47% in 2008.

The AMBRA Group holds not only a strong leadership position in the sparkling wines market, but is also continues to strengthen its position in the promising still wines. The non sparkling wines market is more dispersed assortment wise that the sparkling wines market, while shares of the main brands are significantly lower. The leading brand of the AMBRA Group in this category is Fresco, which holds approximately a 4% share in the market and is the second best selling wine of that market. Recently new brands were introduced into the market, including CIN&CIN Baci d'Italia and P'azurro.
The still wines market is characterised by high growth dynamics and significant dispersion as far as winemakers, distributors and brands on offer are concerned. Another characteristic of the market id significant consumption of wines imported from Bulgaria (currently approximately 22% of the domestic wine market, however this share has been systematically declining, with wines from the so called new World gaining share). The leading position in distribution of Bulgarian wines was achieved by AMBRA thanks to its control of Vinex, while the other AMBRA Group companies such as -TiM and Centrum Wina- Dystrybucja - are the leading importers of wine products made in the new World.
The AMBRA Group is also a quantity wise leader in the vermouths market with its share of approximately 35%, with its leading brand CIN&CI, which accounts for a 22% share. The AMBRA Group also holds a dominating position in the market for alcohol free sparkling beverages. This market was largely created by AMBRA, which in 1992 introduced the Piccolo brand.
Also in the markets of the Czech Republic, Slovakia and Rumania, where the Group's companies launched their activities later than it was the case in Poland, the AMBRA Group is amongst the leading market players.