1.
VICTOR JEREZ
AN EXQUISTE BOSS
POLAND 2010-2011

2. VICTOR JEREZ
2
2011

3.
2011
3
IT TAKES YEARS TO BUILD THE STRENGTH OF A BRAND WE KNOW HOW TO DO IT .......... 5
VICTOR JEREZ .................................................................................................................................................... 10
AN EXQUISITE BOSS ........................................................................................................................................ 15
ABSOLUT IS PURSUING FINLANDIA ........................................................................................................... 17
ONCE A YEAR ON ST. P ......................................................................................................... 19
BIG BATTLE FOR SCOTCH (WHISKY) ......................................................................................................... 21
SHINE .................................................................................................................. 24
....................................................................................................................................................... 26
BACARDI WILL RELY ON WHISKY AND RUM ........................................................................................... 29
ALMOST 1 BILLION PLN ON WHISKY ......................................................................................................... 31
HUMAN VALUES ................................................................................................................................................ 34
LEADER IN SOCIAL RESPONSIBILITY .......................................................................................................... 34
THE BRIGHT NIGHT PERNOD RICARD POLSKA EVENT ..................................................................... 36
THE BRIGHT NIGHT WITH PERNOD RICARD ........................................................................................... 37

4.
2011
4
Source:
Author:
Date: December 2010

5.
5
2011
Sales of pure vodka in Poland are decreasing. Is Wyborowa affected by this?
We have, of course, noticed that the vodka market has begun to shrink. In addition, competition has
intensified. We are in a good position because our vodka Wyborowa is a very strong brand, built for
decades, and appreciated by the consumers. This is why we are doing well and constantly investing in
attributes such as its strong, international position and the fact that it belongs to the premium
primarily we are highlighting the fact that Wyborowa is one of the most important Polish export
products, and one of the most recognizable Polish FMCG brands. It means a lot.
The demand for vodka has decreased while the popularity of the brown spirits category
is increasing. Are you benefiting from this situation?
Our brown spirits portfolio is not only wide, but also strong. We offer true icons: Scotch whiskies
positions in global markets. We want to inform Polish consumers about this. Even though the brown
spirits segment is growing dynamically in Poland, it still remains a market niche. This is why our
challenge is to broaden the consumer taste via education. Quite recently, we hosted Jim Murray
one of the greatest world authorities on whisky, the a
among independent guides on the world of whisky. Jim came to Poland on our invitation and met
best scotch standard blended whisky in the world. It is an exceptionally prestigious distinction.
Thanks to such experts and their passion, Polish consumers are increasingly drawn to the whisky
category. The consumers of the brown spirits category are a constantly expanding and very loyal
group, which bodes well for the category.
You have also wine in your portfolio. Can we say that the wine market is in the same
phase of development as the whisky market?
Both categories are growing dynamically. The key difference between them is that the wine market is
very fragmented, while in the brown spirits market only few brands have a crucial position. Wine
sales are important to us, but still remain a small part of our total sales on the Polish market.
Nonetheless, there are markets, where wine sales have a fundamental importance for Pernod Ricard
(the owner of Wyborowa S.A.). Among these countries there are the United Kingdom, Australia and
New Zealand. Our wine strategy consists of satisfying the needs of those consumers, who have
higher expectations concerning quality and know the category to some extent. This is why in Poland
we support developing the culture of drinking wine by promoting a known and appreciated wine
It takes years to build the strength of a brand we know how
to do it

6.
2011
6
How will you react to a growing flavored vodka market?
Flavored vodkas have many followers in Poland. This is why we need to have interesting positions for
this category in our portfolio. Our strong local brands Luksusowa and Wyborowa both have
flavored versions: Luksusowa bitter, cherry, and cranberry, and Wyborowa lemon, apple, and
pear. We cannot forget about Absolut, which pioneered interesting variations and has many fans of
those. I think that the importance of flavored vodka segment will continue to grow.
Do you consider hiring a celebrity to promote your brands, the same as your
competitor the Sobieski Group - did? Can such a strategy bring measurable results?
We have a different strategy. Our goal is to build the strength of individual brands based on their
quality, history, origins and their success on global markets. Our stars are Chivas Regal, Wyborowa,
or singers, who have been working for their success for years. I think that when it comes to spirits,
the decision to cooperate with a celebrity, a global icon, such as Bruce Willis, is supposed to bring a
strong first impression. A long term strategy based on an image of a star can be risky. Tiger Woods
is a good example of the risks. His actions eventually had a measurable, negative impact on the image
What should the retailers do to profit from the shrinking vodka market?
Poland is a very particular market with a population of 40 million people dispersed among a great
number of medium and small towns. This is why small retailers are a key distribution channel. Thanks
to them we can reach even the smallest towns. We are aware of the difficulties that the independent
retail is currently going through. Many factors contribute to this situation: the global crisis, the
consumers' decreased confidence and the fall in vodka sales. In this difficult situation we offer the
retailers innovations something that has the biggest potential to attract customers. We also have
promotions aimed both at store owners and the final buyers. Our brands guarantee that the
consumers and the retailers receive high quality authentic products.
If you were to give the retailers one advice...
Trust tested brands and not only short, attractive price promotions. The greatest danger lies in the
fact that many people treat vodka as a commodity product, and drive sales based on lowering the
sales should be built on the strength of the brand. We look at the market in
long-term perspective and we care for our brands. The Poles, not only the wealthier, are starting to
tr
class, which they trust.
Does the Absolut brand, acquired by Pernod Ricard, compete with Wyborowa?
No. Absolut and Wyborowa are products with different characteristics and different price
positioning. They are chosen for different occasions. When buying vodka as a gift, consumers tend to
reach for a more expensive product. one will celebrate a family event with a different vodka than for
a meeting with friends. Taste is of course important when making a decision, and taste depends on
the raw materials used in production. Absolut is a top premium vodka, made from Swedish winter
wheat, with continuous distillation. It has a characteristic, delicate taste with spicy notes. Wyborowa,

7.
7
2011
on the other hand, has a creamy aftertaste, with perceptible notes of nuts and wholemeal bread,
because it is made from Polish rye. We also have many other brands of vodka, like Luksusowa, which
is a mainstream vodka. It is made from Polish potatoes and it has a mild, creamy taste of potato
puree with a cream accent. As you can see, our products do not compete with each other directly.
Having such a wide portfolio, we are present in each segment, giving our consumers a broad choice.
How do you see the future of the Polish vodka market?
Poland was, and will be a country, where vodka has the status of a national spirit. This is why, from a
long-term perspective, vodka will remain the foundation of our business. We are in the best situation
among all players, with an international position, a wide portfolio, and top products in all of the
become more open to new tastes and products. As an effect, it will be strong and authentic brands
that will count. We have a feeling that it is our time.
Thank you for the interview.

8.
2011
8
teach you, that there's
no gain without pain.
Real pain. You have to
accept that. If you do,
you realize that it's the
effort that spices up the
victory, but you have to
Being a stranger
in a foreign
country is not new
to me. It's a part of
my identity, my
Source: Malemen
Author:
Date: January 1st
, 2011

9.
9
2011

10.
2011
10
an architect by education, Spanishman by birth
and an American by hi resume. After spending couple years in S o Paolo, he feels safe in
Poland and calls Northern Latinos
It's like dancing. You need to get closer to your partner, no matter if it's tango or samba, and dance to the
same rhythm in these words Victor Jerez describes his experience of getting to know Poles. Poles
or, as he calls us, the Northern Latinos.
Jerez laughs when I ask who's asking whom to dance. After a while he replies that, after all, it's not
him he was brought up in Spain and spent many years in South America, where people are much
more open than in Europe. And these were Poles who would ask him to the dance.
He only needed a bit of time to master the steps. He was keen to learn In each country I absorb
everything like a sponge. Being a stranger in a foreign country is not new to me. It's a part of my identity, my
DNA says he.
It's like architecture, you need to get closer to understand Mr. Jerez, who graduated from architecture
faculty at Harvard, explains. Before I came here, I googled up 'Warsaw', in order to see what the city
looks like, how it's arranged and built. The architecture of a particular town says a lot about its inhabitants. I
noticed that Warsaw puts together the new and the old and it seemed interesting. On the spot, I've learned
that the new the omnipresent apartment blocks is, at the first glance, unrefined. Only when I did some
reading on the Warsaw Uprising did I understand the post-war architecture. I became aware it was not
primitive, but simply pragmatic. Some people made the city this way, because they wanted to live here. After
the war, it had to be rebuilt quickly. When I realised that, I saw people's wilfulness and persistence to live
here. Some kind of power. And I thought that I found myself in an extraordinary place. And that there is a lot
to discover here.
And since Victor Jerez understood why in Warsaw one can find apartment blocks among pre-war
houses and fortifications, he was glad to have a closer look at the city. And to be among people who
still want to construct something here. And live here.
So, in Poland, he gets nearer to architecture and people, as if he was dancing. He watches both really
close, because in summer, Victor Jerez, the chairman of Wyborowa S.A., a company owned by
Pernod Ricard, one of the most important spirits producer in the world, commutes to work by bike.
Before he came to Poland, Mr. - I grew
up in Spain, but under Franco's dictatorship, when I was a teenager, my family emigrated to the USA
says he with a New York accent. - I hadn't obtained an American citizenship till I was 30. I studied
and worked in the US, but as a Spanish man. My name is typically Spanish, with strong Mediterranean
root
used to spend my holiday with my family. In the 70s and the 80s, my motherland and the USA
belonged to two different worlds. Once, in Spain, my father was teaching me and my brother how to
VICTOR JEREZ
What strength and courage lies in these people

11.
11
2011
drive a car. Suddenly, we saw the police. I can still remember how frightened my father was. Spain
ruled by the regime wasn't a good place to live.
At the time, he was not only aware of the situation in Spain, but of the events in Poland as well. Mr.
Jerez: - solidarity, the power of a group of people was impressive.
Seeing my father's fear, I thought that Polish people must be really brave and strong to resist.
Mr. Jerez still appreciates the way Poles manifest their optimism in a difficult situation, you fight. -
It's not like the Brazilian optimism, it's a kind of optimism that involves struggle. Poles struggle all the
time, against floods, harsh winters... Living in Poland is a never-ending class in perseverance. And you
learn how to put up with everything.
Before Mr. Jerez started taking such classes, he witnessed Pinochet stepping down (he moved to
Chile after graduating), and before he had seen changes in Spain after Franco's death. - I watched
Spain trying to get back to Europe says he. - I like to be close to places that are undergoing some changes
and participate in the process. Poland has been changing since 1989. I thought it would be interesting to have
a closer look, especially that since my teenage years I had perceived Poland as a country of strong people,
who, in spite of the obstacles, kept going forward.
That was Victor Jerez's idea of Poland (moreover, he knew the quality of Polish vodka) when two
and by the international group Pernod
Ricard.
The conclusion that Mr.
concise a difficult city. Not so difficult however to give up exploring it. He would visit different
and as a cyclist. Because, Mr. Jerez associates Poland not only with work, but also with biking. He's
been cycling for years, he does both racing and mountain cycling.
- I've never seen a race organized better than the Mazovia Cup, in which I have participated.
Mr Jerez is also a runner. - In Poland, I train early in the morning, in winter as well. Polish snow and cold
make running even more pleasant than in normal conditions.
In the USA he used to participate in the New York Marathons. He has done it three times and he is
down for the next year marathon. But he thinks himself more of a cyclist than a runner. The medals
from cycling competitions are there to confirm it.
He talks about running and cycling like he does about dancing with the Polish people and exploring
Warsaw:
- Competition is actually about the strength of your will. Both disciplines teach you, that there's no gain
without pain. Real pain. You have to accept that. If you do, you realize that it's the effort that spices up the
victory, but you have to want it. Mr. Jerez explains.
He adds that the best book about cycling racing he has read, was written by a Pole, Edward
Borysewicz, who emigrated to the States in the 70s. -
interesting, the author lived in New York, near the place where I lived.
Victor Jerez remembered the fact during the Mazovia Cup race in Poland and thought it incredible.

12.
2011
12
Do you understand? Everything falls together! Mr. Jerez's eyes twinkle. All the roads lead to Poland, so
to say.
And he wandered many roads. - When me and my wife were 20 and something, we set off to South
America. It was a true adventure, because we went by land. Poland is even a better experiment, because you
travel with a group, like on a ship. But it's a business trip. Mr. Jerez meets Poles mainly in the business
context. Working with Poles was a bit of a surprise for him. Even if they are called the Northern
Latinos, they are not always open (you have to drag everything out of them), they don't want to be
imposing and are polite. - You must encourage them to tell you the truth about you. - affirms Mr. Jerez.
That's why these are Poles who have to ask you to dance. You can't insist, because your partner will
move backwards. And you must be prepared for a tango, not latino dances. If you understand that,
you will do fine. When it comes to his co-workers, he is successful. - We work together, but we also
have fun together. And people do it for pleasure here, not to show off, as Mr. Jerez explains: - I know many
capital cities. There's a lot of energy in these cities, but also a lot of showing off. In Poland it's not so
prominent. People go to clubs to meet their friends, not to show how expensive alcohol they can afford. If they
buy something, it's because they feel like doing it, and they don't want to prove anything. Everything's
somehow more natural here.
Poland has been a good choice. As Mr. Jerez states: - My job is connected to upgrading the standard of
living. The nicest moments in a person's life, are those passed with family and friends, with a glass of a quality
drink, in a well designed place. I'm delighted I've gone for it.
Victor Jerez works in the spirits' business. His name Jerez is the name of a region in Spain, where
wines of the same appellation are produced. - Vodka is the next stage of alcohol production. Basing on
wine, you can make vodka, the national Polish drink he explains. Poland seemed then the best choice
to start a new stage in his professional life.
a [Eng. Exquisite], Mr. Jerez
doesn't hesitate: white sausage. He tasted it when he was travelling. Me and my sons were driving
somewhere, it was freezing and we were hungry. Some elderly lady was selling white sausage. She was happy
she could give us, cold and hungry, something to eat.
Royal
Baths
[Eng. Three Crosses Square], and after that you struggle to survive, according to Mr. Jerez. - The paths
end there, and the drivers are pretty aggressive towards cyclists he explains. And he asks to write about
it, because it might change something. After all, with us, the Northern Latinos, you can come to
agreement in every matter. In general, apart from the cycling paths, Mr. Jerez finds dancing with Poles
quite pleasing.
relations. Alcohol helps celebrate contacts, not establish them. An 18-year-old whisky is a premium
drink, nothing more, it won't help you build anything.
He suggests that we should talk about how safe Poland is. In Poland he, first of all, feels safe. - I came
stopped to worry that any time something might happen to me, the tension ceased.

13.
13
2011
Of course, he had a nasty incident once. - Compared to Brazil it was a trifle. A taxi driver wanted to
swindle me and my friends. He demanded that we pay an exorbitant price for a drive from the Old Town to
the city centre. My friend started an argument with him. They had a row, but came to an agreement in the
anything happens the police will come and pu I understood then that in this country
the rule of law is a reality, and that is a country when you can, or sometimes simply have to, struggle
to have your way.
And you can discover things all the time. Recently, Victor Jerez has been visiting backyards around
Plac Konstytucji [Eng. The Constitution Square]. And not only. - Look there from the 22nd floor of a
skyscraper in the centre of Warsaw Mr. Jerez shows the Palace of Culture. - I have found out that
there's an underground alley in this palace which leads to Moscow. It defines this building. When I found it
out I understood the building's meaning and history.
He doesn't know if Warsaw is his place on earth, because he tries not to put down roots anywhere.
His family's history is emigration. He himself, since he graduated, he was always on the move,
changing places. He's not sure if he will stay for a longer time, but when recently he was going back
from New York to Warsaw he thought how good it felt to go back home.
There is something more about this place, connected to travelling and discovering the world, that
allows Victor Jerez to feel fulfilled here. - This country has a fantastic localisation. In a few hours you can
get to Western Europe or Scandinavia. In the USA or in Brazil you can travel for three days and you see the
same things. In Poland, Victor Jerez gets on a plane, in a care, on his bike and set off (or run) in a
direction of his choice without such worries.

14.
2011
14
Source: Rzeczpospolita
Author: Beata Drewnowska
Date: February 23rd
, 2011

15.
15
2011
is profitable to sell expensive alcohols in Poland.
was bought by Pernod Ricard in March 2008 along with the Swedish owner of worldwide known
Absolut brand.
The focus on restructuring led to diminution of market position of Luksusowa, the flagship product
Also, its market share decreased.
At the begging of last year, Jerez and his colleagues decided to take an aggressive approach. Changes
Wyborowa should consider a more innovative approach, the idea paid off. According to Nielsen data,
at the end of 2010, 3% of Polish vodka market belonged to Luksusowa. The year before its market
as at the end of 2009. Pernod Ricard expects from Jerez that he will not only strengthen the position
takeover by the French, one of the most popular globally brands has only 1% market share in Poland.
Wyborowa S.A. announced that it intends to take over the leadership in imported vodka segment,
where currently Finlandia vodka reigns.
so fights
for Polish whisky market. Presently it is the runner up. Diageo, the owner of Johnnie Walker, among
many other brands, is the current leader.
Victor Jerez was born in Spain. He has also U.S. citizenship. He did not learn about management in
college. He graduated from Schools of Architecture at Columbia and Harvard. Before joining the
business world, he worked as an architect in Spain, South America and the US.
In 2007 he became the head of Brazilian subsidiary of the French Group. Previously, he worked for 9
Marathon. He also likes mountain and road biking.
Jerez is married and has two sons. He lives with his family in Warsaw.
An exquisite boss
- word play)

16.
2011
16
Source: Media i Marketing
Author: TW
Date: April 1st
, 2011

17.
17
2011
Wyborowa SA will always have a place in its portfolio both for Absolut and Wyborowa says
Victor Jerez, the CEO of the company. The Swedish premium vodka will be getting a
strong financial support in the upcoming months.
Practically only two players are in the run to win the attractive, generating high margin, imported
premium vodka market Wyborowa S.A. and Brown-Forman. The sales volume proportion of
Absolut to Finlandia (Brown-Forman Polska) is c.a. 30 to 70. The third vodka in the segment
Smirnoff Black, owned by Diageo Polska, has an insignificant market share.
- We want to become the market leader in medium-term period, in about 2-
its quality, Scandinavian roots and international reputation. This is the brand icon that created the premium
segment in vodka category. No other competitor brand has that advantage. There is only one original and it is
our mission to make it clear for Polish consumers says Victor Jerez, CEO of Wyborowa. He highlights
that it was this Swedish vodka that redefined the vodka market and helped consumers consider
vodka as a prestigious, high quality, cosmopolitan product. The idea of premium vodka quickly found
many imitators.
Absolut entered the Wyborowa S.A. portfolio 2 years ago, after Pernod Ricard (the owner of
Wyborowa SA) acquired the brand. Currently, in Poland, IQ Marketing supports the brand.
which aims at supporting young and talented artists beat boxers. The following project will be
-aged
a brand campaign that also covers clubs and stores, where other reasons for purchasing Absolut will
be communicated.
In Poland the brand started to lose its position in the first decade of 21st century. According to
experts, Absolut concentrated too much on niche projects like art openings and fashion shows.
There was a lack of communication in stores, among other issues.
The main competitor, Finlandia, took an opposite approach. Finnish origin and quality were
consistently communicated, especially on shelves. The brand also focused on developing flavored
versions according to Polish tastes.
Absolut is pursuing Finlandia

18.
2011
18
To believe in brands
- In our portfolio there is a place for Absolut and Wyborowa, both will be strongly supported - adds Victor
Jerez. With these words the CEO negates concerns that the acquisition of Absolut by Pernod Ricard
Wyborowa.
Last year a glo
agency Virtue. Local communications for Wyborowa are still in preparation. Currently the company
is in talks with agencies. We still devote significant attention and resourc
strength both in Poland and globally says Victor Jerez.
y volume sales exceeded those of
its top competitor Johnnie Walker Red Label (Diageo Polska). Wyborowa SA plans to become the
whisky market leader and expects to achieve this goal in the short-term.
Such marketer as Wyborowa SA, which offer high-end bran
sentiments.
- Due to the crisis, some consumers bought less of premium brands and chose cheaper alternatives, and they
remain very cautious. Nonetheless we believe in the power of our brands and will be investing in them says
Jerez.

19.
19
2011
Source: American Investor
Author: -
Date: April 1st
, 2011

20.
2011
20
Source: Rzeczpospolita
Author: Beata Drewnowska
Date: May 15th
, 2011

21.
21
2011
We need a year to a year and a half to consolidate our 1st place position on the local whisky market
and to prove that the advantage we gained in last months over Diageo is not temporary says Victor
Jerez, CEO of Wyborowa SA, company owned by French spirits group Pernod Ricard. The main
game for is the mainstream whisky segment, which corresponds to almost half of the total whisky
market.
Clash of the titans
Victor Jerez informs that according to Nielsen, in March 2011 Ballantine's Finest the flagship
mainstream whisky from Pernod Ricard owned 40,5% of this segment. The shares of Johnnie
Walker Red, offered by Diageo, amounted to 30,8%.
We started to gain advantage in autumn 2010 and each month our advantage has been growing
explains the CEO of Wyborowa SA. Nielsen indicated that from April 2010 to March 2011 the sales
of Ballantine's Finest grew by 39%. In the same period Johnnie Walker Red improved its result by
28%.
Victor Jerez explains that Ballantine's Finest have would beaten the rival much sooner, if Diageo did
not move last year to defend its market position by reducing prices: - In response of this movement,
we also launched temporary promotions at the end of 2010, but we do not intend in a long term to
fight for market by price reductions.
Also Jameson, Irish whiskey from Pernod Ricard, is selling better and better in Poland. From April
2010 till March 2011 Poles bought 46% more of this whisky brand than a year before.
Whisky constitutes c.a. 30% of Wyborowa SA total sales. Vodkas remain its key product, with the
total market share giving the company the 4th position on the domestic market after Stock Polska,
CEDC and Belvedere. Mainly Wyborowa and Luksusowa brands are strategic for the company.
decreased by several percentage points. The company was negatively impacted by the drop of
demand and by sharpening competition in vodka.
Absolut is fighting too
already in the coming fiscal year, starting from July 1st, 2011. The company wants to improve the
results based on the existing products in its offer. - We do not intend to follow the example of
Belvedere or CEDC by launching new brands on the market announces Jerez. He thinks that such
Big battle for Scotch (whisky)
battle to Johnnie Walker

22.
2011
22
strategy does allow short term increase in market share, but it is costly and does not guarantee a
sustainable development.
Wyborowa SA is able to increase its vodka market share without any revolutionary changes. We
do not want to do it only within few months, but in several years underlines Jerez. Currently local
vodka market shares of Wyborowa SA are at the level of c.a. 9%. The company is aimed at steadily
gaining percentage points.
Regarding Absolut, Pernod Ricard gives itself also a few years to take the leading position in Poland in
the segment of expensive imported vodkas. Currently it is preceded only by Finlandia owned by
Brown - Forman. In March the sales of Absolut were higher by 30% vs. last year. Within last twelve
months the demand for premium imported vodkas decreased in Poland by 10%.

23.
23
2011
Source: Puls Biznesu
Author: Wiktor Szczepaniak
Date: May 20th
, 2011
Victor Jerez, Chairman &
CEO of Wyborowa S.A.
ensures that the company
is making plans that will
allow Wyborowa brand to
get back on a track to
growth.

24.
2011
24
Alcohol from Poland is rarely poured into the international glasses.
Sobieski is ranked only 32 worldwide and Wyborowa 57
Against a general opinion, Polish vodkas are not the shining stars on the global markets. The
producers are asking for support.
According to the last ranking of 100 strongest brands of premium strong spirits globally (Impact
Databank), Polish brands are far from the podium. Sobieski (Belvedere Group) is at the top of them,
taking 32 position based on data for 2010, with 3,1M sales of 9-liters cases (2,3% increase vs. 2009).
At the same time the famous Wyborowa (Pernod Ricard Group) occupies only 57 position with
1,8M cases sales. Compared with 2009 its global sales declined even by 13%. Also Luksusowa is
ranked among the first 100 with 1,1M cases sales (increase by 32% vs. 2009). According to the
report, Polish vodkas show up even worse regarding the sales value. In that ranking Sobieski occupies
only 86 position (with 300M USD sales), while Wyborowa is at the 90th position (with 280M USD
sales).
Business paradoxes
The board of Belvedere Group is satisfied with 32 position of Sobieski brand globally, especially since
the company has been running through serious financial problems. Despite that, t
management does not want to content themselves with this result.
This year will be the following growth year for Sobieski on the international markets. We expect 2-
digit dynamics. Sobieski vodka conquered US market in grand style. 4 years after the launching, its
sales in 2010 reached there 7,8M liters and was nearly 50% higher than in the previous year. The
sales in the following 12 months, starting from February 2010, have already reached 9M liters. The
strategy developed in that market assumes that next year we will sell even 18M liters of Sobieski
markets, but US market is the biggest one. It seems that the success on this and other markets is
We are also working intensively on further development of strong alcohols, including Sobieski Vodka
in China and India. In a few years the incomes generated on those markets will be significant for the
The decline of global rankings of Wyborowa is mainly due to the declining situation on the local
market.
The overall results of Wyborowa are due in large part to a decline of local volumes, where we have
a very steep downturn in the premium local vodka segment in Poland explains Victor Jerez,
Chairman & CEO of Wyborowa SA from Pernod Ricard.
shine
Polish vodkas behind the elite

25.
25
2011
According to market studies, within last year premium vodkas sales in Poland decreased by several
percentage points.
Overall international sales in our export vodkas is doing well. Internationally Pernod Ricard works
effectively with 2 very strong import vodka brands, Wyborowa and Absolut in PR portfolio. We are
now developing plans to drive Wyborowa to the growth road. assures Victor Jerez.
Sleeping (hidden) potential
Meanwhile the experts agree that the present international position of Polish vodkas is not satisfying.
The position of Polish vodkas globally could be better than presently. I consider that with skilful
promotion and long term support from state institutions there is a chance that Polish brands are
promoted to the first 10th. It is realistic to achieve it within 5-10 years. We can learn a lot in this area
from other nationalities. Scotch whisky succeeded internationally. The same could be done for Polish
vodka, the only thing is to persuade international consumer about its exceptional quality and
tradition
In business you
3 best brands. The position of Polish vodkas in the ranking of the biggest premium strong alcohols is
far from Polish expectations and possibilities. Also a support of Polish diplomacy would be useful for
producers. I would wish to myself and to the sector, that the toasts at the occasion of Polsih
Presidency in the EU are raised with chilled Polish vodka and not with a French cognac or champagne
says an expert of the sector, wishing to remain anonymous

26.
2011
26
We need a year to a year and a half to
consolidate our 1st place position on the
local whisky market and to prove that the
advantage we gained in last months over
Diageo is not temporary. We started to
gain advantage in autumn 2010 and each
month our
Victor Jerez, Chairman & CEO of Wyborowa S.A.
Source: Rynki Alkoholowe
Author: -
Date: June 1st
, 2011

27.
27
2011
Source: Puls Biznesu
Author: Wiktor Szczepaniak
Date: June 16th
, 2011
Victor Jerez, Chairman & CEO of Wyborowa S.A.
with the price
by introducing periodic price discounts. In general
however, we have a long-term strategy. Our goal is to
strengthen our brands and maintain a specific sales
profitability level, and not rapidly gain market share at any
price. Due to the fact that during last 12 months we have
price discounts), its market share has slightly decreased.
On the other hand our other brand Luksusowa
increased its market share thanks to investing in
thorough refreshment of its packaging and its image.
Long-term investments in brands are more profitable
than an aggressive game with price.

28.
2011
28
Source: Rzeczposoplita
Author: Beata Drewnowska
Date: June 2nd
, 2011

29.
29
2011
ALCOHOL | A well know vermouth and rum producer wants to take advantage of the
boom on Polish whisky market, which is already worth 650 million zloty
-
brands we offer in Poland -Martini, which sells
alcohols of the Bacar
also one of strategic brands in the company, among with Martini vermouth, Bacardi rum and Grey
Goose vodka.
s growing popularity in Poland.
According to Nielsen, from April 2010 to March 2011 Poles bought 8.2 million liters of whisky, ca.
28% more than in the same period previous year. Our expenditures on the alcohol increased by
17.5% up to 652 million zloty.
Victor Jerez, CEO of Wyborowa SA (owned by Pernod Ricard group), claims that Polish whisky
market is far from reaching saturation. After analyzing consumer trends we can predict that whisky sales
will grow at a double-digit rate for several upcoming years, while the market value might exceed well over 1
billion zloty
Walker, for the whisky market leadership in Poland.
Bacardi-Martini claims that aside from developing whisky sales, it also plans on focusing on promoting
Bacardi brand. Its market share in the imported premium rum segment amounts to ca. 80%.
Contrary to whisky, the demand for rum in Poland is not growing as rapidly. From February 2010 to
January 2011 Poles spent on it almost 50 million zloty, ca. 4% more that the previous year. From our
point of view, the future will belong to whisky, rum and RTD alcohol beverages claims Cieplak.
g 60 million zloty. From Feb 2010 to Jan 2011 it increased by ca.
25%.
However, it is the vermouth brand Martini which has the biggest share in Bacardi-
rmouth
market has reached its saturation point. In 2010 expenditures on vermouths decreased by 2.2%.
Bacardi will rely on whisky and rum

30.
2011
30
Source: Rzeczpospolita
Author: Beata Drewnowska
Date: June 15th
, 2011

31.
31
2011
By 2015 Poland will become the 25th whisky market in the world. We will outperform
Sweden and Italy, among others.
In four years the Poles will buy more than 10 million liters of whisky according to International
Wine and Spirit Research. We will join the group of 25 countries in which, according to a measure
commonly adopted by the spirits & wine industry, whisky sales will exceed 1 million of 9-liter cases.
IWSR informs that in 2009 we held the 29th position on the global whisky market. During the
upcoming 4 years we will outperform Sweden, Belgium, the Netherlands and Italy.
Whisky is now one of those alcoholic beverages in Poland, where sales are growing at the fastest
rate. According to Nielsen, in April 2011 we bought 894 thousand liters, compared to 583 thousand
a year before. Moreover, in the first four months of this year the whisky sales were 27% higher than
in the same period a year before. Representatives of the spirits industry do not reject the possibility
of reaching the level of 10 million liters of whisky a year faster than IWSR predicts, given the sales
growth ratio will remain at a similar level.
Currently, the value of Polish whisky market reaches 700 million zloty. According to Victor Jerez,
CEO of Wyborowa S.A., an affiliate of Pernod Ricard Group, within a few years our expenses
dedicated to whisky will significantly exceed 1billion zloty.
He adds that the growing demand for whisky in Poland, also for the top premium whisky, will be
supported by among others an increasing affluence (income) of Poles and their growing knowledge
about spirits.
Wyborowa S.A. announces that they need up to one year and a half for taking the leadership in
Polish whisky market and for proving that the advantage, which the brand won in the last months
over Diageo, is not temporary.
Both companies compete mainly in Scotch whisky mainstream segment - the most popular price
quotes the Nielsen data indicating that within the first months of this year the sales of the latter was
amounted to 34%, exceeding by almost 16% the shares of Johnnie Walker Red.
Also CEDC, quoted on Warsa
Beam, benefits from the whisky boom.
We encourage the owners of the brands that we distribute in Poland, to increase the expenses on
promotion and market activities, which result in the increase of sales of these brands much higher
than the average in the sector says William Carey, CEO of CEDC. He adds that in the first months
of this year the dynamics was 30% vs. last year for the main portfolio
Almost 1 billion PLN on whisky

32.
2011
32
Source: Forbes
Author: -
Date: July 1st
, 2011

33.
33
2011

34.
2011
34
Leadership is intimately linked to social
responsibility. For many years Pernod Ricard
has been involved in promoting responsible
drinking. Road safety is a universal concern.
The "Decade of Action for Road Safety"
program, inaugurated by the UN, invites all -
both public and private players, to focus their
efforts on this issue. We believe that it is not
only possible, but necessary, to act to
prevent the risk linked with drink driving.
Victor Jerez, Chairman & CEO of Wyborowa SA
Pernod Ricard
C
business strategy and is developed via platforms which cover all processes: from
production to marketing.
Pernod Ricard, a global group with international reach
employing nearly 18,000 collaborators on all
continents, is aware of the challenges it faces in
the area of corporate social responsibility. As
such, the Group emphasizes the importance
of sustainable development and
responsible attitude towards all of its
employees, clients and consumers.
Human values have always been at the
Protection of raw materials sources and
respect for the environment have been
creation. The Ocean Research Institute,
created by Paul Ricard in 1966 on Les
Embiez island, is a good example of the
This Island on Mediterranean Sea has become a
leading ecological and marine research center.
Additionally, since 1971 the Group has been an active supporter of studies led by the French institute
IREB, a top research organization which is a source of research on alcohol. In 2003 Pernod Ricard
regarding human rights, work conditions, environment standards and corruption. All over the world,
certification policies: ISO 22000 Food Safety, ISO 9001 Quality, ISO 14001 Environment Management
System, OHSAS 18001 Safety and Work Hygiene. Moreover, since June 2009, nearly 93% of the
Credibility of commercial communications is vital for the Group. The subsidiaries must assure that
their initiatives comply with local regulations, as well as with regulations established by the sector
objective th
the regulatory code of marketing communication created by the industry under the patronage of
LEADER IN SOCIAL RESPONSIBILITY

35.
35
2011
The CSR Platform was created as the result of a common vision between the Group and its external
eng -
promotion of responsible alcohol consumption, respect for the environment and for people, the
sharing of culture and the promotion of entrepreneurship.
of responsible
xi vouchers,
compensating employee transport, or covering hotel costs when the employees are attending events
ted with success. The idea is simple: one person
from a group of friends does not drink and has the responsibility for the night to return everyone
consumers of
Responsible for over 40 years. The Group engages in initiatives promoting responsible alcohol
consumption, with special emphasis on the education of young people, but also the prevention of
alcohol consumption by minors and pregnant women. In 2007 Pernod Ricard signed the European
Road Safety Charter, declaring its commitment to the project aimed at reducing the number of road
accident victims. Pernod Ricard, as a signatory of the Charter, is charged with spreading awareness
on road dangers, primarily the dangers of drink driving. To do so, it develops campaigns addressed to
young people who are often unaware of the risk of drinking and driving. Pernod Ricard also
promotes prevention projects and the use of breathalyzers.
rd 2011 in over 70 countries around the world. On that
campaign, declaring their commitment to fulfill the role of responsible attitude ambassadors and have
direct impact by educating those in their closest surroundings. In
Warsaw, Pernod Ricard employees participated in a day-long educational
conference with an expert discussion panel, which consisted of a Police
representative (Marek Konkolewski, who heads the Prevention and
Analysis Team in the Traffic Department of Police Headqurters), an
NGO (Alter Ego Association represented by Janusz Popiel), R2
foundation (a group of emergency rescuers on motorbikes involved in
road safety who were awarded this year with a Lion of Chivalry 2010
award by Wprost weekly and Chivas Regal) and a rally driver (Leszek
Kuzaj). Additionally, the company organized an exhibition in Warsaw
-wide, as well as
social campaigns organized by NGOs.
educational activities conducted by employees and addressed to drivers.
Over 20,000 drivers in the capital city were given mirror-hangers with
against the dangers of drink driving.
Pernod Ricard is a
member of European
Forum for Responsible
Drinking (EFRD),
NGOs like ICAP
(International Center
for Alcohol Policies),
(Company and
Prevention) in France,
or The Portman Group
in the UK.

36.
2011
36
Source: plejada.pl
Author: -
Date: November 21st
, 2011
THE BRIGHT NIGHT Pernod Ricard Polska event
-­‐UP studio, an exquisite party took place. Of
course there could be no party without celebrities (such as Natalia Jaroszewska, Malibu
ambassadress, Agata Pasent and Wojtek Wieteska), excellent cocktails and amazing music by
-­‐Reydet, the
new Chairman & CEO of Pernod Ricard Polska, as well as celebrating the success of the

37.
37
2011
Source: Playboy
Author: -
Date: December 1st
, 2011
THE BRIGHT NIGHT WITH PERNOD RICARD
On November 12th, 2011, in
-­‐UP studio, an
exquisite party took place. Of
course there could be no party
without celebrities (such as
Natalia Jaroszewska, Malibu
ambassadress), excellent
cocktails and amazing music by
KokoBand and Dziewczyny.
welcome Guillaume Girard-­‐
Reydet, the new Chairman &
CEO of Pernod Ricard Polska,
as well as celebrating the
portfolio.