GLOBAL: Pernod Ricard readies Wyborowa relaunch

By | 25 July 2012

Click through to view the new Wyborowa bottle

Click through to view the new Wyborowa bottle

view 1 related image

Pernod Ricard is set to roll out a redesigned bottle for its Wyborowa vodka brand.

The move is part of a relaunch of Wyborowa in all its markets. Pernod has owned the brand since 2001, when it acquired its owner, Polmos Poznan, for around US$70m.

Wyborowa is now run by Pernod's Absolut Company subsidiary, which also handles Absolut, Malibu and Kahlua.

Show the press release


The Absolut Company - Jul 25, 2012 15:25 CEST

Created by Poland’s State Spirit Monopoly in 1926, Wyborowa was formulated to embody the very best of Poland’s highly respected wodka-making capabilities. Impressed by its distinctive, sweet flavour and creamy velvety texture, the country’s authorities christened it “Wyborowa,” the Polish word for “exquisite.” Coveted by the Polish people, it was selected as the country’s first wodka to be sold abroad.

Wyborowa soon drew worldwide attention and has since won more than 30 awards in international spirits competitions. It is now sold in more than 90 countries, where its unique rye-based character and balanced finish consistently win the hearts of true wodka enthusiasts.

“We like to say that there is no way to improve Wyborowa, it is already the ‘exquisite’ wodka,” said Dan Lundberg, Global Marketing Director at The Wyborowa Company. “We have instead worked to distinguish this re-launch with an exciting new bottle design.”

Indeed, to mark the re-introduction of this iconic Polish brand, The Wyborowa Company will unveil an elegant new bottle that captures the adventurous, forward-looking spirit of Wyborowa while honoring its storied past. The bottle is crafted from distinctively modern cut glass and is emblazon with a blue label and bulb-shaped neck that recall the brand’s original packaging and iconic role in Polish history.

“The vertical lines on the bottle were showcased on the first international label in 1932 as a symbol of rye grain,” said Mr Lundberg. “They have been featured on every design thereafter and are now beautifully engraved into the glass.”

The new Wyborowa bottle will be available globally from mid-July.

Round and full-bodied, with rich notes of fresh nuttiness and warm rye bread, Wyborowa is best enjoyed frozen in shots or on the rocks. Wyborowa is also excellent in cocktails, and long drinks.  


Original source: Company release

Sectors: Spirits

Companies: Pernod, Wyborowa, Ricard, Absolut, Kahlua

View next/previous articles

Currently reading -

GLOBAL: Pernod Ricard readies Wyborowa relaunch

There are currently no comments on this article

Be the first to comment on this article

Related research


This report analyzes the worldwide markets for Wine in Million Litres. It includes all wine categories, still, (red, white and rose), sparkling, fortified, vermouth, non-grape wine, wine coolers and ice wine. The report provides separate comprehensiv...

Related articles

just the Round-Up - The week in drinks

The top ten stories published on just-drinks last week:

S KOREA: Scotch slump hits Diageo's Windsor - figures

Diageo's top-selling imported whisky in South Korea has seen a sales slump as the sector continues a four-year decline in the country, according to local reports.

GLOBAL: Diageo leads Pernod Ricard in top-end vodka fight - analyst

Pernod Ricard's super-premium vodkas lack the depth to compete with Diageo's as vodka continues its value boom, an analyst has said.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page