Partner Center has been operating in the alcohol import and distribution market for many years, dealing in both wines and spirits. What were the key moments in the company’s development and what is its current position on the domestic and international markets?
Partner Center has been operating on the Polish market for nearly 35 years. The company’s beginnings, in the 1990s, were marked by the import of French wines and active sales development in the HoReCa segment. Over the years, the company has established a strong position in this market segment, becoming one of the leading importers of wines and spirits from around the world.
Ten years ago, another important moment came - our development strategy also took a new direction: off-trade. Today, Partner Center is a “comprehensive supplier” – we work with the biggest players in the on-trade and off-trade markets. We import and sell over 7,000,000 bottles annually and work with over 100 suppliers from around the world.
2025 is another milestone year for Partner Center. Our strategy is strongly focused on export activities. We are active in this field and are attracting an increasing number of foreign companies interested in our brands. Our craft vodka Czarna Olcha is number one when it comes to exports. This is hardly surprising, as it is the most sought-after category of alcohol on foreign markets. And Polish vodka still enjoys a good reputation.
So, what conditions must vodka meet to attract the interest of demanding consumers on foreign markets?
– As a nation, we are famous for producing excellent quality vodka, and this opinion is still present on foreign markets. It is worth mentioning here that Poland is one of the leading exporters of spirits in the world. According to KOWR data, in 2024, products worth EUR 560.2 million were sold on foreign markets, almost 8% more than in the previous year.
The simplest criterion is the fact that it is produced and bottled in Poland. Another criterion is the quality of the vodka, and here we need to divide this “piece of the pie” into two categories: mass production and craft production. We focus on the latter – high-quality production.
This is in line with the premiumization trend observed on the market – it is not quantity but quality that matters. Our craft vodka, Czarna Olcha, is produced in Podlasie from the best raw materials – spirit made from Polish rye. It is aged for a minimum of two to three weeks, and no more than 2,500 bottles are bottled each day. This almost boutique production is what sets our product apart. The appearance of the bottle itself is also an important aspect. We attach great importance to this. All this means that our vodka is not a cheap product, but in return, the customer receives exceptional quality in an exceptional setting. I would also like to add that Czarna Olcha has won many prestigious industry awards.
Does the trend towards craftsmanship and artisanship still play an important role in the alcohol industry? How important are authenticity, locality, and product history in the process of building an alcohol brand today? How important is storytelling?
For customers, and there are more and more of them, who value quality products, authenticity, locality, and history are very important. Conscious consumers are also willing to pay more for such products.
Good storytelling is an increasingly appreciated currency. You can build a lot on it – relationships, trust, but, what is important in this case, also sales. This is, of course, a much smaller piece of the market, but one that gives much more “commercial” satisfaction.
It is worth mentioning that storytelling is particularly important for sales in the HoReCa channel. Guiding the customer using the history of wine during tasting or getting them interested in the product, and as a result selling not a glass of wine, but a whole bottle, are key areas of knowledge and activity in this segment.
Poles are traveling more and more often, returning from trips abroad with a solid knowledge of wine – we have simply become more aware consumers in this area.
The percentage of people visiting restaurants and knowing the basics of wine is much higher today than it was a few years ago. This translates into a search for specific grape varieties and wine regions, as well as curiosity about the history and storytelling of wine.
The off-trade market, on the other hand, represents a completely different consumer approach. Of course, conscious customers know exactly what brand, country, appellation, and grape variety they are looking for in the store. But the other group of customers, the less conscious ones, often make impulsive choices, focusing on the appearance of the bottle and label, narrowing their choice down to the categories of white/red/sparkling and sweet/dry.
If we conducted a survey on how many people read wine labels when choosing from the store shelf, I think it would be a small percentage of consumers.
What product categories is the company currently focusing on the most and what is the structure of its offer?
The priority is to develop the offer of well-known and reputable wineries from around the world for customers in the HoReCa segment. Our catalog is quite a journey – from South America, through California, the Old World of Wine, Africa, the cradle of winemaking in Georgia and Armenia, to the corners of Australia and New Zealand.
From the point of view of our off-trade offer, our main activities focus on the development of the Italian brand Casa Pecunia, the Georgian Kazbek Peak, the craft vodka Czarna Olcha, and a new addition to our offer – the Dolcetino brand.
In recent months, we have seen a decline in sales of vodka and beer, but also wine. What do you think is the reason for these changes? Are they the result of changing consumer habits, economic factors, or perhaps legislative measures?
There are indeed declines, everyone can see that. In terms of volume, the market has been shrinking by several percent for years. That is why the export of strong alcohols is a great opportunity for Polish producers.
Personally, I ask an open question: is this already a trend, or is it still just a fad influenced by influencers?
Today, new generations are indeed entering the adult consumer market, shaping completely different purchasing expectations. This mix of older and younger consumers means that the offer must be very diverse.
Over the last two years, we have seen a trend–including the NoLo trend – towards lighter alcoholic products, full of flavors and colors. Consumers who choose such products expect a much lighter flavor profile – I would call it “easy-drinking.” We must be ready for this. But let’s not kid ourselves – there are still consumers who prefer classic, strong spirits or wines.
What are your main export destinations and which foreign markets have the greatest potential today for the development of sales of wines, vodkas, and other alcoholic beverages from the Partner Center’s range?
We are open to all possible directions. We have been exploring this area for a long time and see great potential in typical export destinations for Polish vodka, such as Western European countries and the United States. However, we are surprised by the openness and interest in our offer from very exotic destinations, such as Bali.
What challenges does a company operating at the intersection of alcohol import, distribution, and export face today? Are these mainly logistical, cost, or legislative issues, or perhaps also cultural ones?
From the point of view of our offer, we operate in accordance with our brand development strategy. We focus on our main import destinations and actively develop our products. In terms of organization, like every other company in this sector, we emphasize the digitization and automation of our activities. We are committed to simplifying internal and external processes as much as possible and to using AI technology in our daily work. However, relationships, quality relationships, remain our greatest value.
Partner Center has been operating on the Polish market for nearly 35 years. The company’s beginnings, in the 1990s, were marked by the import of French wines and active sales development in the HoReCa segment. Over the years, the company has established a strong position in this market segment, becoming one of the leading importers of wines and spirits from around the world.
Ten years ago, another important moment came - our development strategy also took a new direction: off-trade. Today, Partner Center is a “comprehensive supplier” – we work with the biggest players in the on-trade and off-trade markets. We import and sell over 7,000,000 bottles annually and work with over 100 suppliers from around the world.
2025 is another milestone year for Partner Center. Our strategy is strongly focused on export activities. We are active in this field and are attracting an increasing number of foreign companies interested in our brands. Our craft vodka Czarna Olcha is number one when it comes to exports. This is hardly surprising, as it is the most sought-after category of alcohol on foreign markets. And Polish vodka still enjoys a good reputation.
So, what conditions must vodka meet to attract the interest of demanding consumers on foreign markets?
– As a nation, we are famous for producing excellent quality vodka, and this opinion is still present on foreign markets. It is worth mentioning here that Poland is one of the leading exporters of spirits in the world. According to KOWR data, in 2024, products worth EUR 560.2 million were sold on foreign markets, almost 8% more than in the previous year.
The simplest criterion is the fact that it is produced and bottled in Poland. Another criterion is the quality of the vodka, and here we need to divide this “piece of the pie” into two categories: mass production and craft production. We focus on the latter – high-quality production.
This is in line with the premiumization trend observed on the market – it is not quantity but quality that matters. Our craft vodka, Czarna Olcha, is produced in Podlasie from the best raw materials – spirit made from Polish rye. It is aged for a minimum of two to three weeks, and no more than 2,500 bottles are bottled each day. This almost boutique production is what sets our product apart. The appearance of the bottle itself is also an important aspect. We attach great importance to this. All this means that our vodka is not a cheap product, but in return, the customer receives exceptional quality in an exceptional setting. I would also like to add that Czarna Olcha has won many prestigious industry awards.
Does the trend towards craftsmanship and artisanship still play an important role in the alcohol industry? How important are authenticity, locality, and product history in the process of building an alcohol brand today? How important is storytelling?
For customers, and there are more and more of them, who value quality products, authenticity, locality, and history are very important. Conscious consumers are also willing to pay more for such products.
Good storytelling is an increasingly appreciated currency. You can build a lot on it – relationships, trust, but, what is important in this case, also sales. This is, of course, a much smaller piece of the market, but one that gives much more “commercial” satisfaction.
It is worth mentioning that storytelling is particularly important for sales in the HoReCa channel. Guiding the customer using the history of wine during tasting or getting them interested in the product, and as a result selling not a glass of wine, but a whole bottle, are key areas of knowledge and activity in this segment.
Poles are traveling more and more often, returning from trips abroad with a solid knowledge of wine – we have simply become more aware consumers in this area.
The percentage of people visiting restaurants and knowing the basics of wine is much higher today than it was a few years ago. This translates into a search for specific grape varieties and wine regions, as well as curiosity about the history and storytelling of wine.
The off-trade market, on the other hand, represents a completely different consumer approach. Of course, conscious customers know exactly what brand, country, appellation, and grape variety they are looking for in the store. But the other group of customers, the less conscious ones, often make impulsive choices, focusing on the appearance of the bottle and label, narrowing their choice down to the categories of white/red/sparkling and sweet/dry.
If we conducted a survey on how many people read wine labels when choosing from the store shelf, I think it would be a small percentage of consumers.
What product categories is the company currently focusing on the most and what is the structure of its offer?
The priority is to develop the offer of well-known and reputable wineries from around the world for customers in the HoReCa segment. Our catalog is quite a journey – from South America, through California, the Old World of Wine, Africa, the cradle of winemaking in Georgia and Armenia, to the corners of Australia and New Zealand.
From the point of view of our off-trade offer, our main activities focus on the development of the Italian brand Casa Pecunia, the Georgian Kazbek Peak, the craft vodka Czarna Olcha, and a new addition to our offer – the Dolcetino brand.
In recent months, we have seen a decline in sales of vodka and beer, but also wine. What do you think is the reason for these changes? Are they the result of changing consumer habits, economic factors, or perhaps legislative measures?
There are indeed declines, everyone can see that. In terms of volume, the market has been shrinking by several percent for years. That is why the export of strong alcohols is a great opportunity for Polish producers.
Personally, I ask an open question: is this already a trend, or is it still just a fad influenced by influencers?
Today, new generations are indeed entering the adult consumer market, shaping completely different purchasing expectations. This mix of older and younger consumers means that the offer must be very diverse.
Over the last two years, we have seen a trend–including the NoLo trend – towards lighter alcoholic products, full of flavors and colors. Consumers who choose such products expect a much lighter flavor profile – I would call it “easy-drinking.” We must be ready for this. But let’s not kid ourselves – there are still consumers who prefer classic, strong spirits or wines.
What are your main export destinations and which foreign markets have the greatest potential today for the development of sales of wines, vodkas, and other alcoholic beverages from the Partner Center’s range?
We are open to all possible directions. We have been exploring this area for a long time and see great potential in typical export destinations for Polish vodka, such as Western European countries and the United States. However, we are surprised by the openness and interest in our offer from very exotic destinations, such as Bali.
What challenges does a company operating at the intersection of alcohol import, distribution, and export face today? Are these mainly logistical, cost, or legislative issues, or perhaps also cultural ones?
From the point of view of our offer, we operate in accordance with our brand development strategy. We focus on our main import destinations and actively develop our products. In terms of organization, like every other company in this sector, we emphasize the digitization and automation of our activities. We are committed to simplifying internal and external processes as much as possible and to using AI technology in our daily work. However, relationships, quality relationships, remain our greatest value.
