16 March 2022

Żubrówka, Soplica, Absolwent and Bols in the Polish Maspex Group. Repolonisation of brands

Maspex Group has finalised the acquisition of the Polish assets of Roust Corporation. As a result of the transaction, the company acquired CEDC International Sp. z o.o. and its subsidiary B2B Wine & Spirits Sp. z o.o. – together with the rights to all the brands offered by CEDC: Żubrówka, Soplica, Absolwent and the Bols brand. They were all transferred to the Polish owner.

“The final contract was signed earlier this week. The last formal step was a change of management and the assumption of operational control of CEDC, which took place yesterday. We expanded our portfolio with more iconic Polish brands – Żubrówka, Soplica, Absolwent and the Bols brand” – says Dorota Liszka, Spokesperson of the Group.

CEDC is the vodka market leader with a share of over 47% (by volume) and the largest importer of foreign spirits in our country. It has an iconic, historic portfolio of leading vodka brands such as Żubrówka (a legendary Polish brand with nearly 500 years of tradition, the third biggest volume on the global vodka market, present on 86 markets), Soplica (world no. 8), Absolwent and Bols. In addition to the brands that are produced at the plants in Białystok and Oborniki, Maspex acquired distribution rights on the Polish market for Carlo Rossi, Frontera, Barefoot wines and coloured spirits, among others: Grant’s, Glenfiddich and Tullamore D.E.W., Metaxa, Jȁgermeister, Cointreau, Campari, Aperol and Remy Martin.

This transaction created Poland’s largest food group.

Production of the Group’s alcoholic range takes place at facilities in Oborniki and Białystok. Another business unit has been created within the Group’s organisational structure, the Business Unit Spirits, which has its own business autonomy and will bring together all functions necessary for its operations, including sales, marketing and production. The new business will be built on the basis of the competences of CEDC’s employees, modern production facilities and leading brands.

Maspex is the largest private Polish company in the food industry and one of the largest in Central and Eastern Europe. The company has 63 brands in its portfolio and collectively offers more than 2,300 SKUs, with its products being present in more than 60 countries worldwide. Tymbark, Kubuś, Lubella, Łowicz, Krakus, Kotlin, Puchatek, DecoMorreno, Cremona, Plusssz as well as La Festa, Relax, Bucovina, River, Queens, Olympos, Apenta and Vellingrad are mostly market leaders and brands most valued in their categories by consumers in Poland and CEE. Products from the Maspex portfolio are manufactured in 15 modern production facilities in Poland and abroad. Annually, they produce 2.03 billion litres of juices, nectars and drinks, over 280,000 tonnes of pasta, cereals and instant products and almost 170,000 tonnes of jams and preserves. Maspex focuses on organic growth and acquisitions. Every year, the company buys 300,000 tonnes of fruit and vegetables and 130,000 tonnes of wheat from Polish farmers. The sales revenue in 2021 amounted to PLN 6.03 billion.

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