The European Economic Congress (EEC) in Katowice has once again concluded. Among opinion leaders and experts, the voice of the luxury goods industry resonated strongly. Maciej Wojciechowski, Director of Dom Whisky's Physical Stores, during a conversation, painted a picture of the Polish whisky market, which has become an important segment of the economy.
The end of the „one bottle” era”
Maciej Wojciechowski, who has been associated with Dom Whisky since 2014, recalled at this year's congress how the scale of the business has changed over the last decade. Back in 2014, selling a single bottle for 20,000 złoty was an event that the media wrote about for several days.
Today, as the director of Dom Whisky admits, such transactions no longer impress the industry. – Not every day, but every week we sell this type of bottle. If there wasn't a market for such demand, we wouldn't have these bottles in our range. – he said during EEC Talks 2026.
A market worth almost a billion złoty
The numbers presented during the congress are impressive. The entire Polish premium spirits segment is currently worth around 1.5 billion zloty. Crucially, it is whisky that is responsible for almost 40% total market value, which means £900 million.
Who is a Polish collector?
Maciej pointed to two main target groups:
- Discerning individual collectors: Enthusiasts who follow vintages and limited editions.
- Corporate clients Companies choosing unique editions to underline the prestige of business meetings.
There was also an unusual anecdote about one of the Polish collectors who bought whisky for half a million zloty. Not with consumption in mind, but as a legacy for future generations. Because whisky can be stored for decades without losing quality, it is an excellent „time capsule”.
An investment with soul (and a Bond)
Although whisky is treated as an investment, the director of the House of Whisky points out that its value grows more slowly than that of luxury watches or works of art. Nevertheless, the market is red-hot – an example of this is the upcoming collection to mark the James Bond anniversary. Although the bottles are not yet physically on the market, practically all of them have already been sold out.
The young generation and the „NoLo” trend”
An interesting thread was the generational shift. Younger customers are more demanding – they are not only interested in the label but also in the production process: the type of grain, the distillery's history, or the barrel type.
Interestingly, Dom Whisky is not concerned about the trend for low-alcohol (NoLo) drinks. It likens tasting premium whisky to eating a luxurious Belgian praline – one is enough for the entire evening, providing maximum enjoyment with minimal alcohol.
Poland on the world map
While Shanghai has become the global luxury hub, Poland is emerging as an important player in Europe. Maciej Wojciechowski emphasised that although the Polish collector community is discreet, it is characterised by a great tasting culture. On the market, alongside dominant Scotland, Ireland is also making bolder strides.
Maciej Wojciechowski's address at EEC 2026 demonstrated that whisky in Poland is now synonymous with professionalism, education, and stable value. In a world where „luxury is an experience,” Dom Whisky is effectively building a bridge between passion and hard business.
Source: KPMG Report
