Żubr once again recognized by retailers. The brand was awarded “Złoty Paragon 2026” and retains sales leadership

The Żubr brand was once again recognized at this year’s “Złoty Paragon – Nagroda Kupców Polskich 2026” event (Golden Receipt – Polish Merchants’ Award 2026), one of the most prestigious competitions in the FMCG industry. 

Furthermore, since the competition’s launch back in 2011, Żubr has won a total of 11 awards: 7 main “Golden Receipt” trophies and 4 distinctions. For the third year running, retailers have named Żubr as a brand with a tangible impact on their business.

This year’s distinction in the lager category confirms the brand’s strong market position and its proven track record of boosting store revenues. At the same time, Żubr continues its reign as Poland’s best-selling beer*. It remains the top choice in its category, continuously holding the number one market position since 2013**.

The brand’s ongoing success comes down to a consistently executed strategy. Żubr stays true to its iconic nature-themed world, memorable characters, and signature humour, while keeping its storytelling fresh. This approach allows the brand to effectively engage a wide audience, building a relationship rooted in trust and reliability.

– This recognition is especially valuable to us because it comes directly from our retail partners, who see firsthand the impact products have on sales. We consistently build the brand on a proven strategy and a powerful market presence. Thanks to this approach, Żubr remains both a consumer favourite and a rock-solid business partner for retailers – says Jacek Grabarczyk, Żubr Brand Director.

By combining a stable brand image, high awareness, and effective sales support, Żubr continues to strengthen its position as the undisputed leader in the retail beer category.

* Source: NielsenIQ, Retail Audit, Total Poland (Food); sales volume (l), volume share; weeks 7’2025–6’2026, category: beer. © NielsenIQ 2026

** Internal analysis based on NielsenIQ, Retail Audit, Total Poland (Beer), Volume % Share from 2013 to 2025 w45 YTD.