At the end of the 19th century, the firm was inherited by the founder's great grandson, Józef Adam Baczewski. A graduate of Lwów University of Technology and a specialist in spirits technology, Józef Adam refurbished and significantly expanded the factory. He also bought new production lines in France, the Netherlands and built a new refinery. He also started to export Polish spirits to other European countries, including France, United Kingdom, Italy and Germany. This started the popularity of Polish vodka abroad. Józef Adam was one of the first businessmen in Central Europe to introduce marketing on a large scale. To distinguish his vodkas and liqueurs from other brands available to Europeans, he ordered all export spirits to be sold in crystal carafe rather than bottles. With time all Baczewski's bottles were turned into carafes as well. In 1894, during the National Fair in Lwów, the carafe-shaped pavilion of J.A. Baczewski company was chosen as the most interesting exhibition - and the most visited. The marketing strategy also included advertisement in press, on leaflets and posters.