Palinka popular among young people

Palinka has become fashionable. It has recently become an extremely successful product compared to the past. However, only premium brands of very high quality are welcome in restaurants. – Restaurants are looking for palinka, because demand is high – says János Szicsek, deputy managing director of Szicsek Pálinkafőzde. – Price is not a primary consideration, nor is the label, what matters is quality – he adds. Above a certain level, it does not make much difference if we pay HUF 700 or 900 for a shot of palinka. Products of Szicsek Pálinkafőzde can be found in 400-500 restaurants, but their retail sales are also substantial. Specialities account for 50 per cent of their total sales, but around times like Christmas, this can go up to 90 per cent. Restaurants are served either on the basis of specific orders, or using a mobile assortment. Zwack Kosher and Zwack Nemes Pálinka are made in Zwack Kecskeméti Pálinka Manufaktúra. Zwack Kosher palinkas are the biggest selling palinka in Europe, made exclusively from fruits. The whole production process from harvesting to distillation and bottling is overseen by a religious supervisor. Limited edition Zwack Nemes palinkas are made from specially selected fruits. Zwack Nemes Pálinka is one of the most innovative Hungarian brands. Their recent top products, Spiced Pear or Besztercei Plum made in quantities of only 150 litres are intended for top restaurants.Their blackcurrant palinka has finished in first place in its category in the last International Wine & Spirit Competion, held in London. HoReCa businesses are usually contacted by sales reps who present products and organise promotions, whereas sales are handled mostly by wholesale partners. Zwack has been the first to introduce a mentor program aimed at educating representatives of the HoReCa business about the culture of palinka and the current trends. Regarding flavours, classic fruits like plum, peach and pear are still the most popular. – We are trying to build up a continuous presence in restaurants and our experience is positive – says Miklós Juhász, marketing director of Zsindelyes Pálinkafőzde. In 80 per cent of cases when sales reps contact restaurants, a successful co-operation is developed.– We also supply marketing tools like, glasses, trays, presentation boxes for restaurants – he adds. Retail sales of Zsindelyes Pálinkafőzde exceed HoReCa sales several times. Middle age groups prefer classic flavours like plum or peach, while younger age groups (20-30) seem to be open to more special flavours like blackcurrant. – We have had positive feedback from our clients. Our sales show continuous growth – sums up their experience Zsolt Vavrek, owner of Boldogkő-Fruit Kft, the manufacturer of BESTILLO palinkas. Restaurants are looking for innovative products, but consumers often find it hard to distinguish palinka from other liquors. However, demand for premium quality palinka is growing. It is not easy to enter the restaurant market for distilleries which only make palinkas, as it is more difficult for them to provide incentives for restaurants. At present, 30-40 per cent of BESTILLO palinkas are sold in restaurants, but their objective is to reach 50 per cent. Restaurant guests are more open to specialities, as they do not have buy a bottle to try a new flavour, whereas classic flavours dominate in specialised stores.