”Consumers need to be charmed” – Aqua Lorenzo’s vision for the future

This article is available for reading in Trade magazin 2025/2-3.

What do we need to know about Aqua Lorenzo?

Tamás Bárány
managing director
Aqua Lorenzo

– Firstly, our company is a major employer in the Albertirsa region, affecting the livelihoods of nearly 5,000 people, including family members. Secondly, we are talking about one of the most traditional mineral water and soft drink companies in Hungary.

What are the values that you bring to the market?

– On the one hand, our ambition is to bring a fresh impetus to the mineral water and soft drink category, to create new impulses and offer alternatives.

On the other hand, the market is going through turbulent times, especially with the introduction of the DRS system. Still, the lesson has always been the same: when the consumer is unsure, they either want the same thing they have always wanted but cheaper, or they want more for the same price. A responsible supplier focuses on the second alternative.

Finally, consumers need to be charmed and made feel that we are constantly working to make them happy.

What are the new innovations in the Queen soft drink range?

– We are talking about products whose mission is to offer refreshment and great taste. Last September new Queen soft drinks hit the shops, in Tutti Frutti and Green Apple flavours, performing superbly from the get-go.

What are the plans of Aqua Lorenzo for this year?

– Mineral water is central to our plans. I am convinced that in Hungary the fantastic mineral water hidden in the depths of the earth – which in our case is proven to be glacial, untouched and free from all the impurities of human history – is a world-class treasure in our hands. The Veritas and Aqua Minera wells are tunnels to the past. In my view Veritas mineral water is one of the finest mineral waters in the world. In addition to having a balanced mineral content, it has a PH of 8.0 and is suitable for a low-sodium diet. It is our joint responsibility in the industry to help Hungarian mineral water find its place in the value system of domestic consumers.

What kind of challenges are you facing in the market and how are you addressing them?

– Let’s be honest, the economic conditions have been challenging for us in recent years. However, in the second half of 2024 we put in place a completely new management team, a dedicated sales team, a highly creative product development unit, and a vibrant and imaginative digital and trade marketing community. Telling the truth is easy, but making others believe it is hard. The challenge is as simple as that and our reorganised team asks for the trust and support of our trading partners in this work. (x)