The world of cactus

This article is available for reading in Trade magazin 2025/6-7.

Dávid Gábor Kovács
marketing director
Zwack

“In recent years the tequila market has shown positive dynamics in Hungary, it is especially premium brands made from 100% agave that are gaining attention – mainly thanks to the interest of young adults and the strengthening of cocktail culture”,

says Dávid Gábor Kovács, marketing director of Zwack.

In Hungary mixto (in part sugarcane-based) products dominate the tequila category in volume. As a result of the premiumisation trend, the share of 100% agave-based tequilas is gradually augmenting. Following the agave shortage, once again Zwack began selling the super-premium Don Julio brand in 2023, which continued to show double-digit growth over the past 12 months.

Don Julio’s main sales channel is HoReCa, specifically cocktail bars, high-end restaurants, five-star hotels and elite clubs, while in the retail channel the product can be found in larger hypermarkets and specialist drink stores.

The end of the agave shortage

Attila Piri
marketing director
Heinemann Testvérek

Attila Piri, marketing director of Heinemann:

“The fact that the agave shortage isn’t affecting producers at the moment has a positive impact on the category. In recent years several new premium+ category tequilas have appeared on the market and high-quality tequilas are also conquering Hungary, especially in top bars”.

According to Nielsen IQ data from the first quarter of 2025, the tequila category increased by 16% in value and 27% in volume on the Hungarian retail market.

Heinemann’s biggest brand in terms of volume is Sierra Tequila, which has covered roughly 50% of the domestic market over the last five years. In addition to the well-known Blanco, Reposado, and Antiguo varieties, the distribution and percentage sales of 100% agave Sierra Antiguo Plata and Antiguo Anejo are also growing nicely in the HoReCa channel.

Sipping or shot

Petra Dákai, junior brand manager of Roust Hungary Kft.:

PetraDákai
junior brand
manager
Roust Hungary

“Tequila is still one of the smallest market segments in Eastern Europe. In the West, however, tequila is gaining ground and sales are growing dynamically, especially in the United Kingdom and Germany”.

The company’s portfolio includes two tequila brands (Jose Cuervo and 1800) and one mezcal brand (400 Conejos). Their flagship product is Jose Cuervo, which is considered the world’s most popular tequila. Tequila is a HoReCa-centred product, accounting for more than 50% of the company’s sales in 2024.

Gábor Árok
premium spirit manager
Coca-Cola HBC
Magyarország

“Hungary’s tequila market is developing rapidly, especially in the premium segment. Quality tequilas such as silver, reposado and añejo realise the biggest growth. Consumers enjoy tequila not only in cocktails anymore, but also drink it neat”,

emphasises Gábor Árok, premium spirit manager of Coca-Cola HBC Magyarország.

In the tequila category the company distributes the El Jimador (mainstream) and Patron (premium) brands.