Through the eyes of the researcher

Dr. Gedeon Totth, head of the Marketing Department at the Budapest Business School and tutor of Borkollégium talked about the latest trends on the Hungarian wine market:

Dr. Gedeon Totth
head of Marketing Faculty
Budapest Business School

A shift in consumption towards Hungarian quality wines is more of a target than reality, yet. Ever more vineries offer new products, which leads to a general quality improvement, however, online surveys capture such a shift in higher qualified consumer groups. The most thrilling buzzwords vary by segment, but in general, the demand for low-alcohol wines made in a reductive environment, rosé and sparkling wines has been increasing. Amidst the COVID-19 pandemic, the share of online wine purchases has grown, but it is a question whether this share will drop again and to which extent in the post-COVID period. New packaging forms complying with the principles of sustainability have also shown up on the market, with only a small share, though. //