There will always be buyers for quality pálinka

Mr Gerendai told us: he isn’t sure that pálinka should be modernised in any way. He believes that the three keywords for pálinka are country, tradition and culture. Mr Vajda talked to Trade magazin about how to promote the consumption of premium pálinkas. This task involves regularly educating consumers and buyer partners, implementing targeted marketing campaigns and taking premium quality pálinka to grocery stores, bars and restaurants all over Hungary. Mr Nagy reckons that commercial pálinka distilleries should receive state funding, in order to avoid quality pálinka’s disappearance from the market because of illegal and home distilling. Mr Vértes spoke about the need for the pálinka category to appear on platforms where consumers are present on a daily basis. //

 “Pálinka sales were much higher in the first half of 2022 than in the same periods of the Covid years – I am talking about 760,000 litres of 50% abv pálinka (in 2021 540,000 litres were sold, in 2020 sales reached 484,000 litres); but we are still miles away from the 894,000-litre sales performance in the first half of 2018.

Fruit prices have increased by 20-30%, but pálinka also became more expensive because of higher salary costs and energy prices. Plus there aren’t enough bottles available due to the war in Ukraine. A lot of fruit farmers are suffering from a labour force problem too. Since fruit is more expensive than the main ingredients of other spirits, pálinka can’t compete with these drinks.

Trade conference

Hungary’s best pálinka is traditionally displayed in the Hungarikum cabinet of the Agricultural Museum

PNT president László Mihályi gave the keynote speech, speaking about the objectives of the conference. Master distiller Sándor Ács stressed the importance of using the best ingredients. PNT vice president Géza Béli talked about the importance of having a comprehensive pálinka strategy for Hungary.

State secretary Tamás Andréka said: the use of geographical indications can help in brand building. Master distiller István Jákob spoke about the relationship between pálinka and Hungarian cuisine. Péter Ondré, CEO of the Agricultural Marketing Centre (AMC) offered their help to the pálinka sector. At the conference Hungary’s best pálinka in 2022 was also named: Elder Pálinka by Brill pálinka distillery. //

Hungary’s excellent pálinkas

Within the framework of the National Pálinka Excellence Programme of the Ministry of Agriculture, Hungary’s best pálinkas were selected for the ninth time in 2022. State secretary Márton Nobilis told: today pálinka is a high quality spirit, one of Hungary’s best and most characteristic products, which is a real Hungaricum.

Sixteen pálinka distilleries entered the contest with 103 pálinkas. The jury panel decided that 67 items from 13 distilleries were worthy of a certification: 49 became Pálinka of Excellence and 18 were named TOP Pálinka of Excellence. In 2022 the sour cherry pálinka of Lunczer Pálinka House won the special award of the Ministry of Agriculture. //