In restaurants, we are paying for the name of the wine

Wine has been present in the HoReCa sector since ancient times. Names are important in this business, as this is what guest are paying for. It is not easy for large companies to enter this market, even with premium quality products. Name is far more important for wines than for other products and it is even more important than quality itself. Sometimes excellent, international award-winning wines cannot be sold in restaurants where the guests would be a priority target group, because the name is not well known enough. Large wineries can only be successful if they back up their products with serious marketing and distribution efforts. HoReCa is dominated by big names, the artists, while retail chains are the hunting ground for larger wineries .Family wineries are displacing large enterprises from the HoReCa sector, because they are either in direct contact with the client or it is served by a wine trader who does not carry the products of big wineries. Elegant restaurants prefer not to serve wines which are also available in retail chains. In Western markets, the situation is different, large wineries have good positions in the HoReCa sector. Well known wineries usually dominate their local HoReCa businesses, which are served directly. However, many restaurants prefer to buy from wholesalers, because it is more convenient for them to order all alcoholic drinks from a single source. Wines in one and a half litre bottles which can be closed are popular in bars and restaurants. The culture of drinking wine is developing and many people choose a certain wine in HoReCa not only because they know its name, but also for the occasion. Less well known wines which can be bought in supermarkets are not „for the occasion”. Zwack Unicum Nyrt., is one of the major wine traders with its Zwack Izabella selection of wines for restaurants. This contains wines from almost every region in the country. Great wines, small volume – is the idea behind the selection. This constantly changing assortment of 150 wines includes major names but also less well known ones.