Market building is the most important thing, according to the government commissioner responsible for wine marketing

By: Trademagazin Date: 2026. 02. 06. 09:50

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According to the government commissioner responsible for wine marketing, a market for Hungarian wine must be built with all resources – the Hungarian Wine Marketing Agency told MTI on Friday.

Pál Rókusfalvy emphasized that market presence can be strengthened with clear messages, and the agency must follow the strategy set when it was founded, because the most important indicators have developed well in the period since then.

The domestic awareness of the Hungarian Wine brand was ensured by the campaigns in 2025, exports are growing despite unfavorable trends

– they wrote.

According to the statement, global wine consumption decreased by 3.1 percent from 2023 to 2024, while Hungarian exports increased by 15.5 percent in volume and 17.9 percent in value. Last year, 40.3 million liters of bottled wine were exported from Hungary, and the increase has been continuous since 2022. The German market performed best, with sales of Hungarian bottled wines growing by 11 percent, with average prices increasing by almost 10 percent.

They added that the structure of exports is also developing favorably, as the proportion of sparkling wine in exports decreased from 70 percent to 63 percent from 2022 to 2025.

Based on the feedback, the Hungarian Wine Marketing Agency believes that Hungarian wine has strengthened its position in foreign markets despite the recessionary pressure, and that campaigns supporting export sales have also contributed to the results.