A category where even the bitter is sweet

By: Ipacs Tamás Date: 2022. 10. 24. 10:29

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András Tripolszky
marketing director
Roust

András Tripolszky, marketing director of Roust Hungary: “Flavoured spirit sales were up 11.9% in 2021. Sales of anise-flavoured spirits grew above the average, by more than 30%. A large part of the sales growth comes from the revitalising HoReCa segment, but the general momentum in the premium spirit category also entailed dynamic growth in the last year and a half. In the first half of the year Roust was able to increase its markets share in the flavoured spirit category. The company’s biggest brand is Jägermeister. Roust’s portfolio also contains BOLS liqueurs and the Cointreau, Sambuca, Limoncello de Capri, Pisang Ambon, Passoa and Galliano brands.”

László Nagy
owner
Kunság-Szesz

László Nagy, owner of Kunság-Szesz: “The bitter category didn’t weaken in the last year and a half. According to a NielsenIQ survey, Hungarians spent HUF 124bn on 9 types of spirits in 2021, and volume sales grew by 12%. Bitters were the most popular, realising HUF 34bn sales. Our company’s goal is to become the third biggest player behind the two bitter giants. Promotional events and consumer feedback tell us that young people like flavoured spirits. Trends come and go, but bitter is here to stay.”

Attila Piri
marketing director
Heinemann

Attila Piri, marketing director of Heinemann Testvérek Kft.: “In the liqueur category, the sales trends of our products are positive. Mozart sales are growing year after year – in the last two year sales augmented by almost 30%. Berentzen liqueur sales were also up last year, but our experience is that it is difficult to acquire new buyers – we rely much more on brand loyal consumers. Sales of the company’s Tatratea product – they took over distribution early this year – are strengthening in both

Without sweet liqueurs, a large part of our cocktails would be less colourful and creamy

Bar owners play a key role in hospitality, because they meet customers directly, and thanks to this they can influence their decisions.” //

Successful products also innovate

The world’s best-selling liqueur brand is Baileys, from which almost 80 million litres were sold last year. According to IWSR data, in Hungary Baileys sales grew by 15.2% in 2020, and NielsenIQ data from July 2022 indicate that the Baileys product range expanded by 18.2% in one year.