… it is juniper berries that rule!

This article is available for reading in Trade magazin 2025/5.

Slowdown in Hungary too

Attila Piri
marketing director
Heinemann Testvérek

“In 2017 the annual volume of domestic gin consumption was 33,000 9-litre cases, rising to nearly 130,000 cases in 2023. According to NIQ’s retail market report, the gin category was stagnating in the autumn of 2024 – for the first time after a long period. Figures from February 2025 show a 2% contraction compared to the same period last year”,

informs Attila Piri, marketing director at Heinemann.

Heinemann sells Roku gin in the super-premium category, Larios in the premium category and its standard gin is Finsbuy.

“In most European countries we can see a small decrease in gin consumption. However, the Hungarian gin market in is still growing, especially in the premium and premium+ categories. In recent years consumers have shown growing demand for quality drinks and gin remains one of the most popular spirits in the cocktail world”,

explains Dávid Gábor Kovács, Zwack’s marketing director. Kalumba, made using Madagascan spices, is a prominent product among the gins made in Hungary.

Good, better, best

Gábor Árok
premium spirit manager
Coca-Cola HBC
Magyarország

“NIQ research confirms the assumption that the gin market’s growth seems to be slowing down. Last year the category contracted by 3% in volume, but it grew by 3% in value compared to the previous year. This also reflects the fact that sales of premium and super-premium gins in the higher price range are growing”,

points out Gábor Árok, premium spirit manager of Coca-Cola HBC Magyarország.

In the gin category the company distributes Bombay Sapphire London Dry Gin, in three variants.

Csaba Mosonyi
country manager
Sovereign Brands

“I don’t see a decline on the Hungarian market, it is more like the dynamic growth of previous years has consolidated and slowed down, with the advancement of other categories such as spritzes and rums”.

Sovereign Brands is introducing the McQueen and the Violet Fog gin to the Hungarian market. It is a premium artisan product made far from the home of gin, near the Brazilian rainforest.

Juniper berries reign!

Eszter Sgánetz
brand manager
DunaPro Brand

Eszter Sgánetz, brand manager of DunaPro Brand Kft.:

“In 2025 gin consumption in Hungary shows a small decline compared to the significant growth of previous years, similar to other European countries. Classic dry gins still account for the bulk of volume sales, but consumers are thirsty for new things, so many producers are trying flavoured gins. This is why DunaPro has added Portofino Gin to its portfolio, which is based on carefully selected juniper berries, lemon peel, rosemary, lavender and sage distilled in copper stills”.

Dunapro is the distributor of two premium gin brands, Bulldog London Dry Gin and Portofino Dry Gin.

Péter Bárány
owner
Grand Spirit

 “With the exception of trends that only last for a year, the whole alcohol category has stalled and this is dragging many categories down. The dynamics of the domestic market are different from the international market, even the gin and tonic trend arrived later”,

says Peter Bárány, the owner of Grand Spirit.

The company’s best-known product is Wheat Blossom gin, famous for its lime and acacia flowers.

Besides juniper, the basic spices for gin are coriander, angelica, cardamom, cornflower, rose petals, nutmeg flowers, hibiscus, Sichuan pepper, but the wide range of kits also offers many other spices for seasoning your favourite drink at home

New flavours

According to Attila Piri, the number of flavoured gins has increased on the market. Premium gins tend to have a 40% alcohol content or higher. The company’s Roku is 43%, Finsbury Platinum is 47% and is Larios 40%, while flavoured gins are 37.5% – just like lower-priced gins. Domestic gin brands have their place on the market. They typically compete in the super-premium category.

Dávid Gábor Kovács 
marketing director
Zwack

Consumers are particularly receptive to fruity flavours (e.g. blackcurrant, citrus) and exotic, spicy notes (e.g. hibiscus, cardamom, vanilla), explains Dávid Gábor Kovács.

Brand loyalty is relatively small as shoppers like to try new flavours and brands. Hungarian-made premium and premium+ gins are gaining ground on the market and represent significant competition to international brands, both in retail and in HoReCa.

Brand loyalty and curiosity

Gábor Árok believes there is brand loyalty in the gin category, but it isn’t as strong as in the whisky segment. In the case of gin consumers are more open to experimentation, be it the popular gin and tonic long drinks or the classic gin-based signature cocktails. With the Bombay Sapphire brand the company focuses on long drinks that can be customised by adding different spices or other ingredients, such as lemon and thyme or even rosemary. Csaba Mosonyi agrees that there is a brand loyalty in the world of domestic gin consumers, but in his view it is more like being loyal to a given flavour. Consumers fall in love with a particular flavour of a brand and then buy it again – it is the good taste experience that grabs consumers. A good example of this is McQueen Ultraviolet Edition or to mention other brands Malfy Rosa or Beefeater Pink Strawberry.