Wineries reloaded: the second generation is coming

This article is available for reading in Trade magazin 2025/11.

 How does the professional attitude and vision of young winemakers differ from that of the “old” generation?

Pálma Koch
president
Junibor – Young Winemakers’
Association

– The old generation has typically built its winemaking approach on traditions, proven methods and stability. Young winemakers are very fortunate, because they have had the opportunity to learn the basics of technology and tradition from their parents, but they have also had the chance to study abroad, travel and gain experience. This global outlook results in fresh thinking, a broader perspective and an even more open-minded attitude.

What do you think could slow down the decline in wine consumption?

– Hungarian wineries keep making progress and becoming more committed to quality; there are external reasons for dropping wine consumption. Openness is key if we wish to reach consumers and this involves creating new types of lighter, more modern wine styles, as well as eye-catching packaging that is in line with current trends.

How do you respond to the needs of young consumers?

– Since its inception in 2009, the Junibor Association has made it a priority to connect with its own generation. Young people are curious and open-minded, but not necessarily what a winemaker would be most passionate about to talk about. Social media and active online interaction are essential for reaching young people. Attending wine-related events and music festivals gives young people the opportunity to feel like participants in the world of wine.

What do you think about the potential and future of no-low wines?

– When I am in a restaurant and see that alcohol-free wine is available, I am always happy, as this option is particularly useful for drivers or pregnant women.