Wine market changes: declining consumption, challenges and opportunities

By: Trademagazin Date: 2025. 03. 04. 11:20

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In recent years, there has been a significant transformation in the domestic and international wine market. In particular, the demand for red wines has decreased drastically, while the popularity of rosé wines peaked and then began to stagnate. Tamás Günzer, CEO of Günzer Tamás Pincészet, highlighted in an interview with the Agrársektor that the younger generations are less and less interested in wine consumption, preferring short drinks. As a result, it has become crucial for wineries to popularize wine culture and address young people.

Declining wine consumption and changing trends

According to the 2023 market research by the National Council of Mountain Villages (HNT), the number of wine consumers in Hungary has decreased by approximately one million in the past six years. The consumption of red wines decreased by 7%, while the demand for rosé wines increased by 5%, but stagnation can now be observed.

“We feel that the domestic wine sector is going through a slight decline. In our winery, this is not drastic, but it can be perceived as a trend,” said Tamás Günzer. He added that the white wine market, on the other hand, is growing steadily, and even in the Villány wine region, traditionally known for its red wines, more and more white grapes are being grown.

In the case of rosé wines, demand has reached its maximum and is now experiencing a slight decline. There was never enough of them before, but now it seems that the market is saturated. In the case of red wines, however, there is a clear decline, especially among young consumers, who prefer short drinks, rums and gin and tonics.

The need to promote wine consumption

According to Tamás Günzer, strengthening the prestige of wine consumption is a priority task. “It’s not chic to drink wine today, but it should be. It should be an elegantly served, chilled wine experience, but many people don’t see it that way,” he said. To this end, several winemakers and organizations, including the Hungarian Wine Academy, are actively working to reach out to the younger generations.

According to the expert, wine culture could be more effectively promoted by organizing university lectures and tastings. Although some wineries are already actively working on this, they still have a long way to go.