Half full or half empty?

This article is available for reading in Trade magazin 2026/04

Domestic sales took a dive: while 5.5 million hectolitres were sold on the Hungarian market in 2024, only 5.03 million hectolitres were sold in 2025 – this was 9.3% sales decline. On a positive note, export volume rose from 184,000 hectolitres in 2024 to 302,000 hectolitres – an increase of nearly 65%. Consumers love Hungarian products, but are also willing to try international brands.

The appeal of a manufacturer’s value proposition depends on the coordinated presence of several factors: a strong brand, a high‑quality product, attractive in‑store presentation, and relevant, experience‑driven communication

Flavoured new products

Anna Orosz
director of corporate affairs
and communications
HEINEKEN Hungária
Sörgyárak

HEINEKEN Hungária has several innovations in store for 2026. The portfolio includes the Soproni Citrus Unfiltered lager. The Soproni brand is also launching a new non-alcoholic product: Balatoni Nyár, a watermelon and limeflavoured product. The Heineken brand has long been closely associated with sports: it has long been a committed supporter of the football Champions League and Formula 1.

“We believe that the real magic of sport isn’t created in front of the screen, but between people, together. With the Heineken brand we wish to create and amplify these moments”,

says Anna Orosz, director of corporate affairs and communications at HEINEKEN Hungária Sörgyárak Zrt.

György Spiegel
marketing director
Borsodi Sörgyár

At Borsodi Brewery they see growth potential in both premium, specialty products and in the reduced-alcohol and non-alcoholic segments. It is a milestone in the portfolio that Coors is also produced in cans and KEGs from May 2025. In the Friss 0.0% portfolio a low-calorie, naturally caffeinated pomegranate-cherry flavoured Friss 0.0% has been introduced, which is very popular with consumers.

“In Hungary football is a common language that connects people across different layers of society. Cheering is a communal experience – and so is drinking beer. Sports sponsorship offers stable, predictable media exposure and long-term visibility”,

points out marketing director György Spiegel.

In Hungary, alcohol‑free and reduced‑alcohol categories are also gaining increasing importance, with flavored alcohol‑free variants showing particularly dynamic growth

A transforming category

In accordance with international trends, the non-alcoholic and low-alcohol category is playing a more important role than before in Hungary. This segment is no longer a “sacrifice” but a conscious choice. As a result of years of expansion, alcohol-free and low-alcohol products now account for nearly 10% of total sales, with sales of flavoured non-alcoholic variants growing particularly dynamically. The rise of craft beers is clearly building the beer category and encouraging innovation and renewal in the sector. Even larger breweries are placing greater emphasis on expanding and diversifying their portfolios.

Ibolya Szabó
corporate affairs
director
Dreher Breweries

In 2025 Dreher was the first to introduce a functional beer to the Hungarian market, Dreher 24 Hydrate, which is made with carbohydrate-electrolyte solutions and is aimed at adults with active lifestyles. Another important move was the nationwide expansion of ANTL, the experimental brand of Dreher Breweries: since 2021 they have been reinterpreting classic beer types in line with current trends. Dreher and Pilsner Urquell tank beers are delivered to restaurants immediately after production, without pasteurisation, where they are stored in special copper tanks in a closed system, to preserve their original flavour and freshness.

“The history of the company and the brand also plays a key role behind the products, and we are constantly building on this at Dreher”,

adds corporate affairs director Ibolya Szabó.

The rise of craft beers is clearly contributing to the growth of the beer category and is encouraging innovation and renewal across the sector

Portfolio development and brand experience

Luca Popa
marketing manager
Pécsi Sör

Pécsi Sör’s BIO Pécsi Premium Lager and sour cherry flavoured Pécsi Premium Meggy performed exceptionally well, reinforcing their presence in the flavoured segment. Unfiltered Pécsi Prémium Szűretlen Pils and wheat beer Pécsi Prémium Búza are also available at more and more points of sale. Brand communication involves the regionally operating Pécsi Sör Brand Stores and a Pécsi Taproom is scheduled to open in the spring of 2026.

“Our goal is for people to not only encounter our products, but also to gain insight into the world of brewing through experiences, learn about the values behind the brand, and form a personal connection with us”,

underlines marketing manager Luca Popa.

Amarilla Pelbárt
secretary
Magyar Sörgyártók
Szövetsége

The Hungarian beer industry faces several interrelated challenges in the long term. Beer consumption is declining. Tightening regulations and rising costs owing to sustainability expectations also pose a challenge. Uncertainty in the hospitality industry also creates a risk, because this channel is particularly sensitive to economic fluctuations. In February 2026 the Association of Hungarian Brewers (MSSZ) launched its”1 Hungarian Beer” marketing campaign, which focuses on the responsible consumption and diversity of beer.

“In the long run a sudden increase in beer consumption can’t be expected, so success will depend on how well brewers can adapt to changing demands, innovation, and sustainable solutions” predicts Pelbárt Amarilla, the secretary of MSSZ.

There is growing interest in specialty malts, new or rediscovered hop varieties, as well as locally and regionally sourced ingredients