Close to consumers

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

Károly Gerendai
sales specialist for
wine and sparkling wine 
METRO

“We have seen stable growth in both the wine and sparkling wine categories over the past year and a half”,

says Károly Gerendai, sales specialist for wine and sparkling wine at METRO.

Consumer tastes are changing dynamically: interest in white wines, sparkling wines, and champagnes continues to grow.

Non-alcoholic and flavoured drinks are also gaining attention, appealing to new target groups. METRO believes that knowledge is the basis of conscious wine consumption.

Through their HoReCa partners and the insights they provide to customers – whether via professional events, tastings or presentations – METRO does its best to bring the world of wine closer to them. Consumer consciousness, the shift towards a healthy lifestyle and the demand for non-alcoholic or low-alcohol beverages are all influencing the market.

Product selection update

Márk Maczelka
head of communications
SPAR

“We have placed a special emphasis on the wine category in recent times and our product selection has undergone a major transformation. This year we have introduced new, exclusive brands available only in SPAR and INTERSPAR stores”,

comments Márk Maczelka, SPAR’s head of communications.

They also developed a large selection of low-alcohol and alcohol-free wines and sparkling wines, and are concentrating on products in alternative packaging (bag-in-box). Consumption habits are constantly changing: consumers increasingly prefer easy-to-drink, aromatic and fruity wines, while demand for red wines continues to drop and people prefer lighter white wines. Demand for wine cocktails and sparkling wines keeps growing.

Clear and accessible communication brings wine closer to everyday enjoyment.

Among the leaders in innovation

András Kató
wine and sparkling wine
procurement
specialist
Chef Market

“In the first eight months of 2025 we increased our wine and sparkling wine sales by nearly 50% if compared to the same period last year”,

reports András Kató, Chef Market’s wine and sparkling wine procurement specialist.

Hungarian consumers are more and more open to new products – they like to explore, experiment and discover new “colours” in the world of wine.

The diversity of Chef Market’s product selection has further strengthened, so that innovation can play a prominent role alongside traditional values.

This year they have added new prosecco brands: Diamante is enjoying success with its innovative packaging, while Trevisana is performing exceptionally well in the “price champion” segment. In cooperation with their winemaker partners, they are working to remain one of the leaders in domestic winemaking innovation.

The foundation of conscious wine consumption and sales is education

Bag-in-box is on the rise

For ALDI the wine and sparkling wine category has shown stable performance over the past year and a half. In the retailer’s experience the end-of-year period continues to be exceptionally strong, in terms of both wine and sparkling wine sales. With the professional support of its own sommelier, ALDI pays special attention to ensuring that the wines and sparkling wines in its selection meet the highest quality standards in preparation for the end of year season. Consumption habits have changed significantly in recent years, which ALDI continuously monitors and takes into account when developing the product offering. Bag-in-box packaging is increasingly popular, which is why several seasonal items have been available in this format ALDI stores since summer 2025.

Wine should be easy to understand!

Zoltán Keresztesi
business development
manager
Winehub

“Winehub has recently celebrated its third birthday and in 2024 we realised nearly HUF 1bn sales. We have set a target of 50% growth for this year and this goal is backed by our strategic decision to enter the tobacco shop market as a major supplier”,

informs Zoltán Keresztesi, business development manager at Winehub.

Consumer tastes are currently influenced by three factors: wine should be easy to understand, meet naturalness expectations and have a good price-value ratio. Through its events, Winehub brings producers and consumers closer to each other – this has been a fundamental mission since the beginning.

Educational content is a constant element of Winehub Wine Centre’s communication, as from a commercial point of view knowledgeable buyers are more valuable to the wine and sparkling wine sector.

No-low wines can help engage younger generations

Gen Z enjoys wine differently

Gergő Szakács
head of operations 
DiVino

“Hungarian consumer taste has become more sophisticated in recent years. In addition to classic wine varieties, people are more open to light, fruity styles and appreciate the story behind the wine. DiVino’s offering consists of wines from the Junibor association ”,

reports Gergő Szakács, head of operations at DiVino.

The company’s opinion is that the decline in wine consumption can be offset not by an increase in quantity, but by a conscious search for quality. Their pricing policy is based on the idea that everyone should be able to find their own wine experience – within their budget. Generation Z drinks wine differently: for them wine consumption is much more relaxed, it isn’t not about rules or etiquette but about moments and shared experiences. They also like to taste and try new things, they consume more casually – in moderation – and much more consciously than Generation Y.

Education and consciousness

Judit Dobrovitsné Király
IVIB universe director
Auchan Magyarország

“Looking at the trends in our wine and sparkling wine sales, we can see that our sales figures are steadily increasing, but the number of units sold is decreasing”,

reveals Judit Dobrovitsné Király, IVIB universe director at Auchan Magyarország.

Analysis results reveal that buyers are choosing fewer but higher quality products. In the last quarter of the year Auchan plans to organise special promotions in both the wine and sparkling wine categories.

In recent years they have seen continuous growth in the sales volume of champagnes and sparkling wines, which exceeds that of wines. Conscious consumption and quality wines are closely linked to gastronomy. If younger consumers learn about grape varieties and types of wine and sparkling wine, they will find it much easier and more confident to choose drinks that best suit dishes and their own tastes.