Leaving the negative period behind

Closer to the consumer

János Frittmann informs that they are targeting all age groups. The winery is beginning to understand that young, new wine drinkers can be introduced to the taste of wine with wine-based drinks in 250ml size. Their NEXTGEN aluminium can packaged wine cocktail is in line with the latest trends. He thinks the main reason for the decline in wine consumption in Hungary is the zero tolerance policy.

Gergely Kovács reports that their cooperation with most retail chains is working well. A good example of this is the partnership with Lidl, which is 20 years old this year: they are really satisfied with the cooperation in both the domestic and international markets, for private label (Amethyst) and Grand Tokaj wines alike.

Zalán Szittnyai opines that retail chains are clearly price-focused. In the HoReCa channel price is also important but quality, being special and having a story are just as important. Zwack tries to meet the needs of both channels. Wine has more and more competitors. With the rise of the bar culture, people are more and more interested in colourful drinks, but also in classic long drinks and cocktails. //

In the 12 months leading up to August 2024, consumers bought significantly less wine (almost 10% less in volume) than in the same period a year earlier. Among alcoholic beverages the drop in volume sales was the biggest here. 60% of Hungarian households purchase wine at least once a year, with an average buying frequency of 13 times over the 12- month period, which was a 6% decrease compared to August 2023 MAT. Apart from wines, only sparkling wines suffered a sales drop in the alcoholic beverages category. As for price, wine has seen a surge of 14% compared to the other alcoholic drink categories. One litre now costs HUF 1,100 on average. Over the past 12 months the average household bought just over 20 litres of wine, which translates into a 12-month spend between HUF 22,000-23,000.

Dry wine is the most popular, with 40% of Hungarian households buying it, and it also accounts for nearly half of volume sales. It is followed by sweet wine (which reaches a third of households) and semi-sweet wine (which reaches a quarter of households). Red wine is the most popular, having almost half of the market in both value and volume. White wine is the second most popular, with almost 40% of the market, followed by rosé at 15%. In terms of size 750ml wines have the largest share in the category, with three quarters of value sales and just over half of volume sales. Higher quality wines are the most popular among households, representing two thirds of the market and consumers spending on average HUF 1,800 per occasion on such wines. Almost half of households are buying wine in discount supermarkets. //