Ipsos research: 37 percent of Hungarians would like to taste organic wine

The segment may have significant growth potential

According to a recent survey by Ipsos and Illyés Kúria, nearly two-thirds of Hungarian consumers have heard of organic or natural wines, and 13 percent of those surveyed have already tasted them.  Most people (57%) are clearly open to organic wines because of the “chemicals” used in “large-scale” winemaking, but according to respondents, another important argument is that natural wines result in a more natural taste (38%) and are made with more sustainable production (29%). The results suggest that there is significant growth potential in the segment, as 37 percent of respondents would like to taste organic wines that they have only heard of before, not to mention almost half of Hungarians, for whom this category is completely unknown.

Fertilizer and polyvinyl-polypyrrolidone

While in large-scale wine production, the entire vineyard is regularly sprayed with synthetic pesticides such as azoxystrobin or boscalid in order to achieve high yields, in the case of organic capital, only copper- and sulfur-based bio-fungicides, as well as plant extracts and microbial-based products are permitted, and those too in very limited quantities. The use of artificial fertilizers is also prohibited – instead, the long-proven compost and green manure are used to increase soil fertility. In the case of industrial wines, the amount of sulfur dioxide used for preservation is often 2-3 times higher than in the case of organic wines, not to mention substances such as the color stabilizer polyvinylpolypyrrolidone (PVPP), which is also on the banned list for natural wines.

Organic wine requires time, patience and knowledge – which is often passed down from generation to generation. At Illyés Kúria, for example, red wines have been made using the natural process on the slopes of Szekszárd since 2006. “For us, the most important thing is to let the flavors and textures of the grapes specific to the given vintage develop,not to force a constant aroma profile on the wine” – explains Miklós Illyés, co-owner of Kúria and wine expert. “We avoid rough pressing, and we keep the crushed grapes on their skins for a very long time. This helps us to develop the fullness and character of the wine” – adds Bálint Illyés, co-owner of Kúria. The Kúria’s wines are also inspected every year by Bio-Kontroll Hungária, which certifies that the crop production and processing comply with Hungarian and European organic regulations.

Most full-bodied red wines are sold during the holidays

According to the experience of Illyés Kúria, most red wines are sold between December and February, as bottles are not only placed on the festive table, but also under the tree. The research by Ipsos and the Kúria also revealed what kind of wine we don’t miss when it comes to giving gifts: Almost half of Hungarians (42%) prefer domestic wines, and every fourth respondent would be happy with red wine from a local producer or organic wine.

The results are in line with European trends, as in addition to decreasing alcohol consumption, choosing wine is also becoming a value choice, where naturalness, sustainability and the origin of the wine are among the most important aspects.