Drinks for the young and those young at heart

This article is available for reading in Trade magazin 2025/10.

The biggest challenge for the bitter category is how to make the bitter taste – which is popular among older generations – appealing to younger generations as well.

Turning towards young people

Beáta Harcsa
marketing director
Zwack

“Unicum is Hungary’s leading premium spirit brand. Its market position has been stable for the past year and a half and sales are growing, partly due to the introduction of Unicum Orange Bitter”,

says Beáta Harcsa marketing director of Zwack.

Rejuvenating the brand is a priority for the company. The most successful innovation in the past few years has been Unicum Orange Bitter, which is less shot-like, less alcoholic and offers consumers a more orange-flavoured taste.

Ádám Somogyvári
senior brand manager
Roust

Ádám Somogyvári, senior brand manager of Roust Hungary:

“The bitter category is still performing well within the spirit market and Jägermeister sales are growing above the category average. Over the past year and a half we have been able to better reach younger consumers, and Jägermeister Orange – which came out this year – is also finding a target group that hasn’t been closely associated with the main variant so far”

Premiumisation and sales

László Nagy
CEO
Kunság-Szesz

“In the past eighteen months the domestic bitter liqueur market has undergone major changes, and we – the third biggest player in the Hungarian premium segment – are following and shaping these with innovations and market sensitivity. In 2023 the bitter liqueur market as a whole achieved 7% growth in value sales, with a turnover around HUF 41bn, while volume sales were down 6%. This shift is a clear sign of premiumisation, as consumers are increasingly choosing higher quality products offering special and authentic flavours”,

says László Nagy, CEO of Kunság-Szesz Zrt. 

Attila Piri
marketing director
Heinemann

“Our bitter brands are Fernet Branca, Branca Menta, and Underberg, and their volume sales are low compared to the leading products. Fernet is generally available in top HoReCa stores, where we have strong distribution, as well as in Italian restaurants”,

comments Attila Piri, Heinemann’s marketing director.

He believes that brand loyalty is more characteristic of the 40+ age group.

Consumption habits

Radványi Eszter
brand manager
Dunapro

Eszter Radványi, brand manager of Dunapro:

“Aperol has a prominent place in our portfolio and is known for its orange colour and bitter-sweet orange flavour. Aperol sales have been growing in the past year and a half, achieving a 23% increase in volume compared to the previous year. We expect further growth by the end of this year”.

Aperol has a special Value Added Packaging (VAP) version, which offers the iconic drink in special, limited-edition format: the package contains one bottle of Aperol and one bottle of Cinzano To Spritz sparkling wine. Ádám Somogyvári remarks that when it comes to Jägermeister consumption, Roust Hungary needs to emphasise the shot format, but with the orange version they place greater emphasis on its use in long drinks and cocktails.

With the necessary lightness

Besides the increasingly popular spritzers and light refreshments, Kunság-Szesz has developed new recipes that are easy to prepare and can also be used as cocktail ingredients, serving both the creativity of professional users and consumer needs. The company is especially proud to be the first in Hungary to introduce a non-alcoholic version of Mátyás Keserű Likőr in cherry, plum and coffee flavours. This product has set a new standard on the bitter liqueur market. Eszter Radványi explains that the basis of Aperol Spritz is a 3-2-1 ratio of prosecco, Aperol and soda, served with lots of ice and garnished with orange slices. Dunapro supports sales in hospitality venues with POS materials and with the help of their brand ambassador they take part in various pop-up events.

Liqueur, you are so sweet

The Baileys brand that Zwack distributes has been the Hungarian market leader in the cream liqueur category for years. In addition to Original Irish Cream, Salted Caramel, Tiramisu and Chocolate variants are also available, and Toffee Popcorn is arriving this autumn. With the Baileys and Fütyülős brands Zwack targets those who prefer sweeter flavours. Fütyülős innovations such as Tutti Frutti and Sour Cherry and the recommended consumption methods are aimed at young people, with their lighter flavours.

Heinemann distributes the Tatratea brand in the liqueur category and sales are growing significantly year on year. According to Nielsen AC’s report, in the first half of 2025 the brand’s volume in the retail channel grew by 33% compared to the same period last year. As the popularity of RTD’s is growing, the company rolled out the Tatratea&Cola and Tatratea&Tonic products this year, reports Attila Piri. In addition to the original 52% Tatratea, a light version with 35% alcohol content has also been introduced to the market.

Flavours and nuances

Amaro

Amaro represents one of the most diverse and exciting categories among Italian beverages: a bitter liqueur made from herbs, spices and roots, with flavours ranging from fresh citrus notes to deep, earthy tones. Originally consumed as a digestive, it has been elevated to the international stage by cocktail culture over the past decade, e.g. Negroni, Garibaldi or modern classics such as Paper Plane. Amaro embodies both the Italian cultural heritage and global innovation. 

Amaretto

Amaretto is one of the best-known and most popular types of Italian liqueur, made from almonds or apricot kernels, with a silky sweet, slightly bitter flavour. Its dominant almond and marzipan notes are complemented by delicate vanilla and caramel tones. Traditionally it is enjoyed on its own or with ice, but its versatility makes it a perfect accompaniment to coffee, desserts and cocktails. Amaretto is easier to drink than full-bodied bitter liqueurs, thanks to its relatively lower alcohol content.