Flavour creators

By: Trademagazin editor Date: 2026. 03. 23. 16:19

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

Beáta Harcsa
marketing director
Zwack

“Over the past two years Hungarian cocktail culture has become noticeably more mature. Bars have seen a decline in the proportion of “just for show” drinks, replaced by cleaner, more technically precise cocktails based on quality ingredients. Guests are more conscious: they ask about ingredients, style, and alcohol content”,

we learn from Beáta Harcsa, marketing director at Zwack.

Attila Piri
marketing director
Heinemann Testvérek

“International trends are also boosting domestic cocktail sales. Long drinks continue to dominate the hospitality industry as a whole, while demand for low-alcohol drinks is also growing. Although the cocktail trend is primarily strengthening in bars, long drinks remain the dominant choice in other HoReCa establishments”,

says Attila Piri, marketing director at Heinemann Testvérek.

Training, inspiration and presence

This year Zwack is helping partners with training, recipe development, and joint activations in cocktail sales. Their brand ambassadors hold bartender training sessions throughout the country, sharing their knowledge of spirits and brands, as well as cocktail preparation and serving techniques with professionals in the industry. Every year they make a Long Drink booklet for the summer season, with cocktail suggestions and recipes using drinks from the Zwack portfolio. Heinemann supports its partners with a tailor-made unique cocktail long drink menu. The company also organises various consumer-attracting promotions and programmes, and they even provide tools for some brands. Heinemann plans to launch the Fernet Coin programme in Hungary this year.

Maximalism in a glass

In 2026 cocktails aren’t just drinks, but a complex experience. Bars and restaurants are increasingly building their offerings around drinks that appeal to the senses, are visually striking, yet consciously constructed. The emphasis is on presentation, layers of flavours, and shareability – guests no longer just go out to drink, but to experience an “adventure”. Maximalism is making a comeback, but in a more refined form. Instead of extravagant decorations, the focus is now on thoughtful, often edible decorations. The glass, texture, colours, and aromas form a unified whole. Cocktail making is now closer to the culinary arts than ever before: flavours are deeper and more structured, with the goal of creating body and aromatic complexity. Rethinking the classics is also a defining trend. Tiny pours and tasting menus are also more and more popular.

The tiny pour trend allows for experimenting and variety

Flavours and techniques

Cocktail trends in 2026 are about consciousness, technical precision, and an experience-focused approach. The goal isn’t theatrical presentation anymore, but balance and the harmonious coordination of texture and flavour layers. One of the main trends today is clarification, which is more than just a technical feat. During the purification process the drink loses its cloudiness and harsher flavours, while gaining a silkier texture and a cleaner appearance. The recent trend of “back to the classics” is gaining momentum. The Old Fashioned and Whiskey Sour aren’t returning with new recipes, but with top-quality ingredients, precise techniques, and sophisticated presentation. Bold flavour combinations are rewriting the usual balances and contrasts create new structures. Wine-based cocktails are emerging and cocktails are increasingly becoming a lifestyle element.