An exciting, exotic world

“There are more and more distributors in the domestic market, so finally you don’t have to settle for 1-2 brands, as you can choose from lots of products selecting based on price, quality, production technology, uniqueness, flavour and character”,

says Dr Krisztián Garamvölgyi, managing director of Kikimix Kft., a two-time world and Hungarian champion bartender.

The reason why rum consumption isn’t growing so dynamically is that everything arrives in Hungary with a few-year delay, and that young people don’t really like characteristic flavours.

Csilla Tollas believes there is still room for improvement, and her company is trying to do its best with tasting sessions, education, and the involvement of brand ambassadors. Shoppers tend to do impulse buying, with more expensive drinks being more likely to be purchased for special occasions. Most people are willing to pay between HUF 10,000 and 15,000 for a bottle of spiced rum.

Bálint Meskó points out that many whisk(e)y drinkers are open to the world of rums and are easily “tempted” to go on an adventure. Thus, the premium rum segment is becoming increasingly important in both the retail and HoReCa channels. Generally Hungarians like spicier, more aromatic, flavoured rums.

The flower of the agave

In the tequila category Coca-Cola HBC distributes the El Jimador (mainstream) and Patron (premium) brands, informs Zoltán Kedves. Based on currently available data for 2022, the overall market share for tequila is below 1% in volume and around 2% for rum. In July 2023 Zwack restarted marketing 4 variants of Don Julio luxury tequila – Blanco, Reposado, Anejo and 1942, we learn from Dávid Gábor Kovács. The tequila market is still one of the smallest categories in Eastern Europe, but examples from Western Europe show that the category is becoming more premium and growing dynamically.

Attila Piri opines that in retail tequila is the smallest beverage category: there were years when it was practically a single-player segment, with a few private label products thrown in. Today shoppers can find a growing number of premium brands in grocery stores. In the on-trade channel there was a major tequila boom in the early 2000s, followed by a downturn later. Sierra Tequila (Silver and Reposado), the company’s number one tequila brand has been the market leader in Hungary for many years. This year they are launching Sierra Tequila Tropical Chilli. Dr Krisztián Garamvölgyi thinks tequila sales won’t increase in the foreseeable future, but he sees growth potential in the aged and top premium lines. In product innovation he would like tequila to be a base ingredient for RTD drinks and also as a flavoured product. //