Magazine: Good wines, good publicity

Lidl Hungary has started introducing Hungarian wines in Eastern European markets and creating export channels for them. As the first step of the big initiative the discounter organised Lidl Wine Expo 2014 Hungary, an event where this summer 130 wineries from 7 Hungarian wine regions showcased 594 wines for the representatives of Lidl stores from the Czech Republic, Poland and Slovakia. Zoltán Nepp, Lidl Hungary’s managing director responsible for purchasing told our magazine that the discount store chain sold 6 million bottles of Hungarian wine last year and exported to seven European countries for more than HUF 1 billion. Lidl Hungary’s new policy of introducing quality wines to shoppers started in September 2013 with French wines and customer feedback was absolutely positive. At Lidl Wine Expo 2014 Hungary not only major Hungarian winemakers were there but small family wineries too. These sourcing managers supply altogether 900 Lidl stores with products – a big prospective market for Hungarian wines. If sales results are good in the Czech Republic, Poland and Slovakia, Lidl Hungary will organise the wine expo every year and will try to involve more European countries where Lidl is present.