Magazine: We are making an effort!

What is new in the world of cocktails? According to Attila Piri, marketing director of Heinemann Testvérek Kft., these days it isn’t cocktail types that we can call popular, but types of preparation. In his view it is a really good thing that the latest cocktail trends reach Hungary very fast, thanks to product distributors and cocktail-specialist bars. Consumers are open to new ideas and demand quality. When drinking in an average bar, guests prefer long drinks such as vodka soda and whisky-based long drinks. Jim Beam long drinks (including flavoured versions such as Apple and Red Stag) are more and more popular.

János Fehér, brand manager of Brown-Forman spoke to us about several trends being influential at the same time: surprising pairings, using special ingredients or serving in a wine glass – a good example of the latter is the Copa glass programme of Finlandia. A return to classics is also trendy. Among drinks tequila and mescal are really coming up, while gin might also stay fashionable for a little longer.

Yvette Krubl, communications manager of METRO Hungary, is of the opinion that vodka still reigns, but in the last few years demand increased for drinks with lower alcohol content in the hot summer months. Champaign cocktails are also popular in the summer period. While in Western Europe gin is replacing vodka as the most frequently used cocktail base, in Hungary this trend can hardly be observed. Mr Piri added that international trends appear quickly in specialist bars. In Hungary spirit manufacturers and distributors often organise training programmes for those working in bars. Gin is still the smallest spirit category in Hungary. Mojito can be called a classic in Hungary and tequila is coming up again, e.g. Sierra-Paloma is increasingly popular. Ice in various special shapes and sizes is most frequently used in cocktail bars.

Mr Fehér told us that the average quality level of cocktail bars got a bit higher. Artisan products are used more frequently – soft drinks, beer, ginger ale – and now a simple gin and tonic can’t only be made from many types of gin, but also with several kinds of tonic. The hits of the summer have been flavoured Finlandia vodka long drinks served in a Copa glass. Ms Krubl added that one of this year’s favourites have been alcoholic smoothies. As for flavours, after many years elder got popular again, and vanilla combined with something hot has also become popular. A growing number of guests drink cocktails containing herbs and spices (e.g. rosemary, basil, etc.), too. Light refreshments such as Aperol spritz and prosecco remain popular in 2016 as well.