Magazine: Mixed Summer

According to Attila Piri, marketing director of Heinemann Testvérek Kft., light and fresh cocktails will dominate this summer.

Attila Piri
marketing director
Heinemann Testvérek Kft.

The gin category will continue to strengthen, new gin brands will appear in the market. Several versions of the classic gin&tonic will be served, thanks to the special gin varieties and accessories. Whisky- and vodka-based long drinks will also remain popular, just like mojito and Aperol spritz, combined with summer fruits such as raspberries, strawberries and watermelon. Sales of premium drinks are on the rise, and not only in the HoReCa segment but also in retail. The alcohol-free cocktail trend hasn’t really reached Hungary yet.

Márton Vajda
premium spirits manager
Coca-Cola HBC Magyarország

Márton Vajda, premium spirits manager of Coca-Cola HBC Magyarország also talked about the popularity of Aperol spritz, gin&tonic, mojito and various vodka-based refreshing mixed drinks. The company is happy to see the premiumisation process; there is also growing interest in natural ingredients and healthy drinks. Diana Szabó, brand of Zwack Unicum Nyrt. defined gin&tonic as the most dynamically growing drink category. She mentioned that health and wellness trends are increasingly important in the world of summer cocktails, together with sustainability issues.

Mr Piri told that in the summer period bartenders can work with better-quality fruits, therefore cocktails are fresher and fruitier. In the last few years they had witnessed consumers becoming more interested in new drinks. Mr Vajda pointed it out that the success of a summer drink depends on several factors, such being refreshing, thirst-quenching and simple to make. Alcohol content also matters, as in the summer we tend to prefer low-alcohol drinks. It seems that the sweet ‘Caribbean’ trend is coming to an end, and drinks with a different character are gaining ground Virág KIss, brand manager of Zwack Unicum Nyrt. added that people are more willing to drink cocktails in the summer months than in other parts of the year. It is an important trend for her company that the popularity of bitter cocktails is growing, e.g. mixed drinks made with Unicum Plum. Their new offering is Unicum Plum Corretto.

Márton Vajda spoke about their Brand Ambassador programme and the best representatives of the trade joining it. Seminars are organised to share their knowledge with bartenders and HoReCa partners. Ms. Kiss talked about their special long drink offers to bars and restaurants in the summer period; they also organise training programmes. Attila Piri informed that their Brand Ambassador, Miklós Hubai, is busy passing on as much knowledge and information as possible on whisky and gin products to bartenders at trainings. //