The campaign promoting domestic wines reached every second Hungarian

More than 150 Hungarian winemakers joined the “Summer of Bubbles” campaign of the Hungarian Wine Marketing Agency (MBÜ) this summer. The aim of the initiative promoting cultured wine consumption among the Y and Z generations was to strengthen the involvement of young people on both the consumer and producer side, in order to improve the situation of the domestic wine industry. The “bubble” campaign brought the spritz and champagne culture to young people this summer.

During the campaign, social media research on the popularity of wine and wine-based drinks, based on the opinions of nearly two and a half thousand young respondents, was also carried out. According to this, the favorite of young people in Hungary is champagne and sparkling wine, nearly 40 percent of respondents said so. Spritz came in second place, every third respondent ranked it first according to their own taste, and the wine and champagne cocktail came in third. In accordance with this, four new wine and champagne cocktails were created during the summer months, as well as – with the help of DJ Jauri and his company – a new type of splash (called Fless).

“Wine is part of our national identity. The wine-drinking society is getting older, the supply of young people is low, so they are a particularly important target group, and we must reach them primarily with our messages. Beer and soft drink consumers are much more active on the alcohol market. Today, beer accounts for roughly 40 percent, spirits 30 percent, and wine only 23 percent. At the same time, cultured wine consumption is spreading globally. Therefore, the promotion of wine consumption at home also applies to its moderate, cultured and conscious form”

– said Pál Rókusfalvy, government commissioner responsible for wine marketing.