Premium flavours, dynamic alcohol-free beers

This article is available for reading in Trade magazin 2025/4.

Dr. Sándor Kántor
executive director
Association of Hungarian Brewers

Dr Sándor Kántor, executive director of the Association of Hungarian Brewers reports that the beer market underwent dynamic growth in the first half of 2024.

According to him, in 2024 the shares of sales channels shifted further towards retail trade, with around 18% of sales realised in the HoReCa sector and 82% in retail. As for the shares of the main product categories, the premium segment accounted for more than 31% and the mid-range category was at 54%.

György Spiegel
marketing director
Borsodi Brewery Kft

“The HoReCa sector has always played a big role in beer sales, but discounters continue to be the most dominant among the various sales channels”,

explains György Spiegel, marketing director of Borsodi Brewery Kft.

Strengthening brands, growing product selection

Since February 2024 one of the world’s best-known beer brands, 4.3% alcohol Coors lager has been available in Hungary via Borsodi Brewery’s distribution network. Another new product in 2024 was Miller Lime, made with real lime juice. In addition to new beers, a number of international brands have been part of the Borsodi portfolio for years, such as Staropramen and Belgium’s pride and joy: Stella Artois, Leffe and Hoegaarden. The brewery sees growing demand for non-alcoholic beers and functionality has become an important aspect, such as low calorie content or naturally sourced ingredients.

The non-alcoholic segment is becoming more important as a growing number of people seek alternatives to traditional beers. Premiumisation is a dominant market trend, with the majority of shoppers preferring high quality.

Ibolya Szabó
head of corporate affairs
Dreher Breweries

“Besides classic flavours, fruity versions are also very popular. Consumption is shifting more and more towards social events such as beer dinners”,

reports Ibolya Szabó, head of corporate affairs at Dreher Breweries.

New directions

According to Ibolya Szabó, the Hungarian beer market is in a good position, as consumers are happy to choose domestic brands such as Dreher, Kőbányai and Arany Ászok, but they are also open to international beers such as Peroni, Pilsner Urquell and Asahi. In 2024 the brewery rolled out an exciting low-calorie innovation, Dreher 24 0.0% Raspberry. Another new product is the 4.6% alcohol, top-fermented Dreher Blonde Ale, a balanced flavour full of character – the result of using three types of hops. Dreher’s ANTL portfolio currently includes two products: ANTL Amber IPA ANTL Hometown Lager.

The spread of a new production and consumption culture has brought with it many new beer types, which have allowed craft breweries to reach a wider audience

Renewal and traditions

The real craft beer renaissance started around 2014, with the emergence of high quality craft products. With the proliferation of a new production and consumption culture, several new beer styles emerged on the scene, allowing breweries to reach a wider audience and further expanding the group of beer lovers.

Dr Sándor Kántor informs that the four domestic brewers belonging to the association have invested a total of around HUF 100bn over the past decade and similar levels of investment are expected in the next ten years.

Luca Popa
marketing coordinator
Pécsi Sör

Luca Popa, marketing coordinator of Pécsi Brewery adds that the strengthening of private label beers brings increasing competition, especially in the price-sensitive segment

The importance of low-calorie content and/or naturally sourced ingredients is growing in the beer market

Sales of Pécsi Brewery’s products increased both domestically and in export markets in 2024. The brewery has also launched a new product category, Pécsi Barrel-aged Beer Distillate, which is available in limited quantities for the time being. This spring the brewery will come out with an isotonic, vitamin-enriched fruity Radler. //

Guest writer:
István Márk Szabó
data analyst
YouGov

Beer’s price didn’t change significantly, with the increase in sales coming from more frequent and higher-volume purchases. The average customer bought beer 23 times in 2023 and 24 times in 2024. Average volume purchased per person increased from 70.6 litres to 76.4 litres – this means an 8.3% rise. As a result beer volume sales were up 10%. Among retail channels discounters dominate, with their market share increasing from 50% to 54.1% in 2024. The volume share of beers sold in promotion grew from 46.5% to 49.6%, so one in two products was bought in promotion in 2024. //