Pécsi Sörfőzde Zrt. has developed a new isotonic product line.

By: Trademagazin Date: 2026. 03. 16. 11:23

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As a result of a research and development program worth more than 800 million forints, Pécsi Sörfőzde Zrt. (PS) has developed a new alcohol-free, isotonic product line – the company told MTI.

They received almost 400 million forints in support of the project from the National Research, Development and Innovation Office.

In their announcement, they wrote that they had produced prototypes of these products, which “combine brewing technology with functional with health-conscious consumer expectations for beverages.” One of the products is already being produced, and from the second half of the year, the new drink, which is currently unique on the Hungarian market, will be available in new flavors.

The announcement recalled that PS was the first Hungarian brewery to launch a so-called radler-type beer, consisting of a mixture of light beer and carbonated soft drink, on the market in the mid-1990s.

The growing demand for such products is shown by the fact that the company’s production in this segment has increased tenfold in the last three years, which is why they decided to develop a new “functional product“.

The development has opened up a new market segment for the company, the circle of health-conscious, active lifestyle consumers, and it expects to gain a significant market share in the field of functional beverages. This segment is dynamically expanding in Hungary and several EU member states, as well as in Middle Eastern countries.

As a result of the project, ten new jobs were created at the company.

The company aims to gradually increase production volumes and launch new products on the market from the second quarter of 2026. The company will further expand its product line in the coming years, and they will also develop their already successfully introduced organic beers, they announced.

The company, which is headquartered in Pécs and also produces in the city, and employs 130 people, did not share its data on last year’s sales and profits before publishing its annual results report. According to public company data, PS Zrt., which produces mostly domestically, closed 2024 with a net sales of 6.57 billion forints and a profit of 61 million forints, while a year earlier it achieved sales of 5.35 billion forints and a profit of 76 million forints.