Vodka – the new faces of colourless

Vodka had a good year in 2024, achieving double-digit growth and the positive trend is likely to continue this year.

The place of consumption

Attila Piri
marketing director
Heinemann Testvérek

“Vodka is the dominant category on the domestic market, accounting for one-sixth of the total spirits category. In percentage terms the premium plus segments continue to show the strongest growth, confirming that premiumisation remains an important factor in the vodka category”,

reports Attila Piri, marketing director of Heinemann.

In Europe – similar to Hungary – home consumption is growing, accompanied by a decline in the HoReCa channel. The company distributes Beluga, Three Sixty and Haku vodka.

Dávid Gábor Kovács
marketing director
Zwack

“In the premium and premium plus categories there is growing consumer interest, especially among younger, more conscious target groups”,

says Dávid Gábor Kovács, marketing director of Zwack.

Zwack Unicum Nyrt. is a leading player on the Hungarian vodka market. Its own brand, Kalinka is strong in the value-for-money segment, mainly in retail chains. The company also distributes three premium international brands: the classic Smirnoff, the Dutch craft brand Ketel One and the premium plus category grape-based CÎROC. Flavoured vodkas – mainly with fruity and botanical flavours – are popular worldwide and demand for these is also strong in Hungary, especially in the summer.

Consumer consciousness, consumer preferences

Gábor Árok
premium spirit manager
Coca-Cola HBC
Magyarország

“The domestic market is currently characterised not by volume growth but by restructuring and it is following European premiumisation trends. Consumers are making increasingly conscious decisions: while the lower price segment has remained stable despite economic challenges, the value growth of premium vodkas clearly signals a shift towards quality”,

we learn from Gábor Árok, premium spirit manager of Coca-Cola HBC Magyarország.

The company’s premium portfolio includes two leading brands, Finlandia and Grey Goose.

Judit Tömpe
senior brand manager
Roust Hungary

Judit Tömpe, senior brand manager of Roust Hungary:

“The most popular and biggest spirit category in Hungary continued to grow last year, thanks to the expansion of the standard and premium segments: many people are choosing vodka over other categories”.

Roust’s portfolio focuses on traditional vodka brands, Romanoff and Russian Standard. With vodka we can talk about distinctive flavours, as the quality of the raw materials and the production processes – especially the distillation method – determine the final taste profile of the drink.

Neutral or distinctive

Zoárd Trömböczky
senior brand manager
Maspex Olympos

Zoárd Trömböczky, senior brand manager of Maspex Olympos Kft.:

“In the case of vodka the price categories are different from those of other spirits, but the trend is similar: consumption is growing more in the standard and premium plus categories”.

In 2025 the company’s portfolio includes vodkas in every category, from standard (Royal, Żubrówka) to premium (Bols Marine, Żubrówka Bison Grass) and super premium (Reyka vodka). Royal Vodka is Hungary’s number one vodka and it is the biggest spirit brand as well.

András Tripolszky
commercial director
Dunapro

“Vodka consumption is growing nicely. Perhaps the most dynamic growth has occurred in the super-premium vodka segment, which is dominated almost exclusively by international brands”,

reveals András Tripolszky, commercial director of Dunapro.

They distribute NEFT and Skyy vodkas in the super-premium and premium categories across all sales channels. Flavoured vodkas are popular in every price category. One of the most important trends on the vodka market is the shift from “neutral” flavours to “flavour forward” – products with unique characteristics and flavours

Flavours, mixes and proportions

Attila Piri says the trend of flavoured products and lower-alcohol drinks suggests that these categories will continue to grow. They have come out with three Three Sixty RTDs for the season: Espresso Martini with 10% alcohol content in 0.25-litre bottles, and Lemon and Energy mixes with 10% alcohol content in 0.33-litre bottles.

Gábor Árok thinks premiumisation doesn’t necessarily go hand in hand with a unique character. Finlandia has become a favourite among bartenders and quality-conscious consumers precisely because of its silky smooth, neutral flavour profile.

Dávid Gábor Kovács explains that vodka-based RTD drinks are typically pre-mixed, low-alcohol, easy-to-drink beverages in can packaging. Their spreading in Hungary is currently hampered by tax regulations and price competition, but in the longer term the convenience needs of younger generations and health consciousness may give a boost to this category.

Growing categories

Judit Tömpe says fruity flavours continue to top the popularity list, but dessert-like variants such as vanilla are also in demand. Last year they launched the Romanoff liqueur portfolio and one of the most popular flavours is lemon. They think vodka-based RTD products are still in their infancy.

Várkonyi Vilmos
senior brand manager
Maspex Olympos

Vilmos Várkonyi, senior brand manager of Maspex Olympos Kft.:

“The RTD market is clearly the next trend, thanks to the emergence of premium-quality cocktails that can be enjoyed anywhere, anytime. This category hasn’t become famous primarily for vodka-based drinks, but rather for special cocktails, but we are also preparing innovations for the near future”.

Eszter Radványi
brand manager
Dunapro

Eszter Radványi, brand manager of Dunapro:

“The RTD market is constantly evolving. Manufacturers are coming up with increasingly unique flavours. Four of the MIX cocktails are vodka-based: Mojito, Vodka & Watermelon, Vodka & Lime and Vodka & Forest Fruits”.

One of the biggest advantages of MIX cocktails is that they have screw caps, making them a practical choice in the summer heat.