Biggest Hungarian Sparkling Wine Maker Preparing Another Big Hit

The sparkling wine market started off weaker than in previous years, but Easter helped it recover, Kornél Müller, managing director of Törley Holding, told Világgazdaság. He promised further growth in sales of new products launched in recent years and another big launch this year.

Last year, the overall sparkling wine market did not grow as much as the company would have liked, and in the last quarter of the year it remained rather stagnant compared to the end of the previous year. “We were fortunate to have innovations on the market that increased our market share by nearly one percent, allowing us to close the year on a successful note. However, this required new products and the excitement they generated in the market”, Mr Müller explained.

He pointed out that

the “Ice” product, sparkling wine served over ice, performed very well, and by the end of the summer it was clear that it would contribute significantly to the year’s results in a very positive way.

During the Christmas period, the presence of non-alcoholic sparkling wines was very important. However, January and February started off quietly, with a relatively weak start to the year, even compared to previous years. Fortunately though, Törley closed the Easter period well, with sales developing nicely, so the first quarter ended on a positive note, the managing director told Világgazdaság.

Kornél Müller added that the good Easter season was due to the fact that “Ice” started to take off again in the spring, and it is clear that people are increasingly fond of this new product range. “Ice is now entering its third year. We launched the White Edition in the first year and the Pink Edition last year, and it is already clear before the summer that this growing trend will continue this year,” he said, adding that he has high expectations for this product.

The concept of sparkling wine served over ice offers a new way of consumption that consumers clearly like and opens the door to the sparkling wine category for new consumers.

The Prosecco market will also be a very important growth pillar this year”, he explained. Mr Müller pointed out that Törley distributes Hungary’s market-leading Prosecco, and he expects it to be a top-selling product this year.

In terms of results, the company have had a challenging period. Costs are high, and although their sales are growing, they are growing at a slower rate than costs. “However, I do not see this as a problem, because I believe that the long-term outlook is good and the fundamentals are stable.

The innovations we have introduced in recent years are now coming to fruition. We have some surprises in store for this year as well, and I hope they will be huge hits.

I am confident that they will deliver results,” Kornél Müller concluded.

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