While expansion in Hungary’s sparkling wine market has slowed compared to previous year, premium and budget segments are gaining strength, alongside a rise in non-alcoholic sparkling wines.
The Hungarian sparkling wine market continues to grow, but at a more moderate pace than in previous years, Kornél Müller, managing director of Törley Pezsgőpincészet Kft., told Magyar Nemzet. This year’s growth is “moderate” in terms of value, that is in line with developments in the domestic retail sector as a whole.
The New Year’s Eve period continues to play a decisive role in annual sales. After Christmas, the amount of sparkling wine sold in retail stores typically doubles every day until December 30, but even on the last day of the year, considerable quantities of bottles are still sold in stores. At the same time, new products and consumers in the premium segment are less tied to the end-of-year period, and the number of buyers who stick with sparkling wine throughout the year is increasing.
One of the most important characteristics of the market is polarization:
some consumers have moved away from mid-priced sparkling wines to the premium segment or lower price ranges, resulting in growth in both segments.
According to Kornél Müller, this trend benefits Törley, which has a strong premium portfolio, particularly with the François and Hungaria brands. The new Ice and Pink products are also selling well and helping to reduce the seasonality of sparkling wine consumption. Among the imported products distributed by Törley, the market for Prosecco is also growing, with Mionetto, the market leader in international and domestic distribution, recording double-digit growth. A significant development can be observed in the market for non-alcoholic sparkling wines, which is playing an increasingly important role in the company’s strategy.
Törley sparkling wine factory in Budapest, 1973. Photo: Fortepan / Faragó György
Törley is also represented in this segment with the Hungaria brand, placing particular emphasis on
dry non-alcoholic products, that are in high demand among consumers, especially in the catering industry.
The managing director said this year’s harvest produced high-quality sparkling wine base materials, while the quantity of the harvest was not outstanding.
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Via Magyar Nemzet, Featured image: MTI/Kocsis Zoltán
The post Luxury and Affordable Sparkling Wines on the Rise appeared first on Hungary Today.
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