Alcoholic drinks in 2024: The big picture
Most alcoholic drinks continued to struggle in 2024, as weak purchasing power and cautious consumer spending remained focused on essential groceries and utility bills in an effort to make ends meet. This restrained consumer mindset persisted despite strong performance in both inbound and domestic tourism, highlighting that overall demand for alcoholic beverages remained subdued. However, signs of recovery were already visible in the beer category the largest in volume terms which began to rebound following a sharp decline the previous year.
2024 key trends
Beer continues to dominate Hungary’s alcoholic drinks market, maintaining its position as the nation’s favourite beverage, followed by wine, which saw a stronger decline in 2024. While Hungary is internationally renowned for its wines, beer remains deeply embedded in everyday social life. With a history dating back centuries, it has become the preferred choice for both in-home and out-of-home consumption.
Competitive landscape
Dreher Sörgyárak Zrt remained the leading company in alcoholic drinks in Hungary in 2024. The company’s dominance is anchored in its strong beer portfolio, which includes well-established brands such as Kobányai Világos, Dreher, and Arany Ászok. These brands enjoy widespread recognition and are consistently present across both the off-trade and on-trade channels. Dreher’s strategic focus on lagers Hungary’s highest-volume beer type has been instrumental to its sustained leadership. Lagers continue to appeal to a broad consumer base due to their affordability, tradition, and versatility, particularly in social settings. By maintaining a balanced offering that spans both mainstream and premium lager segments, Dreher has reinforced its competitive edge. Consistent pricing strategies and extensive distribution further underpin the company’s stable performance, ensuring that Dreher remains well-positioned to defend its leading status in a highly competitive market.
Retail developments
Hypermarkets retained their position as the leading distribution channel for alcoholic drinks in Hungary in 2024. Their dominance is underpinned by a combination of competitive pricing, wide assortments, and convenient shopping experiences. These large-format retailers continue to serve as the primary destination for consumers seeking alcoholic beverages across various price tiers whether for everyday consumption, special occasions, or gifting. The ability to purchase alcohol alongside regular groceries in a single shopping trip adds to the appeal of hypermarkets, especially among budget-conscious households. In a climate of cautious spending, hypermarkets offer an attractive mix of affordability and access to both mainstream and premium brands. Their broad reach and national footprint also make them key partners for alcoholic beverage manufacturers aiming to secure visibility and consistent sales volumes.
On-trade vs off-trade split
Off-trade continues to dominate alcoholic drinks sales in Hungary. The shift towards at-home consumption, which accelerated during the COVID-19 crisis, has proven remarkably resilient. A key factor behind this trend is the persistent strain on the hospitality sector, which continues to grapple with rising operational costs, labour shortages, and shrinking consumer budgets. Pubs and bars, particularly in smaller towns and villages, struggle to maintain footfall amid growing competition from tobacco stores. These licensed outlets, established under the 2013 concession retailing system, offer a core selection of alcoholic drinks beer, spirits, and fresh coffee without the added costs of service, rent, or extended staffing. Their convenience and competitive pricing, combined with the ability to sell tobacco (something pubs are legally barred from doing), has positioned them as accessible alternatives for many consumers. As a result, off-trade channels such as hypermarkets, discounters, and tobacco stores have solidified their role as the dominant avenue for alcoholic drinks purchases in Hungary.
What next for alcoholic drinks?
Volume sales of alcoholic drinks are expected to rise moderately over the forecast period, supported by gradual improvements in economic conditions, including standard of living and disposable income keeping pace with inflation. The continued recovery of inbound and domestic tourism is likely to support growth and could help return volumes closer to pre-pandemic levels. At the same time, the market faces a delicate balancing act. On one hand, there is a growing desire among stakeholders to promote responsible drinking and address the country’s challenges with overconsumption. On the other, there remains strong consumer interest in quality alcoholic beverages, with shifting demand favouring more premium and craft options. To support this transition, players are expected to prioritise quality, culture, and education fostering a more mindful and refined drinking culture. Industry efforts may include initiatives to promote premium and craft offerings, the development of low- and no-alcohol variants, and public engagement through experiential campaigns such as workshops, cellar or brewery tours, and curated festivals. These strategies aim to promote moderation while stimulating demand and growing volume sustainably.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Hungary, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Hungary report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Hungary?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Hungary?
- How are products distributed in Hungary?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Hungary
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Hungary
KEY DATA FINDINGS
Premiumisation and moderation trends drive modest volume recovery
Established brewers retain their hold amid rising costs and limited new entry
Discounters and hypermarkets consolidate their role in off-trade sales
Premium and non-alcoholic beer set to reshape the future landscape
Non-alcoholic beer emerges as a mainstream and socially accepted choice
Innovation rooted in authenticity remains key to consumer engagement
Lager price band methodology
Cider/Perry in Hungary
KEY DATA FINDINGS
Cider struggles to find its place in Hungary’s drinking culture
Somersby dominates an underdeveloped competitive landscape
Off-trade dominance shapes the distribution landscape for cider
Expanding the market: innovation and education will be essential
Opening towards non-alcoholic and sugar-free options to broaden the user base
Adopting global trends through locally inspired innovations
Rtds in Hungary
KEY DATA FINDINGS
RTDs remain niche but show growing potential
Limited competition and growing space for local challengers
Off-trade dominates the RTD market with discounters gaining traction
Private label expected to drive future growth through affordability
Branded spirits move into RTDs to expand reach
Wine producers can lead innovation in non-alcoholic RTDs
Spirits in Hungary
KEY DATA FINDINGS
Inflation dampens premiumisation as consumers prioritise essentials over discretionary spending
Brand loyalty and flavour innovation shape a competitive but restrictive landscape
Discounters and e-commerce reshape the retail landscape while on-trade continues to struggle
Balancing growth and responsibility remains a delicate challenge
Transforming tastes: the rise of premium and craft spirits via market education
Innovation in a market built on tradition
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Hungary
KEY DATA FINDINGS
Wine market struggles to return to pre-pandemic level
Innovation in wine production blends modern technology with traditional values
Retail landscape diversifies as discounters gain ground and tourism supports on-trade revival
Navigating between growth and responsibility: the challenge for Hungarian wine producers
Balancing quality, quantity and health
Hungarian wineries are adapting to an evolving market through improved marketing and branding
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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