Hungarian Wines on Their Way to Conquer the World

Hungarian wine exports have increased in 2024, Pál Rókusfalvy, the government commissioner for national wine marketing, said at the 13th Wine Conference in Budapest on Friday. He stressed that statistics show a 12.3 percent increase in exports of Hungarian products last year, while global wine exports fell by 8.6 percent.

A total of 1.4 million hectoliters of Hungarian wine were sold in 2024, 154,000 hectoliters more than in 2023, one of the highest figures since 2003, Mr. Rókusfalvy pointed out. He added that consumers paid €20 million more for Hungarian wine than in the previous year, while the unit price of wine per liter increased by three percent.

“Wine is primarily about culture, not alcohol,” he emphasized. He added that the key to the survival of Hungarian wine is the promotion of cultured wine consumption. Pál Rókusfalvy said that

the promotion of Hungarian wine is envisaged in conjunction with education, and there is also a need for consumers to know more about wine regions, wine making, and the characteristics of wine.

He added that particular attention is being paid to the young generation, the Z generation.

The government commissioner recalled that the university course called “Wine Cathedral,” launched in 2024, had produced great results. The seminar is already available in several universities in the capital and in the countryside as well.

He also pointed out that the aim is to promote responsible wine consumption through state subsidies for wineries, as well as the protection of the origin of Hungarian wines and the promotion of Hungarian wines at international events. The Ministry of Agriculture’s tender for this purpose could award professionals between €20,000 and €400,000, he emphasized.

Mr. Rókusfalvy also reported that

the Hungarian Wine Marketing Agency launched several campaigns last year, promoting Hungarian wines at many events and festivals.

For example, more than 130 wineries joined the Goose Skin Festival, organized as part of the wine tourism programs linked to St. Martin’s Day, and wine consumption at the Balaton Sound festival increased by around 20 percent compared to previous years thanks to the campaigns. Hungarian and foreign influencers were also involved in the campaigns.

The government commissioner recalled that homes and restaurants are the primary places for wine consumption, while beer consumption in bars and pubs remains more dominant. He stressed that in 2025, the focus will be on the foreign market, with Hungarian wine appearing at numerous events abroad and making it visible internationally.

Via MTI, Featured photo via Pixabay