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.
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.
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.
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.
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.
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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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.
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
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