Rising Trends in the Hungarian Wine Market

Despite ongoing international recessionary pressures, Hungary’s bottled wine export figures have shown a steady upward trend since 2022, with positive developments emerging across key performance indicators, according to a press release by the Hungarian Wine Marketing Agency.

The statement says the Hungarian Wine Marketing Agency began its work in early 2023 following a clear strategic framework. As a result, despite the global crises affecting the wine sector, official data from the Hungarian Central Statistical Office indicate that positive trends are now emerging in key indicators of Hungarian wine performance,” Pál Rókusfalvy, Government Commissioner for National Wine Marketing, stated.

While global wine consumption declined by 3.1% from 2023 to 2024, Hungarian wine exports grew significantly, by 15.5% (2023: 1.12 million hl; 2024: 1.29 million hl). In value terms, growth was even stronger: export revenues of Hungarian wineries increased by 17.9% (2023: EUR 113.5 million; 2024: EUR 133.8 million), driven primarily by higher average selling prices.

This positive trend has continued in 2025, when 40.3 million liters of bottled wine were exported, representing a further 4.5% increase compared to 2024. Bottled wine exports have therefore expanded continuously since 2022. Among the Hungarian Wine Marketing Agency’s priority export markets, Germany performed the strongest in 2025: volumes of bottled wine sold increased by 11%, while export value grew by 22%, alongside an approximate 10% increase in average prices.

From an export perspective, the structure of exports is also a key factor — and this has continued to improve. Within total wine exports, the share of higher value-added bottled wines compared to bulk wine has increased year by year. While bottled wines accounted for just 30% of exports in 2022, their share had risen to 37% by 2025.

A particularly important achievement is that Hungarian wine export performance has moved counter to global trends. Growth achieved amid declining international wine consumption clearly indicates that campaigns and market activities aimed at building the “Hungarian Wine” brand and supporting export sales are delivering tangible results. Despite global recessionary pressures, Hungarian wine has been able to strengthen its position in international markets, according to the statement.

Following the decline in domestic production in 2024 (an 8.1% decrease from 2023 to 2.69 million hl), aggregate data indicate that the 2025 harvest is once again approaching the ten-year average of around 3 million hl. This provides a stable foundation for further strengthening sales and export performance in 2026.

The Hungarian Wine Marketing Agency says that in 2025, local campaigns ensured a continuous presence for the Hungarian Wine brand, reaching the widest possible audience. Brand awareness has remained stable following the brand refresh implemented during the year. Overall, campaigns have successfully ensured brand recognition and the consistent communication of Hungarian wine, particularly among strategically important target groups.

According to emphasised Pál Rókusfalvy, "the data above give reason for optimism and reinforce the need to build markets by consistently following a strategy and communicating clear messages—this is where all resources must be focused,” adding that “right now, we are building markets, not cellars.”