Despite the growth of tax-free home distilling of palinka and the still hampered on-trade performance, spirits sales increased dynamically in 2021. During the first half of the year, lockdowns resulted in a strong increase in the home consumption of spirits, whilst in the second half of 2021, foodservice establishments were fully open and on-trade sales could resume and recover.
The lockdowns in the first half of 2021 boosted the home consumption of spirits and off-trade sales. Consumers changed their purchasing habits, shopping less frequently and becoming more price sensitive, therefore competing through the currently popular off-trade channels, such as discounters, specialists and e-commerce, was the focus of spirits distributors and grocery retailers.
The development of the cocktail culture and the popularity of quality long drinks is generating rising interest in premium mixers. The exploding popularity of gin, often consumed as gin and tonic, increased the product selection of both premium tonics and gin in the Hungarian market.
Spirits are expected to grow across the forecast period and the total volume consumption is set to surpass its pre-COVID-19 level. On-trade’s recovery will be slower, approaching its pre-pandemic consumption level in four to five years as there was a strong shift to off-trade and pubs will take a long time to recover.
Leading spirits manufacturers and distributors are expected to perform stably over the forecast period, regularly launching new flavour extensions of their well-established brands, limited editions and using price promotions. Manufacturers will be forced to increase unit prices strongly due to inflation, and imported spirits prices will also grow, which will make competition fiercer in the market.
Quality spirits, including whisky, gin, rum, local craft spirit and palinka, will continue to trend and attract more affluent consumers. Similar to product development in beer, flavoured spirits will also be increasingly popular in several categories, especially vodka, bitters and gin.
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Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See All of Our DefinitionsThis report originates from Passport, our Spirits research and analysis database.
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