A gyümölcsborok kedveltsége a magyar borfogyasztásban

Abstract

In Hungary wine is traditionally considered a national drink. It is important to religious, public, and family celebrations. Despite this strong tradition, the culture of wine consumption has been very mixed in Hungary, and only in recent years has it returned to prominence. Within the Hungarian National Wine Marketing Program, little research was done related to wine consumption, and none dealt with fruit wines. Most studies in Hungary were only focused exclusively on grape wine consumption. A similar emphasis on grape wine can be observed in the regulatory environment as well. Regulations of grape wine are much more elaborate than those of fruit wines. In our study we surveyed wine consumers and potential cider consumers. The survey focused on the wine consumers’ habits and the factors inluencing their wine consumption, the openness of Hungarian wine consumers to new tastes, and a potential niche market. Our analysis revealed the fruit wines are not prominent in the Hungarian public consciousness. But among wine customers there is an openness for trying and getting acquainted with new fruit wines. Especially the age groups between 18–35 are eager to try new tastes. Fruit wines could be introduced in the commercial chain in hyper or supermarkets, but this requires a signiicant amount of production. Wines made of sour cherry and berries are the most popular products. Pear and apple wines may represent a notable market share as well. The survey found that a vast majority of wine consumers have already tasted fruit wine.