Hungarians love alcohol: but what they drink most is quietly changing
Wine remains a key part of Hungary’s drinking culture, but new research suggests consumption habits are shifting in subtle yet telling ways, especially among younger generations and women.
Wine still holds a strong position in Hungary
Wine is the second most frequently consumed alcoholic beverage in Hungary, according to a new market survey conducted this autumn by the National Council of Wine Communities (Hegyközségek Nemzeti Tanácsa, HNT). The findings were shared with the Hungarian News Agency (MTI) on Wednesday.
HNT explained that the comprehensive research was carried out to provide a detailed and reliable overview of changes in Hungary’s wine market and consumer trends, with the aim of supporting the competitiveness of the country’s wine sector.
Long-term trends made comparable
The survey followed the same methodology as similar studies conducted in 2017 and 2023, ensuring comparability and allowing long-term trends to be tracked accurately.
According to the latest results, the proportion of wine consumers among legally drinking younger generations has continued to decline. However, the resulting drop in consumption has been significantly more moderate than in previous years.
Data from 2025 show that 46% of the population do not drink wine at all. Meanwhile, 26% consume wine once a month or less, 20% drink wine several times a month, and 8% drink wine several times a week.
Beer leads, sparkling wine follows
Beer remains the most popular alcoholic beverage: more than half of the adult population consumes it, with one third drinking it more than once a month. Sparkling wine ranks next, although the vast majority of consumers drink it only monthly or even less frequently. Looking at alcohol consumption overall, 17% of respondents said they never drink alcohol, 36% drink less often than once a month, 31% consume alcohol several times a month, and 16% do so several times a week.
Red wines decline as rosé gains ground
HNT highlighted that red wine consumption continues to decline, in line with trends seen across the European Union’s wine market. By contrast, rosé wines have strengthened dynamically, while white wines have maintained a stable position.
Dry wines have become increasingly popular among consumers, while interest in sweet wines has fallen. Semi-dry wines, in particular, are gaining ground among more intensive wine drinkers. In terms of overall consumption, red wine accounts for 44%, white wine for 37%, and rosé for 19%.
Where and how Hungarians buy wine
The study found that locations where wine is consumed have changed little in recent years. More than half of consumers still drink wine at home, typically during social occasions. When it comes to purchasing habits, the role of discount stores and supermarkets has continued to grow, while online wine purchases have increased significantly, especially among women and younger consumers.
Hungarian wine regions growing in popularity
The market research also clearly confirmed that between 2023 and 2025, the popularity of almost all Hungarian wine regions increased. According to HNT, this trend not only represents a valuable opportunity for domestic producers but also contributes to strengthening the diversity and quality of Hungary’s wine market.
Foreign wines taking a larger share
The survey also revealed that the share of foreign wines in Hungarian consumption has been steadily rising in recent years. It currently stands at 12%, double the level recorded eight years ago, and up from just 9% two years ago.