A country well known for its unique wines, the white Tokaji aszú dessert wines and the red Bull’s Blood of Eger, Hungary is not only a major producer in Central Europe but also a wine importer thanks to its many wine bars and centuries-old wine tradition.
With at least 22 historic wine regions extending to all four corners of the country, Hungary is a major wine exporter to neighboring countries and a lot of its production also covers internal demand.
A history throughout a millennium
Hungary was once one of the most important wine-producing regions in Europe and there are speculations that the tradition of winemaking began even before the invasion of the Roman Empire.
The country’s most famous wine, Tokaji, first mentioned in the late 1400s, was subsequently lauded by the kings and queens of Europe and was popular at the Russian Court as well. During the world wars, vineyards were neglected or destroyed. Collectivization followed in the 1950s, creating state-controlled mass production of wine that encouraged mechanization and the abandonment of quality vineyards for low quality, high-yielding plantations.
It wasn’t until the 1990s, after the fall of Communism, that the wine industry began to modernize and slowly recover. Like most wine-producing countries in Central and Eastern Europe, the restructuring of the wine industry is still in progress.
Other landmark regions are Eger – home to the robust red blend Egri Bikavér and Badacsony – lakeside whites such as Szürkebarát thrive on volcanic soils.
Exports vs. Imports
Even if Hungary is known as a major exporter of wine, especially in Europe, the country still imports a wide range of brands and wine varieties, the majority coming from France and Italy. Budapest’s booming tourism, coupled with the city’s vibrant nightlife fuel most of the wine imports and the majority of the Hungarian wine importers and distributors are also operating in the country’s capital.
The value of imports in 2023 reached US$23.6 million, a value that remained relatively stable. It’s still a relatively small number compared to the country’s potential and analysts expect wine imports to grow, fueled by the young urban population’s desire to discover global wines and also to try high-end international brands.
Hungary’s main wine imports are coming from Italy, with a share of 40%, France -19,1% and Germany, with 14,3%.
The most popular wines in Hungary are the whites and sparkling varieties. Red wines are less frequently consumed and this can be mainly traced back to the local production.
Trends Through 2024–2025
- Hungary’s broader wine and must market reached US $223 M in 2024, up 15% year‑on‑year.
- However, import volumes have declined recently; selections are increasingly premium, often bottled sparkling and still wines, rather than bulk.
- Bottled wine imports hover around US $3.4 per litre, while export prices average US $1.2–1.3
Consumer Behavior & Market Drivers
- Urban millennials and tourists in Budapest increasingly seek premium international wines.
- Sparkling wine demand is rising, led by domestic favorite Törley, which now exports widely and holds a ~50% domestic market share
- Hungary’s wine market is seeing renewed milestones as craft vineyards and boutique wineries are gaining international recognition.
Wine Importers from Hungary
Olaszbor
Address: Hegyalja Utca 51, Fot
Phone: 0036702814158
Website: www.olaszbor.hu
Italguru
Address: Tartu Utca 3, Veszprem
Phone: 0036205500505
Website: www.italguru.hu
Vinissimo Bor
Address: 29 Kinizsi Pál utca
Törökbálint, Pest, 2045
Phone: 0036 30 325 4800
Website: www.vinissimo.hu
Producers interested in the Hungarian market can find a database with top wine importers, distributors and retailers from Hungary here.
