Lidl backs Hungary as sales grow across Europe

By Jo Gilbert

Published: 27 July, 2017

Lidl is adding 15 new Hungarian wines to its UK range, in response to the growing popularly of the region.

The discounter reports a steep rise in growth in sales from the country, with Lidl Hungary selling 6,1. million bottles of Hungarian wine in 2016 to other markets - double the amount of 2015.

Further growth of 20% in 2017 is expected across stores in the ten European countries where Lidl sells Hungarian wine.

Anticipating further growth, Lidl is making Hungarian wine a key focus of its wine range in the UK for 2017.

Collaborators include large producers such as Grand Tokaji, and smaller boutique wineries such as Bolyki in Eger with wines all under the £8 mark.

The new additions will account for 37% of the entire wine range, with 41 wines from Germany, Austria and France making up the rest.

As of today, they are available in 670 UK stores.

Hungary, once known mainly for Tokaji, is quickly becoming one of Europe's most dynamic producer nations, selling just over 29 million bottles in Europe in 2016 (Budapest Business Journal).

Ambitious wine-makers, volcanic soils and an impressive spectrum of indigenous varieties have boosted the popularity of areas like Tokaji and Eger – now dubbed the Hungarian Burgundy.

Its versatility is also garnering interest.

Dry whites, full-bodied reds and dessert wines are all helping the nation to gather pace within Europe.

In next month’s Harpers, we look more in detail at Hungary and the most impactful emerging regions making an impression on the UK market.

Read the August edition in print or via electronic copy soon to be posted on our website.

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