From new clones to flowers – innovative business models in the Hungarian wine economy

Abstract

Due to the ovestocked Hungarian wine sector wineries often need to find entirely new ways that enable them to increase their market share. These opportunities are determined by the current market potentials, the geographic location and of course the wine district itself. In this study I examined some examples of outbreak opportunities for producers in this difficult economic situation. Young winemakers from different Hungarian wine districts unite to open wine bars - these are now present in several towns all over the country. Other winemakers have been experimenting with new clones in less recognized wine districts. A small winery from a historic wine district recommends its wines with flowers in a new shop.