Earning a Place on the German Shelf - Interview with Patrick Fiur

Germany is a mature and competitive wine market, where shelf space is hard-won and consumer trust is built over time. Patrick Fiur, cooperation manager at Hawesko, one of Germany’s leading wine companies, is attending BOR 2025 to explore whether Hungarian wines—particularly those with a strong identity and consistent quality—can carve out a long-term niche.

Hungarian Wine Marketing Agency: With Hawesko’s reach across retail and trade channels in Germany, which aspects of Hungarian wine pique your interest?

Patrick Fiur: Currently, Hungarian wines do not play a significant role in the German market. Nevertheless, there is potential, particularly in terms of indigenous grape varieties and regional styles that could set them apart from the existing offerings. We are interested in assessing whether these could develop into a complementary niche in our portfolio over time.

HWMA: Germany is known for valuing consistency and quality — what would a Hungarian wine need to offer to stand out in Hawesko’s portfolio?

P. F.: A Hungarian wine must deliver reliable quality across vintages and show a clear identity. It is crucial that it can be compared in both quality and price to the major Central European categorie, such as Austria, Germany, or Northern Italy. Only then does it stand a realistic chance in the German market.

HWMA: Given Hawesko’s diversified channels, which outlets - e-commerce, retail, or B2B - are you most likely to introduce Hungarian wines through, and why?

P. F.: We would clearly start with e-commerce. Online customers tend to be more curious and open to new origins, making it easier to introduce wines from a lesser-known country. If successful online, retail and B2B channels could follow in a second step.

HWMA: What’s your advice to Hungarian producers aiming for success in the German wine market?

P. F.: Ensure consistent quality and supply reliability – continuity is the foundation for trust. Develop a clear positioning and demonstrate how the wines compare to established Central European categories. Offer competitive pricing without compromising perceived quality. Invest in modern, attractive packaging that appeals to German consumers. Approach the market with patience and long-term commitment – awareness of Hungarian wines in Germany is still low, so education and steady engagement are key.

HWMA: What are you hoping to take away from your time at BOR 2025?

P. F.: Our goal is to gain an up-to-date overview of Hungarian producers, and to assess whether there are wines that can meet German market expectations in terms of quality, value, and reliability. Beyond tasting, we want to build a realistic picture of the category’s potential and establish first connections with producers who could become long-term partners.