DEVELOPMENT OF THE WINE-GROWING ENTERPRISES IN THE MÓR WINE REGION, HUNGARY

Abstract

The Mór Wine Region (MWR) is one of the smallest ones in Hungary. Its area decreased continuously to only 724 hectares till 2022. Nevertheless, a spatial concentration of farms can be observed, like it has happened in other wine-growing regions of Hungary. Our principal aim is to investigate the sale channels with special consideration of the personal, market and online forms in the light of sustainability. The pandemic time is over, the online sales are in vain, the personal relationship between the winemaker and the customer is currently enjoying a revival period. Within the framework of mixed methods approach, we surveyed 28 winegrowers and wineries to fill in our semi-structured questionnaires, as main method in this article. After evaluating the questionnaires, we can say that some young wineries, thanks to good marketing activities, are able to take advantage of modern community-based media and are able to reach semi-wealthy social groups that usually consume wine. Unfortunately, the majority of wineries are not able to do so. Furthermore, there is a lack of cooperation between suppliers that can initiate smaller wineries to process and store grapes, and at least appear on the domestic market.