The wine industry is significantly affected by globalization and changes in consumption habits and shifts in lifestyle …, which lead to changes in the market environment and intensity of competition in the wine markets. Overall, wine cooperatives … have a market share of more than 40 % in Europe. In Germany, they account for around one third of the total wine production …

Both the German and the Hungarian wine markets belong to the "old world" European winemaking heritage and each have … economic circumstances greatly influenced the development of these wine markets. This paper, based on a representative survey … differences between German and Hungarian wine consumers in not only wine preferences but also in the use of sales channels. The …