FIATALOK BORISMERETI ATTITŰDJE ÉS AZ ISMERETSZERZÉS AKADÁLYMENTES GYAKORLATA A GARAY ÉLMÉNYPINCÉBEN
YOUNG PEOPLE’S ATTITUDES TOWARDS WINE KNOWLEDGE AND THE ACCESSIBLE PRACTICE OF ACQUIRING SUCH KNOWLEDGE AT THE GARAY EXPERIENCE CELLAR

Summary/Abstract: Youth shows an increased interest in wine consumption, which is due to the success of the Hungarian wine sector and also to the popularity of wine- and gastronomy-related events in Hungary. It is important though that this increased interest should be matched with conscious and civilised wine consumption. Higher education has an outstanding role in disseminating this attitude and the spread on information on wine consumption culture, as it can promote the acquisition of civilised wine consumption skills within conscious and controlled frameworks. In other words: students of higher education are a potential market for civilised wine consumption, which makes the research and survey of the wine consumption and purchasing habits of young adults especially important. Our paper is a summary of the findings of a viticulture and wine sector trend research done with the students of the University of Pécs. The example of the University of Pécs shows that the geographical proximity to the wine producing areas of the Pannonian Wine Region, the achievements and the diverse enological tourism supply of the wineries of the wine region have created a positive attachment in the students of the university. Most of the students questioned have a high propensity to consume wine; especially rosé and red wines are popular. The wines most favoured by them are from the Villány and the Szekszárd wine producing areas. However, they have limited knowledge about sparkling wine and schiller, despite that fact that these are also part of the supply of the wine region. Although their favourites are sweet and semi-sweet wines, still the consumption of spritzer now exceeds that of Kalimocho (red wine and coke). Our paper also deals with the wine purchasing habits of the youth, and their willingness to expand their knowledge about wines. When making a decision on purchase, for own consumption it is price (77.5%), in the case of presenting the wine to someone else it is quality (82%) that is the dominant factor. A significant part of the wine-related information is gained from friends, relatives and from social media. The majority of the respondents (84%) are happy to participate in trainings on wine. This shows that the taste of the youth is developing and can be influenced; young people are open to novelties. In this process, a significant role is played by innovative organisations promoting wine culture and wine consumption in the Pannonian Wine Region: wine route associations, enological tourism cluster or the wine orders. The accessible opportunities are available in the Garay Experience Cellar in Szekszárd, which is a showroom of a size, character and quality that is unique in Hungary. It can even accommodate several groups at the same time, be it Hungarian or foreign interested parties. What makes the interactive exhibition even more valuable is that wine lovers can receive information about Szekszárd wines, Szekszárd winemakers, the mysteries of wine tasting, wine culture and wine gastronomy in several languages.

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