Coffee by day, Espresso Martini by night? Hungarians are becoming more open to coffee-based cocktails

Coffee is a staple of many people’s morning routines, but its distinctive flavor is now making its mark in cocktail glasses as well. According to a nationally representative survey commissioned by Caffè Vergnano and Finlandia Vodka, nearly 70% of alcohol consumers in Hungary are open to trying coffee-based cocktails. One of the best-known examples of this trend is Espresso Martini, which ranks fifth¹ among the world’s most popular cocktails.

The combination of coffee and alcohol may seem unusual at first glance, yet coffee is a common choice in the lives of those who drink alcohol at least once a month: nine out of ten drink coffee, and 60 percent of them do so several times a week. This is precisely why coffee-based cocktails may be appealing to them: a familiar, beloved flavor appears in a different form. For cocktail drinkers, flavor is the most important factor: more than two-thirds care about the character of the alcoholic beverage, but appearance is no less important, as 55 percent also consider how visually appealing the cocktail is.

When it comes to coffee-based cocktails, different factors come to the forefront depending on the generation: while young adults tend to focus more on the brand of vodka, for those over the age of 40, the type and quality of the coffee are more important. In terms of ingredients, vodka-based cocktails top the list, and they are a particularly popular choice among women and those aged under 40.

Coffee in a new role

Among coffee-based cocktails, the Espresso Martini stands out as one of the top choices in the category today. According to survey participants, the drink is visually appealing and unique; many view it as a symbol of style and elegance. Coffee, as a base flavor, has long been a defining element of everyday life, and the Espresso Martini complements this experience with the creativity of cocktail culture.

Why is Espresso Martini so popular?

According to the findings of the study, one-third of Hungarian alcohol consumers aged 18–59 have heard of the cocktail. They most often encountered it at restaurants and bars, but personal recommendations also play an important role: 32 percent of them heard about it from friends or acquaintances. Digital channels also contribute to the drink’s popularity: 16 percent of those surveyed learned about the Espresso Martini from influencers. Awareness is therefore growing both online and offline, which clearly shows that coffee-based cocktails are playing an increasingly important role in Hungarian drinking culture as well, in line with international trends.

¹Source: https://drinksint.com/news/fullstory.php/aid/12283/The_2026_Cocktail_Report_launches.html

The survey was conducted by NRC in the spring of 2026 on behalf of Caffè Vergnano and Finlandia Vodka, using a representative sample of 500 people aged 18–59 who consume alcohol at least once a month, selected to be representative in terms of gender, age, education level, type of location and region.

Finlandia Vodka is owned by Coca-Cola HBC. Coca-Cola HBC Hungary is the country’s leading distributor of imported premium spirits. Finlandia Grapefruit and Finlandia Cranberry will be available from March 2026 through the company’s retail and HoReCa partners.

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