Diageo Opens Tender for Its Drinks Distribution in Hungary

Zwack Unicum said it has been invited to take part in a tender to distribute Diageo’s beer, spirits and ready-to-drink brands in Hungary, a process that could reshape how some major beverage labels reach retailers and bars in that market from next year.

The Hungarian drinks company disclosed the development on Sunday in what it described as extraordinary information. According to the statement, Diageo Group, which is one of Zwack Unicum’s main shareholders, has decided to put the distributor role for its portfolio in Hungary out to tender. Zwack Unicum said it is among the parties invited to participate.

The move means Zwack Unicum’s current distribution agreement with Diageo will end on Dec. 31, 2026. The company said that if it wins the tender, the two sides would negotiate a new distribution agreement.

The announcement points to a potentially important shift in Hungary’s beverage trade because Diageo’s portfolio spans several categories, including spirits, beer and RTD products. A change in distributor can affect commercial coverage, pricing talks, logistics and brand availability across restaurants, bars, shops and wholesale channels. In a market where imported premium spirits and packaged mixed drinks compete for shelf space and on-premise placements, the outcome of the tender could influence how those brands are positioned and supplied.

Zwack Unicum also said the tender may affect the current shareholders’ agreement between its two main shareholders, Diageo Group and PZHG. The company did not provide further detail on what changes might follow or on the timetable for the tender beyond saying that the process is under way.

To address governance concerns during the bidding process, Zwack Unicum said members of its board of directors and supervisory board nominated by Diageo Group will not take part in board or supervisory work related to the tender until the process is completed. The company said that step is intended to protect confidentiality and avoid any potential conflict of interest.

The disclosure was dated Budapest, July 12. Zwack Unicum did not say how many companies had been invited to bid, what criteria Diageo would use to select a distributor, or when a final decision is expected.

Zwack Unicum is best known as a Hungarian spirits producer, while Diageo is one of the world’s largest beverage alcohol groups. Because Diageo is both a shareholder and the owner of the brands involved, the tender carries added significance for corporate governance as well as for route-to-market strategy in Hungary’s alcohol sector.

For importers, distributors and hospitality operators in Hungary, the process will be watched closely over the coming months. Distribution contracts for global drinks groups often determine which sales teams manage key accounts, how portfolios are bundled in negotiations with retailers and venues, and how quickly products move through the market. Even before any winner is announced, the tender signals that Diageo is reassessing its commercial setup in Hungary ahead of 2027.