I. The market of pálinka In Hungary, the consumption of alcoholic beverages and especially spirit drinks has always been substantial. An average Hungarian consumed 11.2 litres of absolute alcohol1 in 2006, which means an average consumption of 74 litres of beer, 33 litres of wine and 3.6 litres of spirits . The percentage of the consumption of spirits grew considerably during the last decade (from 28% to 32%), while the consumption of beer has decreas