Everywhere in the world, the culture of grape wine goes back centuries or even millennia. In Hungary, the consumption of Hungarian grape wine plays a significant role in everyday life, while fruit wines are regarded by consumers as unknown, unusual, inaccessible premium products or as beverages for occasional consumption. In the 19th century, the drinking of fruit wine used to be preferred in Hungary. Over the years, a culture of fruit wines and production wineries has evolved throughout Europe on a fairly strong basis, and has, in an unusual way, escaped the ‘attention’ of Hungarian producers and consumers. The aim of this study is to explore the values and opportunities of the fruit wine sector. It is not well-known in Hungary, but there is a great deal of potential in this sector, which, as opportunities unfold, would become more widely known to the consumer society. It could become one of the potential sectors of our country besides the production of pálinka and grape wine.