Hungarian Wine Marketing Agency to Host Summit

Drinks

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More than a hundred foreign sommeliers, wine traders, and writers will participate at the Hungarian Wine Summit slated for April 21-25, the organizer said on Wednesday, according to a report by state news wire MTI.

The Hungarian Wine Marketing Agency was recently launched to raise the profile of Hungarian wines abroad, Pál Rokusfalvy, the government commissioner for national wine marketing said at a press conference. The agency has identified primary and secondary markets based on research and gauged demand for different types of wine, he added.

Hungarian white wines remain the most popular abroad, accounting for 86% of exports last year, he said. While Hungarian wines are promoted regularly in Germany and the United Kingdom, they are enjoying a more active presence in China and gaining ground in markets in South Korea, Poland, and the United States, he added.

Hungarian Wine Marketing Agency CEO Gergely Goreczky said the agency started operating in earnest in the second half of 2023, making its first big promotion at ProWein Shanghai in November, where six local vintners were showcased.

The agency has organized campaigns promoting Tokaj wines in the United Kingdom and represented 40 vintners at ProWein Düsseldorf, he added.

Some 11 Hungarian companies were recently represented at the China International Alcoholic Drinks Expo, where a number of potential deals were made.

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