Hungarian Wines Shine Luminous at Wine Paris 2025 Expo

Paris became a vibrant showcase of Hungarian wines at the Wine Paris expo,held from February 10-12. The hungarian Wine Marketing Agency orchestrated a unified presence for Hungarian wineries, marking a significant moment for the nation’s wine industry on the international stage. The event featured masterclasses,influential figures,and a diverse selection of wines,including Furmints and Aszús,drawing attention from across the globe. This coordinated effort aimed to elevate the profile of Hungarian wines in the competitive international market, attracting traders, professional writers, and sommeliers from 140 nations.

Wine Paris 2025 proved to be a pivotal event, drawing approximately 50,000 visitors, including traders, professional writers, and sommeliers, from 140 nations. This year marked the first time Hungarian wineries exhibited under the unified banner of the Hungarian Wine Marketing Agency (MBÜ), signaling a strategic effort to elevate the profile of Hungarian wines in the competitive international market. The expo provided a crucial platform for Hungarian winemakers to connect with key industry players and showcase their unique offerings.

Hungary’s Notable Debut

Recognizing the growing interest from Hungarian wineries in the Paris fair, the Hungarian Wine Marketing Agency secured a 72-square-meter space in the international pavilion. Nikolett Garai, head of International Marketing at the MBÜ, noted the overwhelming response from wineries eager to participate. The demand was so high that adjustments had to be made to accommodate as manny participants as possible.

According to Nikolett Garai:

Due to oversubscription, the originally planned stands had to be slightly adjusted to accommodate everyone’s request, except for those who applied after the deadline.

Ultimately,15 individual exhibitors and three wine community stands were established,representing a total of 25 wineries. This strong presence allowed attendees to sample a wide array of Hungarian wines, highlighting the diversity and quality of the country’s viticultural offerings. The collective showcase emphasized the unique characteristics of Hungarian terroir and winemaking traditions.

Strategic Engagement and Influencer Collaboration

The Hungarian Wine Marketing Agency employed innovative strategies to maximize its impact at Wine Paris. an online platform facilitated connections between exhibitors and potential traders, akin to a “dating site” where both parties could exchange profiles and arrange meetings. This proactive approach aimed to foster meaningful business relationships and expand the reach of Hungarian wines. This digital initiative streamlined networking and facilitated targeted connections.

Furthermore, the MBÜ collaborated with three influencers from key export markets to amplify Hungary’s presence. Luma Monteiro,a wine academic and buyer from London-based Davy’s; Ewa Relidzyńska,a Polish sommelier and wine judge; and the German influencer couple behind Wine two Moments,all contributed to promoting the Hungarian stand and engaging with attendees. These collaborations leveraged the influencers’ established audiences and credibility to generate greater awareness and interest in Hungarian wines.

Masterclasses and Expert Insights

Beyond the exhibitor stands, Hungarian wines were showcased through educational masterclasses. Master of Wine Konstantin Baum, who recently visited Hungary, presented the volcanic wine regions of the country to a captivated audience, featuring six selected wines. Péter blazsovszky,the MBÜ’s wine and gastronomy expert,also led thematic walking masterclasses,guiding guests through Hungary’s diverse grape varieties and wine regions. These sessions provided valuable insights into the unique characteristics of hungarian wines and the terroir that shapes them.

konstantin Baum MW

Furmint February in Paris

Leveraging the February timing of Wine Paris, the Hungarian Wine Marketing Agency supported Furmint Février (Furmint February), an event dedicated to showcasing Furmint wines. This event, open to Hungarian Furmint producers, welcomed french traders, négociants, and sommeliers. György Habsburg, Hungary’s Ambassador to France, also attended, demonstrating his support for the initiative. The event highlighted the versatility and potential of Hungary’s flagship grape.

The Furmint February event highlighted the versatility of Furmint, featuring sparkling wines, blends, Aszú, and single-varietal expressions.Exhibitors were encouraged to bring older vintages alongside current releases, providing attendees with a unique tasting experiance. Hétszőlő presented a 2011 vintage, Tokaj Kikelet a 2009, and Samuel Tinon a 2008. The MBÜ showcased a 1968 Grand Tokaj 6 Puttonyos Aszú, with Gabriella Orosz, the main organizer, sharing anecdotes from that year. The inclusion of older vintages offered a glimpse into the aging potential and evolution of Furmint wines.

The Furmint February series extended beyond paris, with masterclasses held in Seoul and local events in Warsaw and London, offering opportunities for sommeliers, traders, and wine enthusiasts to explore Hungary’s flagship grape variety. This global outreach further solidified Furmint’s position as a grape of international importance.

Looking Ahead

The Hungarian presence at Wine Paris 2025 generated significant interest from experts and enthusiasts worldwide. Initial feedback suggests a growing eagerness to discover Hungarian wines and understand Hungary’s evolving wine culture. As exhibitors cultivate new business relationships, the Hungarian Wine Marketing Agency is focusing on upcoming events, including ProWein in March and a three-stop roadshow in China. These initiatives aim to build on the momentum gained at Wine Paris and further expand the reach of Hungarian wines in key global markets.

The Wine Paris expo, held between February 10-12, served as a springboard for Hungarian wines, setting the stage for continued growth and recognition in the global market. The strategic initiatives undertaken by the Hungarian Wine Marketing Agency, combined with the quality and diversity of Hungarian wines, position the country for a promising future in the international wine industry. The event underscored Hungary’s commitment to innovation and quality in winemaking.

Hungarian Wines Conquer Paris: An Exclusive Interview with Leading Wine Expert, Dr. Anya Petrova

We sat down with Dr.Anya Petrova, a renowned wine critic and expert on Eastern European wines, to discuss the impact of hungarian wines at Wine Paris 2025.

The success of Hungarian wines at Wine Paris 2025 signifies a pivotal moment, not just for Hungary’s wine industry, but for the global recognition of Central European viticulture.

Dr. Anya Petrova, Wine Expert

Senior Editor (SE): Dr.Petrova, the Hungarian Wine Marketing Agency’s unified presence at Wine Paris appears to have been a resounding success.

Hungarian Wine’s Global Rise: An Exclusive Interview with Leading Wine Expert, Dr. Anya Petrova

Did you know that the unified marketing strategy employed by Hungary at Wine Paris 2025 not only boosted sales but also redefined the country’s image on the global wine stage?

Senior Editor (SE): Dr. Petrova, the Hungarian Wine Marketing Agency’s unified presence at Wine Paris seems to have been incredibly successful.Can you elaborate on what made this strategy so impactful, and how it can serve as a model for other wine regions seeking international recognition?

Dr. Anya Petrova (DAP): Absolutely. The Hungarian Wine Marketing Agency’s approach at Wine Paris 2025 was a masterclass in strategic marketing for the wine industry. Their success stemmed from a multi-pronged approach that went beyond simply showcasing wines. They understood the importance of creating a cohesive brand identity for Hungarian wines as a whole,highlighting the unique terroir and winemaking traditions of the country. This unified presence allowed Hungarian wineries, individually and collectively, to establish a strong presence, commanding more attention than they might have achieved independently. This unified marketing strategy, built on a foundation of showcasing the diversity and quality of hungarian wines, particularly varieties like Furmint and Aszú, proved incredibly effective in capturing global attention. Such a strategic approach provides a valuable template for other wine regions aspiring for international market expansion. Many wine regions grapple with a fragmented presence, preventing them from seizing market share effectively.

SE: The article highlights the significant role of digital marketing in connecting Hungarian exhibitors with potential buyers. How crucial is a robust online presence in today’s global wine market, and what specific strategies should wine regions emulate?

DAP: In today’s digitally driven world, a robust online presence is no longer optional but essential for any wine region aiming for global recognition. The Hungarian Wine Marketing Agency’s use of an online platform to facilitate connections between exhibitors and buyers is a perfect example of leveraging technology for strategic advantage. This “dating site” approach, as described, cleverly streamlined networking and ensured targeted interactions. Wine regions should invest in developing user-kind websites, optimizing their content for search engines (SEO), and actively engaging on social media platforms. This requires a well-defined digital marketing strategy that encompasses content marketing (blog posts, articles, videos), social media promotion, search engine optimization (SEO), influencer marketing, and engaging email campaigns targeted at key audiences, including importers, distributors, sommeliers, and even consumers.

SE: the event also featured masterclasses and influencer collaborations. How effective are these types of initiatives in elevating a wine region’s profile,and what are some best practices to follow?

DAP: Masterclasses and influencer collaborations are incredibly effective tools for building brand awareness and educating consumers about a wine region’s unique offerings. Masterclasses, led by renowned experts, provide an engaging opportunity to communicate the nuances of winemaking, grape varietals, and regional terroir. They allow for a direct connection with consumers, building trust and credibility. Influencer marketing, when executed thoughtfully, leverages the existing reach and credibility of influencers to reach targeted audiences. The effective use of both strategies enhances understanding and elevates the perception of the region’s wines. Key best practices include carefully selecting influencers who align with the brand’s values, creating engaging content that resonates with their audience, and tracking the effectiveness of campaigns using relevant metrics.

SE: The “Furmint Février” initiative is a prime example of highlighting a specific varietal. How important is it to showcase unique varietals, and what are some strategies wine regions could use to promote their signature grapes?

DAP: Focusing on specific, signature grapes is crucial for distinguishing a wine region in the global marketplace. By emphasizing unique varietals like Furmint, a region creates a distinct identity and narrative, setting it apart from competitors. Strategies for promoting signature grapes can involve creating detailed educational materials, organizing tasting events focused on the varietal, and collaborating with chefs and restaurants to feature it in food pairings. It’s also vital to establish clear branding and messaging around the signature grape, communicating its unique characteristics and appeal.Developing and disseminating engaging storytelling around the grape’s history and cultivation adds a rich dimension to its appeal.

SE: what are the key takeaways from the Hungarian Wine Paris experience that other wine regions can use to guide their international marketing strategies?

DAP: The Hungarian success at Wine Paris underscores the importance of:

Unified Branding: Creating a cohesive brand identity that showcases the region’s unique characteristics.

Digital Engagement: Leveraging digital platforms for effective networking and consumer engagement.

Experiential Marketing: Employing masterclasses, tastings, and influencer collaborations to create memorable experiences.

Varietal Focus: Highlighting unique and signature varietals to establish a distinct regional identity.

* Strategic Partnerships: Collaborating with key industry players to expand reach and influence.

SE: Thank you, Dr. Petrova, for your insightful analysis. this interview provides invaluable advice for wine regions around the world. Readers, what are your thoughts on Hungary’s successful marketing campaign? Share your insights in the comments below, and let’s discuss how other wine regions can learn from their strategy!