In 2026, the Wines of Hungary campaign is gearing up to take the United States by storm, showcasing the captivating and diverse offerings of Hungarian wines. With an exciting lineup of events and promotions, this campaign aims to educate, engage, and delight American wine lovers across the country.

Highlighted Events and Activities

On June 10, 2026, Wines of Hungary will feature award-winning wines from the Volcanic Wine Awards at the Volcanic Wine International Conference. Chairman award-winning wineries will be present to showcase their exceptional portfolios, providing attendees with the opportunity to taste some of the top wines recognized for their quality. This event will also receive serious recognition from Jancis Robinson, further elevating the profile of modern and contemporary Hungarian wines. For more information, visit Jancis Robinson’s article on the Volcanic Wine Awards.

On the same day at 10 PM, a seminar led by John Szabo MS dives deep into Hungary’s unique volcanic wines. Attendees will have the chance to taste a diverse selection of Hungarian wines in a tasting corner designed to impress the trade and press in attendance.

The campaign will continue with a Press Brunch on June 11, 2026, at 12:30 PM. This lively gathering will blend the art of Hungarian wine and gourmet food pairing in a relaxed atmosphere, perfect for influencers and lifestyle press. Hosted by the esteemed Master Sommelier John Szabo, the brunch will offer attendees a fun and interactive experience, creating a positive impression of Hungarian wines that is educational yet enjoyable.

Shortly after, the Sommelier Party will provide a casual setting for sommeliers to connect and share insights while tasting a variety of Hungarian wines. This event promotes networking in the sommelier community, spotlighting the distinct flavors of Hungarian wines and infusing the experience with the lively spirit of Hungarian culture. The event will be hosted by Jonathan Eiccholz Master Sommelier.

Later in the year, Tokaj After Dark, scheduled for December 7, 2026, will feature a stylish evening focused on Tokaj Aszu wines, inviting Key Opinion Leaders to discover the seductive complexities of these renowned sweet wines.

Fostering trade relationships

Wines of Hungary will invite trade professionals to the BOR 2026 Hungarian Wine Summit in September 2026, with the strategic goal of fostering networking and creating direct B2B meetings between Hungarian wineries and importers, distributors. This initiative represents a key pillar of the campaign’s trade development strategy, building the commercial relationships necessary to grow Hungarian wine’s presence across the U.S. market.

Following the success of Furmint February 2026, the campaign will continue into 2027 with a second edition of this restaurant promotion, engaging accounts in select markets to both discover Hungarian wine and share their discoveries with their customers.

Each participating account will receive a small marketing stipend, used to promote Hungarian Furmint on-site through flights, wine dinners, educational seminars, and more, as well as through social media promotion. These events and promotions are designed to drive direct sales for the accounts, while also benefiting importers, distributors, and wineries alike.

Four standout winners will be selected to attend the Hungarian Wine Summit, rewarding their engagement and deepening their connection to Hungarian wine culture. Supporting the entire event series, Wines of Hungary will provide additional press and social media coverage to amplify reach and ensure maximum visibility throughout the promotion.

Educational Opportunities

The campaign is committed to enriching knowledge of Hungarian wines through a series of educational seminars hosted by John Szabo in various U.S. cities. These seminars will introduce American wine professionals to the exciting range of Hungarian wines, filling a gap in the current market. Participants will be able to sample a variety of wines and learn about their unique characteristics in an engaging setting.

Collaborations and Media Engagement

To capture the attention of American audiences, the Wines of Hungary initiative is collaborating with popular media outlets known for their innovative food and drink content. A partnership with Vice Munchies, which reaches millions of the younger, curious demographic, features sommelier Johnathan Eichholz in a captivating two-episode series on Hungarian wines, designed to inspire viewers to explore these wines and even consider a trip to Hungary. The first episode is already available on the Youtube channel of The Wine Show.

The campaign will utilize PROVI, presented by SevenFifty — the premier and original resource in the USA for professionals to source and discover wines online. PROVI offers buyers a unique opportunity to browse inventory lists across the country. Similar to a retail site open to consumers, this trade-only platform connects buyers with importers and distributors to purchase wines for their lists in real time.

Given the complexity of the USA’s three-tier alcohol system, SevenFifty helps bridge the gap, making it easier for Hungarian wines to reach the right buyers at the right time.

Wines of Hungary will have a dedicated landing page accessible to all, while also being heavily promoted through banner ads across the site. Hungarian wines will be suggested to buyers through direct featured placements. For those unfamiliar with Hungarian wine, the landing page will offer a wealth of information — including regions, grapes, and food pairing ideas — alongside compelling imagery, making it easier than ever for buyers to discover and select Hungarian options.

The campaign has forged a strong relationship the Wine Enthusiast magazine. A wine critic will travel to Hungary for the Hungarian Wine Summit in 2026, where they will taste a variety of wines in a controlled setting — ensuring thoughtful, informed scores and reviews. Beyond the tastings themselves, the trip will provide rich material to generate additional editorial content, further amplifying the visibility and credibility of Hungarian wines among Wine Enthusiast’s influential readership.

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Influencer Outreach and Media Strategy

Engaging media is essential to the campaign’s success. Strategic outreach will target influential wine critics and journalists from prominent publications like Wine Spectator and Wine Enthusiast. The campaign will send curated sample packs to key media figures to foster interest and generate articles about the activities and the exceptional quality of Hungarian wines.

Conclusion

As the Wines of Hungary campaign unfolds in 2026, it promises to reshape how American consumers perceive and enjoy Hungarian wines. With a focus on educational initiatives, engaging events, and productive media partnerships, the campaign seeks to foster a deeper connection between American wine lovers, trade and the rich tapestry of Hungarian wine culture. By blending expert guidance with lively events and cultural flair, this campaign is set to resonate with wine enthusiasts across the U.S., making Hungarian wines a must-try for 2026!