A Global Toast to Tokaj

With innovative events across North America, Europe and Asia, International Aszú Day 2025 introduces Tokaj’s iconic sweet wine to new audiences, new contexts and new generations. Whether enjoyed on its own, paired with inventive cuisine or mixed into modern cocktails, Aszú continues to shine as one of the world’s most remarkable wines—combining centuries of tradition with contemporary style.

On 10 December, join the celebration and raise a glass to Tokaj’s liquid gold.

Global Activations 2025

United States – New York City

In partnership with Full Pour, the cutting-edge drinks and culture magazine, New York City will host an exclusive event on 10 December to celebrate both International Aszú Day and the launch of Full Pour’s Winter 2025 Issue No. 12.
Guests will enjoy:
• Curated Tokaji Aszú tastings presented by Wines of Hungary
• A first look at the new Full Pour print edition
• Mini-showcases of drinks and brands featured in the magazine
• A lively, informal setting attracting media, trade and trend-focused consumers

This activation positions Aszú firmly within modern beverage culture and the broader creative community.

United Kingdom – London

Tokaji Aszú – The original sweet wine

London becomes the stage for a vibrant Tokaji Tour, designed to spotlight Aszú as a must-have wine for winter celebrations.

Key elements include:
• Press, trade and influencer lunches and dinners at Noble Rot Mayfair & Soho (8 December)
• A Tokaji-branded London taxi touring the city, hosting pop-up tastings and pairings in unexpected locations
• Guest presenters joining at each stop
• Social-first content capturing the journey and amplifying reach across lifestyle, gastronomy and wine media

This creative, city-wide programme brings Aszú into the heart of London’s cultural and culinary scene.

Germany – Digital Campaign with Konstantin Baum MW

In Germany, International Aszú Day comes to life online through a collaboration with Master of Wine Konstantin Baum, one of the country’s most influential digital wine educators.

Content highlights:
• “3 Things You Don’t Know About Tokaj” – an engaging introduction to the region’s unique story
• On-camera tasting featuring Aszú’s aromas, structure and distinctive character
• Additional Instagram stories and shared content across @konstantinbaum_mw and Wines of Hungary channels

This expert-led, approachable campaign brings Tokaj’s story to a wide German-speaking audience.

China – Nationwide KOC & Digital Activation

In China, a major digital push—developed with Nimbility—raises Aszú’s profile during the festive e-commerce season.

The programme includes:
• A national KOC campaign with 100 content creators
• Support from top influencers such as Xiao PI, Sommcat and Post90’s
• Christmas livestreams promoting Aszú and driving seasonal sales
• Trade Influencer Program and professional education initiatives
• Ambassador training programs for importers, distributors and hospitality leaders

Together, these actions elevate Aszú’s visibility across digital, lifestyle and trade communities.

South Korea – A High-Profile Celebration in Seoul

At the Pullman Ambassador Seoul Eastpole, a luxurious Aszú-themed event brings together media, trade partners and key influencers as part of the second year of Wines of Hungary’s Korean campaign.

The event features:
• A curated menu of refined canapés paired with premium Aszú
• A consumer influencer programme highlighting Aszú listings across Seoul
• Targeted promotions and geotargeted outreach

This activation strengthens Aszú’s premium positioning in one of Asia’s most dynamic wine markets.

Hungary – Celebrating at Home

In Budapest, Time Out Market hosts weekly Aszú evenings throughout December.
Visitors can enjoy:
• Rotating winery showcases
• Guided tastings celebrating the diversity of Aszú
• A welcoming venue where locals and tourists rediscover Hungary’s most iconic wine

These events underline that Aszú is not only a global ambassador for Hungary—but also a cherished part of the country’s cultural identity.