This year, Furmint February has officially made its mark on the U.S. restaurant map. One of the campaign’s key activities is Furmint Restaurant Weeks, a multi-state, restaurant-driven promotional campaign. In 2026, the Hungarian Wine Marketing Agency will continue to focus on promoting one of Hungary’s most important and versatile grape varieties internationally, building on the grassroots Furmint February initiative launched 16 years ago.

The program series aims to showcase Furmint’s diversity, terroir sensitivity, and gastronomic significance, while strengthening interest in high-quality – both dry and sweet – Furmint wines among consumers and wine professionals alike. The February campaign is organized every year in collaboration with restaurants, wine merchants, wine bars, and professional organizations, featuring thematic tastings, masterclasses, and various gastronomic activities.

In 2026, one of the most important target markets in terms of international focus will be the United States, which holds strategic significance for the development of Hungarian wine exports. The size of the American market, its high purchasing power, and its sommelier and fine dining community—open to premium and distinctive protected-origin wines—provide ideal conditions for positioning Furmint. The country’s diverse culinary culture and discovery-driven wine consumption attitude make it particularly receptive to unique, volcanic-origin wines of outstanding quality.

This presence is further strengthened by the nationwide Furmint Restaurant Weeks campaign. A total of 23 participating venues across four cities committed to listing at least two different Hungarian Furmint-based wines on their menus, supported by active social media communication. The program is backed by marketing support, PR coverage, and centrally developed promotional content. Moreover, the most creative participating restaurant will win a professional study trip to Hungary for the autumn BOR 2026 – Hungarian Wine Summit.

The newly created U.S. campaign map spectacularly demonstrates the versatility of the initiative: leading restaurants and wine bars in Austin, Chicago, Los Angeles, and New York have joined the campaign. From fine dining establishments to progressive wine bars, numerous opinion-leading venues have added Furmint to their wine lists—proving that Hungarian wine is no longer a curiosity, but a sought-after and exciting category in the American market.

The goal of Furmint Restaurant Weeks, therefore, is not only to increase visibility, but to establish a lasting restaurant and commercial presence for Furmint in the U.S. market.