International Aszú Day: A Global Celebration of Tokaj’s Liquid Gold
Every year on 10 December, wine lovers across the globe raise a glass to International Aszú Day, honouring one of the world’s most iconic sweet wines: Tokaji Aszú. Established in 2017, the celebration shines its spotlight on a wine that embodies the essence of the Tokaj region – its volcanic soils, centuries-old winemaking traditions and the mastery of contemporary producers who keep this heritage alive.
Tokaji Aszú is famed not only for its luxuriant sweetness and amazing acidity, but also its unique production method. Aszú berries, shrivelled and sweetened through noble rot, are hand-picked one by one, then macerated in a base wine to extract their concentration and aromas. The result is a wine that has captivated kings, poets and wine enthusiasts for generations. International Aszú Day encourages today’s wine lovers to rediscover this treasure, not as a relic of history, but as a vibrant, modern, premium wine fit for contemporary enjoyment.
Wines of Hungary is continuing to elevate Aszú’s global profile in 2025 with a dynamic series of events spanning three continents, putting Aszú into exciting lifestyle contexts, pairing it with inventive cuisine and even inspiring signature cocktails created just for the occasion. From New York to London, Seoul to Budapest, the goal is to introduce Aszú as versatile, stylish and deeply relevant to today’s gastronomic and cultural scene.
New York City: Toast Aszú with Full Pour
In the United States, International Aszú Day will be celebrated in partnership with Full Pour, the modern drinks magazine known for exploring global beverage culture. A special event in New York City marks both the holiday and the release of Full Pour’s 12th issue (Winter 2025). Guests will enjoy an evening of discovery featuring curated tastings of exceptional Tokaji Aszú, the debut of the new print issue, and showcases of drinks and brands highlighted in the magazine’s “Flow Into Community” section. The atmosphere promises to be casual yet vibrant, perfect for placing Aszú at the centre of modern drinks culture for media, trade insiders and curious consumers alike.
London: Noble Rot and the Tokaji Tour
Across the Atlantic, London becomes a playground for Tokaj with the Tokaji Tour, an initiative designed to cement Aszú’s position as the essential festive-season sweet wine. On 8 December, the famed Noble Rot restaurants in Mayfair and Soho will host lunches and dinners for press, trade and influential voices in wine and gastronomy. Meanwhile, a Tokaji-branded London cab will roam the city, stopping at unexpected locations to host pop-up tastings and food pairings with a rotating cast of guest presenters. Followers can join the excitement digitally as media partners and influencers help move Aszú’s premium lifestyle appeal into the limelight.
Germany: Digital Discovery with Konstantin Baum MW
In Germany, International Aszú Day unfolds online through a collaboration with Konstantin Baum MW, one of the country’s most respected wine educators. On Instagram, his feature “3 Things You Don’t Know About Tokaj” will guide viewers through the region’s unique characteristics, its historical significance and the special winemaking methods behind Aszú. Baum will also taste and analyse the wine on camera, offering accessible insight into its aromas, structure and unmistakable identity. His expert but friendly storytelling invites audiences to explore Tokaj’s narrative from the comfort of their screens.
China: A Nationwide Digital Push
In China, International Aszú Day will be promoted through a nationwide KOC campaign with Nimbility to boost Tokaj’s digital presence during the Christmas e-commerce season, alongside trade initiatives such as the Trade Influencer Program and Aszú livestream sales. A combined strategy will educate importers, distributors and hospitality professionals, training key figures as Wines of Hungary Ambassadors.
The campaign engages 100 selected KOCs to create content showcasing Tokaji Aszú’s heritage and festive appeal, supported by major influencers like Xiao PI, Sommcat and Post90’s. Christmas livestreams will further drive visibility, consumer interest and e-commerce sales while reinforcing Tokaj’s premium positioning in the Chinese market.
Seoul: A Luxurious Finish to the Year
In South Korea, celebrations reach a luxurious crescendo at the Pullman Ambassador Seoul Eastpole, marking the second year of Wines of Hungary’s promotional campaign in the country. The high-profile event brings together trade partners, media and key influencers for an Aszú-themed evening featuring refined canapés paired with premium Aszú. In parallel, a consumer influencer programme will highlight Aszú listings across Seoul, ensuring that wine enthusiasts throughout the city can join the festivities.
Budapest: Celebrating at Home
Back in Hungary, locals and visitors alike can reconnect with this national treasure throughout December. Every Tuesday, the Time Out Market Budapest is hosting special tasting evenings featuring selected wineries and shining a spotlight on the magical diversity of Aszú. It is a gentle yet joyful reminder that Tokaji Aszú is not only a cultural export, but also a jewel of Hungarian identity.
As International Aszú Day continues to evolve, so does the global perception of Tokaji Aszú. No longer seen only as a wine only for connoisseurs or collectors, it is now entering the mainstream of modern beverage culture, and is innovative, versatile and endlessly surprising. Whether sipped alone, paired with imaginative cuisine or mixed into a signature cocktail, Aszú offers a taste of history wrapped in contemporary elegance.
This 10 December, wherever you are in the world, join the celebration and discover (or rediscover) Tokaj’s legendary liquid gold!