In June, Wines of Hungary presented the diversity and distinctive character of Hungarian wines in New York—one of the most important wine markets in the United States—through a comprehensive series of professional, media, and educational events. Across the three events, Wines of Hungary succeeded in introducing the uniqueness and character of Hungarian wines to a significant number of wine industry professionals, including importers, distributors, sommeliers, wine writers, and key opinion leaders.

1. Volcanic Wine Awards Conference and Trade Meeting – June 10, 2026, New York

One of the highlights of the program series in the United States was the 5th International Volcanic Wines Conference (IVWC), held in New York, where Wines of Hungary presented the award-winning Hungarian wines from the Volcanic Wine Awards.

The event was of particular importance for the Hungarian wine sector, as it focused on the international presentation and comparison of wines originating from volcanic terroirs. The outstanding results achieved by Hungarian wines from these volcanic wine regions further reinforced the international competitiveness of Hungary’s volcanic terroirs and wineries.

The conference was held at Manhatta building in Manhattan, where Wines of Hungary was given a prominent presence within the walk-around tasting. The wines presented included the entries of the four Hungarian wineries awarded the Chairman Award, as well as nearly twenty Hungarian volcanic wines that had received Gold Medal distinction. In total, the event attracted around 250 trade visitors, including importers, merchants, sommeliers, wine writers, and other key opinion leaders from the wine industry.

As part of the conference, four masterclasses were held. Of particular importance was John Szabó MS’s presentation, Hungarian Uprising: Wines of the Carpathian Volcanic Arc, which was attended by nearly 60 wine professionals. The masterclass offered an in-depth overview of the distinctive features of Hungarian volcanic wines, the diverse characteristics of their terroirs, and their significance in an international context.

The professional value of the event was further enhanced by the fact that the Volcanic Wine Awards project was backed by internationally acclaimed experts such as Jancis Robinson and Tara Q. Thomas. The competition and the outstanding Hungarian results received significant international professional attention, further strengthening the visibility of Hungarian wines on the global stage. The award-winning wines and the results of the competition were also presented in a dedicated professional article with the contribution of Tara Q. Thomas, providing an additional communication platform for Hungarian wines.

2. Press Brunch – June 11, 2026, New York

On the day following the conference, the Wines of Hungary team hosted a Press Brunch at Unlisted Rooftop Bar for members of the American media, opinion leaders, and invited wine professionals.

A total of 25 guests attended the event, where they were introduced, in a focused setting, to the quality of Hungarian wines as well as to the key messages outlined in Wines of Hungary’s communication strategy. The professional content of the program was led by John Szabó, who guided the tasting and presented the selected wines within their broader international context.

One of the most important outcomes of the event was the strengthening of media and communication relationships. Participants generated a considerable amount of social media content, posts, and shares, helping the message of Hungarian wines reach a broader American audience. As such, the program primarily served to enhance the communication visibility of Hungarian wines and to further engage key opinion leaders.

3. Sommelier Party – June 11, 2026, New York

The third flagship event of the program series took place at Bibliotheque, located in New York’s SoHo district. The primary target audience of the event was the local sommelier community, which plays a key role in shaping the U.S. premium wine market.

Approximately 100 sommeliers attended the tasting, where they were introduced to Hungarian wines that already had established U.S. importer or distributor representation. This allowed interested professionals to gain direct access to the wines following the event, thereby supporting the expansion of commercial opportunities.

The main objective of the event was to support trade relations and provide professional education. The program was underpinned by two internationally recognized wine experts, John Szabó MS and sommelier Sam Neely, who presented the unique qualities of Hungarian wines to the participants.

Based on the professional discussions and feedback gathered during the event, it became clear that the U.S. market is highly receptive to Hungarian wines. Particular interest was shown in wines made from indigenous grape varieties with distinctive terroir expression, which are capable of occupying a clearly differentiated position within the international wine landscape. The feedback further confirmed that the United States represents a significant export market for Hungarian wines, with strong potential for future growth.

Photos: Andrea Ceraso Photography