In an increasingly competitive international wine market, a consistent, conscious, and professionally grounded image has become a key issue for smaller wine-producing countries. Wine Paris 2026 provided an excellent opportunity for Hungary to demonstrate its place on the global map with a unified visual identity and communication concept, supported by a strong professional program.

Wine Paris has grown to become one of the most influential trade shows in Europe: it serves simultaneously as a business development platform, a brand-building arena, and an educational space. Participation in such an event is of strategic importance, as importers, distributors, sommeliers, and wine writers—the key decision-makers shaping a country’s long-term international reputation and market opportunities—are present in a highly concentrated setting.

This year, 45 Hungarian wineries presented their wines at the Wines of Hungary community stand, clearly demonstrating the strength of industry collaboration and the diversity of Hungary’s wine portfolio. The primary objective of the presence was long-term market development, the establishment of new distribution partnerships, and the strengthening of existing relationships.

Our core message was clear: Hungary is a distinctive wine-producing country built on unique indigenous varieties, a terroir-driven philosophy, and a clear premium trajectory. Special emphasis was placed on native and Carpathian Basin grape varieties—Furmint, Olaszrizling, Kékfrankos, and Kadarka—as well as the wine styles built upon them, ranging from Bikavér and Tokaji Aszú to Furmint-based sparkling wines and wines expressing the character of volcanic terroirs.

Over the three days, a total of 16 masterclasses and professional tastings were held at the stand, structured in a structured format. The sessions provided both a comprehensive overview of Hungary and in-depth thematic focuses, ensuring that visitors received not only wines, but also context and a strong sense of origin.

Among the internationally recognized experts, Konstantin Baum MW presented dry Furmints from iconic Tokaj vineyards, alongside some of the most outstanding Hungarian wines of the past year. Patrick Schmitt MW guided the audience through Hungary’s volcanic terroirs—from Tokaj to Somló and Mátra—while also highlighting the growing position of Hungarian sparkling wines, particularly those based on Furmint.

The Furmint Février event preceding the exhibition further strengthened professional interest: the interactive blind tasting and the tasting series showcasing the diversity of the variety generated considerable interest among importers.

First impressions are highly encouraging: strong professional interest, intensive tasting activity, and several emerging cooperation opportunities. While the evaluation of concrete business results is still ongoing, it is already evident that Hungary’s unique grape varieties and terroir-driven wine styles are receiving substantial attention.

For the participating wineries, presence at Wine Paris represents not only potential export partnerships, but also direct market feedback, trend awareness, and an international benchmark. In the long term, appearances of this kind lay the groundwork for stable export relationships and the strengthening of the Hungarian wine brand, while creating tangible professional and business opportunities for producers.

Wine Paris 2026 was therefore not merely a showcase, but a deliberate step toward reinforcing Hungary’s international wine position.

Wine Paris 2026 – Key Figures and Highlights

• More than 112,000 professionals gathered over 3 days
• 6,537 exhibitors from 63 countries
• 63,541 visitors from 169 countries
• 51% international visitors
• +20% overall growth
• +28% pre-scheduled meetings
• 239 events and conferences
• 400 French, European and international public officials and an inauguration of the exhibition by the President of the Republic, Emmanuel Macron.