According to the Alcohol Consumption Tracker US, imported wines are increasingly embraced by both Gen Z and Millennial consumers. Wines of Hungary has now set its sights firmly on the US with its first targeted campaign aiming to tap into these generations’ growing curiosity for authenticity, sustainability and stories of origin.
Natural and orange
The campaign kicked off in August and has heated up recently with the support of two natural wine fairs in New York at the end of October. The Hungarian Wine Marketing Agency’s Head of International Marketing Nikolett Garai pointed out that this is no longer “an alternative category” but rather one that is “here to stay and moving the needle of Hungarian wine forward”.
Karakterre 16, Central and Eastern European wine’s leading organic, biodynamic and natural wine fair took place at Domino Park Square, Brooklyn, New York on 25 October and featured seven Hungarian wine producers from Somló, Balatonfüred, Balaton-felvidék, Mátra, Neszmély and Villány. Laci Jász, P.A.N.K., Dávid Bökő, Oliver Weingartner, Pager, Turay and Wassmann presented their exciting wines to a curious public.
The following day, Hungarian wineries were also out in force at the annual Orange Glou Festival at Home Studios in New York City, with nine producers participating. Laci Jász, Oliver Weingartner, Pager and Dávid Bökő were joined by Tomi Vincze, Lenkey Pincészet, Dúzsi Tamás, Bussay Pince and Somlói Vándor to showcase some of Hungary’s best and most exciting orange wines at this fourth Orange Glou Fair.
Anything but BORing
Hungarian wines will continue to consolidate their foothold in the US in November with a series of masterclasses curated by John Szabo MS and trade tastings across the country. These events will bring the diversity and dynamism of Hungarian wine to four key US cities. The programme will showcase Hungary’s indigenous and regional grape varieties, including dry Furmint, Olaszrizling, Kadarka, Bikavér, Kékfrankos, Villányi Franc and Tokaji Aszú, as well as lesser-known hidden treasures.
The event series will focus on education, networking and discovery to engage sommeliers, importers, distributors, educators and media professionals in the exciting world of Hungarian wine.
The Wines of Hungary USA Tour 2025 will kick off at the Wythe Hotel in New York City on 11 November. John Szabo MS will lead a deep dive into Hungary’s native varieties, styles and terroirs followed by a walkaround tasting featuring 31 top Hungarian wineries, giving professionals the opportunity to meet producers in person. Participants will be able to explore everything from pet-nats, sparkling wines and volcanic wines through to elegant reds and noble sweet wines from across Hungary and discover wines from the Tokaj, Villány, Szekszárd, Somló, Eger, Pannonhalma, Sopron, Balatonfüred-Csopak, Balaton Highlands, Balatonboglár, Etyek-Buda and Hajós-Baja wine districts.
The tour will continue at 1 Hotel West, Hollywood, Los Angeles on 13 November with a masterclass and walkaround tasting featuring 23 producers from all over Hungary. The tasting will focus on wines already available in the US, emphasising accessibility for trade and hospitality professionals. The tour’s next stop will be at Soho House, Austin, Texas on 17 November, where the focus will be on regional availability and local partners, showcasing how Hungarian wines are already gaining traction in the Lone Star State. The masterclass will focus on wines currently distributed by local partners such as Maverick Beverage Company, Splurge Distribution and Favorite Brands.
The final stop on the tour will be at Avec River North, Chicago on 19 November where the focus will be on exploring volcanic whites, Kékfrankos and world-class Tokaji wines, many of which are available through Illinois distributors.
As Pál Rókusfalvy, Government Commissioner for National Wine Marketing points out, the United States is “one of the most important markets in the world”. Rókusfalvy is confident that American drinkers “will embrace Hungarian wine once they are properly introduced to it”.
The US’s introduction to Hungarian wine is well on the way as Wines of Hungary launched its new image film earlier this year, which Rókusfalvy states will anchor the campaign with “a strong visual identity and storytelling that captures the uniqueness and spirit of Hungarian wine.”
Photos: Hungarian Wine Marketing Agency