{"id":8068,"date":"2025-12-02T14:34:42","date_gmt":"2025-12-02T13:34:42","guid":{"rendered":"https:\/\/bor.hu\/?page_id=8068"},"modified":"2025-12-04T10:15:05","modified_gmt":"2025-12-04T09:15:05","slug":"international-aszu-day-2025","status":"publish","type":"page","link":"https:\/\/bor.hu\/en\/international-aszu-day-2025\/","title":{"rendered":"International Asz\u00fa Day 2025"},"content":{"rendered":"
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International Asz\u00fa Day 2025<\/p>\n \n

Asz\u00fa Day, honouring Tokaj\u2019s legendary sweet wine. First established in 2017, the celebration has grown into a global movement\u2014one that showcases Asz\u00fa not only as a symbol of Hungarian heritage, but also as a vibrant, modern wine that resonates with today\u2019s gastronomic and cultural trends.
\r\nIn 2025, Wines of Hungary is bringing International Asz\u00fa Day to life with a dynamic, multi-continent campaign, featuring high-impact activations designed to inspire professionals, media, influencers and consumers alike. From immersive tastings to digital storytelling and experiential events, each market highlights Asz\u00fa\u2019s versatility, elegance and contemporary relevance.
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A Global Toast to Tokaj<\/strong><\/h4>\n\n

With innovative events across North America, Europe and Asia<\/strong>, International Asz\u00fa Day 2025 introduces Tokaj\u2019s iconic sweet wine to new audiences, new contexts and new generations. Whether enjoyed on its own, paired with inventive cuisine or mixed into modern cocktails, Asz\u00fa continues to shine as one of the world\u2019s most remarkable wines\u2014combining centuries of tradition with contemporary style.<\/p>\n\n

On 10 December, join the celebration and raise a glass to Tokaj\u2019s liquid gold.<\/strong><\/p>\n\n

Global Activations 2025<\/strong><\/h4>\n\n
United States \u2013 New York City<\/strong><\/h5>\n\n

In partnership with Full Pour<\/strong>, the cutting-edge drinks and culture magazine, New York City will host an exclusive event on 10 December<\/strong> to celebrate both International Asz\u00fa Day and the launch of Full Pour\u2019s Winter 2025 Issue No. 12<\/strong>.
Guests will enjoy:
\u2022 Curated Tokaji Asz\u00fa tastings presented by Wines of Hungary
\u2022 A first look at the new Full Pour print edition
\u2022 Mini-showcases of drinks and brands featured in the magazine
\u2022 A lively, informal setting attracting media, trade and trend-focused consumers<\/p>\n\n

This activation positions Asz\u00fa firmly within modern beverage culture and the broader creative community.<\/p>\n\n

United Kingdom \u2013 London<\/strong><\/h4>\n\n

Tokaji Asz\u00fa \u2013 The original sweet wine<\/p>\n\n

London becomes the stage for a vibrant Tokaji Tour<\/strong>, designed to spotlight Asz\u00fa as a must-have wine for winter celebrations.<\/p>\n\n

Key elements include:
\u2022 Press, trade and influencer lunches and dinners<\/strong> at Noble Rot Mayfair & Soho (8 December)
\u2022 A Tokaji-branded London taxi<\/strong> touring the city, hosting pop-up tastings and pairings in unexpected locations
\u2022 Guest presenters joining at each stop
\u2022 Social-first content capturing the journey and amplifying reach across lifestyle, gastronomy and wine media<\/p>\n\n

This creative, city-wide programme brings Asz\u00fa into the heart of London\u2019s cultural and culinary scene.<\/p>\n

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Germany \u2013 Digital Campaign with Konstantin Baum MW<\/strong><\/h4>\n\n

In Germany, International Asz\u00fa Day comes to life online through a collaboration with Master of Wine Konstantin Baum<\/strong>, one of the country\u2019s most influential digital wine educators.<\/p>\n\n

Content highlights:
\u2022 \u201c3 Things You Don\u2019t Know About Tokaj\u201d<\/strong> \u2013 an engaging introduction to the region\u2019s unique story
\u2022 On-camera tasting<\/strong> featuring Asz\u00fa\u2019s aromas, structure and distinctive character
\u2022 Additional Instagram stories and shared content across @konstantinbaum_mw and Wines of Hungary channels<\/p>\n\n

This expert-led, approachable campaign brings Tokaj\u2019s story to a wide German-speaking audience.<\/p>\n\n

China \u2013 Nationwide KOC & Digital Activation<\/strong><\/h4>\n\n

In China, a major digital push\u2014developed with Nimbility\u2014raises Asz\u00fa\u2019s profile during the festive e-commerce season.<\/p>\n\n

The programme includes:
\u2022 A national KOC campaign<\/strong> with 100 content creators
\u2022 Support from top influencers such as Xiao PI, Sommcat and Post90\u2019s<\/strong>
\u2022 Christmas livestreams<\/strong> promoting Asz\u00fa and driving seasonal sales
\u2022 Trade Influencer Program<\/strong> and professional education initiatives
\u2022 Ambassador training programs for importers, distributors and hospitality leaders<\/p>\n\n

Together, these actions elevate Asz\u00fa\u2019s visibility across digital, lifestyle and trade communities.<\/p>\n

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South Korea \u2013 A High-Profile Celebration in Seoul<\/strong><\/h4>\n\n

At the Pullman Ambassador Seoul Eastpole<\/strong>, a luxurious Asz\u00fa-themed event brings together media, trade partners and key influencers as part of the second year of Wines of Hungary\u2019s Korean campaign.<\/p>\n\n

The event features:
\u2022 A curated menu of refined canap\u00e9s paired with premium Asz\u00fa
\u2022 A consumer influencer programme highlighting Asz\u00fa listings across Seoul
\u2022 Targeted promotions and geotargeted outreach<\/p>\n\n

This activation strengthens Asz\u00fa\u2019s premium positioning in one of Asia\u2019s most dynamic wine markets.<\/p>\n\n

Hungary \u2013 Celebrating at Home<\/strong><\/h4>\n\n

In Budapest, Time Out Market<\/strong> hosts weekly Asz\u00fa evenings throughout December.
Visitors can enjoy:
\u2022 Rotating winery showcases
\u2022 Guided tastings celebrating the diversity of Asz\u00fa
\u2022 A welcoming venue where locals and tourists rediscover Hungary\u2019s most iconic wine<\/p>\n\n

These events underline that Asz\u00fa is not only a global ambassador for Hungary\u2014but also a cherished part of the country\u2019s cultural identity.<\/p>\n\n

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