WINES OF HUNGARY PARTNERS WITH NIMBILITY TO BUILD PROMOTIONAL CAMPAIGN IN CHINA

Wines of Hungary has engaged market and brand building agency Nimbility to build out a promotional campaign in China to highlight the rich heritage, diversity and versatility of Hungarian wines.

The program aims to build awareness, visibility and reputation of the exquisite wines of Hungary, as well as increasing their overall availability in the China market. The campaign will run for seven months, from September 2024 to March 2025, and will consist of a mix of events, educational activities, digital and media campaigns aimed to engage with China’s key trade players and ever increasing number of engaged and enthusiastic wine lovers.

The program will be the first of its kind in China and marks the strong intent of Wines of Hungary to over invest in this high potential market despite difficult current trading conditions. The core of the program will be centred around a three-day roadshow in Shenzhen and Shanghai consisting of in-depth masterclasses and trade tastings with an exclusive gala event to finish the program at the Hungarian Embassy in Beijing. Fongyee Walker MW, China’s most infuential Master of Wine, will be hosting the Masterclasses to give guests the highest level of knowledge and understanding of the unique offerings of Hungarian wines.

Concurrently, an influencer campaign featuring both wine trade KOLs and consumer KOCs who specialise in F&B and lifestyle, will be implemented across core platforms such as WeChat and RED to promote the rich heritage, diversity and versatility of wines of Hungary. Encouraging wine lovers to discover these unique offerings and explore all facets of what Hungarian wines have to offer will be central to the campaign efforts.

Nimbility will also be leveraging their team of regional experts to present a China market webinar session that will give Hungarian wineries a detailed run down of the market and it’s particular idosyncracies as well as advice on entering the market successfully.

“We are really excited to be partnering with Nimbility for this first-of-its-kind campaign for Wines of Hungary in Mainland China,” said Pál Rókusfalvy, Government Commissioner for National Wine Marketing.

“China represents a high potential yet complex market and we firmly believe there is great potential here for our wines amongst the ever growing population of wine lovers who are making choices based on their own personal preferences. Our aim is to showcase the uniqueness of Hungarian wines through genuine specialties, ranging from dry wines born from volcanic soils found across the country to the botrytized sweet wines of Tokaj. Nimbility’s expertise in the market gives us the perfect platform from which to build our presence and reputation, clearly demonstrating to the trade that wines from Hungary should be a part of their offering.” 

Nichole Mao, Partner and Nimbility’s Head of China Sales & Marketing had this to say:

“I am thrilled to be working with Wines of Hungary and introducing these wonderful wines to China. In April this year, during the Hungarian Wine Summit, I had the opportunity to discover first hand many of the stunning wine regions of Hungary - from Tokaj to Eger to Etyek. There is so much more to Hungary besides the beautiful and historical Tokaj - the volcanic reds, the Balaton mineral whites. I very much look forward to sharing what I have learned and experienced to our wine audiences in China.”

For more information about the Wines of Hungary campaign in China, please contact nichole@nimbilityasia.com

ABOUT WINES OF HUNGARY

Heritage

Hungary’s wine heritage spans centuries, and archaeological evidence suggests that the Celts began growing grapes and producing wine in   the Central European region as early as the 1st century BC. This tradition was further developed during the Roman Empire, with the Transdanubia region being the heart of a rich wine culture.

Later, the Hungarians settled in the Carpathian Basin, where ancient, local and Central Asian traditions brought by the Hungarians themselves gave rise to Hungary’s own unique viticultural methods.

The Hungarian word for wine, “bor”, encapsulates the centuries long cultural heritage that originates from Central Asia. According to Chinese chronicles, the sacred mountain of the ancestors of the Hungarians was called Bor Tengri, where sacrifices were made to the God of Rebirth.  In the ancient language of the Hungarians, the word "bor" had a dual meaning: on one hand, it denoted rebirth, the mystery of the transformation of the dawn and dusk sky; on the other hand, it referred to the rebirth of fermented grape juice into wine.

This rich history forms the basis for Hungary’s revered viticultural tradition, which has flourished for centuries and continues to attract wine lovers from all over the world.

Different terroirs, grape varieties and wine styles

The wine regions of Hungary, located in the heart of Europe, range from the volcanic landscapes of Tokaj to the hilly Mediterranean terrain of Villány, boasting a wide range of landscapes, soils and climates – a rich variety of terroirs, as we call them.

Viticulture in Hungary is distinguished by its unique grape varieties, combining tradition and innovation. From the famous white wine grape Furmint to the intense red wine grape Kékfrankos, each of these has contributed to Hungary’s international reputation for winemaking. In addition, the internationally renowned Cabernet Franc grape from the Villány region, Villányi Franc, gives Hungarian wines a new dimension.

Hungarian wines offer a diverse range of flavours, from the lusciously sweet Tokaji Aszú to the refreshingly spicy Bikavér (aka Bull’s Blood) blended red. Whether mineral-rich white wines from volcanic soils or full-bodied reds from loggerheads (soft, rich soils) or calcareous (limestone) soils, there is a wine to suit every taste and every special occasion.

Deeply rooted in tradition, Hungarian winemakers embrace innovation and constantly push the boundaries of technology, continuously improving their winemaking skills. From modern winemaking techniques to sustainable practices, the Hungarian wine industry embraces tradition and progress at the same time.