Wines of Hungary kicks off China campaign
The Hungarian Wine Marketing Agency, launched in 2023, has organised its first campaign in Mainland China to build awareness and visibility around wines from Hungary. The post Wines of Hungary kicks off China campaign appeared first on The Drinks Business.
The Hungarian Wine Marketing Agency, launched in 2023, has organised its first campaign in Mainland China to build awareness and visibility around wines from Hungary.
Wines of Hungary is kicking off its China Roadshow campaign in China in Shenzhen at The Park Hyatt on 10 March.
The series of events will start with an in-depth Masterclass on Hungarian wines hosted by Chinese Master of Wine Fongyee Walker MW. This event will be the first time the Hungarian Wine Marketing Agency, founded in 2023, organises such a campaign in China. A selection of eight top Hungarian wines are to be presented by an MW in China, and as such, marks a key milestone for Wines of Hungary in the region.
“We are honoured that Fongyee Walker MW will be presenting our wines as her deep knowledge of both wines and the China market positions her perfectly to be able to communicate the uniqueness of Hungarian wines while clearly demonstrating to the trade that wines from Hungary should be a part of their offering," said Pál Rókusfalvy, Government Commissioner for National Wine marketing in Hungary.
This will be followed by a walk around tasting of a further 20 wines for guests to designed to showcase the diversity of Hungarian wines. Guests invited will include importers, distributors, retailers, sommeliers, press, media and influencers in an attempt to build awareness, visibility and reputation for wines of Hungary, as well as increasing their overall availability in the China market.
From Shenzhen the roadshow will move to Shanghai for a similar series of events on 12 March to be hosted at luxury hotel The Middle House in the heart of Jing’an.
On March 13 a Gala event, introduced by Rókusfalvy in cooperation with the Embassy of Hungary in Beijing, will take place at Bon Boeuf Restaurant in Beijing to mark the final event in this series of events.
Before the gala event, an official visit will be paid to the recently opened House of Hungarian Wines in Moshikou, Shijingshan District.
Besides the roadshow, the city of Chengdu is planning a high-level meeting with the Government Commissioner in March to further strengthen the previously concluded cooperation agreements for the joint international promotion of botrytised sweet wines of Tokaj and Sichuan cuisine.
Between 10 December 2024, and 28 January 2025, two restaurants of the Chengdu-based Chaimenhui restaurant chain — including the Michelin-starred Chaimen Hui — promoted the experience of pairing Sichuan dishes with Tokaj wines available in China, while also showcasing Tokaj, Hungarian wine culture, and the Wines of Hungary brand. The city of Chengdu has expressed interest in continuing the campaign, as the pilot project has demonstrated that pairing Tokaj wines can be an effective tool for the international promotion of Sichuan cuisine.
Wines of Hungary is kicking off its China Roadshow campaign in China in Shenzhen at The Park Hyatt on 10 March.
The series of events will start with an in-depth Masterclass on Hungarian wines hosted by Chinese Master of Wine Fongyee Walker MW. This event will be the first time the Hungarian Wine Marketing Agency, founded in 2023, organises such a campaign in China. A selection of eight top Hungarian wines are to be presented by an MW in China, and as such, marks a key milestone for Wines of Hungary in the region.
“We are honoured that Fongyee Walker MW will be presenting our wines as her deep knowledge of both wines and the China market positions her perfectly to be able to communicate the uniqueness of Hungarian wines while clearly demonstrating to the trade that wines from Hungary should be a part of their offering," said Pál Rókusfalvy, Government Commissioner for National Wine marketing in Hungary.
This will be followed by a walk around tasting of a further 20 wines for guests to designed to showcase the diversity of Hungarian wines. Guests invited will include importers, distributors, retailers, sommeliers, press, media and influencers in an attempt to build awareness, visibility and reputation for wines of Hungary, as well as increasing their overall availability in the China market.
From Shenzhen the roadshow will move to Shanghai for a similar series of events on 12 March to be hosted at luxury hotel The Middle House in the heart of Jing’an.
On March 13 a Gala event, introduced by Rókusfalvy in cooperation with the Embassy of Hungary in Beijing, will take place at Bon Boeuf Restaurant in Beijing to mark the final event in this series of events.
Before the gala event, an official visit will be paid to the recently opened House of Hungarian Wines in Moshikou, Shijingshan District.
Besides the roadshow, the city of Chengdu is planning a high-level meeting with the Government Commissioner in March to further strengthen the previously concluded cooperation agreements for the joint international promotion of botrytised sweet wines of Tokaj and Sichuan cuisine.
Between 10 December 2024, and 28 January 2025, two restaurants of the Chengdu-based Chaimenhui restaurant chain — including the Michelin-starred Chaimen Hui — promoted the experience of pairing Sichuan dishes with Tokaj wines available in China, while also showcasing Tokaj, Hungarian wine culture, and the Wines of Hungary brand. The city of Chengdu has expressed interest in continuing the campaign, as the pilot project has demonstrated that pairing Tokaj wines can be an effective tool for the international promotion of Sichuan cuisine. 
