Pál Rókusfalvy, government commissioner for Hungary’s National Wine Marketing Board, explains the strategy behind the country’s latest campaigns to drive growth in two of Asia’s key markets. What do Korea and China offer as wine markets? “Korea and China are two of the most exciting and promising wine markets in Asia. Both show a rising interest in premium and unique wine experiences, driven by expanding middle classes and evolving consumer tastes. “Consumers are becoming more knowledgeable and curious about wine, creating opportunities for high-quality wine producing countries like Hungary to shine. “The scale of China’s market, paired with its curiosity for premium and boutique wines, presents an exciting frontier for Hungarian wines. “In Korea, while the market is smaller, it is highly sophisticated. Korean consumers are discerning, and they place a high value on quality as well as authenticity.” How does Wines of Hungary intend to engage local consumers? “Storytelling is central to our approach — we want consumers to understand the rich history, diverse terroirs, and indigenous grape varieties that set Hungarian wines apart. Our primary goal is to introduce the uniqueness of Hungarian wines through a combination of education and experience. In both markets, we are organising masterclasses, tastings, and exclusive events in multiple cities like Seoul and Daejeon in Korea, as well as Beijing, Shanghai, and Shenzhen in China. Engaging directly with sommeliers, wine educators, and influential figures in these markets helps us create brand ambassadors who can share the story of Hungarian wines in an authentic
This Article was originally published on The Drink Business - Wine
