Between 8–13 September, Budapest and Hungary’s wine regions hosted the BOR2025 Hungarian Wine Summit, the most comprehensive international showcase of Hungarian wine, welcoming more than 150 professional guests. Among the participants, over 100 international traders arrived to discover firsthand the diversity, values, and export potential of Hungarian wines.
The legendary sweet wines of the Tokaj wine region and the lively, distinctive dishes of Sichuan cuisine may seem worlds apart - yet when paired together, they create a unique harmony. This fusion was the focus of the Hungarian Wine Marketing Agency's latest event: how the natural sweetness of Tokaj wines complements the spicy world of Chinese cuisine.
For Chan Jun Park—Korean wine educator, author, and founder of the Institute for Wines from Eastern Europe—wine is far more than a beverage. It’s a cultural artifact, a vessel of memory, and a mirror of national identity. At BOR 2025, he arrives not just to taste Hungarian wines, but to understand them—and share their stories with South Korean audiences eager for depth, authenticity, and discovery.
Matthew Horkey has made a name for himself as a wine communicator, author, and YouTuber spotlighting lesser-known regions—and Hungary has been a personal highlight. Ahead of BOR 2025, he reflects on the country’s unique potential, the digital roadblocks that still hold some producers back, and how a grape like Kékfrankos could quietly take over U.S. shelves.
Jamie Goode, a scientist turned wine writer and founder of Wineanorak, has long explored the fringes of the wine world. Ahead of BOR 2025, he explains why Hungary is on his radar, why native grapes such as Hárslevelű and Kékfrankos could become breakout stars, and which global trends Hungarian producers cannot afford to ignore.
Germany is a mature and competitive wine market, where shelf space is hard-won and consumer trust is built over time. Patrick Fiur, cooperation manager at Hawesko, one of Germany’s leading wine companies, is attending BOR 2025 to explore whether Hungarian wines—particularly those with a strong identity and consistent quality—can carve out a long-term niche.
Astrid Karamira’s importing journey began with a spark of discovery – and turned into a full-time passion for the wines of Central Europe. From her base in Portugal, she now works to bring attention to producers whose stories deserve to be told. Hungary’s diverse wine culture offers endless ground to explore, and at events like BOR 2025, she adding new names – and new regions – to her growing portfolio.
