Hungary: A Wine Explorer’s Playground

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.

Hungarian Wine Marketing Agency: Your YouTube audience has embraced your exploration of under-the-radar regions. What initially drew you to cover Hungarian wines, and what resonated most with your viewers?

Matthew Horkey: What drew me to Hungary is the long history of wine production and yet it’s still a relatively unknown country. I feel like a true explorer when navigating the different regions and wine styles. In addition, Tokaji Aszú is possibly my favorite wine in the world.

HWMA: You consider Tokaji Aszú to be possibly your favourite wine in the world. What is it about it that makes it so special to you?

M H.: Very few wines rival the rich history of Tokaj’s sweet wines. For me, it’s one of the most magical transformations of grape to wine in the world. I can picture people first discovering this wine hundreds of years ago, when refined sugars were not readily available. If a beverage is naturally sweet, complex and delicious, and gets you a little tipsy, it's no wonder it was dubbed the 'wine of kings'. When I introduce Tokaji to people for the first time, their eyes usually light up – that's the magic of wine.

HWMA: Do you have a favorite Hungarian grape variety—and what makes it stand out to you?

M H.: Kadarka is my favorite grape and Hungary, because even the affordable ones offer so much drinking pleasure.

HWMA: From a consumer perspective, how do you think Hungarian wines are currently perceived internationally, and how could this perception be improved?

M H.: Unfortunately, to the general public (not us wine geeks), not a lot of people are even aware that Hungary makes wine. People have to taste the wines first before they buy and then remember this is Hungary. Hungarian wine has the right quality, the winemakers just need to unify, work together, and get out there. I think that juicy, inexpensive Kekfrankos fits with what consumers are looking for these days. If some of the producers can get examples of this grape on the US shelf at around $13-$15 I think it could be a real win - although I understand the economic challenges to produce a good wine at this price point.

HWMA: For your viewers who value both entertainment and education, how can Hungarian wineries best present themselves on digital platforms like YouTube?

M H.: This is really a point of contention, Hungarian producers need to be less skeptical of the foreign media because we really do want to taste and showcase these wines. When I was working in the countryside, it was sometimes really difficult for me to get in touch with producers and acquire samples.

HWMA: What common challenges do European producers face when trying to break into the U.S. market, and how can they best prepare for them?

M H.: The US market is incredibly competitive and with the current political and economic climate a lot of importers are apprehensive to bring on new brands. The key is finding the right importer. I know of several niche importers who work with special wines and are doing well, but you need passionate people for this. Many importers require high volumes, which can be challenging in a country like Hungary where most producers are small. Having said that, there are some boutique importers out there looking for special wines. So, I would urge producers to make the most unique wines they can. Create something that's worth talking about and people will find you.

HWMA: What are you hoping to discover or achieve during the Hungarian Wine Summit?

I am looking forward to catching up with old friends at HWS, tasting the new vintages and finding out if there are any other projects in the country that are worthy of my attention.