"Hungary Goes to China" - Campaign

September 2024 – March 2025

As part of the National Wine Marketing Strategy, the Hungarian Wine Marketing Agency (MBÜ) is launching the "Hungary Goes to China" campaign to strengthen its market presence in the Asia-Pacific (APAC) region, with a focus on China. The primary objective is to establish a distinct brand identity for Wines of Hungary by partnering with the China-based agency Nimbility Asia. This collaboration will enhance the visibility, awareness, and distribution of Hungarian wines in the market. The campaign aims to increase both export value and volume, positioning Hungarian wines as a premium and exciting choice for Chinese consumers.

Key Campaign Pillars

1. China 101 Webinar

• Market insights & preparation for exporters.

2. Media & PR

• Strategic press and media partnerships, including Drinks Business Asia.

3. Influencer Campaign

• Collaborating with Chinese wine and lifestyle influencers to create engaging promotional content (videos, posts, blogs, etc.) on RED, targeting affluent, educated, urban consumers interested in trendy lifestyles, food & beverage, travel, fashion, and home entertainment.

4. Nimbility Trade & Consumer Events

• Trade Roadshow – Shanghai & Shenzhen
• HORECA Masterclass in each city
• Trade Tastings in each city
• Gala Event – Beijing
• Consumer Tastings in Shanghai

Roadshow Objectives

Sommelier Masterclass

A high-level educational tasting led by Master of Wine Fongyee Walker, showcasing Hungary’s unique wine styles to top Chinese sommeliers.

Trade Tasting

A business-driven event introducing Hungarian wines to importers, distributors, and retailers, fostering new trade connections and gathering market insights.

Gala Event

A flagship evening in Beijing, bringing together importers, trade professionals, media, influencers, and VIP guests, creating high-level engagement around Hungarian wines.

The "Hungary Goes to China" campaign represents a major step in strengthening Hungary’s wine export position in China, leveraging education, PR, influencer marketing, and strategic B2B activations to build long-term market success.

Downloads

„HUNGARY GOES TO CHINA" ROADSHOW PROGRAM

„HUNGARY GOES TO CHINA" EVENT SCHEDULE

Press releases

Link 1 - Wines of Hungary kicks off China

Link 2 - How wines of Hungary will drive growth in Asia

Link 3 - "I Was Really Impressed by How Far the Wines Have Evolved - Interview with Master of Wine Fongyee Walker

Contact

marketing@bor.hu

Photos: Hungarian Wine Marketing Agency