09 October 2025 / Sue Tolson
Jamie recently attended the Hungarian Wine Summit, but he’s no stranger to Hungarian wine, having visited the country on several occasions over the last twenty years. We caught up with him to ask him about his experiences.
Sue Tolson: This was not your first time in Hungary. When did you first visit and how often have you been to Hungary since then?
Jamie Goode: I first visited in 2004, but this was just a brief hop across the border from Burgenland. Since then I've been back five times.
S. T.: Which wine regions had you already visited before this year’s Hungarian Wine Summit?
J. G.: Before this I'd been to Tokaj, Sopron, Balaton and Villany, but I hadn't toured in a lot of depth.
S. T.: Which regions did you visit on this trip and why did you choose that particular study trip?
J. G.: This time I went to Balaton, because I think there's some really good things going on there.
S. T.: What is your impression of Hungarian wines in general?
J. G.: I think it's a country with some really interesting places to grow wine grapes, coupled with some good varieties to use to interpret these places. Like every country, a lot of the production is geared to make good but cheap wines, but increasingly there's a bunch of producers who are interested in making wines that have personality and are worth paying attention to.
S. T.: How have you seen Hungarian wines develop since your first/previous visits to the country?
J. G.: Hungary has always been making interesting wines, but now it seems there's a lot more of them. I think the market is more open to interesting wines from Hungary, so if producers make them, there are people who will buy them.
S. T.: Did you have any particular “finds” on this trip? Wine regions, producers or particular grape varieties?
J. G.: I was really impressed by the Bikavers that I tried, and I liked the masterclasses I attended on Tokaji sweet wines and also an overview of Hungarian grape varieties. Kadarka is proving to be an interesting variety - it used to be planted a lot more, of course, but it makes lighter reds that resonate with the market these days. I was also pleased to find out that Hungary has a growing natural wine scene.
S. T.: What was the most memorable thing for you on this trip to Hungary?
J. G.: I think it was travelling to the Balaton, and getting out on the lake - the Hungarian Sea! We saw some really good wineries. But I also enjoyed walking around Budapest, which is such a good city to hang out in.
S. T.: What excites you the most about Hungarian wines?
J. G.: I think it's the way that they express place so effectively when they are carefully made. I'm excited mainly by the small producers who see winegrowing more as a vocation than a way to make money. They really believe in what they are doing.
S. T.: Do Hungarian wines have much of a presence on the British market? What kind of wines are available in the UK?
J. G.: I think to answer this we need to segment the market. In supermarkets, less so - supermarkets pay very little for their wines, and as yet, Hungary isn't a vital part of their selection. But when it comes to independent wine shops and bars, we are seeing more. Hungary doesn't want to compete at the bottom end – it is wines priced from £10-25 where it can deliver real interest.
S. T.: What opportunities do you see for Hungarian wines there? Are there any particular varieties or styles that would do well?
J. G.: I think lighter-styled red wines with real personality have a big future. Not big Merlots and Cabernet Francs that do well in the domestic market. And then really incisive, fresh white wines with some personality. And the natural wine segment is also one where Hungary can do well.
S. T.: What are the challenges for Hungarian wines to break into the British market?
J. G.: They are the same as for any other country - it's a crowded market, but if you can make it in the UK, you can make it anywhere.
Photo: Jamie Goode
Hero Picture: Jamie Goode
Photos: Wines of Hungary
