16 November 2024 / Edit Szabó
A campaign to promote Hungarian wines was launched in the UK on 7 November by the Wine52 consumer club. What should we know about this club?
It was set up by two young people several years before COVID. Initially, they only sold beer. Beer52, founded more than a decade ago, also expanded into Wine52, which, as the name suggests, focuses on wine. The principle is simple: members pay a fixed amount each month and then receive a thematic selection of wines. Which wines are included is decided by the club's buyer.
What do you know about the target age group?
The club’s appearance and communication style are aimed at and also reach today’s 20-30-year-olds. They are open-minded, curious, interested young consumers who appreciate something new. That's why it's good to include a thematic issue of Glug magazine in the package, as it helps them orient themselves, provides information and educates them on the topic.
When did your collaboration with Wine52 start?
A few years ago. When they were putting together the first Hungarian wine package, they asked me to help them find journalists to write the related articles for Glug magazine. At that time, I helped them find Caroline Gilby Master of Wine and Ágnes Németh to write articles for the magazine. Last year, I was approached to create a new Hungarian-themed package and to suggest themes and producers. Glug Balaton magazine was published in August 2023, with nearly 100,000 bottles of Balaton wine being distributed to British consumers. As the feedback on the campaign was very positive, they decided to return to Hungary again this year. This time - with the support of the Hungarian Wine Marketing Agency - we are focusing on wines from volcanic regions. This is a good choice because we have a relatively large number of volcanic regions, so there is a wide range of wines to choose from, the specificities of the terroirs allow us to present special, unique wines, and it also fits perfectly into the concept of the national wine strategy.
Zsuzsa Toronyi
Who selects the wines?
Wine52’s buyer. They asked me for help, that is recommending wineries and wines. I put together a list of more than 50 wines, from which the buyer selected those that best suited their needs. What shouldn’t be overlooked is that the target audience in this case is young consumers with relatively tight budgets. The kind of open-minded, curious wine lovers who do not necessarily want to sit down for a long Tuesday evening with a wine of serious philosophical depth. They're looking for reasonably priced, pleasant, easy drinking, fruity wines to drink with mates watching the match or for weekend barbecues and get-togethers with friends. In my opinion, it is very important that these young people are introduced to Hungarian wines and discover them from the very beginning of their wine drinking life. And if the education and tasting achieves its goal, in a few years’ time, they will become discerning wine lovers who will also enjoy more serious Hungarian wines.
So the challenge was to find reliable, good quality, easy to understand, cheap yet sophisticated wines...
Yes, but besides that, there is another very important parameter: the relatively high volume. Up to 20,000 bottles are ordered of some wines, so one criterion is that the winery must have this amount in stock. The current package comprises twelve wines from seven wineries - how many bottles (three or six) depends on the membership fee paid - but the point is that nearly 100,000 bottles of Hungarian wine are now reaching UK consumers, along with the associated communication messages.
Which are the seven wineries?
From the Tokaj wine region Angyal, Béres and Patricius, from the Mátra wine district, Dubicz and Nyilas, from Badacsony, Laposa and from Eger, Ostoros. The latter is the most significant in terms of volume, with four of their wines on the list, but there are also four wines from Nyilas. Wine52's graphic designers will design individual labels for wines over 20,000 bottles, while the other wines will be sold with their own labels.
So we have to imagine 20-30,000 subscribers ordering a pack, and as well as the wines, there will also be the Volcanic Hungary issue of Glug. What’s the magazine about?
About the wineries whose wines are included in the pack as well as Hungary's volcanic wine regions, but not only those where the wines come from. It also talks about Somló and Bükk, for example, from which, unfortunately, the buyer was unable to buy at the right price range and quantity. The magazine's aim is to make Hungary attractive as a tourist destination and to raise young people's awareness and interest in Hungary – to come here, fall in love with it, taste the wine where it was produced, spread our good name and return as often as possible. Several of the articles are written by Sue Tolson, who has lived in Budapest for years. A Hungarian graphic designer was commissioned to design the visuals and the publication’s cover. The publication of the magazine and the campaign is thanks to the support of the Hungarian Wine Marketing Agency.
Do you have any idea what the next Hungarian-related theme for Wine52 will be?
There has been no mention of this as yet, as we will have to wait at least a year and a half until the next campaign. However, there will be several Hungarian-related wine events in the UK early next year. We are working hard to prepare for Furmint February, which will take place in London and Manchester at the end of February. I can't believe this is our seventh event of this kind in the UK capital. And at the end of April, we will be organising the Central European Wine Fair for the second time with Caroline Gilby MW. We are expecting 70-80 exhibitors from ten countries. At this event in 2024, 118 wineries presented themselves to UK buyers, sommeliers and journalists.
You've been organising wine events, promoting Hungarian wines in the UK with communications and articles, and bringing English experts to Hungarian wine regions for some time. What is your experience? Has there been any progress? Is the British market more aware of Hungarian wines?
The UK is one of the most important target markets for Hungarian wine exports, and it is gratifying to see that both the awareness and demand for Hungarian wines have increased in recent years. Exports have not been helped by Brexit or COVID, but the fact is that from our region, Hungarian wines are currently in the strongest position in the UK market. But this doesn't mean we can relax, because the Slovenians, Georgians, Serbs and Bulgarians are becoming more active and are catching up with us. Of course, this also boosts us on a regional level, but it is also a warning: that the communication of Hungarian wine in the UK needs to be strengthened further.
