16 March 2025 / Sue Tolson
A growing interest in unique, premium and boutique wine experiences by an expanding and increasingly knowledgeable middle class make China an exciting and promising market for Hungarian wine and its diverse and unique styles of wine. To best benefit from the opportunities offered by such a large and complex market, Wines of Hungary’s Chinese campaign is being spearheaded by Nimbility Asia.
We spoke to Nicole Mao, Nimbility Head of China about recent and upcoming Wines of Hungary programmes in China as well as the importance of digital presence in the country.
You led a digital influence campaign on the RED platform ahead of the Chinese Lunar New Year holiday period. Could you tell us more about this and why the RED platform is so important for driving interest and sales with young, affluent urban audiences in China?
We ran an influencer campaign on RED, working with 40 bloggers and key opinion consumers in the run up to Chinese New Year. The campaign was centred around Tokaji as it’s a more recognised appellation and wine style among Chinese wine consumers. The purpose of the campaign was to raise awareness of Tokaji as well as to help brands and distributors drive online sales for their perspective brands. The Chinese New Year period was chosen as it is the most important festival season in China, one of the most important sales seasons and the Tokaji wine style fits perfectly. Who can say no to the sweet golden liquid during festival season?!
In recent years, RED has developed into a leading lifestyle driven social media platform with high quality content. It is especially popular among young and urban consumers in the 1st and 2nd tier cities, a perfect match with our target consumers.
Could you expand a little on why digital presence in general is important in China and how e-commerce is different there compared, for example, to Europe?
The China market has been experiencing dramatic changes on the digital front. Logistical advances mean that e-commerce is already an indispensable part of people’s life here, which ranges from buying my lunch that arrives in 30 minutes, buying groceries for cooking that evening to buying a car and beyond. While in comparison, going to the supermarket for groceries is still the norm in Europe. The last time I went to a supermarket was when I was in Europe! Having a digital presence is therefore important for brands who want to have direct-to-consumer access. However, this also means competition is fierce, so if you are not prepared or don’t do things well, you may well see the money you’ve invested end up as just a drop of water in the ocean.
What tips would you give a brand to be successful in the Chinese market?
The wine market today in China is significantly different than the market five years ago, not because of COVID, although this possibly served as an accelerator for change, but because of real market development and maturation. China remains a very immature market, and this is only the beginning of its real market development. Given China’s size and market complexity, it is critical for producers to understand where they want to be, who their target consumers are and how to reach them. Start small and be patient. Find the right partner and support them. Understand this is a market that requires persistence if the producer wants to have sustainable success.
You also hosted a tasting evening in Shanghai in February with 18 lifestyle, gastronomy and wine key opinion consumers, in which you took participants on a tasting journey through Hungary. Which regions and wines did you show participants? And which wines proved most popular?
It was a real pleasure to be gathered around such a group of young wine lovers. We walked them through all the key regions and wines: from Egri Bikavér, Somlói Olaszrizling, traditional method sparkling from Balaton, the flagship Cabernet Franc from Villány, Kékfrankos from Szekszárd and both dry Furmint and botrytised Tokaji wines from Tokaj. There was a lot of interest and curiosity to explore this diversity, and preference varied among the lineup in which not even one wine was left out. Tokaji remains highly appreciated and enjoyed.
What kind of Hungarian wines do you think have the most sales potential in China and why?
I believe there is still big market potential for Tokaji. Just look at the number of “bubble milk tea shops” we have in China! I also see great potential for dry whites as I have observed the change from no white wine being drunk to the popularity of New Zealand Sauvignon Blanc and German Riesling. With the diverse consumer profiles we have in China, many will enjoy the rich Villány style. I personally also think Kékfrankos is a potential variety for wine geeks.
You will soon be undertaking a three-stop roadshow, taking in Shenzen, Shanghai and Beijing. What will be the highlights of these events and who will be participating?
I am really looking forward to the events as we have Fongyee Walker MW taking participants through the various styles in masterclasses in Shanghai and Shenzhen, both of which are already signed up to full capacity. Highlights will surely be the wines, and how attendees explore and discover the diversity Hungary has to offer. We will be welcoming importers, distributors, media and retailers, HORECA and wine lovers.
What is the main aim of this roadshow?
Quite simply to put Hungarian wines on the stage with Chinese wine consumers.
What other promotional activities are in the pipeline for later in the year?
This is still to be worked on but hopefully both online and offline to continue the momentum.
Cover Photo/Photos - Nimbility/Nichole Mao
