29 August 2024
The program aims to build awareness, visibility and reputation of the exquisite wines of Hungary, as well as increasing their overall availability in the South Korea market. The campaign will run for seven months, from September 2024 to March 2025, and will consist of a mix of events, educational activities, digital and media campaigns aimed to engage with Korea’s burgeoning trade and ever increasing number of engaged and enthusiastic wine lovers.
The program will be the first of its kind in Korea and will serve to enhance and optimise Hungary’s prestigious position as ‘Country of Honour’ at this year’s Daejeon International Wine Expo, Korea’s most esteemed wine trade fair. A series of bespoke events in and around the exhibition will take place in both Seoul and Daejeon to intimately engage with importers, sommeliers, distributors, retailers, influencers, media and consumers. These will include a campaign kick-off gala event in Seoul, a series of masterclasses, pop-up tastings with winemakers, trade dinners and consumer tastings.
A media campaign to fully promote the different elements of the program across trade and consumer touch points will be implemented, as well as a campaign to work with local influencers to further promote the heritage, diversity and versatility of wines of Hungary.
Nimbility will also be leveraging their team of regional experts to present a Korea Market webinar session that will give Hungarian wineries a detailed run down of the market and it’s particular idosyncracies as well as advice on entering the market successfully.
“We are really excited to be partnering with Nimbility for this first-of-its-kind campaign for Wines of Hungary in South Korea,” said Pál Rókusfalvy, Government Commissioner for National Wine Marketing. “Korea represents a growing, vibrant and sophisticated wine market in Asia and we firmly believe there is great potential here for our wines amongst the ever growing population of wine lovers. As a trend setting market we feel we have a lot to offer Korean consumers. Our aim is to showcase the uniqueness of Hungarian wines through genuine specialties, ranging from dry wines born from volcanic soils found across the country to the botrytized sweet wines of Tokaj. Nimbility’s expertise in the market gives us the perfect platform from which to build our presence and reputation, clearly demonstrating to the trade that wines from Hungary should be a part of their offering.”
Sarah Soo-Kyung, Nimbility’s Head of Korea had this to say: "I am very excited to work with Wines of Hungary and introduce these wonderful wines to Korea. During the Hungarian Wine Summit in April, I had the opportunity to visit many wine regions in the country - from Tokaj to Etyek - and was very impressed by the diversity of terroirs and styles of wine. I very much
look forward to sharing what I have learned and experienced through this campaign which will bring the unique flavours of Hungary to Korea."
For more information about the Wines of Hungary campaign in Korea, please contact sarah@nimbilityasia.com
About Wines of Hungary
Heritage
Hungary’s wine heritage spans centuries, and archaeological evidence suggests that the Celts began growing grapes and producing wine in the Central European region as early as the 1st century BC. This tradition was further developed during the Roman Empire, with the Transdanubia region being the heart of a rich wine culture.
Later, the Hungarians settled in the Carpathian Basin, where ancient, local and Central Asian traditions brought by the Hungarians themselves gave rise to Hungary’s own unique viticultural methods.
The Hungarian word for wine, “bor”, encapsulates the centuries long cultural heritage that originates from Central Asia. According to Chinese chronicles, the sacred mountain of the ancestors of the Hungarians was called Bor Tengri, where sacrifices were made to the God of Rebirth. In the ancient language of the Hungarians, the word "bor" had a dual meaning: on one hand, it denoted rebirth, the mystery of the transformation of the dawn and dusk sky; on the other hand, it referred to the rebirth of fermented grape juice into wine.
This rich history forms the basis for Hungary’s revered viticultural tradition, which has flourished for centuries and continues to attract wine lovers from all over the world.
Different terroirs, grape varieties and wine styles
The wine regions of Hungary, located in the heart of Europe, range from the volcanic landscapes of Tokaj to the hilly Mediterranean terrain of Villány, boasting a wide range of landscapes, soils and climates – a rich variety of terroirs, as we call them.
Viticulture in Hungary is distinguished by its unique grape varieties, combining tradition and innovation. From the famous white wine grape Furmint to the intense red wine grape Kékfrankos, each of these has contributed to Hungary’s international reputation for winemaking. In addition, the internationally renowned Cabernet Franc grape from the Villány region, Villányi Franc, gives Hungarian wines a new dimension.
Hungarian wines offer a diverse range of flavours, from the lusciously sweet Tokaji Aszú to the refreshingly spicy Bikavér (aka Bull’s Blood) blended red. Whether mineral-rich white
wines from volcanic soils or full-bodied reds from loggerheads (soft, rich soils) or calcareous (limestone) soils, there is a wine to suit every taste and every special occasion.
Deeply rooted in tradition, Hungarian winemakers embrace innovation and constantly push the boundaries of technology, continuously improving their winemaking skills. From modern winemaking techniques to sustainable practices, the Hungarian wine industry embraces tradition and progress at the same time.
