For the first time, the Agricultural Marketing Centre is hosting the Hungarian Wine Summit, a series of events dedicated to Hungarian wines. In addition to the Hungarian Wine Business programme, the focus is on strengthening the position of Hungarian wines on foreign markets. We have asked Mr. Péter Ondré, Managing Director of Agrármarketing Centrum, about the event.

This is a new event. How would you briefly summarise its scope and goals?

We are organising an international professional event based on the participation of 100 people in connection with Sirha Budapest at the end of March. We have invited experts from our major export markets; opinion leaders, buyers, Masters of Wine, trade journalists from all over Europe and from countries that are now or will be important for wine consumption in the world. From 20 March onwards, they will be introduced to the values of our nation through Hungarian wines at tastings, wine dinners and two-day guided tours of wine regions.

And for the national and international trade members, we are offering exciting programmes and connecting points at Sirha Budapest. More than eighty Hungarian wineries will have the opportunity to exhibit at the largest food and HoReCa trade fair in Central and Eastern Europe. We will also offer a Tokaj wine and champagne bar and master classes on the grape varieties and wine styles that are particularly important for Hungarian wine exports.

How does the event fit into AMC’s strategic programme?

I believe that Hungarian wine is much more than an just an export item. It is born from local traditions, together with the stories of the farmers. Wine should be tasted, smelled and even looked at. I believe that in order to successfully introduce ourselves to the world we need to present our values in a domestic environment, relying on Hungarian gastronomy and local traditions and the beauty of our wine regions.

We believe that Hungarian wines should belong to the premium category, their rightful place is among the best, and our long-term goal is to get them there. To achieve this, we have organised Wine Export Academy courses and targeted business (B2B) events. We have presented Hungarian wines in the UK, Finland, Germany, Lithuania and the Czech Republic, for example.

We also ran international communication campaigns in the most important wine magazines. In March, for example, the German Meininger and the English Decanter – two leading international trade magazines – will also promote Hungarian wines. In addition, we have produced exciting educational content on Hungarian wine regions for the trade presented in a 22-part video series in English and Hungarian, and we have created a special spot for Hungarian wines on the duty-free shop at Liszt Ferenc International Airport, as well as organising tastings.

Why is the international market important for Hungarian wine?

Our wine sector is under export pressure. If you look at our production and consumption statistics, it is clear that one in three bottles of wine is sold abroad. We must strive to keep our export markets stable and within the exports to increase the share of bottled wine as opposed to bulk wine. Bottled wine means higher added value, and it is the key to the development of Hungarian wineries. In addition, bottled wine has a completely different prestige. Our programmes support Hungarian wineries in this regard, for example through the current event, export-specific training courses and opportunities to present themselves on foreign markets.

In what way will the event be innovative?

We have invited guests from nearly 20 countries, mainly in Europe. In terms of experts, Poland, the United Kingdom and Germany will be particularly well represented, but there will also be wine professionals from China, the United States and India, for example. Although there have been events in the past with trade members visiting Hungary, never before have so many wine experts been present in Hungary at the same time.

How is the programme structured?

From 20 March our international guests will take part in wine tastings, wine dinners and two-day guided tours of the wine regions. We will try to show them as much as possible of the beauty of our wine regions, with time being a major constraint. However, by visiting one or two wine regions, we can offer a quality, personal experience, showing the diversity and versatility of the excellent Hungarian varieties.

For the full picture, the Hungarian Wine Summit stand at Sirha Budapest will feature eighty wineries, and we are also offering master classes on the most important grape varieties and wine styles from the viewpoint of Hungarian wine exports. The speakers at the masterclasses are renowned Hungarian and international experts with a deep understanding of the Hungarian market. The stand will also host the Tokaj Wine and Champagne Bar, where tastings will be held on all three days, led by experts.

In addition to foreign guests, will Hungarian experts also be able to participate?

International and national representatives of the profession who wish to join the event can do so at Sirha Budapest from 22-24 March. At the trade fair, everyone will have the opportunity to get to know local winemakers and their stories through a walk around tasting, as well as by joining master classes and the Tokaj Wine and Champagne Bar programme.