Wines of Hungary has launched a new campaign in China to increase visibility and availability in the “high potential yet complex market”.

The programme aims to build awareness, visibility and the reputation of wines from Hungary, as well as increasing their overall availability in the China 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 trade players and consumers.

Wines of Hungary has centred the campaign, the first of its kind in China, around a three-day roadshow in Shenzhen and Shanghai.

Fongyee Walker MW, China’s most influential Master of Wine, will be running masterclasses planned as part of the programme. Trade tastings with an exclusive gala event will finish the programme at the Hungarian Embassy in Beijing.

Wines of Hungary has also organised an influencer campaign on WeChat and RED to run alongside the in-person events.

Wines of Hungary has engaged market and brand building agency Nimbility to deliver the campaign in Mainland China. Nimbility will be leveraging its team of regional experts to present a China market webinar session that will give Hungarian wineries a detailed run down of the market and its particular idiosyncrasies 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 Mainland China,” said Pál Rókusfalvy, Government Commissioner for National Wine Marketing. “China represents a high potential yet complex market and we firmly believe there is great potential here for our wines amongst the ever growing population of wine lovers who are making choices based on their own personal preferences. 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.”

Nichole Mao, partner and Nimbility’s head of China sales & marketing, added: “I am thrilled to be working with Wines of Hungary and introducing these wonderful wines to China. In April this year, during the Hungarian Wine Summit, I had the opportunity to discover first hand many of the stunning wine regions of Hungary – from Tokaj to Eger to Etyek. There is so much more to Hungary besides the beautiful and historical Tokaj – the volcanic reds, the Balaton mineral whites. I very much look forward to sharing what I have learned and experienced to our wine audiences in China.”