About us
Until now the marketing of Hungarian wines was carried out
sporadically, without sufficient focus on brand building nor enough
focus on Hungary's real strengths; namely unique indigenous grapes
and international standard world favourites. Despite the fact that
Hungarian wines are considered of high quality by those foreign
experts in the know, the message just wasn't getting far beyond
Hungary. Our fundamental aim is to pro-actively re-establish
"Hungarian wine" as a common brand and to effectively position it
prominently on the world's shelves and then manage the brand
effectively. We seek to make Hungarian wine known in new markets,
while simultaneously transforming its outdated image in traditional
ones. In short, Wines of Hungary represents a switch from ad-hoc to
strategic thinking.
Unique and united we stand
Wines of Hungary was set up in 2005 by a range of
export-oriented interest groups in Hungarian winemaking, from
artisan winemakers to larger ventures, whose products are all
considered worthy for exporting. Experts agree that Hungary can
gain great and constant international success, particularly with
its own varieties. Hungary is naturally blessed with terrific
terroir that makes its grape varieties special and we believe it
has the opportunity to be a more dynamic force on the most
important wine markets of the world with attractive and original
products. Presenting and promoting a unified image of Hungarian
wine is the best way to achieve this. At the same time, we cannot
ignore those world varieties which can attain both world-level
quality and, sometimes, special characteristics in certain wine
regions.
Quality leads the way
Our priority in making the brand widely known and increasing its
value, is to pay special attention to helping high-quality wines
get on to the market. The promotion of handcrafted wine will
further open the way to more mass-produced wine to connect to this
desired image. Several large brands have already achieved
considerable success but this is just the start. Mass wine will
gain further market currency from the Hungarian brand which can
positively affect premium wines, too. Thus, through improved
circulation, Hungarian wine can become widely recognised and
increasingly successful in single target markets. In other words,
the success of the handcrafted wine is the opportunity for larger
volume wine, and vice versa.
Exporting value
Our main purpose abroad is to increase the of Hungarian wine in
terms of quantity and value. The objective of the external
marketing strategy is to export by 2013, partly by regaining former
markets, partly by conquering new ones, at least 800 thousand hl of
Hungarian wine worth 88 million euros (1.1 EUR/l average price). In
Spring 2009, the average export price per liter reached 1
EUR/l. We intend to reach the increase of the average price
by raising the share of quality bottled wine in the export
mix.
Domestically, our primary objective for the internal market is to
protect the market and preserve the dominance of the Hungarian
wines.