When people think Hungary, they see Tokaji. But Hungary has many other wines and, until very recently, no professional body to represent them on the international markets. Wine producers now have a promotional body: Wines of Hungary. “In terms of international promotion, our major strategic goal is to build up the Wines of Hungary brand,” says managing director Richard Nemes to Caroline Gilby, MW for Wine Business International. “We are in the initial phase, branding Wines of Hungary, creating the website and related publications.”
Branding “Wines of Hungary” is certainly a difficult task: who knows Hungarian wines? I started my search on Google and hopefully typed “Wines of Hungary”. I got an interesting answer under the URL winesofhungary.com: a blank screen with an email address. I don’t want to sound too critical but… common sense brings a basic thought to mind: don’t put a press release out before all your PR is ready. An other link on Google sent me to a 10-year old site published by the Hungarian Wine Society. It took a few clicks to get to a recent site where I was able to learn a little more about Hungarian wines.
I’m afraid the “Wines of Hungary” are still far from being branded in wine consumers’ mind – a pity when you know how wonderful the wines are and how wonderful it would be to have a wider access to them. Keep working and keep us posted on what you’re doing.