Hungary makes world-class wines – and more of it than many realise. This week, BWP’s F&B division hit the road for Part 1 of our Hungarian Wine Roadtrip, showcasing just how diverse and exciting that offering really is.
We set out to turn awareness into advocacy and get these exceptional wines onto lists, into feeds and of course, into glasses.
In the UK, much of the spotlight on Hungarian winemaking still falls on Tokaji. Yet beyond its renowned sweet wines lies a wealth of exceptional dry whites, elegant reds, and native grape varieties with distinctive character and style.
The challenge wasn’t awareness – it was broadening perception. These wines needed advocates, people who could taste, meet the makers, and share their stories. By putting bottles in hands and connecting winemakers with trade buyers, sommeliers, and storytellers, we set out to uncover the full depth of Hungary’s winemaking potential.
In the UK, much of the spotlight on Hungarian winemaking still falls on Tokaji. Yet beyond its renowned sweet wines lies a wealth of exceptional dry whites, elegant reds, and native grape varieties with distinctive character and style.
The challenge wasn’t awareness – it was broadening perception. These wines needed advocates, people who could taste, meet the makers, and share their stories. By putting bottles in hands and connecting winemakers with trade buyers, sommeliers, and storytellers, we set out to uncover the full depth of Hungary’s winemaking potential.
We took Hungarian wines on a relationship-building roadshow – bringing nearly 30 winemakers to London, Birmingham, and Bristol for a series of dual-impact events. Each stop began with focused trade walk around tastings where buyers and importers could taste, question, and connect directly with producers.
Trade tasting by day transitioned into a listening bar by night, where press and influencers became the megaphone. The approach was an original way to blend together wines and music in a cool, contemporary and immersive way, no stuffy wine halls or velvet curtains – just exceptional wines, poured in characterful spaces, where conversation flowed and stories stuck.
The impact was immediate and organic. Feeds were flooded with Wines of Hungary content, while buyers placed orders and committed to listings.
Part 2 – The Northern tour hits in 2026, taking the roadshow to new territories again. Turns out that great wine doesn’t need convincing, it just needs the right introductions.
