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Wines of Hungary launches South Korea campaign

05 September 2024 By Eloise Feilden

Wines of Hungary has launched a first-of-its-kind campaign in South Korea to build awareness, visibility and reputation of Hungarian wines among local consumers and trade.

The campaign’s goal is also to drive the overall availability of Hungarian wines in the South Korean market.

Runing for seven months, from September 2024 to March 2025, the campaign will consist of a mix of events, educational activities, digital and media campaigns aimed to engage with Korea’s trade and increasing number of wine consumers.

Pál Rókusfalvy, government commissioner for Hungary’s National Wine Marketing, said: “Korea represents a growing, vibrant and sophisticated wine market in Asia and we firmly believe there is great potential here for our wines amongst the ever growing population of wine lovers. As a trend setting market we feel we have a lot to offer Korean consumers. 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 botrytised sweet wines of Tokaj.”

Hungary is the ‘Country of Honour’ at this year’s Korean wine trade fair Daejeon International Wine Expo.

A series of bespoke events in and around the exhibition will take place in both Seoul and Daejeon to engage with importers, sommeliers, distributors, retailers, influencers, media and consumers.

A media campaign to fully promote the different elements of the program across trade and consumer touch points will be implemented, as well as a campaign to work with local influencers to further promote the heritage, diversity and versatility of wines of Hungary.

Wines of Hungary has engaged market and brand build agency Nimbility to develop the promotional campaign in South Korea. “We are really excited to be partnering with Nimbility for this first-of-its-kind campaign for Wines of Hungary in South Korea,” said Rókusfalvy. “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.”

Nimbility’s regional experts will present a Korea market webinar session to Hungarian wineries as part of the campaign, giving advice on entering the market successfully.

Sarah Soo-Kyung, Nimbility’s head of Korea, said: “I am very excited to work with Wines of Hungary and introduce these wonderful wines to Korea. During the Hungarian Wine Summit in April, I had the opportunity to visit many wine regions in the country – from Tokaj to Etyek – and was very impressed by the diversity of terroirs and styles of wine. I very much look forward to sharing what I have learned and experienced through this campaign which will bring the unique flavours of Hungary to Korea.”

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