Hungarian wine reimagined: bold new film targets global audience – watch here

The Hungarian Wine Marketing Agency has unveiled its latest image film, aimed at redefining Hungary’s place—and that of Hungarian wines—on the global stage. With a fresh, modern, yet profoundly professional approach, the film introduces Hungary as a wine country to international audiences in a new light—one of diversity, depth, adventure, and unmistakable character.

Visually and emotionally, the film seeks a new language to bring Hungarian wines closer to the world. Its concept was shaped with the insights of several renowned Masters of Wine, along with experiences from recent international campaigns and targeted market research. It places special focus on volcanic wines, olaszrizling, bikavér, Tokaji aszú, and szamorodni—varietals that have consistently drawn international interest.

It was important to create a message that is both accessible and authentic. We know Hungary’s wine offering is far richer than what is shown here, but for a message to land globally, focus was essential. We didn’t aim to say everything—we wanted to spark curiosity, as that’s the first step of good wine marketing,”
emphasized Pál Rókusfalvy, Government Commissioner for National Wine Marketing.

Expertise Meets Experience

What makes the film unique is that it’s not just promotional—it has an educational mission as well. It helps international audiences learn to pronounce Hungarian wine names like furmint or szamorodni, while exploring their cultural and historical significance.

Special attention is given to the historic role of Tokaji aszú, the world’s first officially classified wine region, which has shaped wine culture for centuries. At the same time, the film highlights how the Hungarian wine world today is far from being only about heritage—it is a dynamic, ever-evolving ecosystem brimming with diversity and innovation.

“One of our key goals was to show that Hungarian wine can speak a new language. We didn’t want nostalgia—we wanted a message with boldness and freshness, in visuals, sound, and content,”
said Menzkie, director of the film