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
Beyond Budapest: Wine Regions, Landscapes, Experiences
The film places special emphasis on wine tourism, drawing attention to the fact that while Budapest remains the heart of Hungary, there is so much more to explore beyond. Hungary’s 22 wine regions offer not only exceptional wines but also authentic experiences, breathtaking landscapes, and vibrant gastronomic culture.
Promoting wine tourism is a key goal—especially in the context of younger generations increasingly seeking travel and consumption experiences rooted in discovery and storytelling.
“Wine isn’t boring or old-fashioned—quite the opposite. Drinking wine can be about discovery, play, music, adventure, and togetherness. Through the soundtrack, we wanted to bring that energy to younger audiences as well,”
added Viktor Sági, bass guitarist of Jazzbois and part of the film’s music team.
One Word: BOR
A striking symbol of the film is the word bor itself—unlike most wine-related terms in the world, which derive from Latin roots (wine, vino, wein), the Hungarian word bor follows its own path. This reflects how Hungarian wine carries its own identity, perspective, and narrative—and now we present this character through contemporary tools and language.
During the roundtable following the premiere, Rókusfalvy Pál emphasized:
“This film is not just a marketing tool—it’s a cultural bridge. Our goal is to help international audiences see that in Hungary, wine is not just a beverage—it is identity, history, and future in one.”
The film is a central element of the Hungarian Wine Marketing Agency’s 2025 international campaign strategy, and will be available on official platforms starting June 12.
The roundtable discussion following the premiere will be available for replay on the Hungarian Wine YouTube channel from June 18, while behind-the-scenes content and production highlights will be shared across social media channels.
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