Issue link: http://digital.copcomm.com/i/884376
A ttila Balla and Eniko " Magyar are de- voted to putting Hungary back on the world wine map. Their keys to success? Hard work, the right partners and finding the best timing to launch the product. Furmint, an indigenous white variety the world has just started to hear about, made its grand debut in the U.S. thanks to many synergies. But it might not be enough to rely on connections, international market exper - tise or even a superior product to make a splash in massive markets like the U.S. and Canada. In recent years, there's been a need for Hungarian wineries to invest in their pro- duction facilities and prepare their products for international markets, innovating in a way that stays true to the more than 100-year-old heritage of the Hungarian viticulture tradi - tion. Several factors have contributed to fresh momentum within the industry: A new generation of winemakers have been encour- aged to experiment with new styles; the Hungarian government has allocated financial support for promoting Hungarian wines, with a special focus on the formerly world-famous Tokaji wines; and the Hungarian Tourism Agency has taken an active role in presenting the country's gastro-tourism and wine offer - ings to the world. Interest has also grown around introducing something unique and new to the wine world. "Everybody is excited to taste a new variety, a type of white wine that is not known on the market yet," notes Attila Balla, President of Vinum Tokaj International. "There are only a few professionals who are acquainted with Furmint or who have had the chance to taste it; that is why tasting events, educa- tional and promotional activities are of high importance. The main task is to educate the market and to get the message out on all possible channels." Eniko " Magyar, Project Director of Wines of Excellence, echoes this sentiment. "We see the sommelier community, and the wine buyers, as really open and willing to have something new to share with their custom- ers besides the traditional white varieties like Chardonnay and Sauvignon Blanc," she says. "The fact that 80 percent of the world's Fur- mint plantings are in the Tokaj wine region A Classic Wine, Redefined WINESOFEXCELLENCE.COM Celebrating the'Year of Furmint' with North American Market and Brand Builders