Issue link: https://digital.copcomm.com/i/912565
With the success of creating the tagline "e Year of Dry Furmint" for 2017, wine buyers across the U.S. have truly embraced these fine wines from Hungary's world-renowned wine region of Tokaj. e messaging was backed up by some brilliant marketing and promotion by Attila Balla, President of Vinum Tokaj, and Enikő Magyar, Project Director for Wines of Excellence. Together, they have introduced a varietal that, up to now, has had very little attention in the wine press and the wine community. e country's largest distributor, Southern Glazer's, was smart to include Hungarian wines in its portfolio and disseminate their importance to the North American market. is influential affiliation is another major step for Hungary and its indigenous white variety Furmint, which happens to excel as a dry varietal. It has historically been represented as botrytized sweet wine Tokaji aszú. It was regaled as the King of Wines and the Wine of Kings for more than 500 years of Hungary's viticultural heritage. In 2017, Balla and Magyar introduced dry Furmint to the U.S.— and wine lists have never been the same. With the addition of this grape, which stands tall next to world-class dry varietals such as Sauvignon Blanc and Pinot Gris, sommeliers and chefs have created pairing menus and opted for cuisines that match the character of the crisp, refreshing natural acidity in these wines. Dry Furmint can also possess an amazing complexity, with citrus and mineral notes as well as fruit-forward aromas. Szent Tamás Winery is home to Tokaj's Grand Cru Vineyards, which grow in the volcanic hills that surround the village of Mád and define the mineral rich character of its wines. e winery, founded in 2009, is run by an 18th-generation winemaker/viti- culturalist and was among the first to experiment with dry-style Furmint. Its village-level blend, the MÁD Furmint, was intro- duced through e Tasting Panel, e SOMM Journal, and other prestigious wine publications as the "new taste of the world." e 2015 vintage was heralded as a new beginning for this grape and the flagship wine of "e Year of Furmint" campaign launched by Attila Balla of Vinum Tokaj International, which also serves as the wine's importer. e campaign opened the door to the U.S. market for more excellent dry Furmints from the region's other wineries, as well. For 2018, we are all anticipating a great second year for dry Furmint's growth into the North American market as one of the most important innovations in the wine industry. The market and brand builders of Furmint in North America: Attila Balla, President of Vinum Tokaj International, LLC, and Eniko " Magyar, Project Director for Wines of Excellence. They consider the timing to be impeccable for introducing people to dry Furmint. Looking Back on a Year of Innovation for Dry Furmint