"There are particularly large reserves in the country, in the wine-growing regions approaching them from natural, technological, human capacity or marketing side of the question. The unfolding of highlights, the exploration of existing excellence, making their utilization smoother is of important interest for the Ministry of Rural Development. In this spirit, the Ministry announces the National Wines of Excellence Program which is considered to be essence of the wine sector’s issues comprised in the Rural Development Strategy and those expressed by the viticulturists in their 12 points claim"- Ministry of Rural Development, June 2013.

The program involves the complex development of six target areas of excellence:

• excellence of grape varieties – out of which the world class wines can be produced
• wine excellence - a Hungarian wine, which helps the world to identify the country
• education and research - vocational training, guidance and monitoring of professional’s life, strengthening the research and development base, developing consumer’s knowledge about wines
• marketing excellence - the use of a symbol system with integrating power. This strong market and marketing factor can contribute to a great extent to the Hungarian wines’ positioning and recognition
• excellence in human capacity - the integration of young people in the wine sector, providing opportunities for those ambitious and make the best talented persons interested in creating the necessary conditions for their success
• synergic relationships - providing connectivity to existing programs in other sectors, being it relations and links to tourism, the potential inherent in Hungarikum or other Hungarian treasures, or even to diplomatic and trade relations, through which the wine sector can benefit indirectly from.

The Hungarian National Tourist Office General Directorate of Agricultural Marketing Center’s mission is to actively contribute with different marketing tools to the promotion and sales of Hungarian agricultural products. A key tool of this process is the development of Hungarian wine's image and presentation of its applications. The General Directorate aims to have the visual identification marks of "Magyar Bor" and "Wines of Hungary" introduced and used by all communication channels.

It is exceptionally important for the Hungarian wine sector that its players consistently apply an integrating symbol system. This strong market and marketing factor could contribute to a large scale to the international positioning and reputation of Hungarian wines.

These brand elements are put to use during the wine promotion programs, too.