Associated With Royalty For Centuries It’s The King Of Wines

Tokaji’s producers and their wines are emerging from the dark shadow that obscured their glorious past. Attila Balla, President of Vinum Tokaj International, and Enikő Magyar, Project Director of Wines of Excellence, have been collaborating with the Hungarian Tourism Agency to serve as ambassadors for the region’s inimitable wine culture.

“As part of a three-year campaign, we’re educating the North American trade and consumers about traditional Tokaji wine specialties. Followed by the successful ‘The Year of Furmint’ campaign in 2017, this year’s focus will be ‘The Year of Aszú’ presented with the other sweet wine specialties. Our joint aim is to reposition Aszú on the world’s wine market: ….we would like to move away from its position of being the wine of kings and make it one of the favorite wines of Millennial cocktail lovers, too.”

As the crown jewels of the Hungarian wine industry,Tokaji Aszú wines always possess a distinctive and incomparable character and lead curious consumers to unexplored places on their tasting journey. With the “Year of Aszú” campaign, that journey will offer plentiful possibilities for a renewed dive into the art of winemaking…”

The full story was published in the SOMM Journal Magazine’ February-March issue.

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