Hungarian wine is not in such a bad position as it is considered. We have outstanding specialists and the country’s natural conditions are also proper. In Hungary, there are wine production and wine consumption has a major traditions. The role of marketing in our wine industry is growing more and more, and this trend is expected to continue i...n the future. The development of tourism in wine-growing regions and advertising would considerably promote the popularity of Hungarian wine.
Wine has always played an important role in the Hungarian culture and gastronomy. Today, average wine consumption is about 33 liter per person per year, which figure, comparing with datas in Western Europe, is acceptable. However, cultured wine consumption has begun to develop only in last few years. Consumers, whose knowledges about wines have... been widening, demand quality wines. The number of high standard scientific contributions on this subject has risen greatly. But comparisons of them are rather difficult because of adopting different surveying methods. This research has supported and confirmed that wine is a confidental product and previous experience could be an important determining factor during wine-purchasing. Wine is popular as a present, so the nice, elegant look, proper bottles and labels are essential for the higher rate of selling. Further, price-value rate could also be a main factor during the customers’ decision. This survey is a result of a test-research and its methodolical experience will have been used in my following researches.
Tokay wine is Hungary’s noblest wine. Beyond doubt, it is one of those uniquely Hungarian products, which has been without rival for centuries. Today the role of quality has become increasingly important and consumers who are ready to pay more for quality wines expect it. This wine will be able to get back its original popularity if the messa...ge of its excellence reaches the public. Knowledge of historical wine-producing regions constitutes a part of basic education and wine-marketing could take important measures to spread it since good products need to be sold properly and consumers require information about wines – with gastronomy – and wine producing regions.
With foreign invested capital, advantageous changes have been started in Tokay-Hegyalja. However, there is much still to do in order to produce, sell and consume Tokay wine on such conditions that are really worthy of a Hungaricum. It is essential to approach the famous oenologists of Europe and the world and to establish suitable production conditions for every winegrower. In addition to following consciously prepared wine-marketing directions, our country needs to make an expected name for this Hungaricum. These aims are important mainly because of approaching EU-accession. There is timely to study on what conditions Hungarian viticulture and oenology could access. It would be a great success of the Hungarian delegation if they could make current Hungarian laws of Tokay-wine-production accepted in the EU. Of course, all of these would be valid after EU-accession. During the pre-accession period, our country needs to fulfil several stipulations. For example, origin-protection, establishment of a registry system, law harmonisation, development of an institutional system.
Strengthening of home consumption has always been an inspirational tool in a product’s life cycle. It is important not only to take the requirements of foreigners into consideration and to produce for export, but we also need to satisfy the home market. Considerable stress should be laid on establishing and preserving viticulture. Increasingly, buyers expect high standards and they are ready to pay more for quality wines. They also demand appropriate professional information and consultation. So there is a lot to do and theoretical approach should be followed by action. In order to get to know what quality expectations exist, we have to examine the consumers of the Hungarian wine-market. Study of the Hungarian people’s consumption behaviour, referring to Tokay „aszú”, was closely connected with my work.
Participants of my study were consumers who buy Tokay „aszú” mainly in shopping centres, supermarkets and low-price shops specified for wine selling. Wine shops have important roles as they give opportunity for salespersons to make closer relationships with buyers. These shops could be communication channels of spreading wine culture. It would be favourable if in every town or city there were at least one wine shop giving the opportunity of consultation besides commercial activity and also providing services that support the improvement of wine culture’s position. The majority of questioned people spend less than 4.000 Forints on buying of Tokay „aszú” in a year. Results of the questionnaire survey support the fact that there is a demand for these wine-specialities, but lack of money strongly effects demand.
The Following summarises the history of Tokay wine, tasks of Hungary and the expected effects relating to EU-accession. Regulation of oenology and the wine-market, referring to quality wines and main results of the survey are also overviewed in the text.
Hungarian wine is not in such a bad position as it is considered. We have outstanding specialists and the country’s natural conditions are also proper. The level of Hungarian wone culture is comparatively low but is capable of progress. Hungarian Wine Marketing Non-profit Company helps public wine marketing to be really effective. The develop...ment of tourism in wine-growing regions and advertising would considerably promote the popularity of Hungarian wine.
The wine is still in Hungary in Hungarian history, culture, and one of the key elements of the economy are considered . Last, but not to the point of producing and selling the wine regions of livelihoods. Thousands of years in wine-producing traditions preserved in the modern winemakers, wine competitions demonstrate their skills. The Tokaj win...e region of the World's major and significant wine regions in Hungary.