“And it’s a wrap !”
Last month, Nimbility hosted its final Trade Dinner event in Seoul with Wines of Hungary, ending the first year of its promotional campaign in both China and South Korea. The seven-month campaign across both countries consisted of a mix of events and activations targeted at importers, trade, sommeliers, media, influencers and wine lovers eager to discover the exquisite wines of Hungary and paving the way for their local distribution.
"Year 1 of the Wines of Hungary campaign China and Korea has seen an incredible amount of activity in a short space of time, from roadshows, to trade fairs, gala events, sommelier masterclasses, wine and food pairing dinners, influencer campaigns and media partnerships," says Francesca Martin, Nimbility CMO. "The Nimbility team pulled out all the stops and the visibility and awareness that has been driven for Wines of Hungary I believe has been significant. We are very much looking forward to developing the campaign further later this summer."
Sarah Soo-Kyung, Nimbility’s Head of Korea, supported by the global Nimbility team, opened proceedings with a campaign kick-off gala event, followed by masterclasses, dinners and tastings during Daejeon International Wine Expo where Hungary was ‘Country of Honour’ at the end of 2024. While in China, a country-wide roadshow with the presence of key Hungarian winemakers, Wines of Hungary team and Hungary Government representatives was organised and took place this March.
The three-day Roadshow consisted of in-depth masterclasses and trade tastings in Shenzhen and Shanghai, ending with an exclusive gala event to finish the program in Beijing. Fongyee Walker MW, China’s most influential Master of Wine, hosted the Masterclasses providing guests the highest level of knowledge and understanding of the unique offerings of Hungarian wines. For the occasion she was proudly wearing a matyo pattern embroidered coat designed by Matyodesign to further showcase the Hungarian cultural heritage
Media and influencer campaigns also formed part of the campaigns in both markets to deepen the outreach of Hungarian wines to end consumers.
“The past few months have marked an unprecedentedly focused and well-resourced period for Wines of Hungary in the Asian market. Through a tremendous investment of energy, the Hungarian Wine Marketing Agency aimed to give fresh momentum to Hungarian wines at a time when global market conditions are particularly challenging. The reception in China and South Korea has been overwhelmingly positive — we are already seeing tangible results in several areas, including buyer interest, significant media coverage, and an overall increase in visibility. We’re truly pleased that, with Nimbility’s support, we were able to implement a broader, more complex campaign instead of isolated, sporadic appearances. Riding this wave of momentum, we are planning further appearances and activities in 2025.” concluded Vera Szűcs-Balás, Head of International Relations at Hungarian Wine Marketing Agency.
For more information about Wines of Hungary campaign in APAC, get in touch at info@nimbilityasia.com