Difficult decisions

Collective marketing works only if we know our consumers and we target them with our campaigns – says Dr Zsombor Sümegi, director of the National Council of Wine Communities (HNT). This means that no general wine campaigns need to be implemented. For targeted campaigns the assistance of the retail sector is also essential: they should give priority to Hungarian wines instead of cheap imported wines, even if they are of good quality. Advertisements should also be more targeted, if rosé wines are popular in the summer, let’s back them with a campaign in the summer period. Numerous wine festivals are organised in Hungary, but many don’t know that a 3-day presence at any of these costs at least HUF 500,000 and 100ml wine can’t be sold for more than HUF 200-300 at these events. Consequently, being there at a wine festival is only profitable if the weather is superb and there are tens of thousands of visitors.