With a contemporary, professional, and emotionally resonant approach, the film presents Hungary as a wine country of remarkable diversity, depth, adventure, and unmistakable character. Its aim is not merely to promote, but to communicate through a new visual and emotional language that brings Hungarian wine closer to the global audience.

Developed with insights from several renowned Masters of Wine and informed by targeted market research and recent international campaigns, the concept places a special spotlight on wines that continue to garner global interest. These include volcanic wines, olaszrizling, bikavér, Tokaji aszú, and szamorodni.

“Our goal was to create a message that is both accessible and authentic. Of course, Hungary’s wine offering extends far beyond the varietals featured, but to make an impact globally, we needed focus. Rather than say everything, we wanted to spark curiosity—because that’s where good wine marketing begins,” said Pál Rókusfalvy, Government Commissioner for National Wine Marketing.

Where Expertise Meets Experience

What sets the film apart is its dual purpose: it is both promotional and educational. It helps international audiences learn to pronounce Hungarian wine names like furmint and szamorodni, while delving into the cultural and historical context behind them. Tokaji aszú — the world’s first officially classified wine region — receives special attention for its pivotal role in shaping global wine history.

Yet the narrative doesn’t dwell solely on heritage. The film presents a modern, evolving Hungarian wine scene — one that embraces innovation, creativity, and youthful energy.

“One of our key goals was to show that Hungarian wine can speak a new language,” said Menzkie, director of the film. “We didn’t want to rely on nostalgia — we wanted boldness, freshness, and authenticity in the visuals, sound, and storytelling.”

Beyond Budapest: Wine Regions, Landscapes, and Discovery

While Budapest remains a central hub, the film highlights the richness waiting beyond the capital. Hungary’s 22 wine regions offer not only exceptional wines but also immersive travel experiences, breathtaking landscapes, and a vibrant gastronomic culture.

Wine tourism is a central theme, especially relevant in the context of younger generations who seek travel and tasting experiences rooted in discovery, authenticity, and storytelling.

“Wine isn’t boring or old-fashioned—it’s the opposite. It can be playful, adventurous, musical, social. That’s the energy we wanted to convey, especially through the soundtrack,” said Viktor Sági, bass guitarist of Jazzbois and member of the film’s music team.

A Single Word: Bor

One of the film’s most symbolic elements is the word bor itself. Unlike most wine-related terms around the world — which stem from Latin roots like wine, vino, or wein — the Hungarian term follows its own linguistic path. It reflects the distinct identity, worldview, and story of Hungarian wine — now told through modern creative tools and a global voice.

As Rókusfalvy Pál noted during the roundtable discussion after the premiere: “This film is more than a marketing asset — it’s a cultural bridge. We want the world to see that in Hungary, wine is not just a drink. It is heritage, identity, and a vision for the future.”

The film is a cornerstone of the Hungarian Wine Marketing Agency’s international campaign strategy for 2025.
 

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