Hungary calls on on-trade for Furmint February

By Clinton Cawood

Published: 28 January, 2019

As part of the first Furmint February to be held in the UK, participating on-trade and independent retailers have the chance of winning a trip to Hungary.

Now in its tenth year, the month-long celebration of Hungary’s best-known grape is coming to the UK for the first time – the first to be held outside of Hungary. Unlike its Hungarian counterpart, however, which is primarily consumer focused, Wines of Hungary UK’s Furmint February will prioritise trade engagement.

At the core of activities, and kicking off the month, is a tasting on 30 January that’s expected to feature as many as 90 wines – likely the biggest tasting of Furmint to be held outside of Hungary. Of these, about 70% are already available in the UK.

The competition will judge on-trade and independent retailers on their Furmint-related promotions throughout the month – everything from by-the-glass promotions to sommelier recommendations on the menu, with social media and other creative promotion also taken into account.

As Zsuzsa Toronyi, Wines of Hungary UK managing partner explains, the style of promotion will depend on the type of venue. “67 Pall Mall isn’t going to hand out leaflets, but they will be including a sommelier recommendation on their wine list for a month, for example.”

Others in the UK on-trade getting involved include Bristol’s Bellita, Sexy Fish and The Ritz Hotel in London, and Moor Hall in Lancashire. The winning on-trade outlet or retailer will be heading to Hungary for a three-day trip.

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