Branding & Marketing

Integrating Wine into a Wider Cultural Context. The Importance of Wine Festivals

A panel discussion on the wine festivals of Hungary. How do these festivals contribute to the reputation of a region? Chaired by Elizabeth Gabay MW who is based in the tourist region of Provence.

Panel members Pál Rókusfalvy, winemaker, marketeer and organiser of many gastronomic festivals in Etyek, Zoltán Zilai, Head of department at the Hungarian Festival Association and Florian Zaruba, on lake Balaton with an event and concert venue, a restaurant, cinema and hotel at his winery will discuss the question using their own personal experience.

Wine festivals do not guarantee success, fame or fortune. We will look at how Hungarian Wine Festivals have evolved and what elements have proved to be successful. The discussion will cover the various aspects of festival organisation including the logistics (travel, access, costs, venue suitability, audience reach, time of year…). What type of festival is successful (arts, gastronomic, history, cultural, education…)? How can festivals be planned to benefit both the vineyard and region (walks between vineyards, several vineyards hosting joint festivals?)

An important part of this discussion will be considering what comes next in the development of this form of marketing. How can festivals retain their attraction with an increasing amount of competition?

12:30 pm - 01:15 pm
Budapest Ballroom
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