Tackling the Challenge of Western Markets: The Case of Tokaj, Hungary

Abstract

The Hungarian wine industry is in a state of transition. Old methods and practices are being abandoned and new techniques are arriving from the West. Tokaj, one of the world's oldest and most famous sweet wine‐producing regions, is at the cutting edge of such developments. Examines the obstacles to be overcome in making a successful transition to the new marketing realities, surveying the approaches and progress made in Tokaj. Argues that there are three integral steps required in the formation of a competitive industry: reorganization of ownership; viticultural and oenological modernization; and Western methods of marketing. The impetus for such changes must come not only from within Tokaj, but also from collaboration with Western foreign investors.

Citation

Lee Williams, J. and Pearson, B. (1992), "Tackling the Challenge of Western Markets: The Case of Tokaj, Hungary", International Journal of Wine Marketing, Vol. 4 No. 2, pp. 38-44. https://doi.org/10.1108/eb008599