calendar_month2026/01/14> 2026/01/14
location_onBudapest, Ungheria

In 2026, I Vini del Piemote arrive in Budapest: “Nebbiolo Experience” to Conquer a New Market, Yet to Be Built.

I Vini del Piemonte is ready to enter the Hungarian market with the first edition of the Nebbiolo Experience, aimed at its associated wineries, with the goal of correctly positioning Piedmont in a market that is still entirely to be developed.

Budapest, January 14, 2026 – Piedmont is preparing to make its debut in Budapest with the first edition of the “Nebbiolo Experience” at the prestigious Varkert Bazar, the royal castle gardens where Princess Sissi historically walked, inside a futuristic multifunctional space.

The event will be organized by the I Vini del Piemonte Consortium in collaboration with the Budapest delegation of the Order of the Knights of the Truffle and Wines of Alba.

Why Nebbiolo Experience? In a market yet to be built, where Italy is identified with Prosecco and associated with a price range below €10.00 per bottle, the key will be to present a unique, iconic, and identity-defining wine to a select trade audience. A wine capable of fascinating sommeliers and creating entirely new, high-value demand. Nebbiolo, now known but still little understood, can be the Trojan Horse to bring Piedmont into the market, pulling other wines in its wake.

This initiative is part of a broader tour that will also see us in Vienna and Prague on Monday, January 12, and Tuesday, January 13, with two new editions of the established Barolo & Friends format.

PROGRAM:

• PROGRAMMA: 
  • 2:00 PM – 12:30 PM: Market presentation for producers
  • 12:30 PM – 1:30 PM: Light lunch for producers.
  • 1:30 PM – 6:00 PM: Walk-around tasting reserved for the trade (importers, restaurateurs, wine shop owners, press).
  • 1:30 PM – 2:30 PM: Trade Masterclass conducted by Sandro Minella.
  • 7:00 PM: Dinner by invitation for select private individuals, with the presence of the producers.

THE HUNGARIAN MARKET

• Dominance of Prosecco: Italian sparkling wines, particularly Prosecco, dominate the Hungarian market, accounting for nearly 40% of spending on imported wine, thanks to its positioning and use in cocktails.
• Italy’s Position: Italy is the leading wine supplier to Hungary, with a value of $7.03 million in 2023, holding a market share of approximately 30%.
• Main Competitors: France is a very close competitor ($6.98 million), followed at a distance by Germany ($4.84 million). However, Italy holds the lower-mid segment of the market with Prosecco, which has become almost a daily wine (everyone has a bottle at home), while France accounts for the vast majority with Champagne and wines for “special occasions.”
• Opportunities for Reds and Whites: Beyond sparkling wines, there is room for light and fruity red wines (not for Piedmont in the retail sector), aromatic white wines like Pinot Grigio, Arneis, and Gavi, and mid-to-high-end red wines for the Ho.Re.Ca. (Hotel/Restaurant/Café) sector and wine shops.
• Per Capita Consumption: The national per capita consumption is approximately 24.4 liters per year. However, in Budapest, this figure is higher, especially for imported wines, due to tourism and a higher average income.
• Niche Strategy for Piedmont: Piedmontese wines must target the high-end Ho.Re.Ca. channel and specialized wine shops in Budapest, aiming for high-spending customers and tourists.
• Role of Italian Restaurants: With over 150 establishments, Italian restaurants are a key promotional and sales channel for Italian wine, but they require sommelier training. To date, only a very few establishments offer quality Italian wine.
• Surgical Approach: For Piedmontese producers, it is essential to establish a presence in the Budapest market, collaborate with importers focused on the Ho.Re.Ca. sector, and focus on quality and brand recognition.