Grof Buttler embraces modern face of Hungary

Hungarian producer Gróf Buttler has emerged from bankruptcy with a new team and a new approach. Rescued two years ago by businessman and restaurateur Gàbor Kovács, the Eger-based producer arrived at this year’s Vinexpo just two weeks after bringing in a new management keen to turn the company’s fortunes around.

Outlining the key steps to modernising the brand, which is famous for its Egri Bikaver, commercial director Mihàly Konkoly explained: “We’re aiming for less wood, more fruitiness and introducing a second label.”

The company has also put exports at the heart of its new commercial strategy, with Konkoly identifying Scandinavia, Russia and Benelux as the initial targets. “London would be very important too,” he observed, “but that market needs a lot of effort and money.”

The introduction of a second label, to be called “GB”, forms a key part of the brand’s modernisation, as well as fulfilling an aim to broaden its consumer base. Consisting of a white blend, a red blend, a rosé and a Cabernet Sauvignon, marketing manager Attila Vörös said: “It will be for young people, eye catching, screw cap and in the supermarkets.”

The changes will be implemented from the 2011 vintages, with the GB white, most likely to be a Chardonnay-based blend, due to be the first wine to emerge at the end of this year. The red wines will have an ex-cellar price of €3.50, while the rosé and white will be slightly cheaper.

Meanwhile the original Gróf Buttler label will receive a modern update, which is currently in the final design stages, although Vörös confirmed that the brand’s distinctive Gothic script would remain.

The company is also closely watching proposals currently being considered by the Eger region, which would see the introduction of a third, higher quality level tier for its Bikaver. The tier would be equivalent to Grand Cru status, designating wines made from the region’s best vineyard sites.

Gabriel Savage, 21.06.2011