Wines of Hungary partners with WSET programme providers in China
Wines of Hungary has teamed up with 10 WSET-approved programme providers across China as part of a national campaign.
Wines of Hungary, the trade body which represents wine producers in the European country, has expanded its educational campaign with WSET-approved programme providers in China.
The national programme will integrate Hungarian wines into teaching for the 10 programmes.
The partnership adds a new dimension to Wines of Hungary’s campaign in China, now in its second year. Brand building agency Nimbility is leading the campaign, building on the momentum of a successful inaugural programme in 2024.
Nichole Mao, partner at Nimbility, will present masterclasses exploring Hungary’s terroirs and key regions. Teaching will delve into Hungary’s indigenous grapes such as Furmint, Hárslevelű, and Kékfrankos.
The country’s distinctive wine styles, from mineral-driven whites to the iconic sweet wines of Tokaj, will also be explored.
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Sessions are being hosted in Chongqing, Beijing, Shanghai, Nanjing, and Suzhou, with more cities to follow as the programme moves southward before the end of 2025.
Mao explained that the initiative reflects a deliberate step to connect Hungary more directly with the next generation of Chinese wine professionals: “This programme enables Wines of Hungary to penetrate deep into the heart of the Chinese wine trade, turning trade workers and wine lovers into lifelong advocates of Hungarian wines.”
Among the programme providers taking part is Zhulian Wines (朱利安葡萄酒咨询有限公司), led by Julien Boulard MW.
Born in Alsace, Boulard arrived in China in 2003 after studying Mandarin at university. After completing a master’s degree in international affairs, he worked for five years for a wine importer in Nanning, before setting up Zhulian Wines, specialising in wine education.
He said Hungary’s “distinctive terroirs, indigenous grape varieties and rich winemaking heritage” offer a “compelling story that deserves greater recognition”, adding that he is “delighted” to welcome the masterclass on Hungarian wine.
For Wines of Hungary, the expansion into the WSET classroom network represents a significant milestone. Győrffy András, Strategic Advisor for Wines of Hungary, emphasised the value of the collaboration: “We are deeply grateful for this partnership with Nimbility, whose adaptability, deep-rooted connections and sense of prioritisation make it possible to create such impactful programmes in a key market like China.”
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