A new era has begun in the promotion of Tokaj wine. The Tokaji Wine Knights" Order podcast channel, which aims to engage audiences interested in wine in a fresh, modern format – both domestically and internationally. The guest on the pilot episode was Dr László Szabó, President, who spoke with Gergely Ripka about the organisation’s past, present and ambitious future plans.
Personal call
During his diplomatic career – whilst serving as Ambassador to Washington – he had the opportunity to showcase Tokaj wines on one of the world’s most important stages. This experience continues to shape his outlook today. One of the most important missions of the Tokaji Order of Wine Knights is to strengthen the reputation of Tokaj wine worldwide.
Junior wine knights are welcome
The president has been a member of the Order of Wine Knights since 2015 and regards his current role as a great honour. In recent months, however, it has become clear that, whilst preserving traditions is important, renewal is also essential.
One of the organisation’s key objectives is to bring in younger members.
As part of this, they are strengthening links with universities and collaborating with students from Tokaj-Hegyalja University, as well as with the wine clubs and marketing societies at Budapest Metropolitan University.
The „junior” programme is also designed to engage young people, allowing university students to get involved in the work of the wine knights’ order as junior wine knights.
Another key objective of the organisation is to
revive and continue previous highly successful events such as Tokaji Spring, Tokaji Rendezvous and the Grand Tokaji Wine Auction.
Budapest and its international outlook
A key element of the strategy is to strengthen the Order’s presence in Budapest. As Tokaj is relatively far from the capital, the Order is establishing a separate „Budapest branch”: the organisation of programmes is coordinated by Dorottya Mártonffy, who also plays an active role in developing international relations.
The aim is clear: for the Tokaji Wine Knights’ Order to become a leading international community that actively builds relationships abroad.
In this regard, the President’s diplomatic background is also a significant advantage.
Prominently featured in Trump’s hotel too
One of the podcast’s key messages is that the true value of Tokaj wine lies not only in its taste, but also in its stories. The terroir, the tradition of aszú production and centuries of expertise all contribute to the uniqueness that has earned the wine region worldwide recognition.
A good example of this is the fact that, in Washington, a Tokaji Aszú essence features prominently on the Trump Hotel’s wine list – and is also the most expensive item on the list.
Incidentally, science also confirms its uniqueness. According to research carried out by the University of Debrecen, many of the hundreds of compounds found in aszú have health-promoting effects. However, this does not alter the fundamental principle upheld by the Order of Wine Knights: the value of civilised, moderate wine consumption.
Podcast: a new voice, a new audience
The launch of the podcast clearly demonstrates that the Tokaji Wine Knights’ Order is open to new channels of communication. The aim is not merely to share information, but to build a community where wine, culture and human stories come together.
In the next episode, Katalin Pintér, co-owner of Gerbeaud Gastronomy Kft., will be our guest; as one of the leading figures in Hungarian gastronomy, she will bring a fresh perspective to the discussion.
The podcast episode is available on YouTube and Spotify:
(562) Tokaj 2.0: How does a historic wine order become a digital pioneer? – YouTube
