Moving on from Bull’s Blood

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At the end of February I was invited to talk at the XIX Vine and Wine Conference at the Károly Esterházy University in Eger, on marketing Hungarian wine in a global context. Some of my research highlighted the fact that after Tokaj, Bull’s Blood was the most well known Hungarian wine in many countries. It also indicated that Bull’s Blood had a reputation for wine in the cheaper bulk wine category, with many wines generically labelled ‘Bull’s Blood’.

Ceiling of the conference hall at the Károly Esterházy University

The successful marketing campaign for Bull’s Blood refers to the legend of when the Ottoman Turks believed the Hungarians were drinking blood to fortify themselves before battle when they saw the red wine stains on their beards. Today, it is largely the entry level wines which are called Bull’s Blood: blended reds which are bottled in Eger. Mostly, serious Eger producers choose to call their wines by the Hungarian name bikavér, with maybe a passing nod to a bull on the label, such as those of Ferenc Tóth and János Bolyki. Continue reading

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