Olaszrizling 2.0 – Reimagining a Native Grape with Global Ambitions

By Dr. Attila Fiáth | WBA Budapest Blog

“Wine becomes truly meaningful when it speaks beyond itself. The Olaszrizling of Egerszólát is precisely that.”

When I was invited to the Aranytőke Wine Review, I knew I wasn’t attending a typical competition. Egerszólát is more than a village – it’s a viticultural statement in the making.

What Makes Egerszólát’s Olaszrizling Exceptional?

• It shows resilience to climate change, both in vineyard and cellar.

• Its site-specific personality goes far beyond generic table wine.

• It’s a living heritage – wine has been made here since the 14th century.

• A strategic opportunity for Hungary to express unique identity through wine.

The dűlő (single-vineyard) wines presented – especially in the Szóláti Grand Prize category – revealed the remarkable expressive potential of the variety. We were not merely tasting wines; we were exploring narratives of origin, resilience, and reinterpretation.

Strategic Lessons from a Modest Grape

1. Terroir + Personality = Competitive Edge

2. Positioning over Marketing – it’s not just about name recognition, but cultural context.

3. Small Origin, Big Voice – climate pressure can be a catalyst for strategic redefinition

From Local Pride to Global Perspective

Wine today is more than flavour – it is meaning. The Olaszrizling of Egerszólát has a story to tell, and a point of view to offer. As it reclaims its identity, it challenges us to consider what kind of wine world we wish to build.

Suggested Reading

• After the Last Moment – Time, Identity and Wine [Interview link]

• Strategic Wine Positioning in a Changing World [WBA Masterclass link]

• Climate & Character – Scientific Background Briefing (PDF)

Final Thought:
If Olaszrizling is returning to the spotlight, it isn’t just good for the grape – it’s a vote of confidence in Hungarian wine culture. I’ve seen what it can do. Now it’s our turn to believe in it.