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The aim of the research is to show the role of Hungary‘s largest and most important wine festival in the Hungarian wine culture. We describe the consumers coming to the Festival, the information channels and how satisfied the domestic and foreign visitors are. The paper shows the results of the Budapest Wine Festival from 2009. The Festival tends to be more like a country-wide event and serve people with higher education mostly and the target group is getting more visible then before. The visitors are from all over the world – 3 continents and 20 countries. We can also state that 45.6% is regular visitor of the Wine Festival. The Budapest Wine Festifal has fulfilled its aim with performing as the flagship of the Hungarian wine promotion and marketing through its professional organisation, programs and performance.
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