Repositioning Tokaji aszú as a premium brand

Would you pay upwards of €1000 for the luscious amber nectar that is Tokaji aszú? Maybe in the future you’ll have to.

Until now you would have paid €80 for a bottle of István Szepsy’s aszú, but maybe in the future, you’ll have to fork out €1000-€2000 for a bottle, a ten to fifteen-fold increase. István, in an interview with Borbrand, says that people will need to decide what is the best sweet wine in the world.

All Szepsy’s wines will maintain the same quality, the difference will be in the quantity. The ‘normal’ Szepsy wines are made from three grape varieties, whereas the ‘luxury brand’ will be made from single varieties, using the best grapes from the very best vineyard plots. It’s obvious, he says, that wine from such a premium parcel should make its way onto the world market. The first year released will be the 2013, followed by the 2015.

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