Laurent Comas’ opinion about Tokaj

Laurent Comas, general manager of Tokaj Pajzos is talking about Tokaj’s present and future.

“In my opinion Furmint has the possibility of taking its place among the leading white wine varieties in the world. For one, it is only made in Hungary and so it is unique, and it is easier to sell. Others say the wine is good, which is also an important aspect. In addition, foreigners find Furmint an easy word to say and thus it starts with an advantage over Hárslevelű.

We could say, that everything is given in Tokaj, but it is not. Regarding the quality and prestige of the wines the best possible opportunity is given, but we can’t start, because we don’t do everything that is possible for selling Tokaj’s  wine in the field of marketing. Our huge fortune thanks to the Aszú, that in Tokaj Wine Region we can sell the Furmint more easily, than without the Aszú. I think that for its success we need a marketing office or centre. I’m really surprised that there isn’t a centre financed by the state and supported by producers.

That would be the base. It is present in every region for example in Toscana. Wherever they travel in the world not only one or two bigger producers are going but a delegation, that represents the Wine Region. The producers support with good  quality wines, and the state with money. That is what I am missing.

All in all I think a much better marketing should be made. We should found an office, that could spread over the world the good reputation of our unique products, Furmint and Aszú. Regarding our experience Furmint is popular, 60 percent of our turnover goes abroad. We export the more in North-America to the USA and Quebec.

We need dry Furmint and dry Hárslevelű because they are the second leg for the economical survival. They were missing before. Foreign investors came after 1992, but they were focusing only the Aszú, they consider the dry wines as a secondary product. They constricted significantly the sortiment, than slowly enlarged it, as they realised that they couldn’t survive only on Aszú. That is as if we were trying to keep walking on one foot, which is not impossible, but a lot harder than walking on two feet.”