The University of Tokaj will host the academic sessions of the 17th International Conference of the Academy of Wine Business Research (AWBR 2027) in Sárospatak, Hungary, on 9–10 June 2027. The wider conference programme runs from 8 to 11 June.

Under the theme “Rooted in Place, Reimagining Value: Wine Business in an Era of Cultural, Market and Environmental Transformation,” the conference will examine how wine businesses adapt to changing markets while maintaining connections with place, heritage and regional identity.

Research topics include wine tourism and hospitality, consumer behaviour, regional branding, digital marketing, distribution innovation and sustainable business models. Tokaj’s winemaking traditions provide a setting for discussions linking international research with regional industry experiences.

The programme opens with a Wine Business Industry Day in Budapest on 8 June, followed by the academic conference in Sárospatak and a Tokaj study trip on 11 June.

Submissions are due by 9 January 2027 through Oxford Abstracts. Authors may submit papers of up to 10 pages, including references, or extended abstracts of up to 800 words. Both undergo double-blind peer review.

Further information: AWBR 2027 official website.