A cross-country comparison of wine in cultural foreign policy in Portugal and Hungary

Purpose This paper assesses the differences in the use of wine, as a consumed food substance, in the formulation of Portugal and Hungary’s cultural foreign policies between 2010 and 2022. By comparing the degrees of effectiveness of these two traditional wine-making countries’ approaches in shaping their national image, we contribute to the limited literature on wine diplomacy and cultural foreign policy. We highlight the disparities in policies and state organizations responsible for formulating the respective policies. Wine diplomacy enhances international affairs and strengthens political and economic ties, hence its importance in cultural foreign policy. Design/methodology/approach The authors apply the concept of soft power and draw on neo-liberal foreign policy theory to conduct research. The paper is a descriptive-analytical study, comprising a theory testing approach through the application of the concept of soft power. It employs content analysis of wine diplomacy literature, as well as process tracing between the statistical results and the structure of the domestic organizations and their policies. Findings Our findings show that an international wine strategy can be utilized as a form of soft power. Furthermore, Portugal produces nearly three times as much wine as Hungary and exports more than twice as much. However, Portugal’s international wine strategy is less developed than the Hungarian one. This fact creates a puzzle that requires further investigation. Research limitations/implications Wine is seen as a form of soft power that may enhance a country’s international relations, project a favorable country image, foster cooperation and cultural exchange through events and institutions. In this way, when appropriately utilized, wine can also strengthen political and economic relations. Originality/value The paper addresses a gap in the existing literature by applying a mixed-methods approach to the comparison of Portugal and Hungary’s wine foreign policies at the formulation level and presents a novel means for examining wine as a soft power element in international relations.