Pécsi Brewery was given a special honor at the European Commission's agri-food business mission to Bangkok, where our beers were also served at the closing VIP dinner of the event series.
At the prestigious event, European and Thai government, business and agri-food industry leaders were given the opportunity to taste the products of the Pécsi Brewery.
As a member of the nearly 100-person European agri-food industry delegation, Pécsi Sörfőzde was able to participate in the program, held between May 25-30, 2026, alongside companies, professional organizations and decision-makers that play a decisive role in shaping the future of the European food industry.
The multi-day professional program was extremely diverse: business forums, professional presentations, roundtable discussions, B2B meetings and networking opportunities helped to establish new collaborations and share market experiences. Visits to Thai retail chains provided direct insight into local consumer habits and market operations, while the THAIFEX – Anuga Asia exhibition provided an excellent opportunity to learn about the latest global food industry trends and innovations.
One of the highlights of the program was the meeting with EU Commissioner Christophe Hansen, which focused on the future and international competitiveness of the European agri-food industry.
The highlight of the visit was undoubtedly the closing VIP dinner, where the invited European and Thai leaders were able to taste Pécs beers. We are particularly proud that a premium product from a rural Hungarian city has also been featured at such a prestigious international event. For us, this is not only a significant professional recognition, but also confirmation that our commitment to quality, innovation and continuous development represents value in international markets and is able to attract the attention of professional decision-makers.
During the event, there was an opportunity to meet with Dr. Szilvia Szalóki, Hungarian Ambassador to Thailand, and Benedek Vigh, Foreign Trade Attaché, who play an important role in strengthening Hungarian-Thai economic relations.
We returned from Bangkok with valuable business contacts, new inspirations and strengthened market experience. The experiences gained during the mission once again highlighted the growing interest in premium quality, innovative European products in Asian markets, which offers exciting opportunities for Pécsi Sörfőzde in the future.
Thank you for the organizers for the high-quality program and the opportunity for the Pécs Brewery to represent Hungary on the business mission in Bangkok.
