Vlašák, Pálava and Frankovka could help Czech wine stand out internationally, say Masters of Wine

Twenty Masters of Wine travelled to the Czech Republic in early September for an intensive five-day study tour across Bohemia and Moravia. Their verdict offered both encouragement and a clear message for the Czech wine sector: the quality and diversity are there, but international success will require simpler communication, clearer labelling and a stronger focus on distinctive flagship varieties.

Over five days, the visiting Masters of Wine explored key wine regions across Bohemia and Moravia, tasting extensively and meeting producers along the way. Organised under the auspices of the Institute of Masters of Wine, the programme was designed to provide an in-depth introduction to Czech terroir, grape varieties, wine styles and history, while strengthening long-term international relationships.

The visit concluded with a discussion in which the Masters of Wine shared their impressions and recommendations for the Czech wine sector.

Diversity is a strength – but it needs a clear message

One of the strongest impressions was the remarkable diversity of Moravian wine. While this breadth is a genuine asset, the experts noted that it can also make the region more difficult for international consumers and trade professionals to understand.

For export markets, their recommendation was therefore to identify a clear flagship – a grape or style capable of opening the door for the wider category, much as Grüner Veltliner has done for Austria or Sauvignon Blanc for New Zealand.

Once recognition has been established around a distinctive flagship, other regional varieties and styles can follow.

This also raises the question of how Czech grape varieties should be communicated internationally.

For Ryzlink vlašský, the experts favoured the shorter and more distinctive name “Vlašák”, which could help avoid confusion with Riesling associated with the internationally used name Welschriesling.

For Frankovka, they strongly supported retaining the local Czech name rather than adopting Blaufränkisch for international communication. Pálava was also identified as having considerable potential: its short, memorable and relatively easy-to-pronounce name gives it a natural advantage in export markets.

Freshness, energy and authenticity

The Masters of Wine also highlighted a stylistic thread running through many of the wines they tasted: freshness, vibrancy and purity.

For producers aiming at the premium end of international markets, their advice was not to obscure these qualities through excessive winemaking intervention, but rather to allow vineyard character and regional identity to remain at the centre of the wine.

“What really connects Czech and Moravian wines is their freshness, vibrancy and purity. Local winemakers have understood that this purity is one of their strengths. Authenticity is key: rather than layering techniques or relying on heavy French oak, the priority should be to let the energy of the vineyard come through. Local varieties such as Vlašák and Pálava offer distinctive character and mineral structure without becoming heavy,” said Lisa Granik MW, a respected US-based consultant specialising in international wine markets.

Make the label easier to understand

Labelling was another recurring theme.

The Czech classification system provides consumers with considerable detail, but this level of complexity can become a barrier when wines are presented to international buyers or consumers unfamiliar with the country.

The recommendation was therefore straightforward: wines intended for export should be presented in a way that reflects international conventions, prioritising clarity and making the most important information immediately accessible.

For an emerging wine origin, simplicity can be particularly valuable. A consumer encountering Czech wine for the first time should be able to understand what is in the bottle without first having to decode the country’s classification system.

Building international awareness

The significance of the visit extends beyond the five-day programme itself. Each participating Master of Wine is expected to prepare a short report following the trip, with the findings subsequently brought together into a broader overview of Czech and Moravian wine and shared across the international MW community.

“A visit by a group of Masters of Wine is an exceptional opportunity for our wine regions. Each participant will prepare a short report after the trip, and together these will form a comprehensive overview of Czech and Moravian wines to be shared with all 420 Masters of Wine around the world. These professionals have a significant influence on the international wine sector. History shows that visits of this kind can help bring lesser-known wine regions to global attention – Greece is one example, with Lenka Sedláčková MW, the only Czech Master of Wine and based in London, playing an important role in introducing its wines to international markets,” said Klára Kollárová, National Sommelier of the Czech Republic.

For the National Wine Centre, the feedback also confirmed that international competitiveness is not simply a question of wine quality. How Czech wine communicates its identity will be equally important.

“Receiving professional feedback from some of the world’s leading wine experts is immensely valuable. It confirmed that our wines can compete internationally, but also showed us that we need to improve the way we present them. Simplicity, clarity and the ability to tell the story of our varieties will be essential if we want to succeed in a highly competitive global market,” said Dagmar Fialová, Marketing Director of the National Wine Centre.

A long-term investment in Czech wine

The project is intended as a foundation for the long-term promotion of Czech and Moravian wines in key international markets, building greater awareness among influential members of the global wine trade.

The programme was delivered with the involvement of the National Wine Centre, the Wine Fund of the Czech Republic, CzechTourism, the Czech ministries responsible for agriculture, foreign affairs and regional development, the Embassy of the Czech Republic in London, South Moravia Tourism, and participating wine producers, who also contributed financially to the project.

The full programme and further information about the visit are available at www.mastersofwine.cz.