On November 15, #hugelday2025 will be celebrating its 17th anniversary!
First started in the United States in 2009, this event, celebrated in wine merchants and restaurants, shines a spotlight on the Alsace wines of Famille Hugel.
Rooted in Riquewihr since 1639, the 13th generation of the Hugel family continues to champion the Alsatian identity, crafting wines that express the purest essence of its unique terroirs.
For 2025, HugelDay is placed under the sign of water — a rare and vital resource, deeply connected to wine. Water nourishes the vines, shapes every vintage, and carries Hugel wines across the world. In the family’s historic cellars, sirens, fish, and other mythical aquatic creatures carved on century-old foudres recall legends of the Rhine and Northern seas, brought to Riquewihr by merchants over centuries.
Why these two colors?
As in previous years, the campaign features Hugel’s iconic colors — Yellow and Red — symbols of luck for the Maison since 1921, a legacy of Jean Hugel’s pioneering marketing vision gained at MAGGI™ in 1918.
This year, our emblematic cuvée is Pinot Blanc Les Amours, whose new label has inspired the campaign. Under the theme of Hugel Love, with the playful slogan HugeLove, it celebrates both the Hugel name and the siren motif, drawn from the legendary world’s oldest foudre preserved in our Riquewihr cellars.
On November 15, 2025, Alsace and its great wines will once again shine in New York, London, Paris, Tokyo, Shanghai, and many more cities worldwide. A celebration of tradition and innovation, HugelDay invites wine lovers everywhere to dive into a story written for more than 386 years and shared today in over 100 countries.