Borsuli has now become one of Progressive’s most unique in-house brands: a wine-tasting series that’s not just about wine, but also about community building, education, and serving as a genuine meeting place for colleagues, clients, and partners.
The story began four years ago as a labor of love by our Business Unit Director, Orsolya Szabó, but it quickly grew beyond its original scope: every month, our office lobby fills with wine glasses, stories, and laughter. The basic idea was simple: to bring wine closer to us as a culture—just as poetry, music, and gastronomy are part of our identity.
Behind Borsuli lie years of study and experience: Solya’s journey took her from wine expert training (BGE) to touring international wine regions, followed by advanced training at CEWI and sommelier studies. Yet the goal has remained the same throughout: to make wine accessible and enjoyable, while supporting domestic wineries - especially today, when Hungarian viticulture faces serious challenges.
One of Borsuli’s secrets lies in the people: those who dedicate their time to it month after month, and those progressive colleagues who pull everything together behind the scenes - setting up, chilling, pouring, taking photos, cooking, and then packing up together at dawn. For the past three years, we’ve been combining the tastings with gastronomy, because our team includes chefs, baristas, and pastry chefs - and they proudly showcase their skills.
Thursday evenings feature team games, blind tastings, quizzes, and a dash of marketing expertise - that’s what makes it both an experience and a connection.
The true value of Borsuli lies in its ability to build bridges: it helps new colleagues settle in, strengthens the team, and fosters personal relationships with clients that yield tangible benefits in our day-to-day work.
This will remain our mission in the future: a constantly evolving format, new wineries, new topics, and even more connections to wine—through literature, music, and gastronomy. Borsuli is a living brand that starts with wine but is ultimately about a community that brings people together both professionally and personally.
Who is Solya?
Solya is the Business Unit Director and a partner at Progressive Advertising Agency, where she is responsible for strategic communications, brand building, and integrated campaigns. She has been with Progressive for more than 16 years, which is rare in the advertising industry. Her career is a prime example of how long-term development and continuous renewal can go hand in hand.
Her philosophy is that advertising is, at its core, about building relationships. She believes that the strongest brands are born from trust, genuine human connections, and shared experiences. As a leader, she believes in a people-centered approach. She values mentoring, intergenerational collaboration, and a workplace culture where creativity can flourish in a safe environment.
She has built a community out of his passion for wine: Progressive Borsuli has now become one of the agency’s best-known in-house initiatives. In the wine industry, he is known not as a winemaker, but as an educator and community builder. She is convinced that wine is culture. She views it not merely as a drink, but as a vehicle for stories, human connections, and shared experiences.
She has successfully combined marketing and wine: Borsuli is simultaneously an educational program, a client relations platform, and a community-building initiative that has brought a new perspective to nurturing our business relationships. The key words of her communication philosophy are: curiosity, continuous learning, openness, creativity, and authentic human connections. These are just as present in the advertising industry as they are in the world of wine, making her an authentic bridge between the two worlds.
A leading advertising professional on one hand, and a dedicated promoter of Hungarian wine culture on the other - come join us for a tasting and meet her in person!