How can we turn stories into sales? What can we learn from the world’s leading spirits brands? And how can we sell more Bulgarian wine without necessarily spending more on advertising?
A talk about marketing, the psychology of choice, and the power of a good story. Featuring real-life examples, unexpected ideas, and an answer to the question of why, sometimes, a story about your grandfather can sell better than the most expensive French oak barrel.

What does it take to turn the potential of Bulgarian wineries and wine regions into outstanding visitor experiences and recognized destinations? How can we attract more visitors, encourage longer stays and repeat visits, build loyalty, and create value for local businesses and communities?
Krasimira Kodukova and Ekaterina Hristova bring together their extensive professional experience in a masterclass on experience design, partnership building and quality management.
Drawing on findings from a study of Bulgarian wine tourism, the speakers will trace the sector’s real-world challenges, successful Spanish models, and practical solutions and tools for designing and delivering visitor experiences, building partnerships, and developing wine regions.
The masterclass is intended for winery owners and managers, tour operators, tourist guides, representatives of regional associations, local communities, and professionals involved in developing and promoting Bulgaria’s wine regions.
Participation is free of charge, subject to advance registration and organizer confirmation. Priority will be given to professionals and organizations with a direct interest in, and commitment to developing high-quality wine tourism in Bulgaria.

Old vines hold a special allure in the world of wine. We associate them with tradition, character, concentration, and depth. But what does old vine actually mean, and is age truly a guarantee of quality?
In this masterclass, Fred Nijhuis will take us on a journey through some of the world’s most remarkable old vineyards. Through a carefully curated selection of wines, we will explore the relationship between vine age, yields, terroir, and wine character. We will explore where the romance ends and the tangible advantages of old vines begin.
A tasting for wine enthusiasts and professionals alike, offering a fresh perspective on one of the most revered concepts in the wine world.