Elena Darieva is a sociologist with over 25 years of experience in electoral, social, and marketing research.

She is a regular author of analytical and political commentary for television and radio, and has published extensively on European integration, youth policy, and political attitudes. Her research interests focus on developing new indicators for marketing research, as well as examining the values and lifestyles of young people and women in Bulgaria.

She holds a Master’s degree in Sociology from Sofia University “St. Kliment Ohridski” and is the founder and director of the sociological agency NASOKA. She also serves as Deputy Chair of the Governing Board of the Bulgarian Sociological Association (BSA).

To understand Bulgarian consumers – what they think, what they want, what motivates them, and what holds them back – we must first get to know them. Our proposal is: data rather than stereotypes, with a particular focus on Bulgarian women and young people.

The presentation examines changing patterns of alcohol and wine consumption among Generation Z in comparison with Millennials, focusing on their attitudes, habits, and preferences across different drink categories. Particular attention is paid to women as consumers: their shopping patterns, the different consumer types they represent, and how marketing can better understand and respond to their real needs. By comparing beer and wine, the presentation explores how occasion, accessibility, and social context shape beverage choice.

It also challenges persistent stereotypes in wine marketing and addresses a key question: how can we create communication in which different audiences recognise themselves? The discussion focuses on understanding consumer objections, identifying barriers to consumption, and selecting appropriate communication approaches grounded in data, measurable indicators, and a deeper understanding of consumer behaviour.