Anton Penev is Director of the Municipal Tourism Enterprise at Sofia Municipality, with nearly 15 years of experience in tourism, marketing and destination branding. He founded Travel Academy Conference and Sofia Travel Fest. His work focuses on developing Sofia’s identity through culture, local cuisine and tourism experiences. He will explore the role of restaurants and Bulgarian wine in positioning Sofia as a gastronomic destination, including the findings of the international assessment of the city’s restaurant scene.

Why does Bulgarian wine remain absent from the glasses in Bulgarian restaurants?

Restaurants are among the most important places where consumers discover, choose and experience wine. A thoughtfully curated wine list, a confident recommendation and a connection to local cuisine can make Bulgarian wine a memorable part of the guest experience and the identity of a destination.

The discussion brings together perspectives from restaurant management, wine professionals and destination development. Through practical examples, it will explore wine list selection, the presentation and recommendation of Bulgarian wines, partnerships between restaurants and producers, and opportunities to build a shared gastronomic identity.

Particular attention will be given to the role of wineries: how to approach the right restaurants, develop lasting commercial relationships and help service teams confidently recommend their wines. The panel will also examine how local wine can contribute to positioning Sofia and Bulgaria as gastronomic destinations.