Wine in Bulgaria

PROSPECTS

Growing wine culture

Wine culture and awareness continued to develop in 2017, fostered by intensifying gourmet trends, as well as urban consumers’ focus on health and wellness. In 2017, the more sophisticated wine preferences of the mass consumer were shaped by popular wine fairs and exhibitions, wine and gourmet festivals, and food and drink events.

Local wines focus increasingly on quality and authenticity

Wine tasting is perceived as a “must-have” experience for tourists arriving in Bulgaria and a key ingredient of authentic Bulgarian culture. For domestic consumers wine is turning into a journey of rediscovering Bulgarian traditions, igniting a sense of pride and “going back to the roots” especially for the urban younger generation.

Health and wellness trends in still wine

Urban consumers’ increased preoccupation with health and longevity contributed to growth in wine in 2017. The category’s outstanding on-trade performance was driven by the shifting consumer preference for wine as a healthier alternative to beer, cider or spirits.

COMPETITIVE LANDSCAPE

SIS Industries focuses on the premium segment

The leader SIS Industries OOD was among the fastest-growing companies in terms of total volume share in 2017. The withdrawal of key local competitor Telish AD from the category benefited the other popular players – especially the leading player, which capitalised on the opportunity.

Room for niche players in wines

The growing interest in wine categories such as white, rosé and sparkling wine as lighter and trendy beverages, among millennials and women in particular, boosted visibility and growth of niche innovative products. One of the most innovative trends within wine was the launch of coloured wines.

Kaufland Bulgaria EOOD committed to fostering wine and gourmet culture in the mass consumer segment

In 2018 Kaufland Bulgaria, the largest and fastest-growing modern grocery retailer, introduced its new private label wine concept “Cultura Vini”, which featured a special selection of world wines. The concept is to popularise wine culture among mass consumers by guiding and educating them about varieties, wine and food matches and world wine culture traditions.

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